Marketing Chapter 13: Personal Selling & Sales Promotion

Event Marketing

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

Personal Selling

personal presentation by the firm's sales force for the purpose of making sales & building customer relationships

Salesperson

an individual representing a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering and relationship building

Outside Sales Force

outside salespeople who travel to call on customers in the field

Territorial Sales Force Structure

a sales force organization that assigns each salesperson an exclusive geographic territory in which that salesperson sells the company's full line

Consumer (or market) Sales Force Structure

a sales force organization under which salespeople specialize in selling only to certain customers on industries

Trade Promotions

sales promotion tool used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to customers

Consumer Promotions

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

Sales Force Management

the analysis, planning, implementation and control of sales force activities. It includes designing sales force strategy and structure and recruiting, selecting, training, supervising, compensating and evaluating the firm's salespeople

Handling Objections

the step in the selling process in which the sales person seeks out, clarifies, and overcomes objections to buying

Follow Up

the step in the selling process in which the salesperson follows up after the sale to ensure customer satisfaction in the selling process in which the salesperson follows up after the sale to

Sales Quota

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

Inside Sales Force

inside salespeople who conduct business from their offices via telephone, the internet or visits from prospective buyers

Sales Promotion

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

Presentation

the step in the selling process in which the salesperson tells the "value story" to the buyer, showing how the company's offer solves the customers problems

Prospecting

the steps in the selling process in which the salesperson or company identifies qualified potential customers

Product Sales Force Structure

a sales force organization under which salespeople specialize in selling only a portion of the company's product line

Closing

the step in the selling process in which the salesperson asks the customer to order

Preapproach

the step in the selling process in which the salesperson learns as much as possible about a prospective customer before marketing a sales call

Approach

the step in the selling process in which the salesperson meets the customer for the first time

Selling Process

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

Team Selling

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