Marketing Chapter 16

Front 1

Direct person-to-person communication designed to explain how an individual's or firm's goods, services, or ideas fit the needs of one of more prospective customers.

Back 1

Personal selling

Front 2

* Used to service learge, complex accounts
* can find problems, solutions, and sales opportunities that no single salesperson could.
* can include experts from any area of selling firm

Back 2

Team Selling

Front 3

The salesperson identifies qualified potential customers.

Back 3

Prospecting

Front 4

The salesperson learns as much as possible abou a prospect before making a sales call.

Back 4

Preapproach

Front 5

The salesperson meets the customer for the first time.

Back 5

Approach

Front 6

The salesperson tells the "product story" to the buyer, highlighting customer benefits.

Back 6

Presentation

Front 7

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

Back 7

Handling Objections

Front 8

The salesperson asks the customer for an order.

Back 8

Closing

Front 9

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

Back 9

Follow-Up

Front 10

This is transaction oritented; most firms go beyond this and attempt to build mutually profitable relationships.

Back 10

The selling process.

Front 11

3 contexts in which personal selling may occur:

Back 11

1. telemarketing
2. over-the-counter selling
3. field selling

Front 12

Facts on Straigh Salary

Back 12

1. Provides security
2. reduces motivation

Front 13

facts on Salary Plus Commision

Back 13

1. Provides job security
2. Provides motivation

Front 14

Facts on straight commision

Back 14

1. Increases motivation
2. Creates insecurity

Front 15

Sales Force Structure:
Salesperson assigned to exclusive areas and sells full lines of products

Back 15

Territorial

Front 16

Sales Force Structure:
Sales force sells only certain prouct lines

Back 16

Product

Front 17

Sales Force Structure:
Sales force organized by customer or industry

Back 17

Customer

Front 18

Sales Force Structure:
Combination of several types of structures.

Back 18

Complex

Front 19

4 Dangers of paying too much sales force compensation...

Back 19

1. Lose profits since compensation is the largest element of a firm's selling costs.
2. Causes low morale among other firms in the firm.
3. Makes it difficult to promote salespeople (due to pay cut).
4. At some point, extra compensation is less motivating.

Front 20

Evaluating salespeople:

5 Sources of information

Back 20

1. Expense Reports
2. Sales report
3. call reports
4. work plan
5. annual territory marketing plan

Front 21

The use of any incentive by a manufacturer to induce the trade (wholesalers or retailors) and/or consumers to buy a brand and to encourage the sales force to aggressively sell it.

Back 21

Sales Promotions

Front 22

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

Back 22

Salesperson

Front 23

The analysis, planning, implementation, and control of sales force activities. It includes designing sales force strategy and structure and recruiting, selecting, training, supervising, compensating, and evaluating the firm's salespeople.

Back 23

Sales Force Management

Front 24

Outside salespeople who travel to call on customers in the field.

Back 24

Outside Sales Force.

Front 25

Inside salespeople who conduct business from their offices via telephone, the internet, or visits from prospective buyers.

Back 25

Inside sales force.

Front 26

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

Back 26

Team Selling

Front 27

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

Back 27

Sales Quota.

Front 28

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

Back 28

Sales Promotion

Front 29

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

Back 29

Consumer Promotions

Front 30

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

Back 30

Event marketing.

Front 31

Sales promotion tools used to persuade resellers to carry a brand, gie it shelf space, promote it in advertising, and push it to consumers.

Back 31

Trade promotions

Front 32

Sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.

Back 32

Business promotions.