Personal Selling & Related terms

Dr. Asmat Ara Khan

 Personal Selling

The
The two-way
two-way flow
flow of
of communication
communication between
between aa
buyer
buyer and
and seller,
seller, often
often in
in aa face-to-face
face-to-face encounter,
encounter,
designed
designed to
to influence
influence aa person’s
person’s oror group’s
group’s
purchase
purchase decision.
decision.
 Sales Management

Planning
Planning the
the personal
personal selling
selling program
program and
and
implementing
implementing andand controlling
controlling the
the personal
personal
selling
selling effort
effort of
of the
the firm.
firm.
 Relationship Selling

The
The practice
practice of
of building
building ties
ties to
to customers
customers based
based on
on
aa salesperson’s
salesperson’s attention
attention and
and commitment
commitment to
to
customer
customer needs
needs over
over time.
time.
Partnership Selling

The
The practice
practice whereby
whereby buyers
buyers and
and sellers
sellers combine
combine their
their
expertise
expertise and
and resources
resources to
to crate
crate customized
customized solutions;
solutions;
commit
commit toto joint
joint planning;
planning; and
and share
share customer,
customer,
competitive,
competitive, and
and company
company information
information for
for their
their mutual
mutual
benefit,
benefit, and
and ultimately
ultimately the
the customer.
customer.
 Order Taker

Processes
Processes routine
routine orders
orders or
or reorders
reorders for
for products
products
that
that were
were already
already sold
sold by
by the
the company.
company.
 Order Getter

A
A salesperson
salesperson who
who sells
sells in
in aa conventional
conventional sense
sense
and
and identifies
identifies prospective
prospective customers,
customers, provides
provides
customers
customers with
with information,
information, persuades
persuades
customers
customers toto buy,
buy, closes
closes sales,
sales, and
and follows
follows up
up
on
on customers’
customers’ use
use of
of aa product
product oror service.
service.
 Missionary Salespeople

Sales
Sales support
support personnel
personnel whowho do
do not
not directly
directly solicit
solicit
orders
orders but
but rather
rather concentrate
concentrate on
on performing
performing
promotional
promotional activities
activities and
and introducing
introducing new
new
products.
products.
 Sales Engineer

A
A salesperson
salesperson who
who specializes
specializes in
in identifying,
identifying,
analyzing,
analyzing, and
and solving
solving customer
customer problems
problems and
and who
who
brings
brings know-how
know-how andand technical
technical expertise
expertise to
to the
the
selling
selling situations,
situations, but
but does
does not
not actually
actually sell
sell goods
goods
and
and services.
services.
Team Selling

Using
Using an
an entire
entire team
team of
of professionals
professionals in
in selling
selling to
to
and
and servicing
servicing major
major customers.
customers.
 Personal Selling Process

Sales
Sales activities
activities occurring
occurring before
before and
and after
after the
the sales
sales
itself,
itself, consisting
consisting ofof six
six stages:
stages: (1)
(1) prospecting,
prospecting, (2)
(2)
pre
pre approach,
approach, (3)
(3) approach,
approach, (4)
(4) presentation,
presentation, (5)
(5)
close,
close, and
and (6)
(6) follow-up.
follow-up.
Stimulus-Response Presentation

A
A selling
selling format
format that
that assumes
assumes the
the prospect
prospect will
will buy
buy ifif
given
given the
the appropriate
appropriate stimulus
stimulus by
by aa salesperson.
salesperson.
Formula Selling Presentation

Providing
Providing information
information in
in an
an accurate,
accurate, thorough,
thorough, and
and step-
step-
by-step
by-step manner
manner to
to inform
inform the
the prospect.
prospect.
Need-Satisfaction Presentation

A
A selling
selling format
format that
that emphasizes
emphasizes probing
probing and
and listening
listening by
by
the
the salesperson
salesperson to
to identify
identify needs
needs and
and interests
interests of
of
prospective
prospective buyers.
buyers.
 Adaptive Selling

A
A need-satisfaction
need-satisfaction sales
sales presentation
presentation that
that involves
involves
adjusting
adjusting the
the presentation
presentation to
to fit
fit the
the selling
selling situation.
situation.
Consultative Selling

Focuses
Focuses on
on problem
problem definition,
definition, where
where the
the salesperson
salesperson
serves
serves as
as an
an expert
expert on
on problem
problem recognition
recognition and
and
resolution.
resolution.
Sales Plan

A
A statement
statement describing
describing what
what is
is to
to be
be achieved
achieved and
and
where
where and
and how
how the
the selling
selling effort
effort of
of salespeople
salespeople is
is to
to
be
be deployed.
deployed.
Major Account Management

The
The practice
practice of
of using
using team
team selling
selling to
to focus
focus on
on important
important
customers
customers soso as
as to
to build
build mutually
mutually beneficial,
beneficial, long-term,
long-term,
cooperative
cooperative relationships.
relationships.
 Workload Method

A
A formula-based
formula-based method
method forfor determining
determining the
the size
size of
of aa
salesforce
salesforce that
that integrates
integrates the
the number
number ofof customers
customers
served,
served, call
call frequency,
frequency, call
call length,
length, and
and available
available
selling
selling time
time toto arrive
arrive at
at aa sales
sales force.
force.
Account Management Policies

Policies
Policies that
that specify
specify whom
whom salespeople
salespeople should
should
contact,
contact, what
what kinds
kinds of
of selling
selling an
an customer
customer service
service
activities
activities should
should be
be engaged
engaged in,in, and
and how
how these
these
activities
activities should
should be
be carried
carried out.
out.
 Emotional Intelligence

The
The ability
ability to
to understand
understand one’s
one’s own
own emotions
emotions and
and the
the
emotions
emotions of of people
people with
with whom
whom one
one interacts
interacts on
on aa
daily
daily basis.
basis.
Salesforce Automation

The
The use
use of
of technology
technology toto make
make the
the sales
sales function
function
more
more effective
effective and
and efficient.
efficient.