Kotler Principles of Marketing Ch. 16

customer sales force structure

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

product sales force structure

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

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

approach

a salesperson meets the customer for the first time

sales quota

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

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

event marketing

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

Personal selling

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

consumer promotions

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

business promotions

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

trade promotions

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

inside sales force

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

outside sales force

salespeople who travel to call on customers in the field

closing

salesperson asks the customer for an order

follow-up

salesperson follows up after the sale to ensure customer satisfaction and repeat business

handling objections

salesperson seeks out, clarifies, and overcomes any customer objections to buying

presentation

salesperson tells the value story to the buyer, showing how the company's offer solves the customer's problems

sales promotion

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

preapproach

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

prospecting

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

selling process

the steps that salespeople follow when selling, which include prospecting and qualifying, pre approach, 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