Personal Selling and Customer Service BUSI 406 Chapter 14
Today’s Agenda • Any questions? • Let’s review Chapter 13 • Discuss Chapter 14 • Discuss Midterm II • Discuss Final exam and the remaining classes
Let’s review • Promotion methods – Personal selling, Mass selling, Sales promotion • Promotion objectives – Informing, Persuading, Reminding • Outbound marketing vs. Inbound marketing • Pushing vs. Pulling • Integrated marketing communications (IMC) • Budgeting – Expected sales vs. task method
Strategy Planning & Personal Selling CH 15: Advertising & Sales Promotion Importance of personal selling Personal selling tasks Strategy decisions Personal selling process CH 14: Personal Selling and Customer Service CH 13: Promotion Intro. to Integrated Marketing Communications
Personal Selling • Personal selling is the company’s link to customers – Customer’s perceptions of the company – Relationship builders (good salespeople help customers buy)
Why Is Personal Selling Important?
Types of Personal Selling Order- Taking Order- Taking Order- Getting Order- Getting Supporting Supporting Sales Tasks Sales Tasks
Order Getters Order getters develop new business relationships Wholesalers’ Order Getters Almost Hand It to Customer Wholesalers’ Order Getters Almost Hand It to Customer Producers’ Order Getters Find New Opportunities Producers’ Order Getters Find New Opportunities Retail Order Getters Influence Buyer Behavior Retail Order Getters Influence Buyer Behavior Order Getters and Order-Getting Order Getters and Order-Getting
Order Takers – “Farmers” Order takers nurture relationships to keep the business coming Producers’ Order Takers Train, Explain, & Collaborate Producers’ Order Takers Train, Explain, & Collaborate Order Takers and Order-Taking Order Takers and Order-Taking Retail Order Takers Are Often Poor Sales Clerks Retail Order Takers Are Often Poor Sales Clerks Wholesalers’ Order Takers Focus on Mindshare -> Marketshare Wholesalers’ Order Takers Focus on Mindshare -> Marketshare
Supporting Supporting sales force informs and promotes in the channel Technical Specialists Technical Specialists Missionary Salespeople Missionary Salespeople
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- Sales, Personal Selling, order getters