16. Personal Selling and Sales Promotion Flashcards
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
Salesperson
Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships
Personal selling
Analysis, planning, implementation and control of sales force activities
Major steps include: designing sales force strategy and structure, recruiting and selecting salespeople, and training, compensating, supervising and evaluating them
Sales force management
A sales force organisation that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company’s full line
Territorial sales force structure
A sales force organisation under which salespeople specialise in selling only a portion of the company’s products or lines
Product sales force structure
A sales force organisation under which salespeople specialise in selling only to certain customer or industries
Customer (or market) sales force structure
Salespeople who travel to call on customers in the field
Outside sales force (or field sales force)
Salespeople who conduct business from their offices via telephone, the Internet or visits from prospective buyers
Inside sales force
Using teams of people from sales, marketing, engineering, finance, technical support and even upper management to service large, complex accounts
Team selling
The merging of innovative sales practices with Web 2.0 technologies to improve sales force effectiveness and efficiency
Sales 2.0
A standard that states the amount a salesperson should sell and how sales should be divided among the company’s products
Sales quota
The steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing and follow-up
Selling process
A salesperson or company identifies qualified potential customers
Prospecting
A salesperson learns as much as possible about a prospective customer before making a sales call
Preapproach
A salesperson meets the customer for the first time
Approach
The step in the selling process in which the salesperson tells the ‘product story’ to the buyer, highlighting customer benefits
Presentation (a step of the selling process)
A salesperson seeks out, clarifies and overcomes any customer objections to buying
Handling objections
A salesperson asks the customer for an order
Closing
A salesperson follows up after the sale to ensure customer satisfaction and repeat business
Follow-up
Short-term incentives to encourage the purchase or sale of a product or service
Sales promotion
Sales promotion tools used to urge short-term customer buying or to enhance long-term customer relationships
Consumer promotion tools
Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others
Event marketing (or event sponsorships)
Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising and push it to consumers
Trade promotion tools
Sales promotion tools used to generate business leads stimulate purchases, reward customers and motivate salespeople
Business promotion tools
