BUAD301 Chapter 16

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Personal Selling
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One of the oldest professions in the world –>salespeople, sales reps, agents, district managers, account executives, sales consultants, sales engineers
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Personal selling is the _________ arm of the promotion mix
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Interpersonal (vs. advertising which is non personal)
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Salesperson
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Individual who represents a company to customers by performing: -prospecting -communicating -selling -servicing -info gathering -relationship building
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Sales Force Management
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analyzing, planning, implementing, and controlling sales force activities: 1. Design sales force structure 2. Recruit salespeople 3. Train salespeople 4. Compensate salespeople 5. Supervise salespeople 6. Evaluate salespeople
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Territorial sales force structure
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Assigns each salesperson to an exclusive geographic territory in which that salesperson sells company’s full line -increases salesperson’s desire to build local customer relationships *company sells only ONE product line to one industry with customers in many locations*
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Product sales force structure
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Salespeople sell only a portion of the company’s products or lines *company sells many products to many types of customers* ex) GE employs different sales forces within different product & service divisions of its major businesses –> no single salesperson can be an expert for all GE’s products so product specialization is required
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Customer (or market) sales force structure
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Salespeople sell only to certain customers or industries -Separate sales forces set up to serve current customers versus finding new ones, & serving major accounts versus regular accounts ex) Whirlpool assigns individual teams of salespeople to big retail customers like Sears, Lowes, Best Buy, etc.
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Outside sales force (field source)
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Salespeople who travel to call on customers in the field
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Inside sales force
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Conduct business from their offices via telephone -has grown recently as a result of increased outside selling costs and the surge in online, mobile, & social media technologies
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Team selling
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Using teams of ppl from sales, marketing, engineering, finance, technical support, to service large complex
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Social selling
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using online, mobile, social media to engage w/ customers & build stronger relationships
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Selling process
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1. Prospecting & qualifying 2. Preapproach 3. Approach 4. Presentation & Demonstration 5. Handling objections 6. Closing 7. Follow-up
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Prospecting
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Identifying qualified customers & approaching the right ones
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Preapproach
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Salesperson learns as much as possible about the organization (what it needs, who is involved in buying) and prospective customer before making a sales call
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Approach
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Salesperson meets customer for first time: meet and greet the buyer
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Presentation
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Salesperson tells “value story” to buyer usually using the *customer-solution approach*
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Handling objections
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Salesperson seeks out, clarifies, and overcomes any customer objections to buying
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Closing
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Salesperson tries to close the sale and asks the customer for an order
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Follow-up
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Last step in selling process: salesperson ensures customer satisfaction in order to repeat business
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Sales promotion
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Short-term incentives to encourage the purchase or sale of a product or a service
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Consumer promotion
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Sales promotion tools to boost short-term customer buying & engagement: -samples, coupons, refunds, premiums, point-of-purchase displays to contests, sweepstakes, etc
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Event marketing
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Creating a brand-marketing event or serving as participating sponsors of events created by others
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Trade promotions
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Used to persuade resellers to carry a brand, give it shelf space, and promote in advertising & push it to consumers
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Business promotions
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Used to generate business leads, stimulate purchases, reward customers, and motivate salespeople ex) conventions, trade shows, sales contests
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Which of the following is true with regard to personal selling? A.An outside sales force is not involved in personal selling. B.Personal selling involves making personal requests to potential buyers to enter into short-term business relationships with firms. C. Selling entails personal presentations by a firm’s sales force for the purpose of making sales and building customer relationships. D.Personal selling distances the buyer from the seller and does not focus on building enduring relationships.
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C. Selling entails personal presentations by a firm’s sales force for the purpose of making sales and building customer relationships
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What would most likely improve coordination between marketing and sales?
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Salespeople should participate in marketing planning sessions by *sharing firsthand customer knowledge*.
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If a company ________, it should adopt a *product sales force structure* in which the sales force specializes along product lines
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has numerous and complex products
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In the ________, separate sales forces are set up for different industries
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Customer sales force structure
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Kevin is a salesperson working for a company that manufactures gardening tools. He is involved in door-to-door sales and travels every day to call on customers. In his company, Kevin is most likely a part of the ________.
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Outside sales force
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Robin works in a manufacturing company in Ohio. She sells products and handles customer requests via the company’s online live chat feature. In her company, Robin is most likely a part of the ________.
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Inside sales force
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Amanda insists on ________, or using groups of people from various departments such as sales, technical support, engineering, and even upper management to service complex accounts.
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Team selling
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Eric Brown is a human resource manager in a company selling and manufacturing personal computers. Who is Eric most likely to hire as a salesperson if his objective is to minimize training costs post recruitment?
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Melissa, a proven salesperson from a competing firm
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Time-and-Duty analysis tool
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Shows how much time is spent selling, traveling, waiting, taking breaks, and doing administrative chores by the salesperson

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