Chapter 16 Marketing
The selling process
prospecting and qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing, and follow-up
Territorial sales force structure
salespeople are assigned to an exclusive geographic territory to sell the company's full line
Consumer Promotion
is a sales promotional tool used to boost short-term customer buying and involvement or enhance long-term customer relationships
Approach
is the sales step in which a salesperson meets the customer for the first time.
Product sales force structure
refers to a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines
Event Marketing
__________ is creating a brand-marketing event or serving as a sole or participating sponsor of events created by others.
Personal Selling
involves presentations by the firm's sales force for the purpose of making sales and building customer relationships.
Customer sales force structure
refers to a sales force organization in which salespeople specialize in selling only to certain customers or industries.
Closing
sales step in which the salesperson asks the customer for an order
Pre-approach
is the sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call
handling objections
The sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying is known as
Presentation step - the personal selling process
A salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems
Sales Promotion
Short-term incentives to encourage the purchase or sales of a product or a service
Follow - up
the sales step in which a salesperson checks in with the customer after the sale to ensure customer satisfaction and repeat business
Team selling
uses people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts.
Business Promotion
a sales promotion tool used to generate business leads, stimulate purchases, reward customers, and motivate salespeople
Trade promotion
__________ 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.
sales force management
Involves analyzing, planning, implementing, and controlling sales force activities
A 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