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Chapter 16 Study Notes

Chapter 16 Study Notes - Chapter 16 1 Discuss personal...

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Chapter 16 1. Discuss personal selling process, distinguishing between transaction-oriented  marketing & relationship marketing 2. Define direct marketing & discuss its benefits to customers & companies 3. Identify & discuss the major forms of direct marketing The Personal Selling Process STEPS IN THE SELLING PROCESS Prospecting and Qualifying:  Identify qualified potential customers. This is the  single easiest way to improve sales. If you chase the right people you will sell much  more in a much shorter period. Preapproach:   You must know fully your own organization or product and how  best to approach a prospect before you proceed. Approach:  This is the stage that the salesperson gets the relationship off to a  good start. This means knowing your opening lines, follow ups, and pre ready remarks. 
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