Chapter 12

Question 1

Personal selling

Answer 1

Personal presentation by the business’s salesforce for the purpose of making sales and building customer relationships

Question 2

Salesperson

Answer 2

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

Question 3

Salesforce management

Answer 3

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.

Question 4

Territorial salesforce structure

Answer 4

A salesforce organisation that assigns each salesperson to an exclusive geographic area in which that salesperson sells the company’s full line

Question 5

Product salesforce structure

Answer 5

A salesforce organisation where salespeople specialise in selling only a portion of the company’s products or lines

Question 6

Customer salesforce structure

Answer 6

A salesforce organisation where salespeople specialise in selling only to certain customers or industries

Question 7

Outside salesforce

Answer 7

Salespeople who travel to or call on customers in the field

Question 8

Inside salesforce

Answer 8

Salespeople who conduct business from their offices by telephone, the internet or visits from prospective buyers

Question 9

Team selling

Answer 9

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

Question 10

Sales 2.0

Answer 10

The merging of innovative sales practises with internet 2.0 technologies to improve salesforce effectiveness and efficiency

Question 11

Sales quota

Answer 11

A standard stating the amount a salesperson should sell and how sales should be divided among the company’s products

Question 12

Selling process

Answer 12

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

Question 13

Prospecting

Answer 13

The step in the selling process in which the salesperson or company identifies qualified potential clients

Question 14

Pre-approach

Answer 14

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

Question 15

Approach

Answer 15

The step in the selling process in which the salesperson meets the customer for the first time

Question 16

Presentation

Answer 16

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

Question 17

Handling objections

Answer 17

The step in the selling process in which the salesperson seeks out, clarifies and overcomes customer objections to buying

Question 18

Closing

Answer 18

The step in the selling process in which the salesperson asks the customer for an order

Question 19

Follow-up

Answer 19

The last step in the selling process in which the salesperson follows up after the sale to ensure customer satisfaction and repeat business

Question 20

Sales promotion

Answer 20

Consists of short-term incentives to encourage the purchase or sale of a product or service

Question 21

Consumer promotion

Answer 21

A sales promotion tool used to boost short-term customer buying and involvement or to enhance a long-term customer relationship

Question 22

Event marketing

Answer 22

Creating a brand-marketing event or servicing as a sole or participating sponsor of events created by others

Question 23

Trade promotion

Answer 23

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

Question 24

Business promotion

Answer 24

A sales promotion tool used to generate business leads, stimulate purchases, reward customers and motivate salespeople