Personal Selling Exam 1

develop a personal selling philosophy

adopt marketing concept, value personal selling, become a problem solver/partner

product

encompasses info, services, ideas, and issues

value added selling

series of creative improvements within the sales process that enhance the customer experience

how can salespeople create value?

developing a quality relationship, identifying the customer needs and configuring and presenting the best possible product solution

where does success in personal selling rest?

critical ability to create value for customers

inside salespeople

those who perform selling activities at the employer’s location, using telephone and email

outside salespeople

travel to meet prospects and customers in their places of business or residence

trade selling

sale of a product or service to another memeber of the supply chain

missionary sales person in BSB

attempts to generate goodwill and stimulate demand for the manufacturer’s product among channel members

field salespeople

interact with new customers and current customers

missionary salespeople

work to develop goodwill

direct salespeople

independent contractors who generally represent manufacturers

knowledge workers

individuals whose work effort is centered around creating, using, sharing, and applying knowledge

business/client development

bringing in new customers

customer service representative

used to describe knowledge workers who process reservations, accept orders by phone or other mens, deliver products, handle customer complaints, provide technical assistance, and assist full time sales representatives

marketing concept

principle that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired productsmark

marketing mix

set of controllable, tactical marketing tools that consists of everything the firm can do to influence demand of a prodcut

consultative selling

identifies need identification, which is achieved through effective communication between both parties

transactional selling

sales proces that most effectively matches the needs of the value conscious buyer who is primarily interested in price and convenience

what does consultative selling emphasize?

need identification, problem solving, and negotiation

strategic planning

process that matches the firm’s resources to its market opportunities

tactics

techniques, practices, or methods you use when face to face with a customer

strategy

prereq to tactics; developing the right ones, more likely to be successful

adaptive selling

altering sales behaviors during a customer interaction in order to improve communication

five steps of strategic consultative model

personal selling philosophy, relationship strategy, product strategy, customer strategy, presentation strategy

relationship strategy

maintain high ethical standards, project professional image, manage relationship process

product strategy

become product expert, sell benefits, configure value added solutions

customer strategy

understand buying process, buyer behavior, develop prospect base

presentation strategy

prepare objectives, develop presentation plan, provide outstanding services

relationship selling

form of personal selling that involves securing, developing, and maintaining long term relationships with customers

partnering

strategically developed, long term relationship that solves the customer’s problems; achieved when salesperson is able to skillfully apply the four major strategies and add value in various ways

strategic account management

achieve a marketplace advantage by teaming up with another company whose products or services fit well with its ownreg

regional account manager

part of a larger sales team and acts as the direct client contact and manager of a number of business accountskey

key account manager

responsible for the coordination and management of a company’s prioritized accounts

national account manager

responsible for recruting and negotiating various business transactions and signing on new and national retailers

global account manageer

specialized on a specific product portfolio and not on a given customer or geography

customer relationship management

sales automation; used for building and maintaining strong customer relationships while adding customer value

emotional intelligence

refers to the capacity for monitoring our own feelings and those of others, for motivating ourselves, and for managing emotions well in ourselves and in relationships

culture

sum total of beliefs, values, knowledge, ethnic customs, and objects that people use to adapt to their environment

reciprocity

a mutual exchange of benfits, as when a firm buys products from its own customers

guidelines for gift giving

don’t give before doing business with a customer, nevery convey the impresison you’re buying the customer’s business with gifts, when done correctly, the customer views it as symbolic of your appreciation; not a violation of policies

values

ultimate reasons people have for acting as they do

cooling off laws

give customers an opportunity to reconsider a buying decions made under a salesperson’s persuasive influence

contract

simply a promise or promises that the courts will enforce; written preferable

business ethics

comprise principles and standards that guide behavior in the world of businesc

character

composed of personal standards, including honesty, integrity, and moral strength

integrity

exhibited when you achieve congruence between what you know, what you say, and what you do

personal guidelines

relationship first, task second; be honest with yourself and others; personal selling must be viewed as an exchange of value

empathizer

have the ability to imagine themselves in someone else’s position and understand what that person is feelign

relationship strategies focus on four key groups

customers, secondary decision makers, company support staff, management personnel

self concept

bundle of facts, opinions, beliefs, and perceptions about yourself that are present in your life every moment of every day

ego drive

inner force that makes salespeople want and need to make the sale

nonverbal messages

messages without words or silent messages

adaptive selling

altering sales behaviors in order to improve communication with customer

communication style bias

state of mind that almost everyone experiences from time to tiem; develop when we have contact with another person whose communication style is different

dominance

tendency to control or prevail over others

lower dominance

these people have a tendency to be quite cooperative and let others control things; lower in assertiveness

higher dominance

people tend to like to ocntrol things and frequently initiate demands; more aggressive in dealing with others

sociability

amount of control we exert over our emotional expressiveness

emotives

qppears quite active; takes the social initiative in most cases; likes to encourage informality

directive

appears to be quite busy; may give the impression of not listening; displays a serious attitude; likes to maintain control

reflective

examines all the facts carefully; controls emotional expression; displays a preference for orderliness; tends to express measured opinions; seems difficult to get ot know; reserved and cautious

supportive

gives the appearnce of being quiet and reserved; listens attentively to other people; tends to avoid the use of power; makes decisions in a thoughtful and deliberate manner

versatility

used to describe our ability to minimize communication style bias

zone one

display unique behavioral characteristics with less intensity than those in zone two; emotive

zone two

greater intensity than zone one; refelctive

excess zone

high degree of intensity and rigidity; become very inflexible and biased toward their communication style; stress brings it out; could threaten interpersonal relations