Exam 1 - Exam 1 Chapter 1 The Field of Sales Force...

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Exam 1 Chapter 1: The Field of Sales Force Management Top five customer complaints about salespeople: 1. Does not understand our business 2. Inadequate product knowledge 3. Does not respond to our needs 4. Does not listen to our needs 5. Should be more of our advocate Customers say that the competence and effectiveness of the salesperson can be more important to their business than the specific features and quality of the actual product Technology plays a critical support role in helping the sales force accomplish goals but it cannot do it alone. Not able to persuade customers, solve problems and build relationships as effectively SCOPE AND FOCUS OF THIS BOOK Sales management: the management of the personal selling component of an organization’s marketing program Outside sales force: sales force that calls on prospective customers Across the counter selling: customer comes to salesperson Consumption – purchased and used “as is” Incorporation – integrated into the product being produced by the customer Resale – purchased then resold without being modified THE NATURE OF PERSONAL SELLING Personal Selling and the Marketing Mix: Marketing mix Promotional mix, or communications mix – advertising, sales promotion, personal selling efforts Relationship Marketing and the Role of Personal Selling Value-added components: augment the product itself, such as information and service To understand customer needs and to provide customers with value-added solutions to their problems, salespeople must develop close long-term relationships with their customers Built on: cooperation, trust, commitment, and information Relationship marketing (selling): the process by which a firm builds long-term relationships with customers for the purpose of creating mutual competitive advantage Transaction selling: get new accounts, get the order, cut the price to get the sale, manage all accounts to maximize short-term sales, sell to anyone Relationship selling: retain existing accounts, become the preferred supplier, price for profit, manage each account for long-term profit, concentrate on high-profit-potential accounts The nature of Sales Jobs Wide variety of Sales Responsibilities: 1. Consultative seller: demonstrate how his or her company’s products will contribute to the customer’s well-being or profit 2. Key account seller: focus on a smaller number of big, important customers. Goal is to maintain and penetrate the existing accounts, as opposed to generating new customers 3. New business seller: prospecting for customers and generating new accounts. Earn trust of prospects, get the initial order, and turn them into long-term customers. 4. Sales support: support the actual selling done. Sales promotional activities. Work with customers in training and educational capacities. NOT responsible for selling the product. Keep customer by providing assistance and information about the products and their applications
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Exam 1 - Exam 1 Chapter 1 The Field of Sales Force...

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