Development and role of selling in marketing - Types of selling
11 important questions on Development and role of selling in marketing - Types of selling
Name the three types of selling?
- Order takers: respond to already committed customers
- Order creators: talk to those who specify rather than buyers
- Order getters: attempt to persuade customer to place an order directly
Give some more detailed information about 'Order takers'?
- Inside order-takers: customer has full freedom to choose products without the presence of a salesperson (incl. telemarketing sales team)
- Delivery salespeople: - Primarily concerned with delivering the product - Winning & losing orders will be dependent on reliability and the personality of the sales person
- Outside order-takers: Visit customers, but their primarily function is to respond to customer request rather than actively seek to persuade
Give some more detailed information about 'Order creators'?
▪ Missionary salespeople:
- Task is to educate and build goodwill
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Give some more detailed information about 'Order getters'?
- Front-line salespeople: - - New business salespeople - Organisational salespeople - - Consumer salespeople
- Sales support salespeople - Technical support salespeople: Can provide detailed technical information required by customers - Merchandisers: Sales to individual outlets are supported by merchandisers who give advice on display implement sales promotions, check stock levels and maintain contact with store managers
What are the two major categories of types of marketing?
- B2C marketing: markets where the distinguishing characteristics is that the customer is purchasing products & services for their own use or their family’s use
- B2B marketing: normally driven demand; customers are often geographically concentrated and negotiation is the order of the day in dealings between marketer and customer
Name the three different consumer goods of B2C markets?
- Fast moving consumer goods (FMCG)
- Semi-durable consumer goods
- Durable consumer goods
Name the charasterics of 1. Fast moving consumer goods?
- Goods are bought frequently and are generally non-durable
- Customers spend relatively little time searching for information and evaluating between different product offerings
- If customer is satisfied, tend to buy same good frequently → habital purchases
Name the charasterics of 2. Semi-durable consumer goods?
- Include products which are bought less frequently than FMCGproducts (clothing, shoes, jewellery)
- Customer tends to spend more time choosing between different competitive offerings
Name the charasterics of 3. Durable consumer goods?
- Less frequent purchases (computer, fridge)
- Customer is committed to product purchased for some time → often take considerable care in choosing between different product offerings
What are the key qualities to become a successful sales person?
- Empathy and interest in people
- Ability to communicate
- Determination
- Self-discipline & resilience
Name the charasterics of B2B markets?
- Buyers are much more likely to negotiate on price
- Delivery and service are particularly important
- Salesperson is likely to be dealing with skilled negotiators and the process of buying can extend over months or even years
- Sub-markets:
- o Markets for supplies & consumables
- o Markets for capital equipment
- o Markets for business services
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