chapter 13- personal selling and sales promotion

follow-up

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

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.

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.

handling objections

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

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.

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.

sales quota

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

event marketing

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

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.

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.

closing

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

prospecting

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

preapproach

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

team selling

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

approach

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

B. 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? A. relationship-building B. follow-up C. presentation D. closing E. conclusion

customer sales force structure

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

E. pre-appraoch

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. A. qualification B. closing C. approach D. handling objections E. pre-approach

B. field sales 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) __________. A. inside sales representative B. field sales representative C. sales manager D. sales engineer E. key account manager

B. 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? A. pre-approach B. prospecting C. approach D. marketing research E. investigation

E. 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​ ________. A. social selling B. transactional selling C. differentiated selling D. team selling E. value selling

product sales force structure

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