Glossary terms Ch. 1
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| adaptive selling | The ability of salespeople to alter their sales messages and behaviors during a sales presentation or as they encounter different sales situations and different customers.
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| AIDA | An acronym for the various mental states the salesperson must lead customers through when using mental states selling: attention, interest, desire, and action.
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| business consultant | A role the salesperson plays in consultative selling where he or she uses internal and external (outside the sales organization) sources to become an expert on the customer’s business. This role also involves educating customers.
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| combination sales job | A sales job in which the salesperson performs multiple types of sales jobs within the framework of a single position.
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| consultative selling | The process of helping customers reach their strategic goals by using the products, services, and expertise of the sales organization.
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| continued affirmation | a series of questions or statements furnished by the salesperson is designed to condition the prospective buyer to answering “yes” time after time, until, it is hoped, he or she will be inclined to say “yes” to the entire sales proposition.
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| customer value | The customer’s perception of what they get for what they have to give up, for example, benefits from buying a product in exchange for money paid.
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| Detailer | A category of sales support personnel in the pharmaceutical industry working at the physician level to furnish information regarding the capabilities and limitations of medications in an attempt to get the physician to prescribe their product.
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| diffusion of innovation | The process whereby new products, services, and ideas are distributed to the members of society.
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| economic stimuli | Something that stimulates or incites activity in the economy.
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| inside sales | Nonretail salespeople who remain in their employer’s place of business while dealing with customers.
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| long-term ally | A role the salesperson plays in consultative selling where he or she supports the customer, even when an immediate sale is not expected.
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| mental states selling | An approach to personal selling that assumes that the buying process for most buyers is essentially identical and that buyers can be led through certain mental states, or steps, in the buying process; also called the formula approach.
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| missionary salespeople | A category of sales support personnel who are not typically involved in the direct solicitation of purchase orders.
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| need satisfaction selling | An approach to selling based on the notion that the customer is buying to satisfy a particular need or set of needs.
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| order-getters | Also called hunters, these salespeople actively seek orders, usually in a highly competitive environment.
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| order-takers | Also called farmers, these salespeople specialize in maintaining current business.
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| personal selling | An important part of marketing that relies heavily on interpersonal interactions between buyers and sellers to initiate, develop, and enhance customer relationships.
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| pioneers | Salespeople who are constantly involved with either new products, new customers, or both. Their task requires creative selling and the ability to counter the resistance to change that will likely be present in prospective customers.
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| problem-solving selling | An extension of need satisfaction selling that goes beyond identifying needs to developing alternative solutions for satisfying these needs.
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| revenue producers | A role fulfilled by salespeople that brings in revenue or income to a firm or company.
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| sales dialogue | Business conversations between buyers and sellers that occur as salespeople attempt to initiate, develop, and enhance customer relationships. Sales dialogue should be customer-focused and have a clear purpose.
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| sales process | A series of interrelated steps beginning with locating qualified prospective customers. From there, the salesperson plans the sales presentation, makes an appointment to see the customer, completes the sale, and performs postsale activities.
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| sales professionalism | A customeroriented approach that uses truthful, nonmanipulative tactics to satisfy the long-term needs of both the customer and the selling firm.
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| stimulus response selling | An approach to selling where the key idea is that various stimuli can elicit predictable responses from customers. Salespeople furnish the stimuli from a repertoire of words and actions designed to produce the desired response.
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| strategic orchestrator | A role the salesperson plays in consultative selling where he or she arranges the use of the sales organization’s resources in an effort to satisfy the customer.
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| technical support salespeople | Technical specialists who may assist in the design and specification process, installation of equipment, training of customer’s employees, and follow-up technical service.
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| trust-based relationship selling | A form of personal selling requiring that salespeople earn customer trust and that their selling strategy meets customer needs and contributes to the creation, communication, and delivery of customer value.
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