MKTG305: Ch. 21 "Personal Selling and Sales Management"

McGraw Hill

personal selling

the two-way flow of communication between a buyer and seller, often in face to face encounter, designed to influence a person’s or group’s purchase decision

sales management

consists of planning the selling program and implementing and evaluating the personal selling effort of the firm

relationship selling

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

partnership selling

the practice whereby buyers and sellers combine their expertise and resources to create customized solutions, commit to joint planning, and share customer, competitive, and company information for their mutual benefit, and, ultimately, the benefit of the customer. also called enterprise selling

order taker

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

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

team selling

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

personal selling process

consists of sales activities occuring before, during, and after the sale itself, consisting of six stages: prospecting, preapproach, approach, presentation, close, and follow-up

stimulus response presentation

a sales presentation format that assumes that given the appropriate stimulus by a salesperson, the prospect will buy

formula selling presentation

a sales presentation format that consists of information that must be provided in an accurate, thorough, and step by step manner to inform the prospect

need satisfaction presentation

a sales presentation format that emphasizes probing and listenin by the salesperson to identify needs and interests of prospective buyers

adaptive selling

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

consultative selling

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

sales plan

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

key account management

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

sales enablement

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

account management policies

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

emotional intelligence

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

sales quota

consists of 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 computer, information, communication, and internet technologies to make the sales function more effective and efficient