Term
| Personal Selling and the Marketing Concept |
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Definition
| Establish a connection which changes into a relationship |
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Term
| What does "personal Selling" include? |
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Definition
Communicating person-to-person
developing relationships
discovering customer needs
matching appropriate products to those in need
RELATIONSHIPS |
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Term
| Personal Selling Philosophy |
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Definition
Adopt marketing concept
4 P's:
Price
Product
Place
Promotion
Value personal selling; cost$$$
Assume roles of problem solver/partner |
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Term
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Definition
Interpreted broadly to include (beyond traditional definition)
issues
information
ideas
services |
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Term
| Consultative Selling Model |
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Definition
Customer seen as a person to be served
buyer's needs identified through two-way communication
Emphasis:
Information Giving
Problem Solving
Negotiation NOT Manipulation
Emphasis after sale: SERVICE |
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Term
FROM ANSWER FRIDAY: Strategic/ Consultative Selling Model:
Strategic Steps: |
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Definition
Strategic Steps:
1. Personal Selling Strategy/Philosophy (DEVELOPING RELATIONSHIPS- long term benefits; knowing customer needs and wants)
2. Relationship/ Customer Strategy:
-adopt a double-win philosophy
-project professional image
-maintain high ethical standards
3. Product Strategy (study and practice, learn features and benefits, cost, competition)
-become product expert
-sell benefits, not features
-configure value-added solutions
4. Presentation Strategy
-PROVE the product/service benefits
-Develop presentation tools
-provide outstanding service
5. partnering Selling MOdel
-2 people involved in selling:
buyer and seller
-Strategically-developed, long-term relationships: solves customer's problems
Goal: repeat sales and referrals that expand prospect base
partnership strength increases with value-adding selling strategies |
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Term
FROM ANSWER FRIDAY:
2 major outcomes that we benefit from as sales representatives who demonstrate a salesman/customer relationship |
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Definition
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Term
| FROM ANSWER FRIDAY: Psychic Income |
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Definition
Benefits that you get that are not in the form of a paycheck
psychological rewards from selling
Recognition from doing a job well done
Security (free trips) |
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Term
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Definition
-Interact face to face with prospects and customer
-Field Salesperson:
--sell to new customers; incerases existing sales base
--basically can have own business without the risk
-Sales Technician:
--provide detailed and precise technical knowledge
--Charisma, personality, drive, technical experience
Sales Admin/ Market Analyst:
-Develop goodwill; customer service/follow up |
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Term
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Definition
-Call on smaller customer
-take orders
-support field salespeople
-learning to sell; you need to be:
motivated, smart, social, have confidence--- there WILL be rejection so you need to learn how to deal with it |
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Term
| Three Major Relationship Challenges in Information Age Selling |
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Definition
Building new relationships
Adjusting from personal level to business level
---very thin line
--- someday you might have to lay the law down, and it will be harder for you and the other person
-Managing Relationships |
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Term
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Definition
The capacity for recognizing our own feelings and those of others, for motiviating ourselves, and for managing emotions well.
--You know what motivates you and what doesn't, so you have the ability to know what motivates other people-- helps you to be an effective manager and connect more with employees to see results |
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Term
| People with a high level of emotional intelligence display: |
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Definition
Self-confidence
Trustworthiness
Adaptability
---adapt to situations
---think on your feet
---adds stress when things don't go your way
Initiative
Optimism
Empathy
Well developed social skills |
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Term
| Two main characteristics that people with emotional intelligence should have: |
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Definition
-EGO (hard side)
-EMPATHY (soft side) |
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Term
| From the strategic/ consultative selling model: Developing a relationship strategy |
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Definition
Adopt double-win philosophy
Project professional image
Maintain high ethical standards |
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Term
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Definition
| Continually getting people to give you money so you can pay off the frist people who gave you money... cycle |
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Term
| How does developing relationships with customers add value? |
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Definition
A salesperson who is honest, accountable, concerned about the customer's welfare adds:
Value to the sale
Competitive Advantage |
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Term
| Definition of Partnering and benefits of partnering |
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Definition
Strategically developed, high-quality, long-term relationship that focuses on solving the customer's buying problems
Benefits:
Create repeate business
Generate important referrals
Becomes as important as product quality |
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Term
| 2 main reasons why we want to have developed, high quality, and long lasting business relationships |
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Definition
| repeat customers and referrals |
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Term
| Larry Wilson's 3 Keys to Partnering Relationships |
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Definition
Shared Values
Clear Purpose
Salesperson Moves from Selling to Supporting |
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Term
| 4 Key Groups of Relationship Strategies |
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Definition
Customers
Primary Decision Makers
Secondary Decision Makers (S.D.M.)
??? |
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Term
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Definition
They are who you have to go to to get things done
How to Identify:
websites
referrals
How to Contact:
Can't just go in and talk to the person |
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Term
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Definition
Very
Important
Top
Officer
Use Psychology
Like to hang out with people of similar status-- work your way up the chain-- talk to your boss who will talk to their boss and so on..
-Get in contact with people on similar levels
-NETWORK-develop relationships |
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Term
| Secondary Decisom Makers (S.D.M.) |
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Definition
HAS INFLUENCE
-Worker Bees- end users, influences the primary decision makers
Ex. Talking about selling Dell Computers to NW, who do you contact?
-Student Senate President
Faculty Senate President
Technology President
Residental life
LIbrarians |
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Term
| What is the VITO Principle |
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Definition
VERY IMPORTANT TOP OFFICER
You have to be at the same level
trying to get at the highest possible level you can
Start low and work up to find the key decision maker |
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Term
| What is the Key word or phrase when it comes to secondary decision makers? |
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Definition
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Term
| What kind of people are secondary decision makers? |
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Definition
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Term
| What do secondary decision makers do? |
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Definition
| They can tell the primary decision makers to do something |
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Term
| These two groups work for/to whom you're selling to: |
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Definition
Buyers/customers/prospects
Secondary Decision Makers |
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Term
| These two Groups work with the sellers |
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Definition
Company Support Staff
Managment Personnel
--Presidents
--Vice Presidents of various departments |
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Term
| Why would I care about having a relationship with people in shipping, marketing, accounting, finance, human resrouces, etc.? What value do these people bring to the table? |
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Definition
They can be an advantage to you in situations when they are in need
Guy in shipping- putting your order to the top of the line |
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Term
| Why would you want to have good relationships with Management Personnel, ie president and vice presidents of various departments? |
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Definition
Keep Job
They can help you if they know who you are and you have a good relationship with them |
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Term
| 4 Key Groups of relationship Strategies |
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Definition
Customer/prospects
Secondary Decision Makers
Company support staff
Management |
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Term
| If you're having a problem with someone, what do you do? |
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Definition
| First, try to work it out with that person, but if it doesn't work, work your way up the chain of command to get the problem resolved |
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Term
| Strategies for a positive self-image |
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Definition
Focus on future rather than past mistakes
Develop expertise in selected areas
Maintain positive mental attitude |
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Term
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Definition
| "If I help you win, I win, too" |
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Term
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Definition
| A form of nonverbal communication defined as "messages without words" |
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Term
| In a typical 2-person conversation: |
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Definition
7% understanding from other person's words
38% understanding from what we hear
55% understanding from what we see/feel
words have very little impact on a conversation. Instead, speak clearly and enunciate.
Includes: Tone of voice, vocal clarity, verbal expressiveness
see/feel includes:
Facial expressions, dress and grooming posture, eye contact, touches, gestures |
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Term
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Definition
actual words
what we hear
what we see/feel |
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Term
| The effect of manners on your relationships: |
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Definition
Avoid addressing by their first name: ASK
Avoid offensive comments
Avoid personal views/religous issues
Speak clearyly on voice mail
Discuss business only after meal is ordered
Avoid ordering messy food/alcohol |
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Term
| Conversational Strategies that enhance relationships |
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Definition
Here-and-now observations: current topics/ current events
Compliments: don't compliment on their person, only on work ethic or anything to do with their professional or business side
Search for mutual acquaintances or interests- instant credibility/ validity |
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Term
| Strategies for Self-Improvement: |
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Definition
Set Goals
Visualize preferred results
Monitor self-talk
Recognize progress |
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Term
Caviot Entor (sp?) is a possible answer but NOT the answer on the test.
What does Caviot Entor mean? |
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Definition
"Let the Fire Beware"
Just because something is legal, it can still be unethical |
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Term
| Factors influencing Ethical behavior of Salespeople |
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Definition
1. Local, state, and federal laws
2. Role model provided by top managment (ponzi scheme: rob peter to pay paul)
3. Company policies and practices
4. role model provided by sales manager
5. personal values
6. You
****** The closer these deterrents (obstacles, hurdles, blockers) are to you and your behaviors, the more likely you are going to listen and behave ethically
ex. You're more likely to be affected by rules enforced by a sales manager than by top management because they are closer to you |
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Term
| Gidelines for Gift Giving |
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Definition
No gifts before conducting business
no impresssion of "buying" customer's business
No strings attached
No violations of firm's policy |
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Term
| Salesperson's choices when in ethical conflict with employer |
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Definition
1. ignore values and behave unethically
2. refuse to compromise and accept consequences. |
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Term
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Definition
1. A well- conceived plan that emphasizes: Becoming a product expert and adopting feature/benefit process
2. Positioning the Product
3. variety of products (can be good or bad)
4. Product knowledge adds value
5. your attitude towards competition
6. Product information available to salespeople |
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Term
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Definition
How salespeople communicate to their customers
How we talk, show and tell, explain, describe
Positioning of product |
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Term
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Definition
Refers to the decisions, activities, and communications that establish and maintain a firm's intended product concept in the customer's mind
What does teh customer think about, how do they perceive your product? |
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Term
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Definition
Could be good or bad.
Good: buyers have choices
Bad: Choices complicate buying process |
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Term
| Product Knowledge ads value |
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Definition
Training programs emphasize product knowledge
Product knowledge gives a competitive advantage |
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Term
| Your attitude towards your competition |
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Definition
Avoid inaccurate statements about competition
Avoid criticizing competition
Use Value Comparison T-Sheet |
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Term
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Definition
Compare your product's features and benefits to their product's features and beneiftis
anything you're trying to get across without criticizing them |
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Term
| Product information available to salespeople |
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Definition
Product Literature
Sales training
Plant tours
Internal sales and sales support members
Customer (one of the best places to get information from-personal experience)
Product
Internet
Publications |
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Term
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Definition
PHYSICAL attribute or tangible aspect of a product or service
Color of carpet
number of legs on chair
high resolution DPIO
swivel of laptop
wattage of speakers
weight of something
thickness of shade
torque in truck
VARIETY- touch, see, feel, measure, hear |
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Term
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Definition
PSYCHOLOGICAL
expectations
The result, the gain, the effect or satisfaction received or derived from the FEATURE.
What the FEATURE will do for you or how it BENEFITS you
Ex.
Save money and save time
piece of mind
convenience
safety and security
freedom of choice
self esteem |
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Term
| EXAMPLE OF FEATURES AND BENEFITS OF NORTHWEST |
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Definition
Features:
Safe ride
SOAR
Student Union/ Campus Dining
Variety
Benefits:
Safety
Freedom of choice
Self Esteem
Convenience |
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Term
| People buy _________, they do not buy __________! |
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Definition
| People buy BENEFITS, they do not buy FEATURES! |
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Term
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Definition
Transitional Phrase that connects features to benefits
Best way to present benefits
Ex.
FEATURE:
Our product/service has.....
BENEFIT:
Which means to you...
"Our tires come in 17 different sizes which means to you freedom of choice"
"Our university has the Wellness Center which has FREE medical doctors appointments and a nurse on staff all the time which means you have piece of mind and it saves you money" |
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Term
| Bridge statments regarding a Battery |
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Definition
| "Our computer has a six hour battery life which means to you, you're going to save time which will be convenience, give you piece of mind, and it will save you money." |
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Term
| Product Differentiation: Value Comparison T-Sheet |
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Definition
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Term
| Product- Selling strategies for Mature and well-established products |
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Definition
Emphasize brand superiority
Emphasize company superiority
point out unique features
Provide outstanding customer service
Focus on sustaining existing market share |
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Term
| Product- selling strategies for new and emerging products |
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Definition
Develop new levels of expectations
--Use promotion, spend money on advertising to get the word out
--Before any new product goes full blown into the marketplace, they need to test it
Change habits
Establish new standards
Build Desire for product
Focus on creating new markets |
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Term
| Which of the following would be considered secondary decision makers? |
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Definition
| c. the personal assistants who works for an established customer |
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Term
| ________ is the process of developing customer relationships, discoverng customer needs, matching appropriate products with theses |
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Definition
| A. Needs, and communicating benefits through informing, reminding, and persuading |
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Term
| Which of the following statement about product knowledge is true? |
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Definition
| B. Do not assume that the prospects degree of product knowledge is extensive |
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