Marketing Chapter 21 Key Terms

account management policies

Policies that specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out.

adaptive selling

A need-satisfaction presentation format that involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information.

consultive selling

A need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution.

emotional intelligence

The ability to understand one’s own emotions and the emotions of people with whom one interacts on a daily basis.

key account management

The practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships.

order getter

Sells in 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 taker

Processes routine orders or reorders for products that were already sold by the company.

personal selling

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.

personal selling process

Sales activities occurring before, during, and after the sale itself, consisting of six stages: (1) prospecting, (2) preapproach, (3) approach, (4) presentation, (5) close, and (6) follow-up.

relationship selling

The practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time.

sales enablement

The process of providing the sales organization with the information, content, and tools that help salespeople sell more effectively.

sales management

Planning the selling program and implementing and evaluating the personal selling effort of the firm.

sales plan

A statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed.

sales quota

Specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period.

salesforce automation (SFA)

The use of various technologies to make the sales function more effective and efficient.

team selling

The practice of using an entire team of professionals in selling to and servicing major customers.

workload method

A formula-based method for determining the size of a salesforce that integrates the number of customers served, call frequency, call length, and available selling time to arrive at a figure for the salesforce size.

workload formula

Number of Reps=(#customers*call frequency necessary to service customer per year*length of call)/(Average amount of selling time)