Chapter 13

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

product sales force structure

a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines.

customer sales force structure

a sales force organization in which salespeople specialize in selling only to certain customers or industries.

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 lin

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

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

event marketing

refers to creating a brand-marketing event or serving as a sole or participating sponsor of events created by others

closing

the sales step in which a salesperson asks the customer for an order

closing

the sales step in which a salesperson asks the customer for an order.

follow-up

the sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business

preapproach

the sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call.

approach

the sales step in which a salesperson meets the customer for the first time

handling objections

the sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying.

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

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

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

team selling

using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts