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| Attitude: The way a person looks at life |
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| Business policies: Statements outlining practices the business follows, such as warranties and maintenance contracts |
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| Client loyalty: The devotion of a client to a particular business |
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| Clientele: A body of customers upon which an organization can rely for considerable repeat business |
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| Cold calls: Unannounced telephone calls or visits by a salesperson to prospects about whom little may be known |
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| Company leads: Information about and contact with potential customers provided by a company, its advertising, participation in trade shows, or telephone and mail solicitation |
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| Direct-mail marketing: An effort to obtain business by sending promotional material to customers in the form of letters, catalogs, postcards, faxes, and folders |
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| External sources: Contacts outside the business, such as other salespeople, specialized lists and directories, and industry trade groups |
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| . Follow-up: The determination of a customer’s satisfaction with a good or service after a sales presentation regardless of whether a sale was made |
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| Goodwill: Positive feelings toward a business; an advantage that a business acquires beyond the value of its products or services |
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| Guarantee: A promise made to the consumer that a product’s purchase price will be refunded if the product is not satisfactory |
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| . Lead: The name of an organization or individual that might be interested in a salesperson’s good or service |
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| Personal sources: Contacts that each individual has through his/her customers, friends, or relatives |
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| Personality: An individual’s qualities or traits and behavior |
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| Prospecting: The act of identifying any person or organization with the potential to buy a product and compiling that information in an organized manner for future use |
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| Referrals: Individuals or businesses to whom salespeople are recommended |
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| Sales presentation: Part of the selling process in which the salesperson shows the customer the benefits of a product’s features; includes sales talk and product demonstration |
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| Service attitude: A salesperson’s commitment to the client’s needs as expressed through his/her professional behavior |
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| Trade shows: Events where businesses display and/or demonstrate their products to build sales leads and interest |
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| Warranty: A promise made by the seller to the consumer that the seller will repair or replace a product that does not perform as expected |
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| Word-of-mouth advertising: Promotion and publicity for a business provided by customers who tell others of their satisfaction with the business |
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