BAD 303
Terms
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- Salesperson
- individual acting for a company by performing on or more of the following activities: prospecting, communicating, servicing, and info. gathering
- Sales force management
- analysis, planning, and implementing, and control of sales force activities. Includes setting and designing sales force strategy; recruiting training, compensating, supervising, and evaluating salespeople
- Territorial sales force structure
- sales force organization that assigns each salesperson to an exclusive geographic territory in whcih that salesperson sells co's full line
- Product Sales Force Structure
- sales force organiztion where salespeople specialize in selling only a portion of the co's product or lines
- Customer Sales Force Structure
- sales force organizaiton wher salespeople specialize in selling only to certain customers or industries--can be rated by sales size
- Inside Sales Force
- inside salespeople who conduct business from their offices via telephone or visits from prospective buyers--technical support, sales assistants, telemarketer and internet
- Outside Sales force
- outside salespeople who travel to call on customers
- Traits of a good salesperson (5)
-
enthusiasm
persistence
job commitment
initiative
self confidence - Team selling
- using teams of people fom sales, marketing, and engineering, finance, technical support, and even upper management to service large, complex accounts
- Sales quota
- standard that states the amount a saleperson should sell and how sales should be divided among the company's products
- Selling process
- steps a salesperson follows when selling include: prospecting and qaulifying, preapproach, approach, presentation and demonstration, handling objectives, closing, and followup
- Prospecting
- salesperson indentifies qualified potential customers
- Preapproach
- salesperson learns as much as possible about the prospective customers before making the sales call
- Approach
- salesperson meets the customer and establishes relationship for the first time
- Presentation
- salesperson tells the "product story" to the buyer, highlighting customer benefits
- Closing
- asks for the order
- Follow-Up
- saleperson follows up after the sale to ensure customer satisfaction and repeat business
- Sales force training goals
-
1)help salespeople learn and identify with co.
2)learn about co's product
3)learn customers' and competitors' characteristics
4)learn how to make effective presentations
5)understad field procedures and responsibilities--paperwork is critical - Relationship marketing
- process of creating, maintaining, and enhancing srong, value-laden relationships with customers and other stakeholders
- Mass marketing
- one-way communication aimed AT customers, uses segmentation and targeting
- Direct marketing
-
direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivqte lasting customer relationships
-two way interactions WITH customers - Customer database
- organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data
-
telephone marketing
(outbound) and (inbound) -
use telephone to sell directly to customers
-outbound:telephone marketing sells directly to customers
-inbound:numbers provide a toll-free number to receive orders - Direct-Mail marketing
- direct marketing through single mailings that include letters, ads, samples, foldouts--"salespeople with wings" sent to prospects on mailing lists
- Catalog marketing
- direct marketing through print, video, or electronic catalogs that are mailed to select customers, made available in stores, or presented online
- Direct-Response television marketing
- direct marketing via television, including direct response television advertising, or infomercials and home shopping channels
- Other forms of direct marketing (2)
-
Kiosk marketing
online marketing - Integrated Direct Marketing
- direct marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits