Chapter Sixteen

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 representing a company to customers by performing
one or more of the following activities: prospecting, communicating, selling, services, information gathering and relationship building.

Question 3

Sales force management

Answer 3

Analysing, planning, implementing and controlling sales force activities.

Question 4

Territorial sales force structure

Answer 4

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

Question 5

Product sales force structure

Answer 5

A sales force organisation in which salesperson specialise in selling only a portion of the company’s products or lines.

Question 6

Customer (or market) sales force structure

Answer 6

A sales force organisation in which salespeople specialise in selling only to certain customers or industries.

Question 7

Outside sales force (or field sales force)

Answer 7

Salespeople who travel to call on customers in the field.

Question 8

Inside sales force

Answer 8

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

Question 9

Team selling

Answer 9

Using team of people from sales, marketing, engineering, finance, technical support and even upper management to service large, complex accounts.

Question 10

Sales 2.0

Answer 10

The merging of innovative sales practices with Web 2.0 technologies to improve sales force effectiveness and efficiency.

Question 11

Sales quota

Answer 11

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

Question 12

Selling process

Answer 12

The steps that salespeople follow when selling, which include prospecting and qualifying, pre- approaching, presenting and demonstrating, handling objections, closing and following up.

Question 13

Prospecting

Answer 13

A salesperson or company identifies qualified potential customers.

Question 14

Pre-approaching

Answer 14

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

Question 15

Approaching

Answer 15

A salesperson meets the customer for the first time.

Question 16

Presenting

Answer 16

A salesperson tells the ‘value story’ to the buyers, showing how the company’s offer solves the customer’s problems.

Question 17

Handling objections

Answer 17

A salesperson seeks out, clarifies and overcomes any customer objections to buying.

Question 18

Closing

Answer 18

A salesperson asks the customer for an order.

Question 19

Following up

Answer 19

A salesperson follows up after the sale to ensure customer satisfaction and repeat business.

Question 20

Sales promotion

Answer 20

Short-term incentives to encourage the purchase or sale of a product or a service.

Question 21

Consumer promotions

Answer 21

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

Question 22

Event marketing (or event sponsorships)

Answer 22

Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others.

Question 23

Trade promotions

Answer 23

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 24

Business promotions

Answer 24

Sales promotion tools used

to generate business leads, stimulate purchases, reward customers and motivate salespeople.