personal selling quiz 1

aida acronym

Attention, Interest, Desire, Action

including computer and other technologically facilitated communications

WRITTEN COMMUNICATION SKILLS

overcome buyer resistance and make the sale; multiple attempts to close the sale are sometimes used

action

to include asking appropriate questions, and not interrupting at inappropriate times

active listening

open to change and devoted to continual learning

adaptability

the ability of salespeople to alter their sales messages and behaviors during a sales presentation or as they encounter different sales situations and different customers. ability to change messages depending on various customer situations.

adaptive selling

Marketin communications costs of...

advertising, PR and Publicity, direct marketing, personal selling, promotion

an acronym for the various mental states the salesperson must lead customers through when using mental states selling

aida

build rapport with the prospect ask questions to generate excitement for the sales offering

attention

salesperson uses internal and external (outside the sales organization) sources to become an expert on the customer's business. This role also involves educating customers on the sales firm's products and how these products compare with competitive offerings

business consultant

Occupational Outlook, Advancement Opportunities, Immediate Feedback, Job Variety, Independence, Compensation

characteristics of sales careers

Sales Support New Business Existing Business Inside Sales (non-retail) Direct-to-consumer sales Combination Sales Jobs

classifications of personal selling jobs

a sales job in which the salesperson performs multiple types of sales jobs within the framework of a single position

combination sales jobs

In ______ selling, salespeople fulfill three primary roles: Strategic Orchestrator​, Business Consultant, Long-Term Ally​:

consultative

the process of helping customers reach their strategic goals by using the products, services, and expertise of the sales organization.Focuses on achieving strategic goals of customers, not just meeting needs or solving problems

consultative selling

an example of stimulus response selling in which a series of questions or statements furnished by the salesperson is designed to condition the prospective buyer to answering "yes" time after time, until, it is hoped, he or she will be inclined to say "yes" to the entire sales proposition. often used by telemarketing personnel who rely on comprehensive sales scripts read or delivered from memory

continued affirmation

to include bringing others together and reconciling differences

coordination and problem solving

Four Levels of Strategy

corporate, business unit, marketing department, overall sales function

the customers perception of what they give for what they get

customer value

has selling skills, gathers information, listens and questions, strategic problem solving, creating and demonstrates unique, value-added solutions, team building and teamwork skills; focus is the customer and the customer's customers; desire trust, joint planning, mutual benefits, enhance profits; role is to be long term ally and business consultant; be the key player in the customer's business; nature is two-way and collaborative, strives for dialouge; has knowledge of product, selling companies resources, competitive, account strategies, costs, intensifying opportunities, customers products, competition, and customers; continues to follow through to keep customer informed and satistfied, add customer value, manage opportunities

trust-based relationship selling

requires salespeople to earn customer trust and that their selling strategy meets customer needs and contributes to the creation, communication, and delivery of customer value

trust-based relationship selling

a series of interrelated steps beginning with locating qualified prospective customers; from there, the salesperson plans the sales presentation, makes an appointment to see the customer, completes the sale, and performs postsale activities

trust-based sales process

build a sense of urgency; demonstrate the product; persuade the buyer to try the product, e.g. a test drive or hands-on involvement with the product

desire

a category of sales support personnel in the pharmaceutical industry working at the physician level to furnish information regarding the capabilities and limitations of medications in an attempt to get the physician to prescribe their product

detailer

the process whereby new products, services, and ideas are distributed to the members of society

diffusion of innovation

something that stimulates or indices activity in the economy

economic stimuli

how do you build trust and earn a relationship?

find a commonality, find something you respect about that person, build off those two things

three major phases of the sales process are:

initiating, developing, and enhancing customer relationships

willing to take on responsibilities and challenges

initiative

Has received considerable attention in recent year not only as a supplementary sales tactic but also as an alternative to field selling b) Can be conducted on active or passive sales basis (1) Active inside sales includes the solicitation of entire orders, either as part of a telemarketing operation or when customers walk into the seller's facilities (2) Passive inside sales imply the acceptance, rather than solicitation, of customer orders, although it is common practice for these transactions to include add-on sales attempts

inside sales

non-retail salespeople who remain in their employer's place of business while dealing with customers

inside sales

honest and ethical

integrity

discover buyer needs; uncover purchase decision process; gain recommitment to consider purchase pf seller's product

interest

_______ interactions that initiate, develop, and enhance relationships. its important to talk to buyer before, during, and after the sale

interpersonal

______ reasoning resulting in rational reasons to take action

logical

a role the salesperson plays in consultative selling where he or she supports the customer, even when an immediate sale is not expected

long-term ally

also known as the formula to personal selling

mental states selling

an approach to personal selling that assumes that the buying process for most buyers is essentially identical and that buyers can be led through certain mental states, or steps, in the buying process; also called the formula approach

mental states selling

primary roles are disseminating information, stimulating the sales effort to convert prospects into customers, and reinforcing customer relationships (1) Similar to religious missionaries, sales missionaries are expected to "spread the word" with the purpose of conversion to customer status

missionary salespeople

two categories of support salespeople:

missionary salespeople, detailer

-This method focuses on the customer rather than on the salesperson -Customer responses dominate the early portion of the sales interaction, and only after relevant needs have been established does the salesperson begin to relate how his or her offering can satisfy these needs

need satisfaction selling

an approach to selling based on the notion that the customer is being to satisfy a particular need or set of needs

need satisfaction selling

uncover and confirm buyer needs->present offering to satisfy buyer needs->continue selling until purchase decision

need satisfaction selling

including persuasive communications

oral communication skills

also called hunters, these salespeople actively seek orders, usually in a highly competitive environment

order-getters

Existing business: In direct contrast to new-business salespeople, other salespeople's primary responsibility is to maintain and further cultivate relationships with existing customers ___________​: also called farmers, these salespeople specialize in maintain current business a) Route salespeople who work an established customer base, taking routine reorders of stock items, are order-takers

order-takers

an important part of marketing that relies heavily on interpersonal interactions between buyers and sellers to initiate, develop, and enhance customer relationships

personal selling

most important factor for B2B

personal selling

salespeople who are constantly involved with either new products, new customers, or both; their task requires creative selling and the ability to counter the resistance to change that will likely be present in prospective customers

pioneers

2 types of new-business sales people:

pioneers, order-getters

-Typically requires educating the customer about the full impact of the -existing problem and clearly communicating how the solution delivers significant customer value -Time-consuming approach -- the salesperson must be able to get the buyer to agree that a problem exists and that solving it is worththe time and effort required - Most successful approach in technical industrial sales situations

problem-solving selling

Define problem->generate alternative solutions->evaluate alternative solutions->continue selling until purchase decision

problem-solving selling

an extension of need satisfaction selling that goes beyond identifying needs to developing alternative solutions for satisfying these needs

problem-solving selling

a) Determining the need for further attention b) Clarifying the situation and buying processes c) Discovering unique needs d) Determine the prospective customer's strategic priorities e) Communicate how the sales organization can create and deliver customer value f) Negotiate a business deal and earn a commitment from the customer g) Make the customer aware of additional opportunities to increase the value received h) Assess sales organization and salesperson performance so that customer value is continuously improved

purposes of sales dialogue

(1) Does a salesperson do a good job of helping the customer make or save money? (2) Is a salesperson dependable? (3) Is the salesperson's company and salesperson themselves easy to work with? (4) Does the salesperson enlist others in his or her organization when needed to create value for the customer? (5) Does the sales representative have a good understanding of the customers' business and industry?

questions involving customer value

a role fulfilled by salespeople that brings in revenuer income to a firm or a company

revenue producers

business conversations between buyers and sellers that occur as salespeople attempt to initiate, develop, and enhance customer relationship. should be customer focused and have a clear purpose

sales dialogue

customer-oriented approach that uses truthful, non-manipulative tactics to satisfy the long-term needs of both the customer and the selling firm

sales professionalism

a) Specialized knowledge b) Contribute to society c) Define the culture of the organization d) Unique set of skills

sales professionalism criteria

_____ _______ personnel are not usually involved in the direct solicitation of purchase orders -- their primary responsibility is dissemination of information and performance of other activities designed to stimulate sales

sales support

their contributions are stimulation the economy and diffusions of innovation

salespeople and society

actively seeking ways to help customers

service orientation

how to create trust based selling for extended period of time:

solving problems, adding values, providing opportunities

key idea is that various___ can elicit predictable responses

stimuli

an approach to selling where the key idea is that various stimuli can elicit predictable responses from customers--salespeople furnish the stimuli from a repertoire of words and actions designed to produce the desired response. simplest of the five views of selling

stimulus response selling

________ and organizational skills so work can be planned and executed

strategic

salesperson arranges the use of the sales

strategic orchestrator

technical specialists who may assist in the design and specification process, installation of Support equipment, training of customer's employees, and follow-up technical services

technical support salespeople

selling skills, finding prospects, making sales presentations. primary focus is the salesperson and the selling firm, desire lots of orders and closed sales, salesperson makes calls and close sales, one-way relationship from salesman to customer, pushing products salesman is isolated from customers decision making process, salesman needs product and competitive knowledge, identifies opportunities, account strategies, doesn't follow up post sale

transaction-focused traditional selling

foundation for sales in the long-run:

trust and ethics

relies on a highly structured sales presentation - salesperson does most of the talking, as feedback from the prospect could be disruptive to the flow of the presentation Advantages: - Forces the salesperson to plan the sales presentation prior to calling on the customer -Helps the salesperson recognize that timing is an important element in the purchase decision process and that careful listening is necessary to determine which stage the buyer is in at any given point Disadvantages: -Difficult to determine which state a prospect is in -Heavy guidance structure the salesperson implements may be inappropriate, confusing, and even counterproductive to sales effectiveness -not customer oriented

Mental states selling

five basic approaches to personal selling:

Stimulus response, mental states, need satisfaction, problem solving, and consultative selling