Lesson 8 Sales and Marketing

Lesson 9: Sales and Marketing 9.5 The marketing mix for your marketing strategy

• The different elements of your marketing strategy can be divided into seven
• basic decision areas that bar owners may use to devise an overall marketing
• strategy for a single product or the complete bar. This is often referred to as the,
• seven Ps;
• Product: tangible and intangible features.
• Place (distribution): location. (Chapter 9 – p. 174)
• Promotion: informing your customers (advertising, merchandising and public relations). (Chapter 9 – pp. 171-173 Figures 9.4 / 9.5)
• Price: most flexible element, pricing policies, tiered pricing (house, up-sell and premium brand)
• Process: internal and external procedures, mechanisms for service delivery.
• Physical evidence: interior and exterior appearance (menus, floor plans etc)
• Participants: the staff
• These seven decision areas are applied to bars the following way; (chapter 9 – Figure 9.4)

Lesson 9: Sales and Marketing 9.6 Sales in the Bar

• Macleod (1994) contends that ‘pleasing the customer, is a tall order, as all customers are
• different with varying interests, ideas and demands’.
• Telling is not selling: communicate with the customer to ascertain their needs, and
• personalize the sales pitch to take their expectations into account and demonstrate the
• benefits of the product or service to them.
• Selling techniques: conversation selling, over-selling, related selling, suggestion selling, selling up, silent selling. (Chapter 9 – p. 175)
• Personal selling: selling – preparation, sales play, the follow-up. (Chapter 9 – p. 176)
• What motivates customers to buy?: customer’s buy for many different
• reasons. (Chapter 9 – p. 176)
• Staff communication, rules of selling, nature of persuasion: (Chapter 9 – pp. 176-177)