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Personal Selling and Sales Promotion

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Chapter 17: Personal Selling and Sales Promotion 1. Under what conditions does personal selling typically become a primary component of the firm’s promotional mix? * Consumers: geographically concentrated and relatively low number of them * Product: expensive, custom made, special handling requirements * Price: relatively high * Channels: relatively short

2. Describe over-the-counter and field selling. Which is more expensive?
Over-the-counter selling: personal selling conducted in retail and some wholesale locations in which customers come to the seller’s place of business
Field Selling: sales presentations made at prospective customer’s locations on a face-to-face basis *More expensive

3. Distinguish between inbound and outbound telemarketing.
Inbound: customers who initiate calls to obtain information and place orders
Outbound: salesperson who makes a call to the customers

4. List/discuss the three major personal selling approaches.
Relationship Selling: regular contacts between sales rep and customers over an extended period of time to establish a sustained buyer-seller relationship
Consultative Selling: meeting customer’s needs by listening to them, understanding their problems, paying attention to details, and following through after the sale
Team Selling: selling situation in which several sales associates or other members of the organization are recruited to help the lead sales rep reach all those who influence the purchase decision 5. What traits do buyers prefer in the salespeople who call on them? * Orchestrate events and bring all the necessary resources to satisfy the customer * Provide counseling with in depth knowledge of the product and the customer’s needs * Solve problems efficiently * Demonstrate high ethical standards * Arrive well prepared for sales calls

6. Identify…...

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