Chp. 19 Flashcards
Personal Selling
the two way flow of comm. between a buyer or buyers and sellers, designed to influence the buyers purchasing decision
What are examples of the value added by personal selling?
(1) they provide info and advice (2) save time and simplify buying (3) build relationships
relationship selling
refers to a sales philosophy and process that emphasizes a commitment to maintaining the relationship and investing in opportunities that are mutually beneficial to both parties
5 steps in the personal selling process
(1) generate and qualify leads (2) pre approach (3) sales presentation and overcoming reservations (4) closing the sale (5) follow-up
leads
potential customers
qualify
asses the customers potential
trade shows
events attended by buyers where leads can be found
cold calls
methods of prospecting in which salespeople telephone or go to see potential customers without appointments
telemarketing
like a cold call but always over the phone
preapproach
occurs prior to the meeting of the customer for the first time and extends the qualification of lead procedure. they must conduct research and develop a plan for meeting the needs of that customer
role playing
salesperson acts out a specific buying situation with a manager or colleague
handling reservations
the salesperson must be prepared to address the reservations that the customer might have about the product or service. good salespeople know the types of reservations that their customer might raise
closing the sale
obtaining commitment from the customer to make a purchase
follow up
with relationship selling the sale is never really over, the attitude customers develop will set the standard for their future purchasing behavior
reliability
the salesperson and the organization must deliver the right product or service on time
responsiveness
the salesperson and support group must be ready to deal quickly with any issue question or problem that may arise
assurance
customers must be assured through adequate guarantees that their purchase will perform as expected
empathy
salesperson must have a good understanding of the problems and issues faced by their customers
tangibles
reflect the physical characteristics of the sellers business, buyers will like the product more if they are wrapped nicely
sales management
planning, direction, and control of personal selling activities, including recruiting, selling, training, motivating, compensating, and evaluating as they apply to the sales force
company sales force
comprises of people who are employees of the selling company
independent agents (manufactures representatives or reps)
salespeople who sell a manufacturers product on an extended contract basis but are not employees of the manufacturer
order getter
salespeople whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale
order taker
a salesperson responsible for processing routine orders, reorders, or re-buys for products
