16. Personal Selling and Sales Promotion

Question 1

Salesperson

Answer 1

An individual who “represents a company to customers” by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building.

Question 2

personal selling

Answer 2

Personal presentations by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships.

Personal selling is the interpersonal part of the promotion mix and can include:
Face-to-face communication
Telephone communication
Video or Web conferencing

Question 3

Sales force management

Answer 3

Analyzing, planning, implementing, and controlling sales force activities.

Question 4

The Sales Force Structure

Answer 4

1. Territorial sales force structure
2. Product sales force structure
3. Customer sales force structure

Question 5

Territorial sales force structure

Answer 5

A sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company’s full line.

Question 6

product sales force structure

Answer 6

A sales force organization in which salespeople specialize in selling only a portion of the company’s products or lines.

Question 7

Customer (or market) sales force structure

Answer 7

A sales force organization in which salespeople specialize in selling only to certain customers or industries.

Question 8

Outside sales force (field sales force)

Answer 8

salespeople who travel to call on customers in the field.

Question 9

Inside sales force

Answer 9

salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers.

Question 10

Team selling

Answer 10

Using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts.

Question 11

Recruiting and Selecting Salespeople

Answer 11

Careful selection and training increases sales performance.

Poor selection increases recruiting and training costs, leads to lost sales, and disrupts customer relationships.

Question 12

3 Goals of training Salespeople

Answer 12

Customer knowledge
Selling process
Knowledge of products, company, competitors

Question 13

Supervising and Motivating Salespeople

Answer 13

The goal of supervision is to help salespeople work smart by doing the right things in the right ways.
The goal of motivation is to encourage salespeople to work hard and energetically toward sales force goals.

Question 14

Sales morale and performance can be increased through

Answer 14

Organizational climate
Sales quotas
Positive incentives

Question 15

Evaluating Salespeople and Sales Force Performance

Answer 15

Sales reports
Call reports
Expense reports

Question 16

Selling process

Answer 16

The steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up.

Question 17

Prospecting and Qualifying

Answer 17

Prospecting: The sales step in which a salesperson or company identifies qualified potential customers.

Prospecting identifies qualified potential customers through referrals from:
Customers
Suppliers
Dealers
Internet

Qualifying involves identifying good customers and screening out poor ones by looking at
Financial ability
Volume of business
Needs
Location
Growth potential

Question 18

pre-approach

Answer 18

The sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call.

Question 19

Approach

Answer 19

The sales step in which a salesperson meets the customer for the first time.

Question 20

Presentation

Answer 20

The sales step in which a salesperson tells the “value story” to the buyer, showing how the company’s offer solves the customer’s problems.