Chapter 16. Personal Selling and Sales Promotion

 

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Personal selling: Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships. 

Salesperson: An individual representing a company to customers by performing one or more of the following activities: prospecting, communication, selling, servicing, information gathering, and relationship building. 

Salesforce management: The analysis, planning, implementation, and control of sales force activities. It includes designing a sales force strategy and structure and recruiting, selecting, training, supervising, compensating, and evaluating the firm's salespeople. 

Prospecting: The step in the selling process in which the salesperson or company identifies qualified potential customers. 

Pre approach: The step in the selling process in which the salesperson learns as much as possible about a prospective customer before making a sales call. 

Approach: The step in the selling process in which the salesperson meets the customer for the first time. 

Follow-up: The last step in the selling process in which the salesperson follows up after the sale to ensure customer satisfaction and repeat business. 

Sales promotion: Short-term incentives to encourage the purchase or sale of a product or service. 

Consumer promotions: Sales promotion tools used to boost short-term customer buying and involvement or to enhance long-term customer relationships. 

Trade promotions: Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers. 

Business promotions: Sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople. 

Note that all the information has collected from principles of marketing book (Asian).