Sales and Customer Service Quiz 1

Personal Selling

An important part of marketing that relies heavily on interpersonal interactions between buyers and sellers to initiate, develop, and enhance customer relationships. (involves talking with buyers before, during, and after the sale)

What is the most important part of marketing communication process in the context of business to business marketing?

The dialogue you have with the client

Sales is the ___ of marketing

voice

trust-based relationship selling

A form of personal selling requiring that salespeople earn customer trust and that their selling strategy meets customer needs and contributes to the creation, communication, and delivery of customer value. (this is done over an extended period of time)

Anyone who follows trust-based relationship selling…

is actively involved in solving his or her customer’s problems and is actively involved in the customer’s decision-making process (How can I get involved? = You have to know their decision-making process)

Customer value is always determined by

the customer and never the salesperson

Customer value

The customer's perception of what they get for what they have to give up, for example, benefits from buying a product in exchange for money paid.

***The customer expects salespeople to be…

knowledgeable of the market, trends, opportunities, and their business

Sales dialogue

Business conversations between buyers and sellers that occur as salespeople attempt to initiate, develop, and enhance customer relationships. Sales dialogue should be customer-focused and have a clear purpose. (and is the bedding process that helps determine if I should pay attention to them more)

As a sales person you are going to be working from a….

“continuous evolving knowledge base”

Sales people are the front lines for…

diffusion of innovation

diffusion of innovation

The process whereby new products, services, and ideas are distributed to the members of society. (there will be a natural rejection to this)

sales people are an invaluable contributor to the company’s bottom line because…

the economy fluctuates

***adaptive selling

The ability of salespeople to alter their sales messages and behaviors during a sales presentation or as they encounter different sales situations and different customers.

***stimulus response selling

An approach to selling where the key idea is that various stimuli can elicit predictable responses from customers. Salespeople furnish the stimuli from a repertoire of words and actions designed to produce the desired response.

***continued affirmation

An example of stimulus response selling in which a series of questions or statements furnished by the salesperson is designed to condition the prospective buyer to answering “yes” time after time, until, it is hoped, that he or she will say “yes” to the entire sales proposition.

***AIDA

Attention (generate excitement), Interest (discover buyer needs), Desire (demonstrate product), Action (close sale)

Steps for Need Satisfaction selling

Uncover and Confirm Buyer Needs —> Present Offering to Satisfy Buyer Needs —> Continue Selling Until Purchase Decision

Steps for problem solving selling

Define Problem —> Generate Alternative Solutions —> Evaluate Alternative Solutions —> Continue Selling Until Purchase Decision

Consltive selling roles

strategic orchestrator (arranger), business consultant (company expert), long-term ally (supporter)

***Types of Sales Positions (1-3, square chart)

1. Sales Support: Missionary salespeople, Detailer, Technical Support salespeople

2. New Business: Pioneers, order-getters

3. Existing Business: order-takers, route salespeople

Inside Sales

Nonretail salespeople who remain in their employer's place of business while dealing with customers.

Direct-To-Consumer Sales

ranges from the part-time, often temporary salesperson in a retail store to the highly educated, professionally trained person

Active listening

includes asking appropriate questions, and not interrupting at inappropriate times (critical in trust-based marketing)