Personal Selling and sales promotion - ANSWER Chapter 18
Paid personal communication that attempts to inform customers and persuades them to buy
products in an exchange situation - ANSWER Personal Selling
Provides the greatest freedom to adjust a message to satisfy customers
The most precise of all promotional methods; enables marketers to focus on the most prom-
ising sales prospects - ANSWER Advantages of Personal Selling
The disadvantage of personal selling is that it is the most expensive element in the promo-
tion mix - ANSWER Disadvantage
Developing a database of potential customers
Traditional and online advertisements can generate leads on interested prospects
customers referrals form current customers are key sources - ANSWER Prospecting
Before contacting them, the salesperson analyzes information about the prospect's needs -
ANSWER Pre approach
The manner in which a salesperson contacts a potential customer - ANSWER Approach
The salesperson must attract and hold the prospect's attention., stimulate interest in and
spark a desire of the product
1
,Adapt the presentation to the needs of the prospect - ANSWER Marketing the presenta-
tion
The salesperson must attract and hold the prospect attention, stimulate interest in and spark
a desire for the product
Adapt the presentation tot he needs of the prospect - ANSWER Making the presentation
Effective salespeople anticipate and counter objections before the prospect raises them
The safest approach is the prepared and handle objections as they arise - ANSWER Over-
coming Objects
The stage in the personal selling process when the sales person asks the prospect to buy the
product - ANSWER Closing The Sale
Order Getters and Order Takers - ANSWER Types of salespeople
Salespeople who sell to new customers and increase sale to current customers - ANSWER
Order Getters
Sales people who primarily seek repeat sales - ANSWER Order takers
Sales staff members who facilitate selling but usually are not involved sole with making sales
- ANSWER Support personnel
using a team of experts from all functional areas of firm, led by a salesperson, to conduct the
personal selling process - ANSWER Team Selling
Building of mutually beneficial long-term associations with customers though regular com-
munications over prolonged periods of time - ANSWER Relationship selling
2
, The sales force is directly responsible for generating sales revenue
Ethics is important - ANSWER Managing the sales force
Sales objective give a sales force direction and purpose
Objectives usually are established - ANSWER Establishing Sales Forces Objectives
The size of the sales force affects many aspects of the firm and its strategy
several methods can determine the best size - ANSWER Determining Sales Force size
A process by which the sales manager develops a list of qualified applications for sales posi-
tions
Recruitment should be continuous and systematic - ANSWER Recruiting and Selecting
sales people
Training can be formal or informal and on the job
Can concentrate on
- The company
- Its products
- Its selling methods
Training can be
Aimed at salespeople at all seniority and experience - levels
Conducted in house or by outside specialists - ANSWER Training Sales Personnel
Compensation should be flexible equitable and easy to administer
Straight Salary Compensation plan - ANSWER Compensating Salespeople
3
Paid personal communication that attempts to inform customers and persuades them to buy
products in an exchange situation - ANSWER Personal Selling
Provides the greatest freedom to adjust a message to satisfy customers
The most precise of all promotional methods; enables marketers to focus on the most prom-
ising sales prospects - ANSWER Advantages of Personal Selling
The disadvantage of personal selling is that it is the most expensive element in the promo-
tion mix - ANSWER Disadvantage
Developing a database of potential customers
Traditional and online advertisements can generate leads on interested prospects
customers referrals form current customers are key sources - ANSWER Prospecting
Before contacting them, the salesperson analyzes information about the prospect's needs -
ANSWER Pre approach
The manner in which a salesperson contacts a potential customer - ANSWER Approach
The salesperson must attract and hold the prospect's attention., stimulate interest in and
spark a desire of the product
1
,Adapt the presentation to the needs of the prospect - ANSWER Marketing the presenta-
tion
The salesperson must attract and hold the prospect attention, stimulate interest in and spark
a desire for the product
Adapt the presentation tot he needs of the prospect - ANSWER Making the presentation
Effective salespeople anticipate and counter objections before the prospect raises them
The safest approach is the prepared and handle objections as they arise - ANSWER Over-
coming Objects
The stage in the personal selling process when the sales person asks the prospect to buy the
product - ANSWER Closing The Sale
Order Getters and Order Takers - ANSWER Types of salespeople
Salespeople who sell to new customers and increase sale to current customers - ANSWER
Order Getters
Sales people who primarily seek repeat sales - ANSWER Order takers
Sales staff members who facilitate selling but usually are not involved sole with making sales
- ANSWER Support personnel
using a team of experts from all functional areas of firm, led by a salesperson, to conduct the
personal selling process - ANSWER Team Selling
Building of mutually beneficial long-term associations with customers though regular com-
munications over prolonged periods of time - ANSWER Relationship selling
2
, The sales force is directly responsible for generating sales revenue
Ethics is important - ANSWER Managing the sales force
Sales objective give a sales force direction and purpose
Objectives usually are established - ANSWER Establishing Sales Forces Objectives
The size of the sales force affects many aspects of the firm and its strategy
several methods can determine the best size - ANSWER Determining Sales Force size
A process by which the sales manager develops a list of qualified applications for sales posi-
tions
Recruitment should be continuous and systematic - ANSWER Recruiting and Selecting
sales people
Training can be formal or informal and on the job
Can concentrate on
- The company
- Its products
- Its selling methods
Training can be
Aimed at salespeople at all seniority and experience - levels
Conducted in house or by outside specialists - ANSWER Training Sales Personnel
Compensation should be flexible equitable and easy to administer
Straight Salary Compensation plan - ANSWER Compensating Salespeople
3
