Term
direct
salespeople
Inside
Salesperson
missionary, or
detail,
salespeople
Outside
Saleperson
Pyschic Income
Telemarketing
trade selling
Value Added
Selling
consultative
selling
customer
relationship
management
(CRM)
customer
strategy
marketing
concept
partnering
Definition
Independent contractors who represent manufacturers, selling
products or services directly to consumers, usually face-to-face but
also via the telephone or Internet
A salesperson who performs selling activities at the employer’s
location, typically using the telephone and email.
Salespeople who attempt to generate goodwill and stimulate
demand for the manufacturer's product among channel members,
rather than selling direct to the end user.
A salesperson who travels to meet prospects and customers in their
place of business or residence.
Consists of factors that provide psychological rewards; it helps to
satisfy the need for recognition and security, and motivates us to
achieve higher levels of performance.
a common form of outbound inside sales that serves several
purposes, including sales and service
Refers to the sale of a product or service to another member of the
channel of distribution
improving the sales process to create value for the customer.
Salespeople add value when they offer better advice and product
solutions, carefully manage customer relationships, and provide
better service after
the sale.
An approach to personal selling that is an extension of the marketing
concept. Emphasis is placed on need identification, need
satisfaction, and the building of a relationship that results in repeat
business
The process of building and maintaining strong customer
relationships by providing customer value
A carefully conceived plan that will result in maximum
responsiveness to the customer's needs
A set of controllable, tactical marketing tools that consists of
everything the firm can do to influence the demand for its product.
These can be organized into four sets of variables: product, price,
place, and promotion.
A strategically developed, long-term relationship that solves the
customer's problems
Chapter
1
1
1
1
1
1
1
1
2
2
2
2
2
A well-developed plan that includes preparing the sales presentation
objectives, preparing a presentation plan that is needed to meet
presentation
these objectives, and renewing one's commitment to provide
strategy
outstanding customer service
A well- conceived plan that emphasizes acquiring extensive product
knowledge, learning to select and communicate appropriate product
benefits that will appeal to the customer, and configuring valueproduct strategy: added solutions.
promotion
advertising, sales promotion, personal selling, and public relations
relationship
A form of personal selling that involves securing, developing, and
selling:
maintaining long-term relationships
relationship
A well- thought-out plan for establishing, building, and maintaining
strategy
quality relationships.
strategic
The process that matches the firm's resources to its market
planning
opportunities.
strategic selling Alliances that are achieved by teaming up with another company
alliance
whose products or services fit well with your own
Strategic/Consul incorporates steps of personal selling that are necessary in the
tative Selling
selling/buying process: personal selling, relationship strategy,
Model*
product strategy, customer strategy, presentation strategy
The things that salespeople do as the result of precall planning to
ensure that they call on the right people, at the right time, and with
strategies
the right tactics to achieve positive results.
Techniques, practices, or methods that a salesperson uses during
tactics
face-to-face interactions with customers
A sales process that most effectively matches the needs of the valuetransactional
conscious buyer, who is primarily interested in price and
selling
convenience.
Business
Defamation
slander, libel or product disparagement
Principles and standards that guide behaviour in the world of
business. They help translate your values into appropriate and
business ethics effective behaviours in your day-to-day life.
Your personal standards of behaviour, including honesty, integrity,
and moral strength. Your character is based on your internal values
and the resulting judgments you make about what is right and what
character
is wrong.
A practice by which agents pressure customers to use built-up cash
Churning
value in existing insurance policies to by a new more expensive one
contract
An oral or written promise enforceable by law.
2
2
2
2
2
2
2
2
2
2
2
3
3
3
3
3
cooling-off laws
emotional
intelligence
integrity
Laws
reciprocity
values
ego drive
empathy
self-concept
self-talk
adaptive selling
communication
style
communicationstyle bias
communicationstyle model
CommunicationStyle Principles
Directive style
Provincial and territorial laws that give customers an opportunity to
reconsider a buying decision made under a salesperson's persuasive
influence.
The capacity for recognizing our own feelings and those of others,
for motivating ourselves, and for managing emotions effectively in
ourselves and our relationships.
Part of your character; what you have when your behaviour is in
accordance with your professed standards and personal code of
moral values.
specific obligations imposed by government on the way a business
oper¬ ates take the form of statutes.
A mutual exchange of benefits, as when a firm buys products from
its own customers.
Your deep personal beliefs and preferences that influence your
behaviour.
An inner force that makes the salesperson want and need to make
the sale.
the ability to imagine themselves in someone else’s position and to
understand what that person is feeling.
Bundle of facts, opinions, beliefs, and perceptions about yourself
that are present in your life every moment of every day.
Takes place silently in the privacy of your mind—a series of personal
conversations you have with yourself continually throughout the
day.
Altering sales behaviours in order to improve communication with
the customer.
Patterns of behaviour that others observe. Voice patterns, eye
movement, facial expression, and posture are some of the
components of our communication style.
A state of mind we often experience when we have contact with
another person whose communication style is different from our
own.
based on two important dimensions of human behaviour:
dominance and sociability.
The theory of behavioural- or communication-style bias is based on a
number of underlying principles: Individual differences exist and are
important, A communication style is a way of thinking and behaving,
Individual style differences tend to be stable, There are a finite
number of styles, To create the most productive relationships,
A communication style that displays the following characteristics:
appears quite busy, may give the impression of not listening, displays
a serious attitude, and likes to maintain control.
3
3
3
3
3
3
4
4
4
4
5
5
5
5
5
5
Reflects the tendency to influence or exert one's will over others in a
dominance
relationship. Each of us falls somewhere on the continuum.
A communication style that displays the following characteristics:
appears to be quite active, takes the social initiative in most cases,
Emotive style
likes to encourage informality, and expresses emotional opinions.
A communication style that displays the following characteristics:
controls emotional expression, displays a preference for orderliness,
tends to express measured opinions, and seems difficult to get to
Reflective style know.
Reflects the amount of control one exerts over emotional
expressiveness. People who are high in sociability tend to express
their feelings freely, while people who are low on this continuum
sociability
tend to control their feelings.
The deliberate adjustment of one's communication style to
style flexing
accommodate the needs of the other person.
A communication style that displays the following characteristics:
appears quiet and reserved, listens attentively to other people, tends
to avoid the use of power, and makes decisions in a thoughtful and
Supportive style deliberate manner.
Characteristics (i.e., features) of the product that can be used or will
advantages
help the buyer.
Something that provides the customer with personal advantage or
gain to answer, for the customer, the question, "How will I benefit
benefit
from owning or using the product?"
A transitional phrase that connects one or more product features
bridge statement with potential customer benefits.
Anything that a customer can feel, see, hear, taste, smell, or
measure to answer the question, "What is it?" Features often relate
feature
to craftsmanship, durability, design, and economy of operation.
Listing a series of features without enabling the customer to see
feature dump
what benefits these features provide.
organizational
A collection of beliefs, behaviours, and work patterns held in
culture
common by people employed by a specific firm.
product
The testing, modifying, and retesting of an idea for a product several
development
times before offering it to the customer.
A well- conceived plan for sales that emphasizes acquiring extensive
product knowledge, learning to select and communicate appropriate
product benefits that will appeal to the customer, and creating valueproduct strategy added solutions.
The evaluation or testing of products against established standards.
This has important sales appeal when used by the salesperson to
quality control convince a prospect of a product's quality.
5
5
5
5
5
5
6
6
6
6
6
6
6
6
6
quotation
management.
solution
solution selling
expected
product
generic product
potential
product
Product
differentiation
Quick and accurate pricing
A mutually shared answer to a recognized customer problem.
A process by which the salesperson uncovers and clarifies a
customer's problem, works with the customer to create a vision of
how things could be better, and then develops a plan for
implementing the vision.
6
6
Everything that represents the customer's minimal expectations.
The basic, substantive product being sold.
7
7
What may remain to be done to a product— that is, what is possible.
Your ability to separate yourself and your product from that of your
competitors.
Stages of a product from the time it is first introduced to the market
until it is taken off the market, including the stages of introduction,
product life cycle growth, maturity, and decline.
Product
Decisions and activities intended to create and maintain a certain
positioning
conception of the firm's product in the customer's mind.
promotional
A price reduction given to a customer who participates in an
allowance
advertising or sales support program.
quantity
A price reduction made to encourage a larger volume purchase than
discount
would otherwise be expected.
The positive benefits that customers seek when making a purchase.
Satisfactions arise from the product itself, from the company that
makes or distributes the product, and from the salesperson who sells
satisfactions
and services the product.
seasonal
Adjusting prices up or down during specific times to spur or
discount
acknowledge changes in demand.
Three-Dimension
(3-D) Product
Solutions Selling
Model
trade or
functional
discount
value-added
product
Value-Added
Product-Selling
Model
Model that illustrates the product, company, and salesperson
features available to satisfy the customer's potential 3-D cluster of
satisfactions.
A discount given to channel intermediaries to cover the cost of the
services they provide.
Product that exists when salespeople offer the customer more than
they expect.
Model that proposes the total product is made up of four "possible"
products: the generic product, the expected product, the valueadded product, and the potential product.
6
7
7
7
7
7
7
7
7
7
7
7
7