chapter 13- personal selling and sales promotion
follow-up
the sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business
presentation
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.
sales promotion
the short-term incentives used to encourage the purchase or sales of a product or a service.
consumer promotion
a sales promotion tool used to boost short-term customer buying and involvement or enhance long-term customer relationships.
business promotion
a sales promotion tool used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.
handling objections
the sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying.
selling process
the steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up.
territorial sales force structure
a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line.
trade promotion
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.
sales quota
a standard that states the amount a salesperson should sell and how sales should be divided among the company's products
event marketing
creating a brand-marketing event or serving as a sole or participating sponsor of events created by others.
personal selling
presentations by the firm's sales force for the purpose of making sales and building customer relationships.
sales force management
refers to analyzing, planning, implementing, and controlling sales force activities.
salesperson
represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building.
inside sales force
salespeople who conduct business from their offices via telephone, the internet, or visits from prospective buyers.
closing
the sales step in which a salesperson asks the customer for an order.
prospecting
the sales step in which a salesperson identifies qualified potential customers.
preapproach
the sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call
team selling
using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts
approach
the sales step in which a salesperson meets the customer for the first time.
B. follow-up
A particularly rewarding aspect of Dominic's sales job is that it requires him to check in on patients after their heart surgeries to make sure that their Medtronic pacemakers and defibrillators are working well. This corresponds to what phase of the selling process? A. relationship-building B. follow-up C. presentation D. closing E. conclusion
customer sales force structure
a sales force organization in which salespeople specialize in selling only to certain customers or industries.
E. pre-appraoch
During the __________ phase of the sales process, Dominic researched and identified a number of key factors that might preclude the hospital and doctor from considering the Medtronic product line. A. qualification B. closing C. approach D. handling objections E. pre-approach
B. field sales representative
The salesperson featured in the video, Dominic DeMarino, is a Pacemaker Defibrillator Sales Representative for Medtronic. As part of his job, he is often invited to large hospitals to participate during open-heart surgeries in order to ensure the company's medical devices are working properly. Based upon this description, Dominic could best be described as a(n) __________. A. inside sales representative B. field sales representative C. sales manager D. sales engineer E. key account manager
B. prospecting
The video describes an instance in which Dominic discovered that a heart surgeon had just taken a new job at a large hospital where Dominic's major competitor's contract was up for renewal. What phase of the selling process corresponds best to this discovery? A. pre-approach B. prospecting C. approach D. marketing research E. investigation
E. value selling
To overcome the many obstacles Medtronic faced in winning the large hospital's business, Dominic worked diligently to demonstrate his dependability. He showed the hospital how his product would create efficiencies and he made himself available to the doctors 24 hours a day, seven days a week. In so doing, Dominic was practicing ________. A. social selling B. transactional selling C. differentiated selling D. team selling E. value selling
product sales force structure
a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines.