E3 Ch 19

Question 1

When personal selling makes sense… (3)

Answer 1

• Item is expensive
• Item is complex or needs explanation
• Customer is a business or organization
  Ex. buying a house

Question 2

Personal Selling Process: (5)

Answer 2

1. Generate and qualify leads
2. Preapproach
3. Sales presentation and overcoming reservations
4. Closing the sale
5. Follow-up

Question 3

Step 1: Generate and Qualify Leads

Answer 3

Sources of Leads:
- current customers
- networking events
- internet
- trade shows

Does customer have…
- need for an item/service?
- ability to buy?
- willingness to buy?

Question 4

Step 2: Preapproach

Answer 4

Extends qualification procedure
Done before interacting with customers
“doing homework” – determine specific need and range of acceptable options –> develop plans for meeting w customer

Question 5

Step 3: Sales Presentation and Overcoming Reservations

Answer 5

The presentation
Handling reservations

Question 6

Step 4: Closing the Sale

Answer 6

Often most stressful part
A “no” one day may be foundation for a “yes” another

Question 7

Step 5: Follow-up

Answer 7

Immediately after sale
make sure customer is satisfied
Very important for high involvement items

Question 8

Reliability

Answer 8

product meets expectations

Question 9

Responsiveness

Answer 9

company is committed to helping its customers

Question 10

Assurance

Answer 10

company/employees convey confidence in their jobs

Question 11

Empathy

Answer 11

company understands its customers

Question 12

Tangibles

Answer 12

customer’s physical experience (going to the storefront) meets expectations