Marketing Chapter 16

Front 1

Personal Selling

Back 1

Personal presentations by the firm’s sales force for the purpose of making sales and building customer relationships.

Front 2

Salesperson

Back 2

An individual who represents a company to customers by performing one or more of the flowing activities: prospecting, communicating, selling, servicing, information gathering, and relationship building.

Front 3

Sales Force Management

Back 3

Analyzing, planning, implementing, and controlling sales force activities.

Front 4

Territorial Sales Force Structure

Back 4

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

Front 5

Product Sales Force Structure

Back 5

A sales force organization in which salespeople specialize in selling only a portion of the company’s products or lines.

Front 6

Customer (or market) Sales Force Structure

Back 6

A sales force organization in which salespeople specialize in selling only to certain customers or industries.

Front 7

Outside Sales Force (or field sales force):

Back 7

Salespeople who travel to call on customers in the field.

Front 8

Inside Sales Force

Back 8

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

Front 9

Team Selling

Back 9

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

Front 10

Sales Quota

Back 10

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

Front 11

Selling Process

Back 11

The steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation, and demonstration, handling objections, closing, and follow-up.

Front 12

Prospecting

Back 12

The sales step in which a salesperson or company identifies qualified potential customers.

Front 13

Preapproach

Back 13

The sales stem in which a salesperson learns as much as possible about a prospective customer before making a sales call.

Front 14

Approach

Back 14

The sales step in which a salesperson meets the customer for the first time.

Front 15

Presentation

Back 15

he sales step in which a salesperson tells the “value story” to the buyer, showing how the company’s offer solves the customer’s problems.

Front 16

Handling Objections

Back 16

The sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying.

Front 17

Closing

Back 17

The sales step in which a salesperson asks the customer for an order.

Front 18

Follow-Up

Back 18

The sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business.

Front 19

Sales Promotion

Back 19

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

Front 20

Event Marketing (or event sponsorships):

Back 20

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

Front 21

Trade Promotions

Back 21

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

Front 22

Business Promotions

Back 22

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