MC Personal Selling

Question 1

The traditional 7 steps of personal selling

Answer 1

1) prospecting
2) pre approach
3) approach
4) presentation
5) overcoming objections
6) close
7) follow up

Question 2

Customer Relationship marketing (2)

Answer 2

• Definition - the organisations effort to develop a long term, cost effective link with individual customers for mutual benefit.
• Involves a shift in the sales force focus from persuasion to working in partnership with the customer/client

Question 3

Types of personal selling roles (3)

Answer 3

1) order taking
2) order making
3) ordering getting (strategic customer management)

Question 4

Order taking (3 and explanation)

Answer 4

1) inside order taker - the sales assistant whose role is solely transactional eg. Checkout person
2) delivery salesperson - the delivery person reliably, efficiently and regularly providing a service e.g. Milk, newspaper
3) outside order taker - visiting customers at their request but increasingly replaced by telemarketing or online ordering.

Question 5

Ordering making (1 and explanation)

Answer 5

Missionary salesperson - the technically qualified seller who educates and encourages specifiers to nominate their product e.g. Pharmaceutical products are prescribed by doctors

Question 6

Order getting (2 and explanation)

Answer 6

1) front liner - the most involved selling role with the ultimate objective of doing everything required to build and maintain relationships in order to make the sale/s.
2) sales support - providing technical support in complex situations or merchandising to present consistency in retail.

Question 7

Six steps of selling

Answer 7

1) prospecting and qualifying leads - locating new customers.
2) determining customers needs and wants - gathers more information about the person and how best to approach them.
3) recommendations a way to satisfy customer needs - recommendations for a possible solution to the problem.
4) determine the capabilities of the company and its products - shows the prospect why the company is an obvious choice.
5) closing the sale - getting the prospects commitment.
6) following up and servicing the account - maintain customer loyalty and generate repeat sales.

Question 8

10 traits of effective salespeople

Answer 8

1) knowledge
2) professional
3) thorough
4) results orientated
5) problem solving
6) relationship orientated
7) customer focused
8) responsive
9) good communicator
10) reliable

Question 9

Advantages of personal selling (5)

Answer 9

1) two way interaction with prospect
2) tailoring the message
3) lack of distraction
4) involvement in the decision process
5) source of research information

Question 10

Disadvantages of personal selling

Answer 10

1) inconsistent messages
2) sales force versus marketing department conflict
3) high cost
4) poor reach
5) potential ethical problems

Question 11

Combining personal selling with other IMC tools (5)

Answer 11

1) advertising
2) public relations
3) direct marketing
4) sales promotion
5) Internet

Question 12

Advertising and Personal selling (3)

Answer 12

• advertising more effective at early stages in the response hierarchy (awareness, interest)
• personal selling more effective in the latter stages (stimulating, trial and buying)
• PoP advertising assists salespeople

Question 13

Public relations and personal selling (2)

Answer 13

• sales person = face of company for some customer/clients

- engagement with causes/charities in PR capacity

Question 14

Direct marketing and personal selling (2)

Answer 14

• direct marketing can make the subsequent sales call more effective.
• e.g. Telemarketing can identify potential customers and pass them to sales.

Question 15

Sales promotion and personal selling (4)

Answer 15

• salespeople can present/promote sales promotions to the trade.
• promotional materials can help sales people.
• some promotions aimed at salespeople
• some promotions assist salespeople in selling direct to consumers.

Question 16

Internet (2)

Answer 16

• Internet used to disseminate product information, generate leads, provide product demos, build customer database, take purchase orders.
• conducting of on-line sales meetings (B2B/ with the trade)

Question 17

Personal selling 3 punch sequence

Answer 17

1) advertising = first punch. Generate awareness/interest/liking
2) sales promotion = second punch. Create the incentive to buy
3) personal selling = third punch. Close the deal

Question 18

Criteria for evaluating personal selling (4)

Answer 18

1) provision of marketing intelligence.
2) follow up activities
3) program implementations
4) attainment of communication objectives.

Question 19

Provision of marketing intelligence definition

Answer 19

The ability of the sales force to feed back information regarding competitive programs, customer reactions, market trends and other factors that may be important in the development of the marketing communication program.

Question 20

Follow up activities definition

Answer 20

The use and dissemination of marketing communication brochures and correspondences with new and existing customers, providing feedback on the effectiveness of various marketing communication programs.

Question 21

Program implementation definition

Answer 21

The number of marketing communication programs implemented, the number of shelf and/or counter displays used and so fourth, and the implementation and assessment of cooperative programs.

Question 22

Attainment of communication objectives definition

Answer 22

The number of accounts to whom presentations were made (awareness, evaluation), the number of trial offers accepted and the like.

Question 23

Personal selling definition

Answer 23

Person selling involves selling through a person to person communication process