Chapter 16 Flashcards
(24 cards)
personal selling
personal presentation by the firm’s sales force for the purpose of making sales and building custoemrs relationships
salesperson
an individual representing a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building
sales force management
the analysis, planning, implementation and control of sales force activities. It includes designing sales force strategy and structure adn recruiting, selecting, training, supervising, compensating, and evaluating the firm’s salespeople
territorial sales force structure
a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company’s full line
product sales force structure
a sales force organization under which salespeople specialize in selling only a portion of the company’s products or lines
customer sales force structure
a sales force organization under which salespeople specialize in selling only to certain customers or industries
outside sales force (or field sales force)
outside salespeople who travel to call on customers in the field
inside sales force
inside sales people who conduct business from their offices via telephone, the internet, or visits from prospective buyers
team selling
using teams of people from sales, marketing, engineering, finance, technical support and even upper management to service large, complex accounts
sales quota
a standard that states tha amount a salespersona should sell and how sales should be divided among the company’s products
selling process
the steps that the salesperson follows when selling, which include prospecting and qualifying, preapproach, appraoch, presentation and demonstration, handling objections, closing and follow up
prospecting
the step in the selling process in which the salesperson or company identifies qualified potential customers
preapproach
the step in the selling process in which the salesperson learns as much as possible about a prospective customer before making a sales call
approach
the step in the selling process in which the salesperson meets the customer for the first time
presentation
the step in the selling process in which the salesperson tells the “value story” to the buyer, showing how the company’s offer solves the customer’s problems
handling objections
the step in the selling process in which the salesperson seeks out, clarifies and overcomes customer objections to buying
closing
the step in the selling process in which the salesperson asks the customer for an order
follow-up
the last step in the selling process in which the salesperson follows up after the sale to ensure customer satisfaction and repeat business
sales promotion
short-term incentives to encourage the purchase or sale of a product or service
consumer promotions
sales promotion tools used to boost short-term customer buying and involvement or to enhance long-term customer relationships
event marketing
creating a brand-marketing event or serving as a sole or participating sponsor of events created by others
trade promotions
sales promotion tools used to persuade resellers to carry a bran, give it shelf space, promote it in advertising, and push it to consumers
business promotions
sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople
