Term
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Definition
ARE SUPPORTING SALESPEOPLE WHO WORK FOR PRODUCERS -- CALLING ON INTERMEDIARIES AND THEIR CUSTOMERS.
DEVELOP GOODWILL AND STIMULATE DEMAND, HELP INTERMEDIARIES TRAIN THEIR SALESPEOPLE, AND OFTEN TAKE ORDERS FOR DELIVERY BY INTERMEDIARIES.
AKA: MERCHANDISERS AND DETAILERS |
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Term
| CUSTOMER SERVICE PROMOTES THE NEXT PURCHASE. CUSTOMER SERVICE IS... |
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Definition
THE SERVICE THAT IS REQUIRED TO SOLVE A PROBLEM THAT A CUSTOMER ENCOUNTERS WITH A PURCHASE.
**KEY PART OF PERSONAL SELLING |
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Term
| CUSTOMERS WEIGH ________ EXPERIENCES MORE HEAVILY THAN ________ EXPERIENCES. |
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Definition
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Term
| INFORMATION TECHNOLOGY PROVIDES TOOLS TO DO THE JOB. |
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Definition
CHANGES HOW SALES TASKS ARE HANDLED.
NEW SOFTWARE AND HARDWARE PROVIDE A COMPETITIVE ADVANTAGE --> CRM DATABASE, SPREADSHEET ANALYSIS, DIGITAL PRESENTATIONS, TIME MGMT, SALES FORECASTING, ETC.
COST: EXPENSIVE TECH, TRAINING COST |
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Term
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Definition
THE MOST BASIC ISSUE IS WHETHER A SALESPERSON'S PRESENTATION IS HONEST AND TRUTHFUL.
SALES SITUATIONS WHERE SALES REPS MUST MAKE TOUGH ETHICAL DECISIONS ABOUT HOW TO BALANCE COMPANY INTERESTS, CUSTOMER INTERESTS, AND PERSONAL INTERESTS.
TROUBLE OCCURS WHEN CUSTOMER NEEDS ARE ONLY PARTIALLY MET. |
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Term
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Definition
THE FACE-TO-FACE INTERACTION BETWEEN A SELLER AND A BUYER FOR THE PURPOSE OF SATISFYING NEEDS
**SIGNIFICANT AMOUNT OF THE BUDGET |
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Term
| 3 MAJOR ASPECTS OF PERSONAL SELLING |
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Definition
1-- SALESMANSHIP
2-- NEGOTIATION
3-- RELATIONSHIP BUILDING |
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Term
| PERSONAL SELLING CHARACTERISTICS |
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Definition
FLEXIBLE: IMMEDIATE FEEDBACK
SELECTIVE MEDIUM: CAN TARGET AUDIENCE
RELATIONSHIP BUILDING
EXPENSIVE: TRAINING, COMPENSATION, TIME
ONLY APPROPRIATE METHOD OF SELLING FOR MANY SITUATIONS |
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Term
| MEETING BUYER EXPECTATIONS (3) |
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Definition
1-- RELATIONSHIP BUILDING
2-- COMMUNICATIONS
3-- PROFESSIONAL SALES PRESENTATIONS |
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Term
| PROVIDING MKT PLACE INFO (4) |
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Definition
1-- FEEDBACK FROM CUSTOMERS
2-- INPUT FOR NEW PRODUCTS AND MKTS
3-- INFO ON COMPETITION
4-- INPUT FOR SALES FORECASTING |
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Term
| DEVELOPING CUSTOMER RELATIONSHIPS--> BUILDING ____ IS THE MOST IMPORTANT |
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Definition
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Term
| DEVELOPING CUSTOMER RELATIONSHIPS: SALES PRESENTATION DELIVERY |
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Definition
ACTIVE LISTENING
ESTABLISH CREDIBILITY
ESTABLISH REALISTIC EXPECTATIONS ABOUT PERFORMANCE
ANTICIPATE OBJECTIONS AND BE ADAPTIVE
MAINTAIN CUSTOMER ORIENTATION
BALANCE BTWN PERSUASIVE AND PUSHY |
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Term
| 3 METHODS OF SALES PRESENTATIONS |
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Definition
1-- PREPARED SALES PRESENTATIONS
2-- CONSULTATIVE SELLING APPROACH
3-- SELLING FORMULA APPROACH |
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Term
| GAINING CUSTOMER COMMITMENT (3) |
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Definition
1-- ASK FOR THE ORDER
2-- SIGNING OF THE CONTRACT
3-- AGREEMENT ON FURTHER NEGOTIATIONS OR INVENTORY LEVELS |
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Term
| ENHANCING CUSTOMER RELATIONSHIPS: POST SALE FOLLOW-UP: |
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Definition
EXPEDITING ORDERS
TRAINING, TECH SERVICE
MONITOR SATISFACTION
RESOLVE COMPLAINTS
FUTURE PRODUCT IMPROVEMENT |
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Term
| SALES PROCESS: A RELATIONSHIP APPROACH (6) |
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Definition
1) SALESPERSON ATTRIBUTES
2) DEVELOPING A SELLING STRATEGY
3) INITIATING CUSTOMER RELATIONSHIPS
4) DEVELOPING CUSTOMER COMMITMENT
5) GAINING CUSTOMER COMMITMENT
6) ENHANCING CUSTOMER RELATIONSHIPS |
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Term
| SALESPERSON ATTRIBUTES (RELATIONSHIP BUILDING, THE ABILITY TO BUILD TRUST) |
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Definition
CUSTOMER ORIENTATED
HONEST
DEPENDABLE
COMPETENT AND LIKABLE |
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Term
| DEVELOPING A SELLING STRATEGY -- STRATEGIES SHOULD BE SET FOR (3) |
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Definition
1) EACH SALES TERRITORY
2) EACH CUSTOMER
3) EACH SALES CALL/ PRESENTATION |
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Term
| INITIATING CUSTOMER RELATIONSHIPS: PROSPECTING |
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Definition
THE SELLER'S SEARCH FOR AND IDENTIFICATION OF *QUALIFIED* BUYERS
SOURCES INCLUDE: INQUIRES, EXISTING CUSTOMERS, PERSONAL CONTACTS, TRADE SHOWS, ETC. |
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Term
| INITIATING CUSTOMER RELATIONSHIPS: PRECALL PLANNING (4) |
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Definition
1) WHAT BENEFITS TO STRESS
2) FOCUS ON ADAPTIVE SELLING
3) UNDERSTANDING CUSTOMER NEEDS
4) APPROACH THE CUSTOMER |
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Term
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Definition
I. DEFINING THE STRATEGIC ROLE OF THE SALES FUNCTION
II. DESIGNING THE SALES ORGANIZATION
III. DEVELOPING THE SALESFORCE
IV. DIRECTING THE SALESFORCE
V. DETERMINING PERFORMANCE AND EFFECTIVENESS |
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Term
| DEFINING THE STRATEGIC ROLE OF THE SALES FUNCTION |
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Definition
1) DEVELOPING A RELATIONSHIP STRATEGY
--COUNSELOR, SUPPLIER, SYSTEM RELATIONSHIP
2) DEVELOPING A CUSTOMER CONTACT STRATEGY
--DISTRIBUTORS, OWN COMPANY FIELD SALES FORCE, TELEMARKETING, SALES FORCE |
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Term
| DESIGNING THE SALES FORCE |
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Definition
1) STRUCTURE
- BY GEOGRAPHIC AREA, BY MKT (CUSTOMER TYPE), BY PRODUCT LINE, BY NEW V. EXISTING CUSTOMERS
2) SIZE
- BALANCE WORKLOAD AND POTENTIAL, CONSIDER THE # OF CALLS REQUIRED AND # OF CUSTOMERS |
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Term
| DEVELOPING THE SALES FORCE |
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Definition
1) RECRUITING AND SELECTION
2) TRAINING
- COMPANY, CUSTOMERS, COMPETITION; EFFECTIVE SELLING, TECHNIQUES AND NEGOTIATION SKILLS, CUSTOMER RELATIONS, FIELD PROCEDURES AND WORKING IN TEAMS |
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Term
| DIRECTING THE SALES FORCE |
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Definition
MOTIVATION
- MOST PAY, COMMISSION V. SALARY |
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Term
| EXTRINSIC AND INTRINSIC REWARDS |
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Definition
| SATISFACTION --> MOTIVATION --> EFFORT --> PERFORMANCE --> REWARDS --> SATISFACTION |
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Term
| DETERMINING PERFORMANCE AND EFFECTIVENESS: STANDARDS (TYPICALLY FORECAST BASED ON) 5 |
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Definition
1) SALES VOLUME
2) GROSS MARGIN
3) NEW ACCOUNTS
4) ACCOUNTS RETAINED
5) SALES EXPENSE (TO SALES REVENUE RATIO) |
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