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COMM 223 > chapter 14: personal selling and sales promotion > Flashcards

chapter 14: personal selling and sales promotion Flashcards

1
Q

what is personal selling

A

personal presentations by the firm’s sales force

purpose of making sales and building customer relationship

includes salespersons

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2
Q

salespersons

A

covers a wide range of positions

order takers

order getters

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3
Q

order takers (salesperson positions)

A

salesperson at department store

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4
Q

order getters (salesperson position)

A

positions demand creative selling, social selling, and relationship building

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5
Q

what are the roles of the sales force

A

critical link between the company and customers

coordinate marketing and sales

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6
Q

Salesperson-owned loyalty

A

when customers are loyal to salespeople as well as to the companies and products they represent

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7
Q

what is sales force management?

A

analyzing, planning, implementing, and controlling sales force activities

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8
Q

what are the steps of managing the sales force?

A

STEP 1: Designing the Sales Force Strategy and Structure

STEP 2: Recruiting and Selecting Salespeople

STEP 3: Training Salespeople

STEP 4: Compensating Salespeople

STEP 5: Supervising and Motivating Salespeople

STEP 6: Evaluating Salespeople and Sales Force Performance

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9
Q

what are the critical components of STEP 1: Designing the Sales Force Strategy and Structure

A

Territorial sales force structure

Product sales force structure

Customer (or market) sales force structure

sales force size

workload approach

outside or inside sales force

team selling

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10
Q

Product sales force structure

A

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

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11
Q

Territorial sales force structure

A

a sales force organization that assigns each salesperson to an exclusive geographic territory

in there, that salesperson sells the company’s full line

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12
Q

Customer (or market) sales force structure

A

a sales force organization in which salespeople specialize in selling only to certain customers and industries

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13
Q

when should a company consider its salesforce size?

A

Once the company has set its structure

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14
Q

how can you consider the workload approach

A

grouping accounts into classes

taking notes on their size and the effort needed to keep them

this then determines how many salespeople are needed

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15
Q

outside sales force (field sales force)

A

salespeople who travel to call on customers in the field

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16
Q

inside sales force

A

salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers

some inside salespeople provide support to outside salespeople

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17
Q

Team selling

A

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

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18
Q

what are the skills that must be looked at when hiring for STEP 2: Recruiting and Selecting Salespeople?

A

Intrinsically motivated

Discipline work style

Relationship building Ability to

close a sale

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19
Q

what is the goal of STEP 3: Training Salespeople?

A

achieve understanding of company, product, customer, and marketing knowledge

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20
Q

how can you train your sales force?

A

Seminars

sales meetings

e-training form the basis of sales training programs

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21
Q

how can you compensate your salesforce in STEP 4: Compensating Salespeople?

A

Fixed amount: salary

Variable amount: commissions or bonuses

Expenses and fringe benefits

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22
Q

what are the two components of STEP 5: Supervising and Motivating Salespeople

A

employee supervision

employee motivation

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23
Q

what does supervision do to sales people

A

helps sales people “work smart” but doing the right things, the right way

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24
Q

how can you motivate sales people

A

organizational climate

sales quotas

positive incentives

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25
Q

organizational climate

A

feelings people have about opportunities, values, and rewards

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26
Q

sales quotas

A

standards stating the amount they should sell & how sales should be divided among company products

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27
Q

how can you STEP 6: Evaluating Salespeople and Sales Force Performance?

A

Get feedback from regular sales, call and expense reports

Give constructive feedback

28
Q

will internet be the ultimate death of person-to-person selling?

A

nah boy

29
Q

what are advantages of digital tools when helping the sales force?

A

allowing social networking

saving time and costs

30
Q

sales forces often use things like youtube and linked in, what are these called?

A

proprietary systems and public portals

31
Q

what are the steps of the personal selling process?

A

STEP 1: Prospecting and Qualifying

STEP 2: Preapproach

STEP 3: Approach

STEP 4: Presentation and Demonstration

STEP 5: Handling Objections

STEP 6: Closing

STEP 7: Follow-up

32
Q

how are the steps of the personal selling process oriented?

what very important thing must you consider when doing the process?

A

These steps are transaction oriented

you still have to build and maintain profitable customer relationships

33
Q

what is prospecting?

STEP 1: Prospecting and Qualifying

A

the sale step in which a salesperson or company identifies qualified potential customers

34
Q

what can you use or do for prospecting?

A

Ask other customers for referrals

ask noncompeting salespeople

use the web and social media

35
Q

what is qualifying?

STEP 1: Prospecting and Qualifying

A

identify good customers and screen out the poor ones

36
Q

explain the process of the STEP 2: Preapproach

A

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

Set call objectives

Determine best approach

37
Q

what do you do when you set call objectives?

STEP 2: Preapproach

A

qualify

gather info

make immediate sale

38
Q

what are types of approaches you should consider?

STEP 2: Preapproach

A

personal visit

phone call

email

text

tweet

etc

(non-crucial)

39
Q

what is the STEP 3: Approach?

A

the sales step in which a salesperson meets the customer for the first time (in-person or online)

first impressions matter here

40
Q

what is an important thing you must do when meeting with the customer?

STEP 3: Approach

A

Build goodwill (first impressions matter)

41
Q

what must you do in STEP 4: Presentation and Demonstration?

A
  1. Listen to customer needs
  2. develop customer solutions
  3. then present customer solutions
42
Q

explain what is done in STEP 6: Closing?

A

Ask customer for an orde

give date limits

43
Q

what is the difference between an advertising offer and a sales promotion?

A

Whereas advertising offers reasons to buy a product or service, sales promotion offers reasons to buy it now

44
Q

what are the types of promotions that are specific to certain targets?

A

consumer promotions

trade promotions

business promotions

sales force promotions

45
Q

who are promotion s targeted to?

A

Final buyers

Retailers and wholesalers

Business customers

Members of the sales force

46
Q

consumer promotions target whom?

what is its objective?

A

Final buyers

urge short-term sales

enhance customer brand involvement

47
Q

trade promotions target whom?

what is its objective?

A

Retailers and wholesalers

persuade retailers to:

carry new items and more inventory

buy ahead

promote the firm’s brand

provide more shelf space

48
Q

business promotions target whom?

what is its objective?

A

Business customers

generate business leads

stimulate purchases

motivate salespeople

49
Q

sales force promotions target whom?

what is its objective?

A

Members of the sales force

gain more sales force support for current or new products

getting salespeople to sign up new accounts

50
Q

what are the major consumer promotion tools?

just name at least like half

A

samples

coupons

rebates

price packs

premiums

advertising specialties/promotional products

Point-Of-Purchase (POP) promotions

contest, games

sweepstakes

event marketing

51
Q

samples

A

trial amount of a product

ex: such as a taste sample at the supermarket

52
Q

coupons

A

certificates to save money such as those dispensed on store shelves

There is an increasing use of digital coupons

53
Q

rebates

A

price reduction after purchase, such as mail-in proof of purchase

54
Q

price packs

A

offer discounts from regular price

ex: “buy one, get one free”

55
Q

premiums

A

extra goods offered for free with purchase

ex: McDonal’s happy meal toys

56
Q

Advertising specialties / Promotional products

A

articles imprinted with company names, such as t-shirts, hats, etc.

57
Q

Point-Of-Purchase (POP) promotions

A

in-store displays, such as life-sized celebrity cardboard cut-outs

58
Q

contest and games

A

entices people to play,

ex: “Roll Up the Rim to Win”

59
Q

sweepstakes

A

entices people to enter a draw, such as lotteries

60
Q

event marketing

A

creation or involvement in events, such as concerts

61
Q

what are crucial business promotion tools?

A

Conventions

Trade shows

Sales contests

62
Q

what to trade promotions tools do?

A

Tools used to persuade resellers to:

carry a brand

give it shelf space

promote it in advertising

63
Q

true or false

Many tools used for consumer promotions can also be used at trade promotions

A

true

64
Q

true or false

allowances and free goods can be both consumer promotional tools as well as trade promotional tools

A

true

65
Q

what are considerations in developing the sales promotion program?

A
  1. size of incentive
  2. conditions of participations
  3. promotion and distribution of programs
  4. length of program
  5. program evaluation

COMM 223 (13 decks)

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