| acceptance signals | Signs that your buyer is favorably inclined toward you and your presentation.
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| account analysis | The process of analyzing each prospect and customer to maximize the chances of reaching a sales goal.
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| account segmentation | The process of applying different selling strategies to different customers.
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| acquaintance | People you know little about.
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| ADA (Americans with Disabilities Act) | Prohibits discrimination against people who are physically or mentally impaired but are capable of doing the job.
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| advantage | The performance characteristic of a product that describes how it can be used or will help the buyer.
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| advertising | The nonpersonal communication of information paid for by an identified sponsor, for example, an individual or an organization.
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| alternative-choice close | Gives the prospect a choice between two alternatives.
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| analogy | A comparison between two different situations that have something in common.
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| approach | Opening of the presentation from first talk with person to discussion of product.
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| assumptive close | A type of close that assumes the prospect will buy.
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| attention | The first step in the prospect's mental steps. From the moment a salesperson begins to talk, he or she should try to quickly capture and maintain the prospect's attention.
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| attitude | A person's learned predisposition toward something.
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| autosuggestion | A kind of suggestion that attempts to have prospects imagine themselves using the product.
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| belief | A state of mind in which trust or confidence is placed in something or someone.
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| benefit | A favorable result the buyer receives from the product because of a particular advantage that has the ability to satisfy a buyer's need.
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| benefit selling | A method of selling whereby a salesperson relates a product's benefits to the customer's needs using the product's features and advantages as support.
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| black box | The unobservable, internal process taking place within the mind of the prospect as he or she reaches a decision whether or not to buy.
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| bonus | Additional compensation given to the salesperson that is over what is usually earned.
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| boomerang method | The process of turning an objection into a reason to buy.
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| breach of warranty | A legal cause of action on which an injured party seeks damages. It arises when a salesperson makes erroneous statements or offers false promises regarding a product's characteristics and capabilities.
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| break-even analysis | A quantitative technique for determining the level of sales at which total revenues equal total costs.
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| business consultant | A salesperson who gives advice and service.
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| business friendship | The relationship formed between a salesperson and client that revolves around business-related issues.
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| buying signal | Anything that prospects say or do indicating they are ready to buy.
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| buying teams | Composed of multifunctional specialists who ensure that their organizations accurately convey their complex needs to the seller and thoroughly assess the accuracy of suppliers' recommendations.
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| calendar management | Scheduling appointments, telephone calls, or "to do" lists.
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| call reluctance | Not wanting to contact a prospect or customer.
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| career path | The upward sequence of job movements during a sales career.
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| cash discounts | Discounts earned by buyers who pay bills within a stated period.
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| caution signals | Signs that a buyer is neutral or skeptical toward what the salesperson says.
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| CCC GOMES | Acronym for the eight important stakeholders of an organization: customers, community, creditors, government, owners, managers, employees, suppliers.
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| center of influence method | A method of prospecting whereby the salesperson finds and cultivates people who are willing to cooperate in helping to find prospects.
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| centralized training programs | Centrally located instruction of salespeople that supplements training conducted in the field.
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| character | Who you are when no one is looking and what you are willing to stand for when someone is looking.
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| Clayton Act | Prohibits the practice of tie-in sales when they substantially lessen competition.
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| closing | The process of helping people make a decision that will benefit them by asking them to buy.
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| coaching | Intensive on-the-job training through instruction, demonstration, and practice.
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| code of ethics | A formal statement of the company's values concerning ethics and social issues.
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| cold canvass prospecting method | A method whereby the salesperson contacts as many leads as possible with no knowledge of the business or individual called upon.
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| collect information | The process by which buyers visit retail stores, contact potential suppliers, or talk with salespeople about a product's price, size, advantage, and warranty before making a decision regarding buying.
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| combination salary plan | A plan wherein a proportion of the salesperson's total pay is guaranteed while a portion of it can come from commissions.
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| communication | The act of transmitting verbal and nonverbal information and understanding between seller and buyer.
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| compensation method | The method of offsetting negative product aspects with better benefit aspects.
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| compliment close | A close wherein the salesperson ends with a compliment to the prospect.
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| complimentary approach | An approach that opens with a compliment that is sincere and therefore effective.
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| computer-based presentations | Using the computer to present information to prospects and customers.
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| conceptual skills | The ability to see the selling process as a whole and the relationship among its parts.
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| condition of the sale | A situation wherein an objection becomes a condition of the sale, such that if the condition is met the prospect will buy.
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| conscious need level | A state of mind in which buyers are fully aware of their needs.
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| consultative selling | The process of helping the customer achieve strategic short- and long-term goals through the use of the seller's good or service.
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| consumer discounts | One-time price reductions passed on from the manufacturer to channel members or directly to the customer.
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| consumer products | Products produced for, and purchased by, households or end consumers for their personal use.
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| consumer sales promotion | A promotion that includes free samples, coupons, contests, and demonstrations to consumers.
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| contact management | Automated listing of all customer contacts a salesperson makes in the course of conducting business.
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| continuous-yes close | A kind of close whereby the salesperson develops a series of benefit questions that the prospect must answer.
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| conventional moral development level | The second level of an individual's moral development. At this level, an individual conforms to the expectations of others, such as family, employer, boss, and society, and upholds moral and legal laws.
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| conviction | In the conviction step of the prospect's mental buying process, the salesperson should strive to develop a strong belief that the product is best suited to the prospect's specific needs. It is established when no doubts remain about purchasing the product.
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| cooling-off laws | Laws that provide a cooling-off period during which the buyer may cancel the contract, return any merchandise, and obtain a full refund.
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| cooperative acceptance | The right of employees to be treated fairly and with respect regardless of race, sex, national origin, physical disability, age, or religion, while on the job.
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| cooperative advertising | Advertising conducted by the retailer with costs paid for by the manufacturer or shared by the manufacturer and the retailer.
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| cornerstone | The essential component of a building's foundation which for the organization is love of others.
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| countersuggestion | A suggestion that evokes an opposite response from the prospect.
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| creative imagery | A relaxation and concentration technique that aids in stress management, in which a salesperson envisions successful coping in various sales situations.
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| creative problem solver | A person with the ability to develop and combine nontraditional alternatives in order to meet specific needs of the customer.
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| credibility | A salesperson's believability, established through empathy, willingness to listen to specific needs, and continual enthusiasm toward his or her work and the customer's business.
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| cumulative quantity discounts | Discounts received for buying a certain amount of a product over a stated period.
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| curiosity approach | An approach whereby the salesperson asks a question or does something to make the prospect curious about the product.
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| customer benefit approach | An approach whereby the salesperson asks a question(s) that implies that the product will benefit the prospect.
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| customer benefit plan | A plan that contains the nucleus of information used in the sales presentation.
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| customer contact person | Another name for a salesperson.
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| customer profile | Relevant information regarding the firm, the buyer, and individuals who influence the buying decision.
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| customer satisfaction | Feelings toward the purchase.
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| customer service | Activities and programs provided by the seller to make the relationship a satisfying one for the customer.
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| decentralized training | Training that comprises the main form of sales instruction.
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| decoding process | Receipt and translation of information by the receiver.
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| demonstration | The process of showing a product to a prospect and letting him or her use it, if possible.
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| desire | The third step in the prospect's mental buying process. It is created when prospects express a wish or wanting for a product.
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| direct denial | The method of overcoming objections through the use of facts, logic, and tact.
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| direct-mail advertising | Advertising that is mailed directly to the customer or industrial user.
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| direct-mail prospecting | The process of mailing advertisements to a large number of people over an extended geographical area.
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| direct question | A question that by and large can be answered with a yes or no response or at most by a very short response consisting of a few words.
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| direct sellers | Sellers who sell face-to-face to consumers— typically in their homes—who use products for their personal use.
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| direct suggestion | An approach that suggests prospects buy rather than telling them to buy.
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| directing | The action of dealing with people positively and persuasively from a leadership position.
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| disagreement signals | Signs that the prospect does not agree with the presentation or does not think the product is beneficial.
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| discretionary responsibility | Actions taken by a company that are purely voluntary and guided by its desire to make social contributions not mandated by economics, law, or ethics.
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| distribution | The channel structure used to transfer products from an organization to its customers.
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| diversity | The difference between people due to age, religion, race, gender, and so on.
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| dodge | Doesn't deny, answer, or ignore the objection, but simply temporarily dodges it.
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| dramatization | The theatrical presentation of products.
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| economic needs | The buyer's need to purchase the most satisfying product for the money.
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| eighty/twenty principle (80/20) | A situation in which a few key or large accounts bring in 80 percent of profitable sales although they represent only 20 percent of total accounts.
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| electronic mail (e-mail) | Allows information to be sent electronically through a system that delivers the message immediately to any number of recipients.
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| ELMS system | The process of dividing customers into varying size accounts.
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| empathy | The ability to identify and understand another person's feelings, ideas, and circumstances.
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| employee rights | Rights desired by employees regarding their job security and the treatment administered by their employers while on the job, irrespective of whether those rights are currently protected by law or collective bargaining agreements of labor unions.
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| employment planning | The recruitment and selection of applicants for sales jobs.
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| encoding process | One of the eight elements of the communication process. This is the conversion by the salesperson of ideas and concepts into the language and materials used in the sales presentation.
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| endless chain referral method | A method of prospecting whereby a salesperson asks each buyer for a list of friends who might also be interested in buying the product.
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| enthusiasm | A state of mind wherein a person is filled with excitement toward something.
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| Equal Employment Opportunity Commission (EEOC) | The principal governmental agency responsible for monitoring discriminatory practices.
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| E-sales call | A sales call in which the seller and the customer meet using the computer screen.
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| ethical behavior | Behavior demonstrating a willingness to treat others fairly and that shows one to be honest and trustworthy and that exhibits loyalty to company, associates, and the work for which one is responsible.
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| ethics | Principles of right or good conduct, or a body of such principles, that affect good and bad business practices.
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| ethics committee | A group of executives appointed to oversee company ethics.
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| ethics ombudsman | An official given the responsibility of corporate conscience who hears and investigates ethical complaints and informs top management of potential ethical issues.
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| evaluating | Comparing actual performance to planned performance goals to determine whether to take corrective action if goals are not achieved, or to continue using the same methods if goals are met.
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| exchange | The act of obtaining a desired product from someone by offering something in return.
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| exhibitions and demonstrations | A situation in which a firm operates a booth at a trade show or other special-interest gathering staffed by salespeople.
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| extensive decision making | Decision-making characteristic of buyers who are unfamiliar with a specific product and who must therefore become highly involved in the decisionmaking process.
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| FAB selling technique | A presentation technique stressing features, advantages, and benefits of a product.
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| feature | Any physical characteristic of a product.
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| feedback | Verbal or nonverbal reaction to communication as transmitted to the sender.
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| firm | An organization that produces goods and services.
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| five-question sequence | The five-step process of overcoming objections in which facts, logic, and tact are used.
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| fixed point of reference | Something that provides the correct action to take in any situation and never gets tailored to fit an occasion.
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| flaming | The equivalent of a verbal lashing on the Internet.
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| FOB destination | The point at which the seller pays all shipping costs and title passes on delivery.
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| FOB shipping point | The shipping process in which the buyer pays transportation charges for goods, the title for which passes to the customer when the goods are loaded onto the shipping vehicle.
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| follow-up | Maintaining contact with a customer (or prospect) in order to evaluate the effectiveness of the product and the satisfaction of the customer.
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| formula presentation | A presentation by which the salesperson follows a general outline that allows more flexibility and tries to determine prospect needs.
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| friends | People known for some time and with whom we share common interests and/or hobbies.
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| geographic information system (GIS) | View and manipulate customer and/or prospect information on an electronic map.
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| global positioning system (GPS) | A worldwide radio navigation system using satellites to pinpoint exact location on the planet.
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| Golden Rule of Personal Selling | The sales philosophy of unselfishly treating others as you would like to be treated.
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| Golden Rule of Sales Management | The management philosophy of a leader unselfishly treating salespeople as the leader would like to be treated.
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| good | A physical object for sale.
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| government | An organization that provides goods and services to households and firms, and that redistributes income and wealth.
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| Green River ordinance | This type of ordinance protects consumers and aids local firms by making it more difficult for outside competition to enter the market.
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| gross profit | Money available to cover the costs of marketing the product, operating the business, and profit.
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| hearing | The ability to detect sounds.
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| hidden objection | An objection that disguises the actual objection with either silence or triviality.
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| household | A decision-making unit buying for their personal use.
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| human skills | The seller's ability to work with and through other people.
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| ideal self | The person one would like to be.
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| indirect denial | An apparent agreement with the prospect used by the salesperson to deny the fundamental issue of the objection.
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| indirect suggestion | A statement by the salesperson recommending that the prospect undertake some action while making it seem that the idea to do so is the prospect's.
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| industrial advertising | Advertising aimed at individuals and organizations who purchase products for manufacturing or reselling other products.
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| industrial products | Products sold primarily for use in producing other products.
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| information evaluation | A process that determines what will be purchased as the buyer matches this information with needs, attitudes, and beliefs in making a decision.
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| integrity | The quality of being honest without compromise or corruption.
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| intelligent questions | Questions relating to a prospect's business that show the salesperson's concern for the prospect's needs.
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| interest | The second step in the prospect's mental buying process. It is important for the salesperson to capture the prospect's interest in their product. If this link is completed, prospects usually express a desire for the product.
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| Internet | A global network of computers.
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| intimate friends | People known on a deeper, more personal level than a friend.
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| intimate space | A spatial zone up to two feet, about an arm's length, from a person's body that is reserved for close friends and loved ones.
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| introductory approach | The most common but least powerful approach; it does little to capture the prospect's attention.
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| job analysis | The definition of a sales position in terms of specific roles or activities to be performed along with the determination of personal qualifications suitable for the job.
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| job descriptions | Formal, written statements describing the nature, requirements, and responsibilities of a specific position.
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| job specifications | The conversion of job descriptions into those people qualifications the organization feels are needed for successful job performance.
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| joint sales call | A sales call that takes place when the manager accompanies a salesperson on the call.
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| key accounts | Accounts the loss of which would greatly affect sales and profits.
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| KISS | A memory device standing for Keep It Simple, Salesperson.
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| knowledge | Knowing something gained through experience and/or training.
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| lead | A person or organization who might be a prospect.
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| leadership | The process by which a sales manager attempts to influence the activities of salespeople.
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| learning | Acquiring knowledge or behavior based on past experiences.
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| limited decision making | Decision-making characteristic of a buyer who invests a moderate level of energy to the decision to buy because, although the buyer is not familiar with each brand's features, advantages, and benefits, the general quality of the good is known to him or her.
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| links | Pointers to other pages of information on the World Wide Web.
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| list price | A standard price charged to all customers.
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| listening | Ability to derive meaning from sounds that are heard.
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| L-O-C-A-T-E | An acronym for methods to uncover important needs: Listen, observe, combine, ask questions, talk to others, empathize.
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| logical reasoning | Persuasive techniques that appeal to the prospect's common sense by applying logic through reason.
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| long-term ally | A salesperson who helps customers reach long-term goals.
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| looking-glass self | The self that people think other people see them as.
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| love | The strong affection, desire, or devotion to people.
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| management control system | A process wherein a manager evaluates each salesperson's performance, comparing it to performance goals, and rewarding or penalizing a salesperson based on that comparison.
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| manufacturer's sales representative | A person who works for an organization that produces a product.
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| marketing | The process of planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges that satisfy individual and organizational objectives.
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| marketing concept | A philosophy of business maintaining that the satisfaction of customer needs and wants is the economic and social reason for a firm's existence and that the firm should therefore direct its activities toward fulfilling those needs and wants, yielding, at the same time, longterm profitability.
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| marketing mix | The four main elements used by a marketing manager to market goods and services. These elements are product, price, distribution or place, and promotion.
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| markup | The dollar amount added to the product cost to determine its selling price.
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| medium | The form of communication used in the sales presentation and discussion, most frequently words, visual materials, and body language.
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| memorized presentation | A type of presentation in which the salesperson does 80 to 90 percent of the talking, focusing on the product and its benefits rather than attempting to determine the prospect's needs.
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| memory | The ability to recall information over time.
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| message | Information conveyed in the sales presentation.
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| metaphor | An implied comparison that uses a contrasting word or phrase to evoke a vivid image.
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| minor-points close | A close in which the salesperson asks the prospect to make a low-risk decision on a minor element of a product.
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| misrepresentation | A legal cause of action on which an injured party seeks damages. It arises when a salesperson makes erroneous statements or offers false promises regarding a product's characteristics and capabilities.
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| mobile offices | Vehicles converted to mobile offices.
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| money objection | A price-oriented objection.
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| morals | People's adherence to right or wrong behavior and right or wrong thinking.
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| motivation | The arousal, intensity, direction, and persistence of effort directed toward job tasks over a period of time.
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| motivation mix | Five broad classes of factors used to motivate salespeople.
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| multicultural | The degree to which an organization values diversity and is willing to utilize and encourage it.
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| multiple-question approach (SPIN) | An approach in which the salesperson uses three types of questions—situation, problem implication, and need-payoff—to get a better understanding of the prospect's business.
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| national advertising | Advertising designed to reach all users of the product, whether customers or industrial buyers.
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| need arousal | A situation in which a salesperson triggers a psychological, social, or economic need in the buyer.
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| need awareness | The stage at which the salesperson is aware of the buyer's needs and takes control of the situation by restating those needs to clarify the situation.
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| need development | In a need-satisfaction sales presentation, the stage at which the discussion is devoted to the buyer's needs.
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| need fulfillment | The last phase of a need-satisfaction sales presentation. Here, the salesperson shows how the product will satisfy mutual needs.
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| need-satisfaction presentation | A flexible, interactive type of presentation in which a prospect's needs are thoroughly discussed.
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| needs | The desire for something a person feels is worthwhile.
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| negotiation | The process by which the buyer and the seller reach a mutually satisfactory agreement.
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| negotiation close | A close in which buyer and seller find ways for everyone to have a fair deal.
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| netiquette | Etiquette used on the Internet.
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| net price | The price after allowance for all discounts.
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| net profit | Money remaining after costs of marketing and operating the business are paid.
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| networking | The continuous prospecting method of making and utilizing contacts.
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| no-need objection | An objection in which the prospect declares he or she does not need the product and implies the end of the selling effort, but which may actually be either a hidden or a stalling objection.
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| noise | Factors that distort communication between buyer and seller, including barriers to communication.
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| noncumulative quantity discounts | Discounts received for buying a certain amount of a product over a stated period.
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| nondirective question | A question that opens up two-way communication by beginning the question with who, what, where, when, how, and why.
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| nonprofit clients | Recipients of money and/or services from a nonprofit organization.
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| nonverbal communication | Unspoken communication such as physical space, appearance, handshake, and body movement.
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| observation method | The process of finding prospects by a salesperson constantly watching what is happening in the sales area.
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| opinion approach | An approach whereby a salesperson shows that the buyer's opinion is valued.
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| order-getter | Salespeople who get new and repeat business using a creative sales strategy and a well-executed sales presentation.
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| order-taker | Salespeople who only take orders by asking what the customer wants or waiting for the customer to order. They have no sales strategy and use no sales presentation.
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| organizational design | The formal, coordinated process of communication, authority, and responsibility for sales groups and individuals.
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| organizational structure | The relatively fixed, formally defined relationship among jobs within the organization.
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| organizing | Setting up an administrative structure through which work activities are defined.
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| orphaned customers | Customers whose salesperson has left the company.
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| parallel referral sale | Not only selling a product but also selling the idea of giving prospects' names as well.
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| partnering | When the seller works continually to improve the customer's operations, sales, and profits.
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| pass up | The option of a salesperson not to pursue a presentation or sale, or not to respond to an objection.
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| Paul Harvey dialogue | The process of incorporating methods of speech and delivery to make talk come alive rather than sounding dull and memorized.
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| PDA | A tiny, fully functional computer that works as an extension of a desktop or laptop computer.
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| people planning | Planning how many and what type of people to hire.
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| perception | The process by which a person selects, organizes, and interprets information.
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| performance criteria | Bases for evaluating a salesperson's performance.
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| performance evaluation | The formal, structured system of measuring and evaluating a salesperson's activities and performance.
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| personal productivity | Technology to help a salesperson increase productivity through more efficient data storage and retrieval, better time management, and enhanced presentations.
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| personal selling | Personal communication of information to unselfishly persuade a prospective customer to buy something—a good, service, idea, or something else— that satisfies that individual's needs.
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| personal space | An area two to four feet from a person; it is the closest zone a stranger or business acquaintance is normally allowed to enter.
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| personality | A person's distinguishing character traits, attitudes, or habits.
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| persuasion | The process of changing a person's belief, position, or course of action.
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| plan | A method of achieving an end.
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| planning | Establishing a broad outline for goals, policies, and procedures that will accomplish the objectives of the organization.
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| point-of-purchase (POP) displays | Displays that allow a product to be easily seen and purchased.
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| postpone the objection | The option of a salesperson to respond to an objection later during the sales presentation.
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| practical objection | An overt objection based on real or concrete causes.
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| preapproach | Planning the sales call on a customer or prospect.
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| preconscious need level | The level at which needs are not fully developed in the conscious mind.
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| preconventional moral development level | The first level of an individual's moral development. At this level, an individual acts in his or her own best interest and thus follows rules to avoid punishment or receive rewards. This individual would break moral and legal laws.
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| premium | An article of merchandise offered as an incentive to the user to take some action.
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| premium approach | An approach in which the salesperson offers a prospect something as an inducement to buy.
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| prestige suggestions | A technique in which the salesperson has the prospect visualize using products that people whom the prospect trusts use.
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| price | The value or worth of a product.
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| price discrimination | The act of selling the same quantity of the same product to different buyers at different prices.
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| principled moral development level | The third level of an individual's moral development. At this level, an individual lives by an internal set of morals, values, and ethics, regardless of punishments or majority opinion.
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| probability close | A close that permits the prospect to focus on his or her real objections, which a salesperson attempts to reverse with a persuasive sales argument.
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| probing | The act of gathering information and uncovering customer needs using one or more questions.
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| problem–solution presentation | A flexible, customized approach involving an in-depth study of a prospect's needs, requiring a well-planned presentation.
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| product | One of the four main elements of the marketing mix, it is a bundle of tangible and intangible attributes, including packaging, color, and brand, plus the services and even the reputation of the seller.
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| product approach | An approach in which the salesperson places the product on the counter or hands it to the customer, saying nothing.
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| product objection | An objection relating directly to the product.
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| promotion | One of the four main elements of the marketing mix, it increases company sales by communicating product information to potential customers.
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| proof statements | Statements that substantiate claims made by the salesperson.
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| prospect | A qualified person or organization that has the potential to buy a salesperson's good or service.
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| prospecting | The process of identifying potential customers.
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| prospect pool | A group of names, gathered from various sources, that are prospective buyers.
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| prospect's mental steps | In making a sales presentation, quickly obtain the prospect's full attention, develop interest in your product, create a desire to fulfill a need, establish the prospect's conviction that the product fills a need, and, finally, promote action by having the prospect purchase the product.
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| proverb | A short, wise, easy-to-learn saying that calls a person to think and act.
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| psychological objection | A hidden objection based on the prospect's attitudes.
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| public space | Distances greater than 12 feet from a person.
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| publicity | The nonpersonal communication of information that is not paid for by an individual or organization.
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| purchase decision | A buyer's decision to purchase something.
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| purchase dissonance | Tension on the part of a buyer regarding whether the right decision was made in purchasing a product.
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| purchase or action | The final step in the prospect's mental steps. Once the prospect is convinced, the salesperson should plan the most appropriate method of asking the prospect to buy or act.
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| purchase satisfaction | Gratification based on a product that supplies expected, or greater than expected, benefits.
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| qualified prospect | A prospect who has the financial resources to pay, the authority to make the buying decision, and a desire for the product.
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| qualitative performance criteria | Criteria that represent the salesperson's major job activities and indicate why the quantitative measures look as they do.
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| quantitative performance criteria | Criteria that represent end results or bottom-line objective data.
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| real self | People as they actually are.
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| receiver | The person a communication is intended for.
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| reciprocity | An agreement whereby a person or organization buys a product if the person or organization selling the product also buys a product from the first party.
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| recruitment | The process of searching for, finding, and interviewing people for the sales job.
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| redirect question | A question that guides the prospect back to selling points that both parties agree on.
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| referral | A prospect who has been referred to a salesperson by another person.
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| referral approach | An approach that uses a third person's name as a reference to approach the buyer.
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| referral cycle | Provides guidelines for a salesperson to ask for referrals in four commonly faced situations experienced by salespeople.
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| relationship behavior | A kind of leadership that is peopleoriented; it involves use of two-way communication.
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| relationship gap | The difference between the buyer and the seller's postsale level of concern for each other.
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| relationship marketing | The creation of customer loyalty.
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| relationship selling | When the seller contacts the customer after the purchase to determine if the customer is satisfied and has future needs.
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| rephrase as a question | Turning an objection into a question in order to make the objection easier to answer.
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| rephrasing question | A question in which the salesperson rephrases what the prospect has said in order to clarify meaning and determine the prospect's needs.
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| reseller | Resellers purchase products and sell to organizations and/or individuals.
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| retail advertising | Advertising used by a retailer to reach customers within its geographic trading area.
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| retail salesperson | This individual sells goods or services to customers for their personal, nonbusiness use.
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| return on investment (ROI) | The additional sum of money expected from an investment over and above the original investment.
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| Robinson-Patman Act | An act that allows sellers to grant quantity discounts to larger buyers based on savings in manufacturing costs.
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| role playing | A process whereby a sales trainee acts through the sale of a product or service to a hypothetical buyer.
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| routine decision making | The process of being in the habit of buying a particular product so attitudes and beliefs toward the product are already formed and are usually positive.
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| routing | The travel pattern used in working a sales territory.
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| rule | A prescribed guide for conduct or action.
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| sales call objective | The main purpose of a salesperson's call to a prospect or customer.
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| sales call planning | The process of preparing to approach a prospect attempting to make a sale.
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| sales call purpose | Sales call purpose is to make a contribution to the welfare of a person or organization.
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| sales contests | Special sales programs offering salespeople incentives to achieve short-term goals.
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| sales force budget | The amount of money available or assigned for a definite period.
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| sales forecasting | One method used to predict a firm's future revenues when planning the company's marketing and sales force activities.
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| sales management | The attainment of sales force goals in an effective and efficient manner through planning, staffing, training, directing, and evaluating organizational resources.
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| sales objection | The prospect's opposition or resistance to the salesperson's information or request.
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| sales presentation | The actual presentation of the sales message to the prospect.
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| sales presentation mix | The key communication elements used by the salesperson in the presentation.
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| sales process | A sequential series of actions by the salesperson that leads toward the prospect taking a desired action and ends with a follow-up to ensure purchase satisfaction.
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| sales promotion | Activities and materials used to create sales of goods and services.
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| sales response function | The relationship between sales volume and sales calls.
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| sales territory | The group of customers or a geographical area assigned to a salesperson.
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| sales training | The effort put forth by an employer to provide the opportunity for the salesperson to acquire job-related attitudes, concepts, rules, and skills that result in improved performance in the selling environment.
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| scheduling | The establishment of a fixed time for visiting a customer's business.
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| selection | The process of selecting the best available person for a sales job.
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| selective distortion | The altering of information when it is inconsistent with a person's beliefs or attitudes.
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| selective exposure | The process of allowing only a portion of the information revealed to be organized, interpreted, and permitted into awareness.
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| selective retention | The act of remembering only the information that supports one's attitudes and beliefs.
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| self-concept | A person's view of him- or herself.
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| self-image | How a person sees him- or herself.
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| SELL Sequence | A sequence of things to do and say to stress benefits important to the customer: show the feature, explain the advantage, lead into the benefit, and let the customer talk by asking a question about the benefit.
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| service | Making a contribution to the welfare of others; the product which is an action or activity done for others for a fee.
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| service quality | A subjective satisfaction assessment customers arrive at by comparing the service level they believe an organization ought to deliver to the service level they perceive as being delivered.
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| shelf facings | The number of individual products placed beside each other on the shelf.
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| shelf positioning | The physical placement of the product within the retailer's store.
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| shock approach | An approach that uses a question designed to make the prospect think seriously about a subject related to the salesperson's product.
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| showmanship approach | An approach that involves doing something unusual to catch the prospect's attention and interest.
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| simile | A direct comparison statement using the word like or as.
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| social responsibility | The responsibility to profitably serve employees and customers in an ethical and lawful manner.
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| social space | A zone that is 4 to 12 feet from a person and is the area normally used for sales presentations.
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| source | The origin of a communication.
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| source objection | A loyalty-related objection by which the prospect states a preference for another company or salesperson, and may specify a dislike for the salesperson's company or self.
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| space invasion | A situation in which one person enters another person's personal or intimate space.
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| space threat | A situation in which a person threatens to invade another's spatial territory.
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| staffing | Activities undertaken to attract, hire, and retain effective sales force personnel within an organization.
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| stakeholder | Any group within or outside the organization that has a stake in the organization's performance.
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| stalling objection | An objection that delays the presentation or the sale.
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| standing-room-only close | A close whereby a salesperson suggests that if a prospect does not act now he or she may not be able to buy in the future, thus motivating the prospect to act immediately.
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| stimulus–response | A model of behavior that describes the process of applying a stimulus (sales presentation) that results in a response (purchase decision).
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| straight commission plan | A complete incentive compensation plan in which earnings accrue only if sales take place.
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| straight salary plan | A compensation plan whereby the salesperson is paid a specific dollar amount at regular intervals.
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| strategic | Programs, goals, and projects of great importance.
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| strategic customer relationship | A formal relationship between the seller and customer with the purpose of being a joint pursuit of mutual goals.
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| success | Setting a goal and accomplishing it.
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| suggestive propositions | A propositions that implies that the prospect should act now.
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| summary-of-benefits close | A close wherein the salesperson summarizes the benefits of the product in a positive manner so that the prospect agrees with what the salesperson says.
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| surfing the Internet | Exploring the different sites found within World Wide Web links.
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| T-account close | A close that is based on the process that people use when they make a decision by weighing the pros against the cons.
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| task behavior | Behavior that involves the leader describing the duties of an individual or group.
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| team leader | The salesperson who coordinates all of the information, resources, and activities needed to support the customers before, during, and after the sale.
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| team selling | Brings together the appropriate people and resources needed to make the sales call.
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| technical skills | The understanding of and proficiency in the performance of specific tasks.
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| technology close | A close in which the seller uses technology to present information.
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| telemarketing | A marketing communication system using telecommunication technology and trained personnel to conduct planned, measurable marketing activities directed at targeted groups of consumers.
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| telephone prospecting | The process of reaching potential customers over the phone.
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| termination-at-will rule | The employer's right to terminate sales personnel for poor performance, excessive absenteeism, unsafe conduct, and poor organizational citizenship.
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| territorial space | The area around oneself that a person will not allow another person to enter without consent.
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| territory manager | A person who plans, organizes, and executes activities that increase sales and profits in a given territory.
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| third-party answer | The technique of responding to an objection with testimony from authoritative sources.
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| tie-in sale | Prohibited under the Clayton Act, it occurs when a buyer is required to buy other, unwanted products in order to buy a particular line of merchandise.
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| top-to-top | The top executives from the seller's company meet with the customer's or prospect's top executives.
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| trade advertising | Advertising undertaken by the manufacturer and directed toward the wholesaler or retailer.
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| trade discounts | Discounts on the list retail price offered to channel members.
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| trade sales promotion | A promotion that encourages resellers to purchase and aggressively sell a manufacturer's products by offering incentives like sales contests, displays, special purchase prices, and free merchandise.
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| training | Deciding which methods to use, plus whom to train, when, and where.
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| transaction | A trade of values between two parties.
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| transaction selling | When a customer is sold a product and not contacted again.
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| trial close | A close that checks the attitude of your prospect toward the sales presentation.
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| true | Consistent with fact.
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| trust | The belief that another will act as they are expected to act.
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| truth | The facts needed to make ethical and moral decisions; to a person of faith—that which upholds and does not contradict what is fundamental to his or her faith and/or, frequently dependent on, what is stated in his or her sacred text.
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| unconscious need level | The level at which people do not know why they buy a product.
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| undifferentiated selling | The process of applying and designing selling strategies equally to all accounts.
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| unit cost | A small component price of a product's total cost.
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| value-added | Benefits received that are not included in the purchase price of the individual good or service.
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| value analysis | An investigation that determines the best product for the money.
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| values | One's moral code of conduct toward others: created through integrity, trust, and character.
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| visuals | Illustrative material that aids a prospect in increasing memory retention of a presentation.
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| wants | Needs that are learned by a person.
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| Web page | Each computer screen of information on the Internet.
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| wholesale salesperson | A person who sells products to parties for resale, use in producing other goods or services, or operating an organization.
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| wisdom | Ability to make good use of knowledge.
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| word processing | Computerized written communication.
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| World Wide Web | The part of the Internet that houses websites—providing text, graphics, video, and audio information.
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| worldview | People's different beliefs about the world around them.
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| zone price | The price based on geographical location or zone of customers.
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