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Psychic income, p. 10: Psychic income, which consists of factors that provide psychological
rewards, helps satisfy these important needs and motivates persons to achieve higher levels of
performance.
Inside salespeople, p. 11: Inside salespeople are those who perform selling activities at the
employer’s location, typically using the telephone and e-mail.
Outside salespeople, p. 11: Unlike inside sales, outside salespeople travel to meet prospects and
customers in their places of business or residence.
Trade selling, p. 12: Trade selling refers to the sale of a product or service to another member of
the supply chain.
Missionary, or detail, sales, p. 12 : Another example of B2B sales is missionary, or detail,
sales. Rather than selling directly to the end user, the missionary salesperson attempts to
generate goodwill and stimulate demand for the manufacturer’s product among channel
members.
Field salespeople, p. 12: Field salespeople interact with new customers and current customers.
They must be able to identify customer needs and requirements and to recommend the proper
product or service to meet the customer’s needs.
Missionary salespeople, p. 15: Missionary salespeople, also known as “detail salespeople,”
serve to develop goodwill, provide information, and stimulate demand for the manufacturer’s
products. A missionary salesperson does not sell the product but receives recognition for
increasing the sale of products indirectly.
Direct salespeople, p. 16: Direct salespeople are independent contractors who represent
manufacturers and Internet. In 2014, Direct Selling News reported there are 18.2 million direct
salespeople in the United States and 78.2 million outside this country.
Customer relationship management, p. 17: Customer relationship management (CRM),
sometimes referred to as “sales automation,” is software that records in one place the
extensive information necessary to understand a customer and his or her needs and
expectations.
Knowledge workers, p. 18: Knowledge workers are individuals whose work effort is centered
on creating, using, sharing, and applying knowledge.
Business or client development, p. 19: Many employers expect the professional to bring in new
business, often referred to as business or client development, in addition to keeping current
customers satisfied.
Customer service representative (CSR), p. 20: The term customer service representative
(CSR) is used to describe knowledge workers who process reservations, accept orders by
phone or other means, deliver products, handle customer complaints, provide technical
assistance, and assist full-time sales representatives.
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MyMarketingLab
To complete the problems with the * in MyLab, students should go to the EOC Discussion
Questions.
ANSWERS TO REVIEW QUESTIONS
1-1.
Explain how personal selling can help solve the problem of information overload.
1-2 According to the Strategic/Consultative Selling Model (see Figure 1.1), what are the
three prescriptions for developing a successful personal-selling philosophy?
1-3 List and describe the four employment settings for people who are considering a selling
1-4 What future for women is there in selling?
1-5 Some salespeople have an opportunity to earn certification in a sales or sales-related
1-6 Explain why high-performance value-added salespeople earn much more than high-
performance transactional salespeople.
1-9
1-7 List three titles commonly used to describe manufacturing salespeople. Describe the duties of
1-9 List and briefly describe the four major sources of sales training.
SUGGESTED ANSWERS FOR APPLICATION EXERCISES
1-10. Examine a magazine or newspaper ad for a new product or service that you have never
seen. Evaluate its chances for receiving wide customer acceptance. Does this product require
a large amount of personal-selling effort? What types of salespeople (service, manufacturing,
wholesale, or retail) are involved in selling this product?
The objective of this exercise it to have the students gain a better understanding of the
different types of selling that influence product acceptance. They are also likely to discover
that with convenience products, such as those in a grocery store, even though there is little or
no personal selling at the retail level, there may be a large amount of personal selling effort at
the wholesale and manufacturing levels. At the retail level, a retail sales clerk could handle
the order taking of convenience items, but for other items, such as those found at an
appliance store, a retail salesperson would be required in most cases.
1-11 For each of the following job classifications, list the name of at least one person you know
in that field:
a. Full-time person who sells a service
b. Full-time inside wholesale salesperson
c. Full-time manufacturer’s salesperson
d. Full-time retail salesperson
Interview one of the people you have listed, asking the following questions concerning
their duties and responsibilities:
a. What is your immediate supervisor’s title?
b. What would be a general description of your position?
c. What specific duties and responsibilities do you have?
d. What is the compensation plan and salary range for a position like yours?
Write a job description from this information.
1-10
The objective of this field-based exercise is to get the student talking with someone in the
selling field. The suggested questions will tend to make the visit more informative for the
student. Students can share a large amount of field-based information if they are asked to
make oral reports on their interviews.
1-12 Shelly Jones, a vice president and partner in the Chicago office of the consulting firm
Korn/Ferry International, has looked into the future and he sees some new challenges
for salespeople. He recently shared the following predictions with Selling Power
magazine:
a. Salespeople will spend more time extending the range of applications or finding new
markets for the products they sell.
b. The selling function will be less pitching your product and more integrating your
product into the business equation of your client. Understanding the business environment in
which your client operates will be critical.
c. In the future, you will have to be a financial engineer for your client. You need to
understand how your client makes money and be able to explain how your product or service
contributes to profitable operation of the client’s firm.
Interview a salesperson who is involved in business-to-business selling – a manufacturer’s
representative, for example – and determine whether this person agrees with the views of
Shelly Jones.
This field interview will give students an opportunity to reflect on some of the new
challenges facing business-to-business salespeople.
1-13 There are many information sources on selling careers and career opportunities on the
Internet. Two examples include Monster.com and CareerBuilder.com. Search the Internet for
information on selling careers.
Use your search engine to find career information on a pharmaceutical representative, a field
sales engineer, and a retail salesperson.
Students will find a variety of information on the listed career choices – from job
descriptions to job ads to periodicals relating to the jobs. After students find information on
their desired career, have them print and submit it.
ROLE-PLAY EXERCISE
This role-play exercise duplicates a typical job interview. Before the role-play, students
should think about what they have to sell regarding work experience, education, leadership
positions held, volunteer work, etc. Most students will change jobs eight to ten times throughout
their lifetime, so this can prepare them for future real-world interviews.
SOLUTION FOR THE CASE PROBLEM
1-14. Tom James and Alex Homer appeal to the three prescriptions of a personal selling
philosophy. First, they have adopted the marketing concept in so far as the customer is at the
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Copyright © 2018 Pearson Education, Inc.
center of their value proposition – Tom James offers a service rather than just clothing.
Second, Tom James values personal selling because customers are highly sensitive to the
level of service provided, and customer retention is dependent upon superior personal selling
strategies. Third, sales representatives of Tom James, such as Alex Homer, are problem
solvers for their clients, who are under extreme time constraints and need to have a
customized service that identifies and fulfills their needs.
1-16. Alex uses a persuasive presentation strategy that is made possible by his experience and
