Marketing Chapter 13

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

handling objections

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

the selling process

the steps that the salesperson follows when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up.

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 line

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

salesperson

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

sales force management

analyzing, planning, implementing, and controlling sales force activities

personal selling

consists of interpersonal interactions with customers and prospects to make sales and maintain customer relationships

event marketing

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

consumer promotion

sales promotion tools used to boost short-term customer buying and engagement or enhance long-term customer relationships

business promotion

sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople

inside sales force

salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers

approach

salesperson meets the customer for the first time

sales promotion

short-term incentives to encourage the purchase or sale of a product or service

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

team selling

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

follow-up

A particularly rewarding aspect of Dominic's sales job is that it requires him to check in on patients after their heart surgeries to make sure that their Medtronic pacemakers and defibrillators are working well. This corresponds to what phase of the selling process?

pre-approach

During the __________ phase of the sales process, Dominic researched and identified a number of key factors that might preclude the hospital and doctor from considering the Medtronic product line

field sales force representative

The salesperson featured in the video, Dominic DeMarino, is a Pacemaker Defibrillator Sales Representative for Medtronic. As part of his job, he is often invited to large hospitals to participate during open-heart surgeries in order to ensure the company's medical devices are working properly. Based upon this description, Dominic could best be described as a(n)

prospecting

The video describes an instance in which Dominic discovered that a heart surgeon had just taken a new job at a large hospital where Dominic's major competitor's contract was up for renewal. What phase of the selling process corresponds best to this discovery?

value selling

To overcome the many obstacles Medtronic faced in winning the large hospital's business, Dominic worked diligently to demonstrate his dependability. He showed the hospital how his product would create efficiencies and he made himself available to the doctors 24 hours a day, seven days a week. In so doing, Dominic was practicing

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