Chapter 16 Flashcards
Personal selling
Personal presentations by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships
Salesperson
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 owned loyalty
To many customers, the salesperson is the company, since they are the only tangible manifestation of the company that they see
Sales force management involves:
Analysing, planning, implementing, and controlling sales force activities
What are the major steps in sales force management
Designing sales force strategy and structure
Recruiting and selecting sales people
Training salespeople
Compensating salespeople
Supervising salespeople
Evaluating salespeople
What is territorial sales force structure?
A sales force organisation assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company’s full line
When should a territorial sales force structure be used?
If the company only sells one product line to one industry in many locations
What is a product sales force structure?
Salespeople specialise in selling only a portion of the company’s product or lines
When should a product sales force structure be used?
If the company sells many products to many types of customer it needs either a product sales force structure, a customer sales force structure, or a mix of those two
What can a company use to determine the sales force size?
Workload approach
Workload approach
A company first groups accounts into different classes according to size, account status, or other factors related to the amount of effort required to painting the account
Then it decides the number of salespeople needed to call on each class of accounts the desired number of times
Outside sales force
Salespeople travel to call on customer in the field
Inside sales force
Where salespeople conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers
Personal selling process
Contains multiple steps that salespeople follow when selling
What are the steps in personal selling process?
Prospecting and qualifying
Preapproach
Approach
Presentation and demonstration
Handling objections
Closing
Follow up
Prospecting
Involves a salesperson or company identifying qualified potential customers
Preapproach
A salesperson learns as much as possible about a prospective customer before making a sales call
Approach
The step where a salesperson meets the customer for the first time
Presentation
Involves the salesperson telling the value story to the buyer, showing how the company’s offer solves the customer’s problems
Handling objections
Where a salesperson seeks out, clarifies, and overcome any customer objection to buying
Closing
The step where a salesperson seeks out, clarifies, and overcomes any customer objections to buying
Closing
The step where a salesperson seeks out, clarifies, and overcome any customer objections to buying
Closing
The step where a salesperson seeks out, clarifies, and overcomes any customer objections to buying
Closing
The step where a salesperson asks the customer for an order
Follow up
Involves a salesperson following up after the sale to ensure customer satisfaction and repeat business
