Selling above and below the line pdf
ATL vs BTL Marketing - Above The Line vs Below The Line by Dr Vijay Prakash Anand
ATL & BTL Agencies
Cost, service, functionality—good salespeople know the value propositions that speak to frontline managers. Sales professionals that appeal to both achieve spectacular results. In Selling Above and Below the Line , master sales trainer Skip Miller shows how to simultaneously sell the technical and financial fit of any product or service—a strategy used by Google, Apple, Cisco WebEx, and other powerhouses. Readers learn to:. Too often, sales that seemed locked in will stall or go dark. Learn to sell above and below the line, and keep the process moving swiftly toward successful, lucrative deals. Stay ahead with the world's most comprehensive technology and business learning platform.
ATL is most applicable when a product is directed for a broader spectrum of consumers, for example a soft drink company might contract an ATL advertising agency to develop ads targeting a broad audience. From Wikipedia, the free encyclopedia. This article has multiple issues. Please help improve it or discuss these issues on the talk page. Learn how and when to remove these template messages. This article is an orphan , as no other articles link to it. Please introduce links to this page from related articles ; try the Find link tool for suggestions.
By using below-the-line promotion techniques the firm can keep control over its promotional efforts and does not have to pay intermediaries and external agencies. BTL promotions target individuals based on their needs or preferences and can lead directly to sales. The results can be easily measured providing valuable data to estimate return-on-investment. Sales promotions are temporary methods to improve sales by attracting new customers and encouraging existing customers to purchase more. Although offers may be short-term, there is a belief that trial of the firm's product will to create brand loyalty.