Key Point 1: Personal Selling's Role and Objectives
- Why is the personal nature of personal selling its greatest strength?
- Define personal selling. What is meant by the statement "Personal selling is more than making a sale."
- Explain the evolution of personal selling. How has the focus of the effort changed over time?
- Explain how personal selling occurs at various points in the marketing process. What roles do sales representatives typically play at each point?
- Sales calls should be treated like planned communication. What does that mean to a sales rep getting ready to make a call?
- How is personal selling used to acquire and to retain customers?
- What is the salesperson's number-one personal objective? Why is it so important?
- Explain solution selling and its enterprise dimension.
- What is CRM? Why is it important in personal selling?
- What are the four steps in the personal selling process?
- What is a lead? Why is it important to qualify a lead?
- What is inside sales? How might it be used by your college or university?
- What is involved in closing a sale?
- Why is it important to address objections during a sales call?
- Explain the importance of follow-up for a salesperson.
- Differentiate between the cost per call and call/sales calculations, and explain how they are used.
- Identify one personal selling measurement that is particularly relevant to IMC managers, and explain why it is important.
- What is the problem with rewarding salespeople through commissions? What can be done to solve that problem?
- Give an example of how personal selling can be integrated with these MC functions: (1) advertising, (2) public relations, (3) direct response, and (4) sales promotion.
- How might Avon use MC functions other than personal selling in support of the Mark selling strategy?