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Terms in this set (62)personal selling involves the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision. sales management involves planning the selling program and implementing and evaluating the personal selling effort of the firm. tasks involved in managing personal selling include setting objectives, organizing the salesforce, recruiting, selecting, training, and compensating salespeople, and evaluating the performance of individual salespeople personal selling in marketing 1. salespeople are the critical link between the firm and its customers. it requires that salespeople match company interests with customer needs to satisfy both parties in the exchange process 2. salespeople are the company in a consumer's eyes. they represent what a company is or attempts to be and are often the only personal contact a customer has with the company 3. personal selling may play a dominant role in a firm's marketing program. this situation typically arises when a firm uses a push marketing strategy. relationship selling the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time. relationship selling involves mutual respect and trust among buyers and sellers, it focuses on creating long-term customers, not a one-time sale partnership selling enterprise selling, buyers and sellers combine their expertise and resources to create customized solutions, commit to joint planning, and share customer, competitive, and a company information for their mutual benefit and, ultimately, the benefit of the customers relies on cross-functional business specialists who apply their knowledge and expertise to achieve better customer solutions, lower cost, and greater customer value customer relationship management 1. learn about customer needs and wants order taker routine orders or reorders for products that were already sold by the company. the primary responsibility of order takers is to preserve an ongoing relationship with existing customers and maintain sales outside order takers visit customers and replenish (补充) inventory stocks of resellers, such as retailers or wholesales. for example: salespeople call on supermarkets, convenience stores, and other establishments to ensure that the company's line of snack products is in adequate supply -outside order taker often provide assistance in arranging displays order getter a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers' use of a product or service. order getter can be both inside and outside order getting involves a high degree of creativity and customer empathy and is typically required for selling complex or technical products with many options, so considerable product knowledge and sales training are necessary outbound telemarketing the practice of using the telephone rather than personal visits to contact current and prospective customers missionary salespeople do not directly solicit orders but rather concentrate on performing promotional activities and introducing new products sales engineers specializes in identifying, analyzing, and solving customer problems. these salespeople bring know-how and technical expertise to the selling situation but often do not actually sell products and services cross-functional team selling the practice of using an entire team of professionals in selling to and servicing major customers. team selling is used when specialized knowledge is needed to satisfy the different interests of individuals in a customer's buying center a selling team might consist of a salesperson, a sales engineer, a service representative, and a financial executive, each of whom would deal with a counterpart in the customer's firm conference selling a salesperson and other company resource people meet with buyers to discuss problems and opportunities. seminar selling a company team conducts an educational program for a customer's technical staff, describing state-of-the-art developments personal selling process consists of six stages: prospecting identifying and qualifying prospective customers three types of prospecting: cold canvassing or cold calling either in person or by telephone, salesperson may open a directory, pick a name, and contact that individual or business telephone customer protection act (1991) contains provisions to curb abuses such as early morning or late night calling pre-approach: preparing for the sales call involves obtaining further information on the prospect and deciding on the best method of approach specially important in international selling, where customs dictate appropriate protocol approach: making the first impression involves the initial meeting between the salesperson and the prospect, where the objectives are to gain the prospect's attention, stimulate interest, and build the foundation for the sales presentation itself and the basis for a working relationship. important in international setting presentation: tailoring a solution for a customer's needs at the core of the order-getting selling process, and its objective is to convert a prospect into a customer by creating a desire for the product or service stimulus-response presentation format assumes that given the appropriate stimulus by a salesperson, the prospect will buy. salesperson tries one appeal after another, hoping to hit the right button the counter clerk is engaging in what is called suggestive selling. e.g., McDonald's, whether you wants fries in your meal formula selling presentation format is based on the view that a presentation consists of information that must be provided in an accurate, thorough, and step-by-step manner to inform the prospect canned sales presentation is a memorized, standardized message conveyed to every prospect. used frequently by firms in telephone and door-to-door selling of consumer products, this approach treats every prospect the same, regardless of differences in needs or preferences for certain kinds of information need-satisfaction presentation emphasizes probing and listening by the salesperson to identify the needs and interests of prospective buyers. also emphasizes problem solving and customer solutions, is the most consistent with the marketing concept and relationship building adaptive selling involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information consultative selling focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution. objections excuses for not making a purchase commitment or decision. acknowledge and convert the objection involves using the objection as a reason for buying. for example: prices are too high postpone used when the objection will be dealt with later in the presentation. for example: i am going to address that point shortly. i think my answer would make better sense then agree and neutralize salesperson agrees with the objection, then shows that it is important accept the objection sometimes the objection is valid. let the prospect express such views, probe for the reason behind it, and attempt to stimulate further discussion on the objection denial when a prospect's objection is based on misinformation and clearly untrue, it is wise to meet the objection head on with a firm denial ignore the objection used when it appears that the objection is a stalling mechanism or is clearly not important to the prospect close: asking for the customer's order or business involves obtaining a purchase commitment from the prospect. this stage is most important and most difficult, because the salesperson must determine when the prospect is ready to buy trail close involves asking the prospect to make a decision on some aspect of the purchase. assumptive close entails asking the prospect to consider choices concerning delivery, warranty, or financing terms under the assumption that a sale has been finalized. urgency close used to commit the prospect quickly by making reference to the timeliness of the purchase. follow-up: solidifying the relationship one marketing authority equated the follow-up with courtship and marriage by observing, "the sale merely consummates the courtship. then the marriage begins." includes making certain the customer's purchase has been properly delivered and installed and addressing any difficulties experienced with the use of the item the sales management process 1. sales plan formulation Sales plan a statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed 3 tasks in the sales plan: setting objective is central to sales management because this task specifies what is to be achieved. in practice, objectives are set for the total salesforce and for each salesperson organizing the salesforce three questions are related to organization. 2. if the decision is made to employ company salespeople, then should they be organized according to geography, customer type, or product or service? 3. how many company salespeople should be employed? total cost of company salespeople = total cost of independent agents geographical sales organization the simplest structure, where the U.S., or indeed the globe, is first divided into regions and each region is divided into districts or territories. customer sales organization a different salesforce calls on each separate type of buyer or marketing channel key account management the practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships involves teams of sales, service, and often technical personnel who work with purchasing, manufacturing, engineering, logistics, and financial executives in customer organizations. workload method formula based method integrates the number of customers served, call frequency, call length, and available selling time to arrive at a figure for the salesforce size NS = (NCCFCL) / (AST) NS = Number of salespeople account management policies specifying whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out. these policies might state which individuals in a buying organization should be contacted, the amount of sales and service effort that different customers should receive, and the kinds of information salespeople should collect before or during a sales call sales plan implementation: putting the plan into action sales implementation emphasizes "doing things right" three major tasks involved: sales force recruitment and selection finding people who match the type of sales position required by a firm. job analysis is a study of a particular sales position, including how the job is to be performed and the tasks that make up the job
job description information from the job analysis emotional intelligence the ability to understand one's own emotions and the emotions of people with whom one interacts on a daily basis. these qualities are important for adaptive selling and may spell the difference between effective and ineffective order-getting salespeople.
salesforce training an ongoing process that affects both new and seasoned salespeople. sales training covers much more than selling practices salesforce motivation and compensation 1. a clear job description straight salary compensation plan a salesperson is paid a fixed fee per week, month, or year mission compensation plan a salesperson's earnings are directly tied to the sales or profit generated salesforce evaluation: measuring results involves evaluating the salesforce. salespeople are assessed as to whether sales objectives were met and account management policies were followed sales quota contains specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period behavioral evaluation include assessments of a salesperson's attitude, attention to customers, product knowledge, selling and communication skills, appearance, and professional demeanor. salesforce automation (SFA) use of these technologies to make the sales function more effective and efficient. SFA applies to a wide range of activities, including each stage in the personal selling process and management of the salesforce itself Sets with similar termsCH 20 Personal Selling & Sales Management39 terms LeslieAvitia Chapter 20 Notes71 terms JulianaMJohnson Marketing Chapter 1753 terms blakegary mkt ch 2048 terms lk1167 Sets found in the same folderChapter 19 Using Social Media to Connect with Cons…22 terms joey_ho3 Chapter 21 Implementing Interactive and Multichann…47 terms joey_ho3 Chapter 17 Integrated Marketing Communications and…57 terms joey_ho3 Chapter 18 Advertising, Sales promotion, and publi…75 terms joey_ho3 Other sets by this creatorChapter 16 Retailing and Wholesaling69 terms joey_ho3 Chapter 15 Managing marketing channels and supply…37 terms joey_ho3 Chapter 14 Arriving to the final price50 terms joey_ho3 Chapter 13 Pricing - Understanding and Capturing V…41 terms joey_ho3 Recommended textbook solutionsService Management: Operations, Strategy, and Information Technology7th EditionJames Fitzsimmons, Mona Fitzsimmons 103 solutions
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Human Resource Management15th EditionJohn David Jackson, Patricia Meglich, Robert Mathis, Sean Valentine 249 solutions
Information Technology Project Management: Providing Measurable Organizational Value5th EditionJack T. Marchewka 346 solutions Other Quizlet setsMKT 3013 - CH 2065 terms madie_hagen Chapter 20 Marketing 334311 terms christopherlortiz Chapter 20 LE20 terms osma_11 MSU MKT 360 CH 1720 terms tkbetts Which of the following tasks are involved in the sales plan formulation stage of the sales management process?Sales plan formulation involves three tasks: (1) setting objectives, (2) organizing the salesforce, and (3) developing account management policies.
Which of the following are stages of the sales management process?Typically, a sales process consists of 5-7 steps: Prospecting, Preparation, Approach, Presentation, Handling objections, Closing, and Follow-up.
What are the 4 steps in the pre approach stage planning the sale?Step 1: Prospecting and qualifying. Before planning a sale, do your research to identify the people or companies who might be interested in your product or service. ... . Step 2: Preparation/pre-approach. ... . Step 3: Approach. ... . Step 4: Presentation. ... . Step 5: Handling objections. ... . Step 6: Closing the sale. ... . Step 7: Follow up.. What are the 7 steps of selling process?The 7-step sales process. Prospecting.. Preparation.. Approach.. Presentation.. Handling objections.. Closing.. Follow-up.. |
Which of these tasks are involved in the sales plan formulation stage of the sales management process quizlet?
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