Chapter 13 Sales Promotion
Customer (or market) Sales Force Structure (book definition)
a sales force organization in which salespeople specialize in selling only to certain customers or industries
Territorial Sales Force Structure (book definition)
a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the companys full line
Sales Quota (book definition)
a standard that states the amount a salesperson should sell and how sales should be divided among the companys products
_______________________ and _____________________________ can be very effective, less costly ways to sell to smaller, harder-to-reach customers
telemarketers, online sellers
What remains a vital took for most B-to-B Marketers?
telemarketing
Sales people represent which two entities?
the company to the customer and the customer to the company
Sales people selling products by engaging customers, presenting their offerings, answering objections, negotiating prices and terms, closing sales, servicing accounts, and maintaining account relationships is the sales force representing what?
the company to the customers
A salesperson might be largely an order taker such as...
the department store salesperson standing behind the counter
Why is using a combination of inside and outside sales people important to help serve important customers (better)?
the inside rep provides daily access and support, whereas the outside rep provides face-to-face collaboration and relationships building
Team Selling (book definition)
using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts
Most sales people are considered what? (think education for this one)
well educated and well trained professionals who add value for customers and maintain long-term customer relationships
Complex Sales Force Structure
when a company sells a wide variety of products to many types of customers over a broad geographic are
Personal Selling involves interpersonal interactions and engagement between salespeople and individual customers through what channels?
face to face, by phone, via email, social media, through video or online conferences, or by other means
Salesperson (book definition)
An Individual who represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building
In a _______________________________ sales force structure, separate sales forces may be set up for different industries serving current customers verses finding new ones, and serving major accounts versus regular accounts.
Customer or market (sales force structure)
________________________ consists of interpersonal interactions with customer and prospects to make sales and maintain customer relationships
Personal Selling
________________________ is the interpersonal arm of the promotion mix
Personal Selling
GE employees different sales forces within different product and service divisions of its major businesses. In the GE infrastructure the company has separate sales forces for aviation, energy, transportation, and water processing products and technologies. No single salesperon can become expert in all of these product categories so product specialization is required. GE uses what type of sales force structure?
Product Sales Force Structure
These people track down sales leads, call ahead and confirm appointments, follow up on deliveries, and answer customers questions when outside salespeople cannot be reached and are called what?
Sales Assistants
What includes designing sales force strategy and structure as well as recruiting, selecting, training, compensating supervising and evaluating the firms salespeople?
Sales Force Management
_______________________________ is analyzing, planning, implementing, and controlling sales force activities
Sales Force Management
________________________ involves using short-term incentives to encourage customer purchasing, reseller support, and sales force efforts
Sales Promotion
_______________________________ consists of short-term incentives to encourage the purchase or sale or a product or service.
Sales Promotion
A ____________________________________ structure is often supported by many levels of sales management positions. For Example, individual territory sales reps may report to area mangers, who in turn report to regional mangers who report to a director of sales
Territorial Sales Force (structure)
This organization clearly defined each salespersons job and fixes accountability and also increases the salespersons desire to build local customer relationships that in turn improve selling effectiveness describes what type of sales force structure?
Territorial Sales Force Structure
Product Sales Force Structure (book definition)
a sales force organization in which salespeople specialize in selling only a portion of the companys products or lines
Workload Approach
a company first groups accounts into different classes according to size, account status, or other factors related to the amount to effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times
Customer Sales Force Structure (definition)
a company organizes its sales force along customer or industry lines
Sales force management (book definition)
analyzing, planning, implementing, and controlling sales force activities
Why can personal selling be very effective in complex selling situations?
because salespeople can probe customers to learn more about their problems and then adjust the marketing offer and presentation to fit each customers special needs
Inside Sales Forth
conduct business form their offices via telephone, online and social media interactions or visits from buyers
Salespeople can be specialized how?
customer and territory, product and territory, product and customer, or territory, product, and customer
6 Steps of Sales Force Management
designing sales force strategy & structure-->recruiting & selecting salespeople-->training salespeople-->compensating salespeople-->supervising salespeople-->evaluating salespeople
Territorial Sales Force Structure (definition)
each salesperson is assigned to an exclusive geographic area and sells the companys full line of products or services to all customers in that territory.
The use of inside sales has grown in recent years as a result of what?
increased outside selling costs and the surge in online, mobile, and social media technologies
In consumer product companies such as P&G or Nike the sales force plays an important behind the scenes role, how?
it works with wholesalers and retailers to gain their support and help them be more effective selling the companys products to final buyers
A company's ___________________ creates and communicates customer value by personally engaging customers and building customer relationships
sales force
Personal Selling (book definition)
personal presentations by the firms sales force for the purpose of engaging customers making sales and building customer relationships
Sales Force Management (definition)
planning, organizing, leading, and controlling personal contact programs designed to achieve profitable customer relationships
Sales Assistants (definition)
provide research and administrative backup for outside salespeople. (they track down sales leads, call ahead and confirm appointments, follow up on deliveries, and answer customers questions when outside salespeople cannot be reached)
Technical Sales-Support People do what?
provide technical information and answers to customers questions.
Salespeople _________________________________________________ acting inside the firm as champions of customer interests and managing the buyer-seller relationships
represent customer to the company
Salespeople ________________________________________________ by finding and developing new customers and communicating information about the company's products and services.
represent the company to the customers
Inside Sales Force (book definition)
salespeople who conduct business from their offices via telephone, online and social media interactions of visits from buyers
Outside Sales Force or Field Sales Force (book definition)
salespeople who travel to call on customers in the field
In Personal Selling the people who do the selling go by many names such as
salespeople, sales reps, agents, district managers, account executives, sales consultants, and sales engineers
To many customers the __________________ is the company, the only tangible manifestation of the company that they see
salesperson
What are travel expenses like in a territorial sales force structure?
small because they stay in a limited geographic area
Examples of inside salespeople are?
telemarketers and online sellers
What is a critical link between a company and its customers?
the sales force
Product Sales Force Structure (definition)
the sales force specializes along product lines
Follow-up (book definition)
the sales step in which a sales person follows up after the sale to ensure customer satisfaction and repeat business
Closing (book definition)
the sales step in which a salesperson asks the customer for an order
Handling Objectives (book definition)
the sales step in which a salesperson seeks out clarifies and overcomes any customer objections to buying
Salesperson-owned loyalty (definition)
the salesperson is the only tangible manifestation of the company customers see so customers may become loyal to salespeople as well as to the companies and products they represent
What do sales people do when they assist their customers?
they listen, assess their customer needs, and organize the companys efforts to solve customer problems
What are the goals of the Sales Force Management process?
to build a skilled and motivated sales team that will help to create customer value, engage customers, and build strong customer relationships
Outside Sales Force (field sales force)
travel to call on customers in the field
Social Selling (book definition)
using online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance
On the opposite side of the salesperson spectrum from an order taker... an salesperson can also be an order getter which is what?
whose position demands creative social selling and relationship building for products and services ranging from appliances, industrial equipment, and airplanes to insurance and IT services.
The best sales people are the ones who do what?
work closely with customers for mutual gain