Characteristics of Successful Salespeople
Immediate Feedback - Constant feedback on their job performance from:
Analysis of results
Immediate feedback from customers is beneficial because it allows
the salesperson to adjust the me
What is Strategic Prospecting?
Process designed to identify, qualify, and prioritize sales opportunities
Whether they represent potential new customers or opportunities to generate
additional business from existing customers.
Preparing for Sales Dialogue
Preparing for sales dialogue
o The more information a salesperson has about a prospect the better chance
he/she has to make a sale.
Popular Prospecting Sources & Methods
o Basic purpose of strategic prospecting: To help salesp
Understanding Non-Verbal Communication
Placement and Movements of Hands, Arms, Head, and Legs
Body Posture and Orientation
Nonverbal Facial Expressions
Tightness along jaw line: anger, sus
Personal Selling Defined
An important part of marketing that relies heavily on interpersonal interactions
between buyers and sellers to initiate, develop, and enhance customer relationships.
o Breakdown of Definition
IMPORTANT PART OF MAR
Contributions of Personal Selling
Contributions of Personal Selling: Salespeople and the Employing Firm
Salespeople generate revenue.
Salespeople provide market research and customer feedback.
Salespeople become future leaders in the organization
ADAPT Questioning Sequence
Show the negative impact of a problem discovered in the discovery sequence
Designed to activate buyers interest and desire to solve the problem.
Projects what life would be like without
Definition: Asking about the consequences or effects of a buyers problems, difficulties,
Examples: How do your employees feel when the payroll process is delayed? Do you
have additional exp
Types of Selling
Need Satisfaction Selling - Based on the notion that the customer is buying to satisfy a particular
need or set of needs. The salesperson is more dependent upon questioning and listening to
uncover the buyers needs.
Interact with buyer to
Types of Questions: Strategic Purpose
Probing Questions designed to penetrate below generalized or superficial
1. Requesting Clarification
Can you share an example of that with me?
2. Encouraging Elaboration
How are you dealing with that situa
Verbal Support The use of voice characteristics, examples and anecdotes, and comparisons
and analogies to make sales dialogue interesting and understandable.
1. Voice Characteristics - The pitch and speed of speech, which salespeople
should vary to emphas
The Message Strategy for Krispy Kreme
1. We Care
1. We would like our target market to know that their concerns are our concerns
1. That if there are any particular aspects of the products that we provide
which do not satisfy them, we care for their
Measuring Radio Advertising
Person This is the number (#) of people listening.
Rating This is the percentage (%) of listeners in a population.
Share This is the percentage (%) of the estimated listening audience.
AQH Average Q
Consumer Promotions, P-o-P and Support Media
Factors Driving Growth:
Retailer Power Originally the retailer bought the product and brought it to his area
of business to sell. Now the retailer wants to buy certain products based off o
Direct Mail (aka junk mail)
Mailing List Marketers maintain a mailing list that is sometimes sold across
agencies, and industries to advertise to consumers. This also allows for opportunities
to segment market by demographics, and other factors.
Factors driving the growth of Direct Marketing:
Consumer Credit Cards Allows for faster transactions and information about
Technological Change Allows for consumers to be connected at all times with
Social Factors The structure of
Radio - Limitations
Impact on Creativity It allows audio.
Fragmentation The market is so fragmented in various stations, and programs, so it is difficult
Media Buying Difficulties The fragmented market.
Divided Attention Radio listeners ar
How does a Database help?
1. Improves the Selection of Target Markets.
Look for commonalities between certain groups by interpreting the data.
2. Stimulate Repeat Purchases.
The database can show what products are successful and which ones are not.
Borrowing from Future Sales Since sales promotions are typically short-term tactics designed
to increase sales immediately; they essentially are taking away from future sales. A buyer may
wait until another sales promotion comes along in order to buy.
Incentives Awards for travel, gifts, or cash bonuses for reaching targeted sales levels can
induce retailers and wholesalers to give a firms brand added attention.
1. Push Money Trade incentive in which retail salespeople are offered
monetary rewards for
Techniques: Business Markets The techniques are as follows:
1. Trade Shows Events where several related products from many
manufacturers are displayed and demonstrated to members of the trade.
2. Business Gifts These gifts are given as part of building an
P-O-P for Trade and Business Buyers This promotional tool is also strategically valuable to
marketers trying to secure the cooperation of the trade and appeal to business markets.
1. P-O-P Promotions can help win precious shelf space and exposure in a ret
Advantages/Limitations of TV and Radio as advertising media
Structure of television and radio industries + Mechanics of TV and Radio Advertising
Television It reaches107 million households, 270 mil
Self-Liquidating Premium Sales promotion that requires a consumer to pay most of the cost
of the item received as a premium.
1. Advertising Specialties Sales promotion consisting of a message placed on
useful items given to consumers with no obligation.