Sales Exam one Notes
Sales professionalism
A customer-oriented approach that uses truthful, nonmanipulative tactics to satisfy the long-term needs of both the customer and the selling firm
Trust-based relationship selling
A form of personal selling requiring that salespeople earn customer trust and that their selling strategy meets customer needs and contributes to the creation, communication, and delivery of customer value
Inside sales
Nonretsil salespeople who remain in their employer's place of business while dealing with customers
detailer
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
Misrepresentation
false claims made by a salesperson
Missionary salespeople
A category of sales support personnel who are not typically involved in the direct solicitation of purchase orders. Their primary roles are disseminating information, stimulating the sales effort to convert prospects into customers, and reinforcing customer relationships
Revenue producers
A role fulfilled by salespeople that brings in revenue or income to a firm or company
long-term ally
A role the salesperson plays in consultative selling where they support the customer, even when an immediate sale is not expected
Strategic orchestrator
A role the salesperson plays in consultive selling where they arrange the use of the sales organization's resources in an effort to satisfy the customer
business consultant
A role the salesperson plays in consultive selling where they use 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
Combination sales job
A sales job in which the salesperson performs multiple types of sales jobs within the framework of a single position
Sales process
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
AIDA
An acronym for the various mental states the salesperson must lead customers through when using mental states selling: attention, interest, desire, and action
Mental states selling (Formula approach)
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
Need satisfaction selling
An approach to selling based on the notion that the customer is buying to satisfy a particular need or set of needs
Stimulus-response selling
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
Continued affirmation
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, they will be inclined to say "yes" to the entire sales proposition
Problem-solving selling
An extension of need satisfaction selling that goes beyond identifying needs to developing alternative solutions for satisfying these needs
Personal selling
An important part of marketing that relies heavily on interpersonal interaction between buyers and sellers to initiate, develop, and enhance customer relationships
Sales dialogue
Business conversations between buyers and sellers that occur as salespeople attempt to initiate, develop, and enhance customer relationships. Sales dialogue should be customer-focused and have a clear purpose
Virtual selling
Collection of processes and technologies by which salespeople engage with customers remotely with both synchronous and asynchronous communications
Reliability
Consistency of a salesperson over time to do what is right
Joel is engaging prospects through sales dialogue and presentations and trying to earn commitment from customers. Which phase of the sales process is Joel engaged in? Developing customer relationships Initiating customer relationships Negotiating customer relationships Enhancing customer relationships
Developing customer relationships
Honesty
Fairness and straightforwardness of conduct
Negligence
False claim(s) made by a salesperson about the product or service they are trying to sell
Candor
Honesty of the spoken word
Market knowledge
Information salespeople must have if larger companies break their customers into distinct markets; salespeople must be familiar with these markets to tailor their sales presentations.
When talking to potential customers about beauty products, Nalini attempts to build rapport with the customer then tries to discover their needs. Once she understands the buyer's needs, she demonstrates the product and persuades the customer to try the product. Finally, she makes the sale. Which approach to personal selling is Nalini using? Adaptive selling Problem-solving selling Stimulus response selling Mental states selling
Mental states selling
Matt is excited to tell his parents that he has landed his first job after college. He tells them he is going to be working in _____, which is the most important part of marketing communications for most businesses. copywriting promotions personal selling advertising
Personal selling
pioneers
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
Customer value
The customer's perception of what they get for what they have to give up (Benefits from buying a product in exchange for money paid)
Economic stimuli
Something that stimulates or incites activity in the economy
Ivan uses a variety of approaches when he is trying to sell gym memberships to prospective buyers. In one approach, Ivan asks questions like, "Do you agree that exercise is important to maintain a healthy lifestyle?" and "Do you think having access to a personal trainer would be helpful in meeting your exercise goals?" By getting the prospective buyers to say "yes" to these questions, Ivan hopes they will say "yes" when he asks them to commit to buying a gym membership. Which approach to personal selling is Ivan utilizing? Adaptive selling Mental states selling Problem-solving selling Stimulus response selling
Stimulus response selling
Technical support salespeople
Technical specialists who may assist in the design and specification process, installation of equipment, training of customer's employees, and follow-up technical service
Adaptive selling
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
Trust
The extent of the buyer's confidence that they can rely on the salesperson's integrity
Consultive selling
The process of helping customers reach their strategic goals by using the products, services, and expertise of the sales organization
Diffusion of innovation
The process whereby new products, services, and ideas are distributed to the members of society
Ethics
The right and wrong conduct of individuals and institutions of which they are a part
Order-getters (Hunters)
These salespeople actively seek orders, usually in a highly competitive environment
order takers (Farmers)
These salespeople specialize in maintaining current business
Callie is a salesperson for a medical device company. She is meeting with a new customer today and is asking questions to discover the customer's unique needs and requirements as well as the customer's strategic priorities. Callie is engaged in _______. transaction-focused traditional selling providing value the diffusion of innovation process a sales dialogue
a sales dialogue
Predictability
a salesperson's behavior that can be foretold on the basis of observation or experience by a buyer
Compatibility/likeability
a salesperson's commonalities with other individuals
compatibility
a salesperson's commonalities with other individuals
Express warranty
a way a salesperson can create product liabilities by giving a product warranty or guarantee that obligates the selling organization even if the salesperson does not intend to give the warranty
Tombe's company often engages in consultative selling with its customers. Tombe's role is that of a _____; they use sources both internal and external to become an expert on the customer's business. long-term ally business consultant strategic orchestrator subject matter expert
business consultant
Openness
completely free from concealment: exposed to general view or knowledge
Service issues
concerns of the buyer that the salesperson should address
Simon knows that ____ is impacted if the salesperson is considered dependable. a knowledge base the desired outcome customer value service
customer value
Product knowledge
detailed information on the manufacture of a product and knowing whether the company has up-to-date production methods
Fairness
impartiality and honesty
Tienlon brings value to her company in her role as a salesperson. Because she works for a company that sells highly technical products, she is often the primary source of information for customers anxious to own the latest tech gadget. Tienlon is playing a critical role ____. by being a revenue producer providing market research in the diffusion of innovation stimulating the economy
in the diffusion of innovation
Customer knowledge
information about customers that is gathered over time and from very different sources that helps the salesperson determine customer needs to better serve them
Technology knowledge
information salespeople must have about the latest technology
Competitor knowledge
knowledge of a competitor's strengths and weaknesses in the market
price knowledge
knowledge tools salespeople must have about pricing policies in order to quote prices and offer discounts on products
Promotion knowledge
knowledge tools salespeople must possess to explain their firms' promotional programs
Mingyu is a new employee at her company. Her role is mainly to maintain the relationships with current customers. Mingyu's role at her company is a(n) _____. pioneer order-getter technical support salesperson order-taker
order-taker
Dependability
predictability of a person's actions
Contributions
something given to improve a situation or state for a buyer
Expertise
the ability, knowledge, and resources to meet customer expectations
Customer orientation
the act of salespeople placing as much emphasis on the customer's interests as their own
Maria Lucía is a salesperson for a company that practices trust-based relationship selling. Unlike transaction-focused traditional selling, Maria Lucía must have knowledge about _____. the company's products the customer's products account strategies competitors
the customer's products
Security
the quality of being free from danger
Confidentiality
the state of being entrusted with information from a buyer that cannot be shared
Basis of the bargain
when a buyer relies on the seller's statements in making a purchase decision
