Marketing Chapter 13: Personal Selling and Sales Promotion

Personal Selling
Personal presentations by the firm’s sales force for the purpose of making sales and building customer relationships
Salesperson
An individual who represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building
Sales force management
Analyzing, planning, implementing, and controlling sales force activities
Territorial sales force structure
A sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company’s full time
Product sales force structure
A sales force organization in which salespeople specialize in selling only a portion of the company’s products or lines
Customer (or market) sales force structure
A sales force organization in which salespeople specialize in selling only to certain customers or industries
Outside sales force (or field sales force)
Sales people who travel to call on customers in the field
Inside sales force
Salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers
Team selling
Using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts
Sales quota
A standard that states the amount a salesperson should sell and how sales should be divided among the company’s products
Selling process
The steps that salespeople follow when selling, which include prospecting and qualifying, prepproach, approach, presentation and demonstration, handling objections, closing and follow-up
1. Prospecting
The sales step in which a salesperson or company identifies qualified potential customers
2. Preapproach
The sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call
3. Approach
The sales step in which a salesperson meets the customer for the first time
4. Presentation
The sales step in which a salesperson tells the “value story” to the buyer, showing how the company’s offer solves the customer’s problems
5. Handling Objectives
The sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying
6. Closing
The sales step in which a salesperson asks the customer for an order
7. Follow-up
The sales in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business
Sales Promotion
Short-term incentives to encourage the purchase or sale of a product or a service
Consumer Promotions
Sales promotion tools used to boost short-term customer buying and engagement or enhance long-term customer relationships
Event marketing (or Event sponsorship)
Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others
Trade promotions
Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, and promote it in advertising
Business Promotions
Sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople