Promotion and Selling, Essay Example

Personal Selling 

The target market would want to know how cost effective Ultimate Cleaning Services are as well as the range of services available. Personal selling method to be used here will be face to face communication since the use of the telephone may not be very appropriate. The sales force will be involved in door to door advertising to make people aware of the presence of the company. To make money, you need to sell something hence the personal selling process is important (Nick Tart, 2008).

Training

Ultimate Cleaning Services will seek to employ experienced people in the home cleaning field but will still offer a bit of training to the individuals. This will be aimed at preparing them to work in the standards of the company. The sales forces will have to be people who will portray the professionalism of the company. The first week will be dedicated to the training of the sales force so they can learn all about the new company, its services and what will be expected of them.

Incentives

Sales force may face rejection but incentives provide the motivation they need to find new accounts and close sales (Zoltners, Sinha & Lorimer, 2006). Ultimate Cleaning Services will offer incentives to its sales force as a way of motivating them. This will be in the form of cash and will be given to those who are able to achieve their target sales. The cash bonus here will be a percentage of their salary. These incentives will be based on team performance and not individual since most of the time they will be working as a team.

Evaluate Selling Performance

The selling performance of the sales force will be evaluated in a variety of ways. This will not only look at the sales volume of the individuals or teams but will be based on other things such as the excellence in job done and the ability of the person to sell the business. The sales force will also be evaluated on their promptness in delivering reports to the company, their knowledge in the things such as prices and the general organization of the individual. The sales force will be required to be well presented in terms of being neatly dressed and generally clean. The evaluation will also be based on their contribution to the yearly goals of the company as well as compliance to the budget that has been set by the company.

Communication Objectives

In communicating to the clients, the company will aim to inform the target clients about who Ultimate Cleaning Services is and what kind of services they can expect from us. The other communication objective is to let the clients know where the services will be available and why we think we are the best solution to their cleaning needs. The clients will also know about our prices and what makes us unique from the available companies offering the same services. It is expected that all this will be achieved during the first month after the business is opened.

Message Themes, Graphics, and Copy Effectiveness

The advertising message will contain information about the name of the company, the services offered, the estates to receive the services and the packages that will be offered. This is because of the need to provide all the information the clients will need in the advert. The graphics on all the adverts will show a logo of the company and the graphics appearing on the home page of the website will be that of a photo of the main premises of the company and a small description of its location.

Media

Ultimate Cleaning Services will use advertising media that will make it easy for the target market to notice it. These include the local newspapers such as the Daily Nation and The Standard newspapers. Posters will also be placed in all the estates that the company will be offering its cleaning services. The company will also have a website and some of the online advertising methods such as use of back links and affiliate marketing will be used.

Public Relations Program 

Ultimate Cleaning Services will make use of a public relations plan to effectively market the company. This will ensure the company has adequate media exposure through the use of editorial copies and press releases.

Sales Promotions

The company will make use of a variety of sales promotion tools especially in the early stages of the business. There will be discounts for the customers who will want to use our services during the first weeks. Gift offers will also be given from time to time to attract customers. Customers will be made to stop, think about and make a decision to follow up the promotion if the sales promotion is good (Mullin & Cummins, 2008).

Advertising and Promotions Effectiveness

The effectiveness of advertising and promotion will be analyzed based on the number of orders that the company will receive and compared with what was targeted. This is because the adverts and proportional tools may result in people asking for more information but the actual thing that will show their effectiveness is the sales. This will depend on the increase in demand for our services in all the targeted areas.

References

Mullin, R., & Cummins, J. (2008). Sales promotion: how to create, implement and integrate campaigns that really work. (4^th ed.). Philadelphia: Kogan Page.

Tart, N. (2008). How to implement the personal selling process. Artciclesbase.com. Retrieved from http://www.articlesbase.com/sales-articles/how-to-implement-the-personal-selling-process-700129.html>

Zoltners, A. A., Sinha, P., & Lorimer, S. E. (2006). The complete guide to sales force incentive compensation: how to design and implement plans that work. New York: AMACOM.