Chapter 21

Question 1

Personal Selling

Answer 1

The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision

Question 2

Sales Management

Answer 2

Planning the selling program and implementing and evaluating the personal selling effort of the firm

Question 3

Relationship Selling

Answer 3

The practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time

Question 4

Order Taker

Answer 4

Processes routine orders or reorders for products that were already sold by the company

Question 5

Order Getter

Answer 5

Sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers’ use of a product or service

Question 6

Team Selling

Answer 6

The practice of using an entire team of professionals in selling to and servicing major customers

Question 7

Personal Selling Process

Answer 7

Sales activities occurring before, during, and after the sale itself, consist of 6 stages:
1) prospecting
2) pre approach
3) approach
4) presentation
5) close
6) follow up

Question 8

Lead

Answer 8

The name of a person who may be a possible customer

Question 9

Prospect

Answer 9

A customer who wants or needs the product

Question 10

Qualified Prospect

Answer 10

If an individual wants the product, can afford it, and is the decision maker

Question 11

Cold Calling

Answer 11

Approach for generating leads either in person or by phone

Question 12

Need-Satisfaction Presentation

Answer 12

The presentation stage:
1) stimulus-response format
2) formula selling format
3) need satisfaction format

Question 13

Adaptive Selling

Answer 13

A need-satisfaction presentation format that involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information

Question 14

Consultative Selling

Answer 14

A need satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution

Question 15

Upselling

Answer 15

The practice of introducing a higher-end product solution than the one in question

Question 16

Cross-Selling

Answer 16

The practice of proposing related or complementary products and services

Question 17

Objections

Answer 17

Excuses for not making a purchase commitment or decision

Question 18

Geographical Sales Organization

Answer 18

The simplest structure, where the US is first divided into regions and each region is divided into districts or territories. Salespeople are assigned to each district with defined geographical boundaries and call on customers to represent products

Question 19

Customer Sales Organization

Answer 19

When different types of buyers have different needs - different salesforces call on each separate type of buyer or marketing channel

Question 20

Product Sales Organization

Answer 20

When specific knowledge is required to sell certain types of products

Question 21

Customer Relationship Management (CRM)

Answer 21

Consolidate customer and sales information in a single database so that salespeople and sales managers can more easily access, analyze, and manage a company’s relationship with individual customers or accounts

Question 22

Salesforce Automation (SFA)

Answer 22

The use of various technologies to make the sales function more effective and efficient

Question 23

Marketing Automation

Answer 23

Applies systems and technologies, including AI to provide insight to salespeople

Question 24

Customer Service and Support Automation

Answer 24

Process and technologies that supply customers with information about post-sale activities, including installation, repair, replacement, and replenishment