Personal Selling Flashcards
is the face-to-face interaction between a seller and a buyer for the purpose of satisfying buyer needs to the benefit of both parties
Personal Selling
provides leadership and supervision of an organization’s personal selling function; includes management of sales personnel and development and implementation of sales strategy.
Sales Management
involves the sale of products and services that are resold by the customer, used as part of the customer’s manufacturing process, or used to facilitate the operation of the customer’s business.
Business-to-Business Sales
promote the product or provide technical service but do not close sales. Includes missionary salespeople and detailers (e.g., pharmaceutical reps).
Sales Support
focus on sales growth by selling new products or new customers. Some salespeople are trade show specialists and work in the field (out of the office). (aka “order getters”)
New Business
maintain and enhance relationships with an established customer base. Includes salespeople who follow an established route, writing up route orders. (aka “order takers”)
Existing Busniess
sales to ultimate consumers for personal or household use.
Direct-to-Consumer
an overall plan for a course of action.
Developing a Selling Strategy
a sales territory consists of specific customers and prospects assigned to a specific salesperson. Salespeople need an overall territory strategy regarding the amount of time to spend working with current customers versus trying to generate new customers.
Sales Territory Level
develop a strategy for satisfying the needs of each customer
Customer Level
develop a strategy for a particular sales call; determine the objectives for today’s meeting.
Individual Sales Call Level
involves initiating, developing, and enhancing long-term, mutually satisfying relationships with customers.
The Sales Process
the seller’s search for and identification of qualified buyers. Buyers are “qualified” through discovering information such as the following: need, ability to buy, and authority to make decision.
Prospecting
learning more about the customer’s situation prior to the actual sales call; a homework stage
Precall Planning
includes making an appointment and the first few minutes of the sales call.
Approach
Salesperson seeks to learn as much as possible in this stage about the customer’s needs (needs assessment) so s/he can match the product/service with the customer’s needs. The salesperson must be artful in asking the right questions and also must be a good listener!
Needs Assessment
relate features to benefits to impact statement
Delivery of Body of Sales Presentation
a statement of fact about some aspect of a product or service; e.g., the product is stainless steel
Feature
describes what the feature can do for the customer
Benefit
objections are reasons not to buy or ‘sales resistance’; the salesperson must use his/her product knowledge and intelligence to respond to objections. Some objections are reasonable, valid concerns; others may not be.
Handle Objections
aka closing the sale – asking for and being granted the sale by the purchaser; it should be the logical conclusion to a successful selling process
Gain Customer Commitment
enhance customer relationship – purpose is to ensure that customer expectations are met or exceeded so that an ongoing mutually satisfying relationship between buyer and seller may continue. May include:
a. Entering and expediting customer orders b. Providing training for customer’s employees c. Assisting in merchandising and installation activities d. Solving customer problems
Follow-Up
