Chapter 13: Personal Selling and Sales Promotion Flashcards
Personal presentations by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships
Personal selling
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
Salesperson
Analyzing, planning, implementing and controlling sales force activities
Sales force management
A sales force organization 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 organization in which sales people specialize in selling only a portion of the company’s products or lines
Product sales force structure
A sales force organization in which sales people specialize in selling only to certain customers or industries
Customer (or market) sales force structure
Sales people 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, online and social media interactions, or visits from 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
Using online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance
Social selling
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
The sales step in which a salesperson or company identifies qualified potential customers
Prospecting
The sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call
Preapproach
The sales step in which a salesperson meets the customer for the first time
Approach
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
Presentation
The sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying
Handling objections
The sales step in which a salesperson asks the customer for an order
Closing
The sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business
Follow-up
Their aim is to help salespeople close a specific sale with a customer
Transaction oriented
Demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company
Value selling
Short-term incentives to encourage the purchase or sale of a product or a service
Sales promotion
Sales promotion tools used to boost short-term customer buying and engagement or enhance long-term customer relationships
Consumer promotions
Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others
Event marketing (or event sponsorship)
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 promotions
