M: Marketing–Chapter 19 (Personal Selling and Sales Management) – Flashcards
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personal selling
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the two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision
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relationship selling
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a sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties
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leads
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a list of potential customers
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qualify
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the process of assessing the potential of sales leads
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trade shows
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major events attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry
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cold calls
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a method of prospecting in which salespeople telephone or go to see potential customers without appointments
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telemarketing
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a method of prospecting in which salespeople telephone potential customers
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preapproach
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in the personal selling process, occurs prior to meeting the customer for the first time and extends the qualification of leads procedure; in this step, the salesperson conducts additional research and develops plans for meeting with the customer
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role playing
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a good technique for practicing the sales presentation prior to meeting with a customer; the salespeople acts out a stimulated buying situation while a colleague or manager acts as the buyer
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closing the sale
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obtaining a commitment from the customer to make a purchase
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sales management
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involves the planning, direction, and control or personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force
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company sales force
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comprised of people who are employees of the selling company and are engaged in the selling process
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independent agents
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salespeople who sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer; also known as manufacturer's representatives or reps
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order getter
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a salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale
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order taker
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a salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products
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sales support personnel
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employees who enhance and help with a firm's overall selling effort, such as by responding to the customer's technical questions or facilitating repairs
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selling terms
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combinations of sales specialists whose primary duties are order getting, order taking, or sales support but who work together to service important accounts
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salary
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compensation in the form of a fixed sum of money paid at regular intervals
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commission
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compensation or financial incentive for salespeople based on a fixed percentage of their sales
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bonus
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a payment made at management's discretion when the salesperson attains certain goals; usually given only periodically, such as at the end of the year
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sales contest
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a short-term incentive designed to elicit a specific response from the sales force
