Chapter 14 Flashcards
What is personal selling?
Person presentations by a firm’s sales force for the purpose of making sales and building customer relationships
What is a salesperson?
This term covers a wide range of positions but thymus be largely an order take
What is personal selling?
Involves interpersonal interactions between salespeople and individual customers
Who do sales people serve?
The seller and buyer
What is salesperson-owned loyalty?
Customers may become loyal to salespeople as well as to companies and products they represent
What actions can a company take to help bring its marketing and sales functions closer together
- It can increase communications between two groups by arranging joint meetings and spelling out communications channels
- Can create opportunities for salespeople and marketers to work together
- Brand managers and researchers can tag along on sales calls or sit in on sales planning sessions
What is a sales force management?
Analyzing, planning, implementing, and controlling sales force activities
What is territorial sales force structure?
Each salesperson is assigned to an exclusive geographic area and sells a company’s full line of products or services to all its customers in that territory
What is product sales force structure?
A company organizes its sales force along customer or industry lines
What is an outside sals force?
Salespeople who will travel on call on customers in field
What is an inside sales force?
Salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers
What are telemarketers and online sellers?
They use phone, internet, and social media to find new leads. They learn about customers and their business. Can be effective and a less costly way to sell to a smaller, harder-to-reach customers
True or false: telemarketing is a vital tool for most b-to-b marketers
TRUE
What is team selling?
Such teams include experts from any area or even of selling firm
What are the four key talents that salespeople possess?
- Intrinsic motivation
- Disciplined work style
- Ability to close sale
- Ability to build relationships with customers
What is virtual instructor-led training?
A small group of salespeople at remote locations log on to web conferencing site, where sales instructor leads training
What does a compensation plan consist of?
- Fixed amount
- Usually a salary, gives a salesperson some stable income - Variable amount
- Might be commissions or bonuses based on sales performance, rewards a salesperson for greater effort and success - Expenses
- Fringe benefits
What is an organizational climate?
Describes a feeling that salespeople have about their opportunities, value, and rewards for good performance
What are sales quotas?
Standards stating amount they should sell and how sales should be divided among a company’s products
What are sales reports?
Weekly or monthly work plans and longer-term territory marketing plans
What is the selling process?
Steps that salespeople follow when selling, which include prospecting, qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing, and follow-up
What is prospecting?
Identifying qualified potential customers. Approaching the right customers is crucial to selling success
What is pre-approach?
Step in which a salesperson learns as much as possible about a prospective customer before making a sales call
What is approach?
Step in which salesperson meets customer for the first time
What is presentation?
Salesperson tells “value story” to buyer, showing how company’s offer solves customer’s problems
What is a follow up?
Necessary if a salesperson wants to ensure customer satisfaction and repeat business. Right after closing, a salesperson should complete any details on delivery time, purchase terms, and other matters
What is value selling?
Demonstrating and delivering superior customer value and capturing return on that value that is fair both the customer and company
What is a sales promotion?
Consists of short-term incentives to encourage purchase or sales of product or service
What are consumer promotions?
Urge short-term customer buying or boost customer brand involvement
What are trade promotions?
Include getting retailers to carry new items and more inventory, buy ahead, or promote company’s products
What are business promotions?
Used to generate business leads, simulate purchases, reward customers, and motivate salespeople
What are samples?
Offers of trial amount of product
What are coupons?
Certificates that save buyers money when they purchase specified products
What are rebates?
Like coupons except that price reduction occurs after purchase rather than at retail outlet
What are price packs?
Offer consumers savings off regular price of product
What are premiums?
Good offered either for free or at a low cost as an incentive to buy a product, ranging from toys included with kids’ products to phone cards and DVDs
What are advertising specialities?
Useful articles imprinted with an advertiser’s name, logo, or message that are given as gifts to consumers
What are point-of-purchase promotions?
Include displays and demonstrations that take place at a point of sale
What is event marketing?
Can create own brand-marketing events or serve as sole or participating sponsors of events created by others
What are trade promotions?
Can persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers
What is a sales contest?
A contest for salespeople or dealers to motivate them to increase sales performance per given period
