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35 Cards in this Set
- Front
- Back
Personal Selling |
Interpersonal part of promotion mix that involves customer prospects and maintaining customer relationships |
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Salespeople |
Effective link between the company and its customers to produce customer value and company profit by working closely with marketing to: -Represent the company to customers -Represent the customers to the company -Companies most expensive and productive asset |
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Sales force Management Steps |
1)Design Sales force strategy and structure 2)Recruit Sales People 3) Training Salespeople 4) Compensating Salespeople 5) Supervising Salespeople 6) Evaluate Salespeople |
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Territorial Sales Force Structure |
Salespeople have assigned exclusive geographic areas and sell the companies full product line to customers in that area. -Lowers Sales Expenses -Fixes Accountability -Defines salespersons Job -Improve customer relationship developement |
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Product Sales Force Structure |
Each sales person sells along product lines -Used when companies have complex product lines -Improves Product Knowledge -Can lead to territorial conflicts |
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Customer sales force structure |
sales person sells along customer or industry lines -Improves customer relationships - sales person handles the account of one large company and seeks to improve the relationship between the 2 companies |
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Complex Sales force structure |
sales person sells a wide variety of products to many types of customers across many areas -Combines Several types of sales structures |
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Workload Approach |
grouping different accounts into classes to determine how many sales person each account needs |
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Outside sales people |
Calls on customers in the field -Field sales force |
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Inside salespeople |
Conduct business from their offices and often provide support for the outside salespeople. -Technical Sales Support -Sales Assistant |
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Team Selling |
Combined team effort used to service large, complex accounts |
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Fixed Amount Compensation |
Form of compensation, usually in a salary -Works to eliminate employee short term thinking to gain fast compensation -Sales people can work over a long period to develop long term customer relationships |
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Variable Compensation |
Sales commissions based around sales and customer acquisition goals |
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Organizational Climate |
The feeling sales people have about their opportunities, value, and rewards for good proformance |
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Sales Report |
Weekly report to evaluate salespeople. Includes monthly work plans as well as long term territory marketing plans |
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Prospecting |
First step to personal selling that identifies qualified potential customers through referrals from -Customers -Suppliers -Dealers -Internet |
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Qualifying |
Second step to personal selling that involves identifying good customers and screening poor ones by looking at -Financial Ability -Volume of Business -Needs -Location -Growth Potential |
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Preapproach |
3rd Step to personal selling that involves learning as much as possible about a prospect including needs, who is involved in the buying, and the characteristics and styles of the buyers. |
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Approach |
process where the sales person meets and greets the buyer and gets the relationship off to a good start and involves the salespersons -Appearance -Opening lines -Follow-up remarks |
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Presentation |
Step to selling approach where the sales person tells the product story to the buyer, presenting customer benefits and showing how it will solve a problem |
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Need-Satisfaction Approach |
Buyers have problems and sales people respond to their problems with products that solve the customers problems creating satisfaction with the product |
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Handling Objections |
When buyer brings up objections see this as a positive way to understand the customer and respond in a way that turns the objection into a reason to buy |
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Closing |
Process where sales people should recognize signals from the buyer to ask for an order and finalize a deal |
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Follow-Up |
Last step in which the sales person follows up after the sale to ensure customer satisfaction and repeat business |
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Sales Promotion |
Short term incentives such as advertising offers to encourage purchases |
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Consumer Promotions |
urge short term customer buying, and long term customer relationships |
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Trade Promotions |
urge retailers to: -Carry New Items -Buy in advance -Advertise company products -Reward customers |
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Samples |
Most effective form of promotion but also most costly |
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Coupons |
Used to promote early trial of a new brand or stimulate sales of a mature brand. |
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Price-Packs |
Cents off deals. Reduced prices directly on the label or package of the product. Very effective in stimulating short term sales. -Single items cents off -Can also be products branded together |
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Premiums |
Goods offered either for free or at a low price |
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Advertising specialties |
articles imprinted with the advertiser's name -Tee shirts -Coffee Mugs |
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Contests, Games, Sweepstakes |
Create brand attention -Require customer entry |
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Allowance |
Major sales promotion tool in which a a company agrees to give a retailer a advertising allowance to advertise their product a certain way -I.e. Special Displays |
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Free Goods |
Major sales Promotion tool in which companies give resellers free items in return for large sales orders |