Chapter 13 - Personal Selling and Sales Promotion

A(n) __________ is a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines. customer sales force structure an inside sales force product sales force structure territorial sales force structure

product sales force structure

________ is the sales step in which a salesperson asks the customer for an order. Follow-up Closing Sales promotion Prospecting

Closing

__________ is using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts. Team selling Prospecting Sales force management Personal selling

Team selling

__________ is a sales promotion tool used to generate business leads, stimulate purchases, reward customers, and motivate salespeople. A business promotion A consumer promotion A trade promotion Event marketing

A business promotion

__________ is a sales promotion tool used to boost short-term customer buying and involvement or enhance long-term customer relationships. A consumer promotion A trade promotion Event marketing A business promotion

A consumer promotion

__________ refers to creating a brand-marketing event or serving as a sole or participating sponsor of events created by others. Business promotion Consumer promotion Trade promotion Event marketing

Event marketing

__________ represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building. Team selling Sales force management Personal selling A salesperson

A salesperson

__________ is a sales promotion tool used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to customers. A business promotion A consumer promotion Event marketing A trade promotion

A trade promotion

A(n) __________ is a sales force organization in which salespeople specialize in selling only to certain customers or industries. inside sales force customer sales force structure product sales force structure territorial sales force structure

customer sales force structure

A(n) __________ is salespeople who conduct business from their offices via telephone, the Internet, or visits from prospective buyers. customer sales force structure product sales force structure inside sales force territorial sales force structure

inside sales force

__________ is the sales step in which a salesperson meets the customer for the first time. Presentation Handling objections Preapproach Approach

Approach

Decision Point: Your First Call with Your Swazzi Contact You learn that Swazzi's kit purchases are decided by Victoria, manager of the jewelry and accessories division. You arrange a call with Victoria. How should you open the discussion?

Ask if Swazzi is happy with its current supplier relationship. You chose to open your discussion with Victoria by asking if Swazzi was happy with its current supplier relationship. This was the best choice. It would allow you to learn more about what Swazzi needed and you could provide details on how Curtis can support those needs.

__________ is the steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up. The selling process Closing Follow-up Sales promotion

The selling process

Decision Point: Screening Your Potential Vendors Using the information you've been given, you do some research on potential vendors. Then, you narrow the list of potential vendors down to three. Which is the best choice?

Choice Supplies: A proven supplier in our field, but heavily in demand, which may hamper its ability to deliver on time. You chose Choice Supplies. This was the best choice, because it had experience in the field and reasonable prices. It might not be the fastest, but that characteristic was the lowest importance to the Curtis stakeholders.

A territorial sales force structure is a sales force organization ________. in which salespeople specialize in selling only a portion of the company's products or lines is salespeople who conduct business from their offices via telephone, the Internet, or visits from prospective buyers in which salespeople specialize in selling only to certain customers or industries that assigns each salesperson to an exclusive geographic area in which that salesperson sells the company's full line

that assigns each salesperson to an exclusive geographic area in which that salesperson sells the company's full line

During the approach step, _______. the salesperson identifies qualified prospective customers the salesperson should know how to meet and greet the buyer and get the relationship off to a good start the salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems the salesperson tries to close the sale

the salesperson should know how to meet and greet the buyer and get the relationship off to a good start

Decision Point: Choosing a Contact at Swazzi First, you need to identify a contact at Swazzi in order to sell Curtis's jewelry-cleaning kits. Who should you focus on identifying?

Find out who is in charge of purchasing decisions at Swazzi. You decided to find out who is in charge of recommending purchases. This was the best choice, because you need to work with someone who could make the decision to buy Curtis's jewelry-cleaning kits.

Decision Point: Victoria's Response Victoria tells you that Swazzi recently fired its jewelry-cleaning kit supplier due to its lapses in quality control. The previous supplier's cleaning solutions were not properly diluted and pitted the surface of gold and silver jewelry, resulting in customer lawsuits. She also mentioned that a less expensive supplier would also be favored. Given the information you've received, how do you promote Curtis to Swazzi?

Emphasize the quality of Curtis's jewelry-cleaning kits by presenting the technical details on the components of Curtis's jewelry-cleaning kits. You chose to emphasize the quality of Curtis's kits by presenting technical details. This was the best choice. Victoria had revealed that Swazzi's priority was high-quality products, and by providing you with technical details about the previous supplier, Victoria was indicating that she would appreciate hearing about the technical details to prove the quality of Curtis's kits.

Decision Point: Choosing Your Supplier For the past twenty years, Curtis purchased its jewelry-cleaning kit components from Evans' Suppliers, a local company that recently went out of business. As a recent hire to Curtis, you are excited about the opportunity to search for a supplier. What should be your first step?

Explore the priorities within your own company and find out what the Curtis stakeholders (e.g., manufacturing, marketing) need from a vendor. You decided that your first step should be to explore the needs within your own company. This was the best choice. You would need to know what the priorities and needs for Curtis stakeholders are before you can begin to evaluate vendors.

_______ is the sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business. Follow-up Sales promotion Closing Prospecting

Follow-up

__________ is the sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying. Approach Presentation Handling objections Preapproach

Handling objections

Decision Point: Vendor Problems Three months have passed. You just received word that your vendor is falling several weeks behind delivery schedule. What do you do?

Keep the vendor, but add another vendor who can deliver faster. You chose to keep the vendor, but add an additional vendor. This was the best choice. You will be able to maintain the high quality of the original vendor, and also have the ability to meet dates with the extra vendor if delivery becomes critical.

_______consists of interpersonal interactions with customers and prospects to make sales and maintain customer relationships. Personal selling Team selling Sales quota Sales force management

Personal selling

__________ is the sales step in which a salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems. Preapproach Approach Handling objections Presentation

Presentation

Mentoring Moment: The Steps of the Selling Process Drag and drop each of the following steps of the selling process into the correct order. When you have all the steps in the correct order, click the Submit button.

Prospect and Qualify Preapproach Approach Presentation Handle Objections Close Follow-up.

__________ refers to analyzing, planning, implementing, and controlling sales force activities. Sales quota Sales force management Team selling Personal selling

Sales force management

________ is the short-term incentives used to encourage the purchase or sales of a product or a service. Prospecting Closing Follow-up Sales promotion

Sales promotion

Decision Point: Determining Your Company's Needs You talk to the stakeholders at Curtis about their vendor needs. They agree that they want the highest possible quality, at the lowest possible cost, and extremely fast delivery. What is your response?

Tell them it's unrealistic to have all these qualities from the same vendor, and you need to know which are the most important. You decided to tell the stakeholders that their request was unrealistic and that you need to know which qualities were most important. This was the best choice. Although it might be disappointing for stakeholders to hear that all three qualities are unrealistic, you would need to know which qualities are most important and find the vendor that can best match your company's needs.