Chapter 16 Vocab

Question 1

personal selling

Answer 1

personal presentations by the firm’s sales force for the purpose of 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

who do salespeople represent?

Answer 3

represent the company to its customers

represent customers to the company

Question 4

sales force management

Answer 4

analyzing, planning, implementing, and controlling sales force activities

Question 5

major steps in sales force management (6)

Answer 5

designing sales force strategy and structure
recruiting and selecting salespeople
training salespeople
compensating salespeople
supervising salespeople
evaluating salespeople

Question 6

territorial sales force structure

Answer 6

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

Question 7

product sales force structure

Answer 7

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

Question 8

customer/market sales force structure

Answer 8

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

Question 9

complex sales force structure

Answer 9

combines several types of organizations

Question 10

workload approach

Answer 10

company first groups accounts according to size, status or other factors related to amount of effort needed to maintain account
then determines the number of salespeople to call on each class of accounts the desired number of times

Question 11

outside (field) sales force

Answer 11

salespeople who travel to call on customers in the field

Question 12

inside sales force

Answer 12

salespeople who conduct business from their offices via telephone, the Internet, or visits from prospective buyers

Question 13

technical support people

Answer 13

provide technical information and answers to customers’ questions

Question 14

sales assistants

Answer 14

provide administrative backup for outside salespeople

Question 15

team selling

Answer 15

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

Question 16

the best salespeople possess 4 key talents

Answer 16

intrinsic motivation
disciplined work style
ability to close a sale
ability to build relationships with customers

Question 17

supervision of salespeople

Answer 17

help them work smart by doing the right things in the right ways

Question 18

motivation of salespeople

Answer 18

encourage them to work hard and energetically toward sales force goals

Question 19

call plan

Answer 19

shows which customers and prospects to call on and which activities to carry out

Question 20

time and duty analysis

Answer 20

analyze how the salesperson spends their time (selling, traveling, waiting, taking breaks, administrative chores)

Question 21

sales force automation systems

Answer 21

computerized, digitized, sales force operations that let salespeople work more effectively anytime, anywhere

Question 22

sales quota

Answer 22

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

Question 23

sources of evaluating salespeople and sales force performance (3)

Answer 23

sales reports
call reports
expense reports

Question 24

selling process (7 steps)

Answer 24

prospecting and qualifying
preapproach
approach
presentation and demonstration
handling objections
closing
follow-up

Question 25

prospecting

Answer 25

sales step in which a salesperson or company identifies qualified potential customers

Question 26

qualifying leads

Answer 26

how to identify the good ones and screen out the bad ones

Question 27

preapproach

Answer 27

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

Question 28

approach

Answer 28

sales step in which a salesperson meets the customer for the first time

Question 29

presentation

Answer 29

sales step in which a salesperson tells the value story to the buyer, showing how the company’s offer solves the customer’s problems

Question 30

handling objections

Answer 30

sales step in which a salesperson seeks out, clarifies, and overcomes any customer objectives to buying

Question 31

closing

Answer 31

sales step in which a salesperson asks the customer for an order

Question 32

follow-up

Answer 32

sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business

Question 33

sales promotion

Answer 33

short term incentives to encourage the purchase or sales of a product or a service

Question 34

consumer promotions

Answer 34

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

Question 35

trade promotions

Answer 35

sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers

Question 36

business promotions

Answer 36

sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople

Question 37

event marketing

Answer 37

creating a brand marketing event or serving as a sole or participating sponsor of events created by others

Question 38

samples

Answer 38

offers of a trial amount of a product (most effective but also most expensive way of introducing a new product)