Chapter 18 Sales Promotion and Personal Selling

Marketing managers can use sales promotions to increase the effectiveness of their promotional efforts and to offer incentives to buy. In terms of sales promotion, Audi doesnt  promote itself as much as other car companies (such as Toyota, Honda, and Nissan etc) when it comes to sale promotions and deal offers that happen at the dealership level. The reason for this is because Audi has already established itself as one of the most luxiours car brands in the world along side with other  luxury car brands such as BMW, and Mercedes and does not feel the need to promote sales knowing they will still attract customers regardless of promotional sales. Although, Audi will hold special incentives such as the "Audi Owner Loyalty Incentive" for returning Audi customers that currently own or lease any model year 2001 or newer Audi vehicle. Based on which 2012 Audi vehicle you choose , this loyalty offer extends $500-$1,500 towards the lease or $1,000-$3,000 towards the purchase of the customers next Audi vehicle. With all that said Audi's main focus is on personal selling.

 

 Personal selling offers both advantages and disadvantages in comparison with other elements of the promotion mix. It allows the salesperson to target the message specifically to the audience and receive immediate feedback. In this way, it is more precise than other forms of promotion and often has a greater persuasive impact. Conversely, personal selling cannot reach as many potential customers as advertising, plus the cost of each contact is much higher. Another advantage is that personal selling can be an important source of marketing information. If the sales force is well trained, acting as problem solvers and advisors for customers rather than using hard-selling tactics,personal selling helps companies such as Audi to build loyal, long-term relationships with customers. The whole experience of going into a dealership and talking to a Salesperson is the definition of personal selling. When you walk into an Audi dealership, the Salesperson approaches you, tells you their name, and will begins asking you questions such as , what you are looking for, and what car fits you and your personality the best. In most cases, the salesperson will be your liaison with the Audi dealership forever, assuming you by a car. He or she therefore grows to know you, and is the ideal person to work with if you have any problems or complaints, as that person is almost a friend to you, based on the relationship they have established through professionalism, courtesy, and understanding of their customer. This is essentially the definition of relationship selling. The salesperson will always be "your salesperson", and you will very rarely have to deal with anyone else on any issue regarding your car. This is a relationship rarely found in the world of consumers and sellers, but when it comes to such a large investment as a car, this kind of service is expected and demanded by everyone.