Chapter 2 Flashcards
Job enlargement
Sales role is broader than in the past
Adaptive selling
Altering of sales behaviors during a customer interaction or across customer interactions based on perceived information about the nature of the selling situation
Retail selling
Selling goods or services to end user consumers for their own personal use
Direct sellers
Residential real estate brokers
Retail salespeople
Industrial selling
B2B
sales of goods and services to non end user consumers
3 types of industrial selling
Sales to resellers
Sales to business users
Sales to institutions
B2B selling types
Trade servicer
Missionary seller
Technical seller
New business seller
Trade servicer
Increases business from current and potential customers by providing them with merchandising and promotional assistance
Missionary seller
Increases business from current and potential customers by providing them with product information and other personal selling assistance
Technical seller
Increases business from current and potential customers by providing them with technological and engineering information and assistance
New business seller
Identifies and obtains business from new customers
Stages in the selling process
Prospecting for customers Opening the relationship Qualifying the prospect Presenting the sales message Closing the sale Servicing the account
Buying center
All those who participate in buying or influencing the purchase of a particular product
Initiators
People who perceive a problem or opportunity that may require the purchase of a new product or service and thereby starts the buying process
Users
People in the organization who must use or work with the product or service
Influencers
Provide information for evaluating alternative products and suppliers
Gatekeepers
Control flow of information to other people involved in the purchasing process
2 types of gatekeepers
Screen
Filters
Buyer
Person who actually contacts the selling organization and places the order
Decider
The person with the final authority to make a purchase decision
Controller
Person who determines the budget for the purchase
Perceived risk
A function of the complexity of the product and situation, relative importance of the purchase, time pressure to make a decision, and the degree of uncertainty about the products efficacy
Selling center
Brings together individuals from around the organization to help the salesperson do his or her job more effectively
Team selling
Structure within the sales organization that best meets customer needs
Matrix organization
Direct reports and supporting internal consultants
Key account
Have a senior salesperson assigned as a key account manager who works with a team that is dedicated to serving that large and important customer
Derived demand
Needs are derived from its customers demand for the goods and services it produces or markets
Slotting allowances
Fees charged by a retailer for the privilege of having them set up a new item in their IT system, program it into inventory, and ultimately make distribution of the item to the stores
New task purchases
Customer is buying a relatively complex and expensive product or service for the first time
Modified rebuy
Customer is interested in modifying the product specifications prices or other terms it has been receiving from existing suppliers and is willing to consider dealing with new suppliers to make these things happen
Straight rebuy
Customer is reordering an item it has purchased many times
Out supplier
Objective must be to move the customer away from the automatic reordering procedures of a straight rebuy toward the more extensive evaluation processes of a modified rebuy
