Thẻ ghi nhớ: Chapter 19 slides (3) | Quizlet

scope and nature of personal selling (4)

internet

telephone

face-to-face

teleconference

professional selling as a career

ppl love the lifestyle

flexibility

varieties

good for promotions

value added by personal selling

salespeople provide info

-save time

-build relationships

personal selling process (5 steps)

generate and qualify leads

pre-approach

sales presentation

closing the sale

follow-up

Step 1: generate and qualify leads(potential customers)

sources

-current customers

-networking events

-trade shows

-internet

generate leads

cold call

telemarketing

step 2: pre approach

extends qualification procedure

set goals for what to be accomplished

step 3: sales presentation and overcoming reservations

the presentation

handling reservations

aligning the personal selling process with the B2B buying process

long chart

step 4: closing the sale

get the order

step 5: flow-up

five service quality dimensions

-reliability

-responsiveness

-assurance

-empathy

-tangibles

Why is personal selling important to an IMC strategy?

Personal selling as part of their integrated marketing communications program do so because it adds value to their product or service mix—that is, personal selling is worth more than it costs.

managing the sales force

sales force structure

recruiting and selecting salespeople

sales training

motivating and compensating salesppl

evaluating sales people

sales force structure

company sales force

-employees

-established product lines

manufacturers representatives

-not employees

-smaller firms

-new markets

salesperson duties

order getter

order taker

sales support personnel

recruiting and selecting salespeople (5)

empathy

personality

optimism

resilience

self-motivation

recruiting for success

personality of salesforce matches personality of brand

sales training (5)

selling/negotiation techniques

products and service knowledge

technologies used in selling process

time/territory management

company policies/procedures

motivating and compensating salespeople

financial rewards

non-financial rewards

evaluating salespeople

tied to reward structure

evaluation measures

What is the difference between monetary and nonmonetary incentives?

Financial rewards have a cash value to them. Nonmonetary have more of a symbolic value. A combination of both types of rewards is best.

ethical and legal issues in personal selling

salesperson and customer

sales force and corporate policy

sales manager and sales force