Chapter 16

Question 1

Personal selling

Answer 1

Personal presentations by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships

Question 2

Salesperson

Answer 2

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

Question 3

Salesperson owned loyalty

Answer 3

To many customers, the salesperson is the company, since they are the only tangible manifestation of the company that they see

Question 4

Sales force management involves:

Answer 4

Analysing, planning, implementing, and controlling sales force activities

Question 5

What are the major steps in sales force management

Answer 5

Designing sales force strategy and structure

Recruiting and selecting sales people

Training salespeople

Compensating salespeople

Supervising salespeople

Evaluating salespeople

Question 6

What is territorial sales force structure?

Answer 6

A sales force organisation assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company’s full line

Question 7

When should a territorial sales force structure be used?

Answer 7

If the company only sells one product line to one industry in many locations

Question 8

What is a product sales force structure?

Answer 8

Salespeople specialise in selling only a portion of the company’s product or lines

Question 9

When should a product sales force structure be used?

Answer 9

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

Question 10

What can a company use to determine the sales force size?

Answer 10

Workload approach

Question 11

Workload approach

Answer 11

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

Question 12

Outside sales force

Answer 12

Salespeople travel to call on customer in the field

Question 13

Inside sales force

Answer 13

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

Question 14

Personal selling process

Answer 14

Contains multiple steps that salespeople follow when selling

Question 15

What are the steps in personal selling process?

Answer 15

Prospecting and qualifying

Preapproach

Approach

Presentation and demonstration

Handling objections

Closing

Follow up

Question 16

Prospecting

Answer 16

Involves a salesperson or company identifying qualified potential customers

Question 17

Preapproach

Answer 17

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

Question 18

Approach

Answer 18

The step where a salesperson meets the customer for the first time

Question 19

Presentation

Answer 19

Involves the salesperson telling the value story to the buyer, showing how the company’s offer solves the customer’s problems

Question 20

Handling objections

Answer 20

Where a salesperson seeks out, clarifies, and overcome any customer objection to buying

Question 21

Closing

Answer 21

The step where a salesperson seeks out, clarifies, and overcomes any customer objections to buying

Question 22

Closing

Answer 22

The step where a salesperson seeks out, clarifies, and overcome any customer objections to buying

Question 23

Closing

Answer 23

The step where a salesperson seeks out, clarifies, and overcomes any customer objections to buying

Question 24

Closing

Answer 24

The step where a salesperson asks the customer for an order

Question 25

Follow up

Answer 25

Involves a salesperson following up after the sale to ensure customer satisfaction and repeat business