Chapter 13- Personal Selling & Sales Promotion

Question 1

Personal Selling

Answer 1

Personal presentations by a sales force to make sales and build customer relationships

Question 2

Salesperson

Answer 2

Represents a company to customers by performing one of the following activities: Prospecting and communicating, selling and servicing, and gathering information and building relationships

Question 3

Role of Sales Force

Answer 3

Links the company with its customers

-Coordinates marketing and sales

Question 4

Sales Force Management

Answer 4

Analyzing, planning, implementing, and controlling sales force activities

Question 5

Steps of Sales Force Management

Answer 5

1. Designing a sales force strategy and structure
2. Recruiting and selecting salespeople
3. Training them
4. Compensating them
5. Supervising them
6. Evaluating them

Question 6

Types of Sales Force Structures

Answer 6

1. Territorial
2. Product
3. Customer

Question 7

Territorial

Answer 7

Sales force organization that assigns each salesperson an exclusive geographic territory in which that salesperson sells the company’s full line

Question 8

Product

Answer 8

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

Question 9

Customer (or market)

Answer 9

Sales force organization in which salespeople specialize in selling only to certain customers or industries

Question 10

Sales Force Size

Answer 10

• Range from only a few to thousands
• Companies may use the workload approach to set sales force sizes
• Accounts are grouped into different classes based on size, account status, or other factors
• # of salespeople needed to call on each class of accounts is then determined

Question 11

Outside Sales Force or field sales force

Answer 11

Travel to call on customers in the field

Question 12

Inside Sales Force

Answer 12

• Conduct business from their offices via telephone, internet, or visits from prospective buyers
• Technical sales support people
• Sales assistants
• Telemarketers and online sellers

Question 13

Team Selling

Answer 13

Teams of people from different departments used to service large, complex accounts

Question 14

Sales 2.0

Answer 14

The merging of innovative sales practices with web 2.0 technologies to improve the sales force effectiveness and efficiency

Question 15

Sales Quota

Answer 15

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

Question 16

Selling process

Answer 16

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

Question 17

Prospecting

Answer 17

A salesperson or company identifies qualified potential customers

Question 18

Preapproach

Answer 18

A salesperson learns as much as possible about a prospective customer before making a sales call

Question 19

Approach

Answer 19

Salesperson meets the customer for the first time

Question 20

Presentation

Answer 20

Salesperson tells the “Value story” to the buyer, showing how the company’s offer solves customer’s problems

Question 21

Handling objections

Answer 21

Seeks out, clarifies, and overcomes any customer objections to buying

Question 22

Closing

Answer 22

Asks the customers for an order

Question 23

Follow-up

Answer 23

Follows up after the sale to ensure customer satisfaction and repeat business

Question 24

Sales promotion

Answer 24

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

Question 25

Consumer promotions

Answer 25

Sales promotion tools used to boost short-term customer buying and involvement or enhance customer relationships

• Samples-trial amount
• Coupons- certificates
• POP- displays/demonstrations
• Rebates- like coupons but occur after the purchase
• Price Packs- savings off regular price of a product
• Premiums- free or at low cost as an incentive to buy a product (inside the package, outside, near it)
• Contests- submit an entry, sweepstakes- submit name, game- presents consumers with something

Question 26

Value selling

Answer 26

Demonstrating and delivering superior customer value

Question 27

Trade Promotions

Answer 27

To get retailers to carry new items and more inventory, buy ahead, or promote the company’s products and give them more self space

Question 28

Business Promotions

Answer 28

To generate business leads, stimulate purchases, reward customers, and motivate salespeople