Chapter 13: Personal Selling and Sales Promotion

Customer Sales Force Structure

is a sales force organization in which salespeople specialize in selling only to certain customers or industries.

Territorial Sales Force Structure

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

Consumer Promotion

is a sales promotion tool used to boost short-term customer buying and involvement or enhance long-term customer relationships.

Sales Quota

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

Sales Force Management

is analyzing, planning, implementing, and controlling sales force activities.

Pre approach

is the sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call.

Approach

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

Prospecting

is the sales step in which a salesperson or company identifies qualified potential customers.

Handling Objections

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

Presentation

is 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

is the short-term incentives used to encourage the purchase or sales of a product or a service.

Event Marketing

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

Personal Selling

is presentations by the firm's sales force for the purpose of making sales and building customer relationships.

Inside Sales Force

is salespeople who conduct business from their offices via telephone, the Internet, or visits from prospective buyers.

Team Selling

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

A Salesperson

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

Product Sales Force Structure

is a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines.

Closing

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

Follow-up

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

Business Promotion

is a sales promotion tool used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.

Trade Promotion

is 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.

The Selling Process

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