Chapter 17 Notes

Chapter 17 Notes - Chapter 17 Personal Selling: the two-way...

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Chapter 17 Personal Selling: the two-way flow of communication b/t a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision Sales Management: planning the selling program and implementing the personal selling effort of the firm -tasks involved in managing personal selling include… 1. setting objectives 2. organizing the salesforce 3. recruiting, selecting, training, and compensating salespeople 4. evaluating the performance of individual salespeople Personal Selling in Mktg -Personal selling serves 3 major roles in a firm’s overall mktg effort… 1. salespeople match company interests w/customer needs to satisfy both parties in the exchange process 2. salespeople are the company in a consumer’s eyes (EX. the “look” projected by Gucci salespeople) 3. personal selling may play a dominant role in a firm’s mktg program (EX. pays almost 40% of its total sales dollars for selling expenses) Creating Customer Value through Salespeople: Relationship Selling -salespeople are the critical link b/t the firm and its customers -by being close to a customer, salespeople can identify creative solutions to customer problems (EX. Salespeople at Medtronic, Inc. are in the operating room for more than 90% of the procedures) -salespeople can create value by easing the customer buying process (EX. AMP, Inc. records all information about products specs on CD-ROM disks so they can be scanned instantly by salespeople/customers) -Relationship Selling: practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time -focuses on creating long-term customers -emphasizes the importance of learning about customer needs and wants and tailoring solutions to customer problems as a means to customer value creation Order Taking -Order Taker: processes routine orders or reorders for products that were already sold by the company -primary responsibility is to preserve an ongoing relationship w/existing customers and maintain sales -2 types of order takers…
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1. Outside Order Takers: visit customers, arrange displays, and replace inventory stocks of reseller, such as retailers or wholesalers (EX. Frito-Lay salespeople call on supermarkets to ensure company’s snack products are in adequate supply) 2. Inside Order Takers: also called order clerks/salesclerks, typically answer simple questions, take orders, and complete transactions w/customers (EX. retail clerks) employed by companies that use inbound telemarketing , the use of toll- free telephone numbers that customers can call to obtain information about products or services and make purchases Order Getting -Order Getter: salesperson who sells in a conventional sense and identifies prospective customers, provides customers w/information, persuades customers to buy, closes sales, and follows up on customers’ use of a product/service -can be inside (automobile salesperson) or outside (a Xerox salesperson) -involves high degree of creativity/customer empathy
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This note was uploaded on 03/25/2008 for the course MKTG 3104 taught by Professor Ebcoupey during the Spring '08 term at Virginia Tech.

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Chapter 17 Notes - Chapter 17 Personal Selling: the two-way...

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