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22 Cards in this Set
- Front
- Back
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advantage of "personal selling" form of marketing
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1. it's a more intimate way to talk to the market
2. it's the most flexible form of marketing communications 3. salespeople are the firm's eyes and ears in the marketplace 4. many of the jobs can be found here, particularly for new business graduates. |
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The primary disadvantage of personal selling
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the cost per contact
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The younger baby boomers held an average of _____ jobs from ages ___ to ___.
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9.6
18 36 |
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"many small customers"
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a factor limiting an emphasis on personal selling
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the main role of personal selling in the New Era of marketing is
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to manage customer relationships
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missionary salesperson
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a salesperson who promotes the firm and tries to stimulate demand for a product but does not actually complete a sale
ex. pharmaceutical sales reps |
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the eight competencies of relationship selling
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1. prepare to sell: build and sustain sales readiness.
2. target the right prospects: Identify who, how and when to make contact 3. connect with the person: Establish truthful communications, build trust 4. assess the needs: understand the needs of the person and their situation 5. solve the main problem: cause the person to experience the value you bring. 6. commit to the sale: confirm that a purchase has been made. 7. assure satisfaction: see that the customer remains satisfied with their decision 8. manage your sales potential: lead, motivate, and grow yourself ** "assertiveness" is NOT one of these. |
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sales presentation
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the part of the selling process in which the salesperson directly communicates the value proposition to the customer, inviting 2 way communication.
Here the AIDA model applies |
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steps in the creative selling process
*know order |
1. prospecting and qualifying
2. preapproach 3. approach 4. sales presentation 5. handling objections 6. close 7. follow-up |
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AIDA model
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attention -> interest-> desire -> action
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Not a closing technique
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"staying here until you buy" approach
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sales mgt
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the process of planning, implementing, and controlling the personal selling function of an org.
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the sales force management process
*know order |
1. setting sales force objectives
2. creating a sales force strategy 3. recruiting, training, and rewarding the sales force 4. evaluating the sales force |
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individual objectives
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Performance objectives are readily measurable outcomes, such as sales totals or total profit per salesperson.
Behavioral objectives specify actions salespersons must accomplish, such as the number of prospects to ID, the number of sales calls, or the number of follow-ups after the sale. |
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what is not something that "makes a salesperson successful"?
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aggressiveness
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most (60% of) respondents believe top performers are
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being rewarded and that there plans are encouraging the right behaviors
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a strong majority (89%) of respondents
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believe their plans are well understood by the sales force
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5 future trends that are critical to sales organizations continued progress
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1. The core competitive battle will be sales and customer relationship management (CRM)
2. databases will drive success and sales 3. sales will become more professional 4. personal sales relationships will increase in importance. 5. the key myths about salespeople will hamper the competitive loser |
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direct marketing
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Any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order, a request for further info, and/or a visit to the store or other place of business for purchase of a product.
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10 direct mail mistakes marketers routinely make
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1. no plan
2. mailing to an unqualified list 3. no letter 4. a weak lead 5. no offer 6."whats in it for me?" 7.no call to action 8. one-dimensional presentation 9. unprepared to respond 10. no testing also other important behind-the- scene factors |
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Americans find it difficult to resist a _____________________
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telemarketing pitch
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m-commerce
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Promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as personal digital assistance (PDA’s).
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