Chapter 16: Personal Selling and Sales Promotion

business

conventions, trade shows, and sales contests are examples of ____________ promotions

people are competitive, can be confusing to customers

couple downsides of team selling

event marketing

creating a brand marketing event or service as a sole or participating sponsor of events created by others type of event marketing

personal selling

interpersonal arm of the promotion mix

team

many large customer companies have implemented team based purchasing, prompting marketing to start using _________ based selling

increase communications, have them work together, joint objectives and reward systems

marketing and sales people not working together will lead to issues. what are a few ways you can help bring them together

consumer

point of purchase promotions are an example of _______________ promotions

return on sales investment

what is a good way to evaluate the performance of salespeople

complex

when a company sells a wide variety of products to many types of customers over a broad geographic area, it often employs a _____________ sales force structure which is a mix of different structures

personal selling

personal presentations by the firm's sales force for the purpose of engaging customers, making sales, and building customer relationships

complex

personal selling can be very effective in ____________ selling situations

outside sales force

sales people who travel to call on customers in the field

motivate

sales quotas, positive incentives, and organiational climate are three ways that companies can ____________ salespeople

follow up

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

preapproach

sales step in which a salesperson learns as much as possible about a prospective customer BEFORE making a sales call should set call objectives, determine the best way to approach them (call, tweet)

approach

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

handling objections

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

presentation

sales step in which a salesperson tells the value story to the buyer , showing how the company's offer solves the customer's problems how do our products fit your needs

product sales force structure

a sales force organization in which salespeople specialize in selling only a portion of the company's product lines ex-having different sales forces for aviation, transportation, and energy departments in your business

customer sales force structure

a sales force organization in which salespeople specialize in selling only to certain customers or industries can help build close customer relationships

territorial sales force structure

a sales force organization that assigns each person to an exclusive geographic territory in which that salesperson sells the company's full line increases salesperson desire to build local relationships, leads to cheap travel expenses

sales quota

a standard that states the amount a salesperson should sell and how sales should be divided among the company's products

salesperson

an individual who represents a company to customers by performing one or more oft he following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building

sales force management

analyzing, planning, implementing, and controlling sales force activities

supervise

annual call plans and time and duty analysis are two ways that companies can ____________ salespeople

yes

are super sales people a thing

recruitment

at the heart of any successful salesforce is the ___________ and selection of goods sales people

direct

compensation for salespeople should ___________ them towards activities that are consistent with the overall sales force and marketing objective ex-if the objective is to grow rapidly and gain market share, the compensation package may include a large bonus for new accounts

cold call

dropping in unannounced on a office looking for a new customer

prospecting

first step in sales process involves a salesperson identifying qualified potential customers

product, customer

if you sell many products to many types of customers, what types of sales force structure would you use

territorial

if you sell only one product line to one industry with customers in many locations, what sales force structure would you use

listening

in all steps of the selling process, _____________ to the customer is crucial

trade

specialty advertising items, discounts, allowances, and free goods are examples of _____________ promotions

consumer promotions

sales promotion objective that urges short term customer buying or boosts long term customer brand engagement ex-samples, coupons, refunds, premiums, displays, contests, sweepstakes, event sponsorship

business promotions

sales promotions that are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople

trade promotions

sales promotions that include getting retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space

closing

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

referrals

the best source of prospects for new clients are ________________

prospecting and qualifying>preapproach>approach>presentation and demonstration>handling objections>closing>follow up

the seven steps in the selling process

selling process

the steps that salespeople follow when selling

control

the use of the internet and availability of information have allowed customers to have more ______________ over the sales process than ever before

false (get rid of the bad ones)

true/false cutting the salary of your top sales people when times get tough is a good idea

true (may become loyal to salespeople and the company)

true/false for many customers, the salesperson is essentially the company

determine sales force size

what should your company do after determining its sales force structure

sales content

contest for salespeople or dealers to motivate them to increase their sales performance over a given period type of business promotion

digital

salespeople now routinely use ___________ tools that monitor customer social media exchanges to sport trends, identify prospects, and learn what customers would like to buy, how they feel about the vendor, and what it would take to make a sale

relationships

salespeople want to build profitable ______________ with customers

inside sales force

salespeople who conduct business from their offices via telephone, online, or visits from prospective buyers grown in recent years

sales promotion

short term incentives to encourage the purchase or sale of a product or service offers reasons to buy now ex-buy 1, get 1 free

relationship

should sales people engage customers on a relationship basis or transactional basis

design structure>recruit salespeople>train>compensate>supervise>evaluate

six major steps in sales force management start with designing strategy and structure

true

true/false many customers acutally prefer to phone and online contact over face to face

false

true/false most companies still hsing high commission plans that drive salespeople to make short term grabs for business

true

true/false not every seller makes it to the closing step of the selling process

false

true/false one sales force structure can always be correct to use

true

true/false telemarketing done by inside salespeople remains a powerful tool for b2b markets

true (inside can provide support for outside or even telemarket)

true/false using a combination of outside and inside salesforce people can help serve customers better

represent the company to customers (develop them, communicate info, solve problems), represent customers to the company (manage buyer seller relationship, relay concerns)

two main roles of a salesperson

premiums

type of consumer promotion goods offered either free or at low cost as an incentive to buy a product, ranging from toys included with kids' products to cell phones

social selling

using online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance

sales promotion

using short term incentives to encourage customer purchasing, reseller support, and sales force efforts

team selling

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