Concept Question Chapter 20

1. Personal selling involves the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.
2. What is involved in sales management? Sales management involves planning the selling program and implementing and controlling the personal selling effort of the firm.
1. What is the principal difference between an order taker and an order getter? An order taker processes routine orders or reorders for products that were already sold by the company. An order getter sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on their use of a product or service.
2. Team selling is the practice of using an entire team of professionals in selling to and servicing major customers.
1. The six stages in the personal selling are: prospecting, preapproach, approach, presentation, close, and follow-up.
2. What is the distinction between a lead and a qualified prospect? A lead is the name of a person who may be a possible customer. A qualified prospect is an individual who want the product, can afford to buy it, and is the decision maker.
3. Which presentation format is most consistent with the marketing concept? Why?
The need-satisfaction presentation format probing and listening by the salesperson to identify needs and interests of prospective buyers and then tailors the presentation to the prospect and highlights product benefits, consistent with the marketing concept.
1. What are the three types of selling objectives? (1) output-related (dollars or unit sales, new customers, profit); (2) input-related (sales calls, selling expenses); and (3) behavioral-related (product knowledge, customer service, selling, and communication skills).