chapter 14: personal selling and sales promotion Flashcards
(65 cards)
what is personal selling
personal presentations by the firm’s sales force
purpose of making sales and building customer relationship
includes salespersons
salespersons
covers a wide range of positions
order takers
order getters
order takers (salesperson positions)
salesperson at department store
order getters (salesperson position)
positions demand creative selling, social selling, and relationship building
what are the roles of the sales force
critical link between the company and customers
coordinate marketing and sales
Salesperson-owned loyalty
when customers are loyal to salespeople as well as to the companies and products they represent
what is sales force management?
analyzing, planning, implementing, and controlling sales force activities
what are the steps of managing the sales force?
STEP 1: Designing the Sales Force Strategy and Structure
STEP 2: Recruiting and Selecting Salespeople
STEP 3: Training Salespeople
STEP 4: Compensating Salespeople
STEP 5: Supervising and Motivating Salespeople
STEP 6: Evaluating Salespeople and Sales Force Performance
what are the critical components of STEP 1: Designing the Sales Force Strategy and Structure
Territorial sales force structure
Product sales force structure
Customer (or market) sales force structure
sales force size
workload approach
outside or inside sales force
team selling
Product sales force structure
a sales force organization in which salespeople specialize in selling only a portion of the company’s products or lines
Territorial sales force structure
a sales force organization that assigns each salesperson to an exclusive geographic territory
in there, that salesperson sells the company’s full line
Customer (or market) sales force structure
a sales force organization in which salespeople specialize in selling only to certain customers and industries
when should a company consider its salesforce size?
Once the company has set its structure
how can you consider the workload approach
grouping accounts into classes
taking notes on their size and the effort needed to keep them
this then determines how many salespeople are needed
outside sales force (field sales force)
salespeople who travel to call on customers in the field
inside sales force
salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers
some inside salespeople provide support to outside salespeople
Team selling
using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts
what are the skills that must be looked at when hiring for STEP 2: Recruiting and Selecting Salespeople?
Intrinsically motivated
Discipline work style
Relationship building Ability to
close a sale
what is the goal of STEP 3: Training Salespeople?
achieve understanding of company, product, customer, and marketing knowledge
how can you train your sales force?
Seminars
sales meetings
e-training form the basis of sales training programs
how can you compensate your salesforce in STEP 4: Compensating Salespeople?
Fixed amount: salary
Variable amount: commissions or bonuses
Expenses and fringe benefits
what are the two components of STEP 5: Supervising and Motivating Salespeople
employee supervision
employee motivation
what does supervision do to sales people
helps sales people “work smart” but doing the right things, the right way
how can you motivate sales people
organizational climate
sales quotas
positive incentives
