Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
35 Cards in this Set
- Front
- Back
|
Personal Selling |
Interpersonal part of promotion mix that involves customer prospects and maintaining customer relationships |
|
|
Salespeople |
Effective link between the company and its customers to produce customer value and company profit by working closely with marketing to: -Represent the company to customers -Represent the customers to the company -Companies most expensive and productive asset |
|
|
Sales force Management Steps |
1)Design Sales force strategy and structure 2)Recruit Sales People 3) Training Salespeople 4) Compensating Salespeople 5) Supervising Salespeople 6) Evaluate Salespeople |
|
|
Territorial Sales Force Structure |
Salespeople have assigned exclusive geographic areas and sell the companies full product line to customers in that area. -Lowers Sales Expenses -Fixes Accountability -Defines salespersons Job -Improve customer relationship developement |
|
|
Product Sales Force Structure |
Each sales person sells along product lines -Used when companies have complex product lines -Improves Product Knowledge -Can lead to territorial conflicts |
|
|
Customer sales force structure |
sales person sells along customer or industry lines -Improves customer relationships - sales person handles the account of one large company and seeks to improve the relationship between the 2 companies |
|
|
Complex Sales force structure |
sales person sells a wide variety of products to many types of customers across many areas -Combines Several types of sales structures |
|
|
Workload Approach |
grouping different accounts into classes to determine how many sales person each account needs |
|
|
Outside sales people |
Calls on customers in the field -Field sales force |
|
|
Inside salespeople |
Conduct business from their offices and often provide support for the outside salespeople. -Technical Sales Support -Sales Assistant |
|
|
Team Selling |
Combined team effort used to service large, complex accounts |
|
|
Fixed Amount Compensation |
Form of compensation, usually in a salary -Works to eliminate employee short term thinking to gain fast compensation -Sales people can work over a long period to develop long term customer relationships |
|
|
Variable Compensation |
Sales commissions based around sales and customer acquisition goals |
|
|
Organizational Climate |
The feeling sales people have about their opportunities, value, and rewards for good proformance |
|
|
Sales Report |
Weekly report to evaluate salespeople. Includes monthly work plans as well as long term territory marketing plans |
|
|
Prospecting |
First step to personal selling that identifies qualified potential customers through referrals from -Customers -Suppliers -Dealers -Internet |
|
|
Qualifying |
Second step to personal selling that involves identifying good customers and screening poor ones by looking at -Financial Ability -Volume of Business -Needs -Location -Growth Potential |
|
|
Preapproach |
3rd Step to personal selling that involves learning as much as possible about a prospect including needs, who is involved in the buying, and the characteristics and styles of the buyers. |
|
|
Approach |
process where the sales person meets and greets the buyer and gets the relationship off to a good start and involves the salespersons -Appearance -Opening lines -Follow-up remarks |
|
|
Presentation |
Step to selling approach where the sales person tells the product story to the buyer, presenting customer benefits and showing how it will solve a problem |
|
|
Need-Satisfaction Approach |
Buyers have problems and sales people respond to their problems with products that solve the customers problems creating satisfaction with the product |
|
|
Handling Objections |
When buyer brings up objections see this as a positive way to understand the customer and respond in a way that turns the objection into a reason to buy |
|
|
Closing |
Process where sales people should recognize signals from the buyer to ask for an order and finalize a deal |
|
|
Follow-Up |
Last step in which the sales person follows up after the sale to ensure customer satisfaction and repeat business |
|
|
Sales Promotion |
Short term incentives such as advertising offers to encourage purchases |
|
|
Consumer Promotions |
urge short term customer buying, and long term customer relationships |
|
|
Trade Promotions |
urge retailers to: -Carry New Items -Buy in advance -Advertise company products -Reward customers |
|
|
Samples |
Most effective form of promotion but also most costly |
|
|
Coupons |
Used to promote early trial of a new brand or stimulate sales of a mature brand. |
|
|
Price-Packs |
Cents off deals. Reduced prices directly on the label or package of the product. Very effective in stimulating short term sales. -Single items cents off -Can also be products branded together |
|
|
Premiums |
Goods offered either for free or at a low price |
|
|
Advertising specialties |
articles imprinted with the advertiser's name -Tee shirts -Coffee Mugs |
|
|
Contests, Games, Sweepstakes |
Create brand attention -Require customer entry |
|
|
Allowance |
Major sales promotion tool in which a a company agrees to give a retailer a advertising allowance to advertise their product a certain way -I.e. Special Displays |
|
|
Free Goods |
Major sales Promotion tool in which companies give resellers free items in return for large sales orders |
