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