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| The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to infulence a person's or group's purchase decision |
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| Planning the selling program and implementing the personal selling effort of the firm. |
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| Practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time. |
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| Proceses routine orders or reorders for products that were already sold by the company. |
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| Also called order clerks, or sales clerks, typically answer simple questions, take orders, and complete transactions with customers. |
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| Use of toll-free telephone numbers that customers can call to obtain information about products or services and make purchases. |
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| Salesperson who 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. |
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Sales activities occuring before and after the sale itself, consisting of six stages.
1. Prospecting
2. Preapproach
3. Approach
4. Presentation
5. Close
6. Follow-up |
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| Stage that involves obtaining further information on the prospect and deciding on the best method of approach. |
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| Stage that involves the first meeting between the salesperson and prospect. Objectives are to gain the prospects attention, stimulate interest, and build the foundation of the sales presentation. |
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| Stage at the core of the order-getting selling process. Objective is to turn prospect into a customer. |
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| Assumes that given the appropriate stimulus by the sales person, the prospect will buy. Salesperson tries one appeal after another, hoping one will hit the right button. |
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| Based on the view that a presentation consists of information that must be provided in an accurate, thorough, and step-by-step manner to inform the prospect. A popular version of this format is called the Canned Sales Presentation. |
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| Emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers. Once idetified, the salesperson tailors the presentation to to the prospect. |
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| A need-satisfaction sales presentation that involves adjusting the presentation to fit the selling situation |
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| Focuses on problem definition, where the salesperson serves as an expert on the problem recognition and solution. |
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1. Acknowledge and convert the objection
2. Postpone
3. Agree and Neutralize
4. Accept the objection
5. Denial
6. Ignore the objection
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| Stage in the selling process that involves obtaining a purchase commitment from the prospect. Most important stage and also most difficult because salesperson must determine when the prospect is ready to buy. |
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| Includes making certain the cusomer's purchase has been properly delivered and installed. Any difficulties are addressed. Solidifies the buyer-seller relationship. |
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Statement describing what is to be achieved and where and how the selling effort of salespeople is to be directed.
Involves 3 tasks
1. Setting objectives
2. Organizing the salesforce
3. Developing account managment policies |
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Definition
| Practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships; also called key account managment. |
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| Account Management Policies |
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| Policies that specify whome salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out |
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| Specific goals assigned o a salesperson, sales team, branch sales office, or sales district for a stated period. |
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| Use of technology to make the sales function more effective and efficient |
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