Chapter 16 Vocab Flashcards
personal selling
personal presentations by the firm’s sales force for the purpose of 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
who do salespeople represent?
represent the company to its customers
represent customers to the company
sales force management
analyzing, planning, implementing, and controlling sales force activities
major steps in sales force management (6)
designing sales force strategy and structure recruiting and selecting salespeople training salespeople compensating salespeople supervising salespeople evaluating salespeople
territorial sales force structure
a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company’s full line
product sales force structure
a sales force organization in which salespeople specialize in selling only a portion of the company’s products or lines
customer/market sales force structure
a sales force organization in which salespeople specialize in selling only to certain customers or industries
complex sales force structure
combines several types of organizations
workload approach
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
outside (field) sales force
salespeople who travel to call on customers in the field
inside sales force
salespeople who conduct business from their offices via telephone, the Internet, or visits from prospective buyers
technical support people
provide technical information and answers to customers’ questions
sales assistants
provide administrative backup for outside salespeople
team selling
using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts
the best salespeople possess 4 key talents
intrinsic motivation
disciplined work style
ability to close a sale
ability to build relationships with customers
supervision of salespeople
help them work smart by doing the right things in the right ways
motivation of salespeople
encourage them to work hard and energetically toward sales force goals
call plan
shows which customers and prospects to call on and which activities to carry out
time and duty analysis
analyze how the salesperson spends their time (selling, traveling, waiting, taking breaks, administrative chores)
sales force automation systems
computerized, digitized, sales force operations that let salespeople work more effectively anytime, anywhere
sales quota
a standard that states the amount a salesperson should sell and how sales should be divided among the company’s products
sources of evaluating salespeople and sales force performance (3)
sales reports
call reports
expense reports
selling process (7 steps)
prospecting and qualifying preapproach approach presentation and demonstration handling objections closing follow-up
prospecting
sales step in which a salesperson or company identifies qualified potential customers
qualifying leads
how to identify the good ones and screen out the bad ones
preapproach
sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call
approach
sales step in which a salesperson meets the customer for the first time
presentation
sales step in which a salesperson tells the value story to the buyer, showing how the company’s offer solves the customer’s problems
handling objections
sales step in which a salesperson seeks out, clarifies, and overcomes any customer objectives to buying
closing
sales step in which a salesperson asks the customer for an order
follow-up
sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business
sales promotion
short term incentives to encourage the purchase or sales of a product or a service
consumer promotions
sales promotion tools used to boost short-term customer buying and involvement or enhance long-term customer relationships
trade promotions
sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers
business promotions
sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople
event marketing
creating a brand marketing event or serving as a sole or participating sponsor of events created by others
samples
offers of a trial amount of a product (most effective but also most expensive way of introducing a new product)
