Chapter 12 Flashcards
Personal selling
Personal presentation by the business’s salesforce for the purpose of making sales and building customer 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
Salesforce management
The analysis, planning, implementation and control of salesforce activities. It includes designing salesforce strategy and structure, and recruiting, selecting, training, compensating, supervising and evaluating the business’s salespeople.
Territorial salesforce structure
A salesforce organisation that assigns each salesperson to an exclusive geographic area in which that salesperson sells the company’s full line
Product salesforce structure
A salesforce organisation where salespeople specialise in selling only a portion of the company’s products or lines
Customer salesforce structure
A salesforce organisation where salespeople specialise in selling only to certain customers or industries
Outside salesforce
Salespeople who travel to or call on customers in the field
Inside salesforce
Salespeople who conduct business from their offices by 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 customer accounts
Sales 2.0
The merging of innovative sales practises with internet 2.0 technologies to improve salesforce effectiveness and efficiency
Sales quota
A standard stating the amount a salesperson should sell and how sales should be divided among the company’s products
Selling process
The steps that a salesperson follows when selling, which include: prospecting and qualifying, pre-approach, approach, 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 clients
Pre-approach
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 customer, showing 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
Consists of short-term incentives to encourage the purchase or sale of a product or service
Consumer promotion
A sales promotion tool used to boost short-term customer buying and involvement or to enhance a long-term customer relationship
Event marketing
Creating a brand-marketing event or servicing as a sole or participating sponsor of events created by others
Trade promotion
A sales promotion tool used to persuade resellers to carry a brand, give it shelf space, promote it in advertising and push it to consumers
Business promotion
A sales promotion tool used to generate business leads, stimulate purchases, reward customers and motivate salespeople
