Integrated and Marketing Communications

marketing fundamentals -- part 13 -- terms

Personal Selling and Direct Marketing

salesperson -- an individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering
sales force management -- the analysis, planning, implementation, and control of sales force activities. It includes setting and designing sales force strategy and structure; recruiting, selecting, training, supervising, compensating, and evaluating the firms salespeople
territorial sales force structure -- a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the companies full line
product sales force structure -- a sales force organization under which salespeople specialized in selling only a portion of the company's products or lines
customer sales force structure -- a sales force organization under which salespeople specialized in selling only to certain customers or industries
outside sales force (field sales force) -- outside salespeople who traveled to call on customers
inside sales force -- inside salespeople who can do business from their offices via telephone or visits from prospective buyers
team selling -- using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts
sales quotas -- a standard that states the amount a salesperson should sell and how sales should be divided among the companies products
selling process -- the steps that the salesperson follows from selling, which include prospecting in qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing, and follow-up
prospecting -- the step in the selling process in which the salesperson identifies qualified potential customers
preapproach --when 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
presentation -- the step in the selling process in which the salesperson tells the "product story" to the buyer, highlighting customer benefits
handling objections -- the step in the selling process in which the salesperson seeks out, clarifies, and overcomes customer objections to buying
closing -- the step in the selling process in which the salesperson asks the customer for an order
follow-up -- the last step in the selling process in which the salesperson follows up after the sales to ensure customer satisfaction and repeat business
direct marketing -- direct communications with carefully targeted individual consumers to obtain an immediate response to the
customer database -- an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data
telephone marketing -- using the telephone to sell directly to customers
direct-mail marketing -- direct marketing through single mailings that include letters, adds, samples, foldouts, and other "sales people with wings" sent to prospects on mailing lists
catalog marketing -- direct marketing through print, video, or electronic catalogs that are mailed to select customers, made available in stores, or presented online
direct response television marketing -- direct marketing via television, including direct response television advertising (infomercials) and home shopping channels
integrated direct marketing -- direct marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits