Mk Ch.17

Front 1

personal selling

Back 1

a two-way flow of communication between a buyer and seller, face-to-face to influence a person's or group's decision to buy

Front 2

sales management

Back 2

planning the selling program and implementing and controlling it

Front 3

relationship selling

Back 3

creating long term customers by focusing on their needs over time

Front 4

2 types of personal selling

Back 4

1. order taking
2. order getting

Front 5

order taking

Back 5

their main objective is to maintain an ongoing relationship with existing customers by continuing to take orders

2 types:
1. outside order taker: visit customers, arrange displays, and replace inventory stocks of resellers

2. insider order takers: answer simple questions, take orders, and complete transactions with customers

Front 6

order getter

Back 6

sells in a conventional way; has to have much knowledge of the product with much sales training

Uses selling process:
-find prospective customers
- provide them with info
- persuade customers to buy
- close sales:
- follow up

Front 7

Personal Selling Process

Back 7

1. Prospecting potential customers

2. Preapproach - gather info and decide how to approach prospect

3. Approach: gain prospects attention, simulate interest and go into prensentation

4. presentation

5.Close: obtain purchase committment from the prospect

6. follow-up: ensure satisfaction

Front 8

3 types of presentation formats

Back 8

1. Stimulus response: given the appropriate stimulus the prospect will buy

2. Formula selling: info is provided in an accurate, step-by-step manner
**canned-sales presentation: is a memorized pitch

3. Need satisfaction: probing and listening to needs of prospect

2 styles of need satisfaction:

1. adaptive selling: adjusting the presentation to fit the situation

2. consultative selling: focuses on problem definition where salesperson is an expert at problem recognition and solving

Front 9

sales plan

Back 9

statement describing what is to be achieved and where and how the efforts of the sales team is to be directed

Front 10

Sales Management Process

Back 10

Sales Plan Formulation
1. set objectives
2. organize the salesforce
3. develop account mgmt policies

Sales Plan Implementation
1. salesforce recruitment and implementation
2. salesforce training
3. salesforce motivation and compensation

Evaluation of the salesforce
1. quantitative assessment
2. behavioral evaluation

Front 11

major account management

Back 11

the practice of using team selling to focus on important customers in order to build mutually beneficial, cooperative relationships

Front 12

account management policies

Back 12

policies specifying what kinds of selling should be done to which kinds of accounts

Front 13

salesforce automation (SFA)

Back 13

integrating computer technology to make the sales function more effective and efficient