Ch. 17 Personal Selling and Direct Marketing Strategies

Personal selling
is when a representative of a company interacts directly with a customer to inform and persuade him or her to make a purchase decision about a product or service
turnover rate
is the percentage of the sales force that leaves a company per year
personal selling process
is a set of activities that salespeople follow in acquiring new customers
alternative close
is a sales closing technique that seeks to have the prospect make a choice between product features or options
assumptive close
is a sales closing technique that involves direct and specific questions
close the sale
refers to the part of the selling process in which the salesperson asks for an order
consultative selling
is when the salesperson is focused more on solving the problems of the prospect rather than trying to sell a product.
prospecting
is the process of researching multiple sources to find potential customers or prospects
Sales presentation
is the formal meeting between a salesperson and a sales prospect
Trial close
is a sales closing technique to gauge a prosect’s interest in buying
Sales management
is the process of planning, implementing, and controlling the personal selling function
Inside sales
are members of the sales team who reside inside the office or company location and rarely, if ever, have face-to-face contact with customers or prospects
Outside sales
are salespeople who meeet face-to-face with customers and prospects
Sales management process
is a comprehensive approach used by sales managers to determine how the sales force is organzied and managed and how they will hire, recruit, manage, motivate, and evaluate the performance of the individual salespeople
Commission
is the part or all of a salesperson’s income that is based on the amount of sales or profit delivered in a given time frame
Pay-for-performance compensation strategy
is the compensation system in which salespeople are paid based on the amount of sales or profits they deliver to the company
Direct marketing
is any communication addressed to a consumer that is designed to generate a response
Call to action
is the response that a marketer wants a consumer to take as a result of receiving a direct-mail communication
CAN-SPAM Act of 2003
(Controlling the Assault of Non-Solicited Pornography and Marketing Act) is the law that requires e-mail marketers to abide by certain requirements when e-mailing consumers
Catalog
is a printed direct-mail piece that showcases an assortment of products or services offered by a company
Direct mail
is a printed advertisement in the form of a postcard, letter, brochure, or product sample that is sent to consumers who are on a targeted mailing list
Direct-response advertising
is a direct marketing approach that includes a specific offer and call to action for the consumer to immediately contact the marketer to purchase or inquire about the product
Do Not Call Registry
is a list of consumers who do not want to receive phone calls from telemarketers. Consumers can contact the Federal Trade Commission to be added to the Do Not call Registry
Do Not Mail List
is the list of consumers who do not want to receive direct mail. Consumers can contact the Direct Marketing Association to be added to the Do Not Mail List
DRTV (direct-response TV)
is any kind of television commercial or home shopping television show that advertises a product or service and allows the viewer to purchase it directly
Dynamic imaging
is the process of systematically populating individual e-mails with products targeted specifically to each consumer, based on behavior patterns and inventory
House file
is a proprietary database of customer information collected from transactions, inquiries, or surveys from the company
infomercial
is a television show that is a combination of an information session and a commercial
life cycle marketing
is a series of targeted messages to customers and prospects based on their experience during a sequence of events that takes place during a specific stage in life
Mail order
is the term that describes the business of selling merchandise through the mail
Outside lists
consists of consumers information complied by an outside company and rented to a marketer
Privacy policy
is a company’s practice as it relates to renting customer information to other companies
Telemarketing
is a phone call placed to a specific consumer to offer products or services for sale