MKTG 302 Ch 18 Personal Selling and Sales Management.docx - Personal Selling Personal selling is paid for face-to-face communication aimed at informing

MKTG 302 Ch 18 Personal Selling and Sales Management.docx -...

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Personal Selling Personal selling is paid for, face-to-face communication aimed at informing and influencing the customers to increase company sales. Personal selling can be expensive, so it is better utilized when the transaction value is high either because it is a big-ticket item or large volumes are being sold. A large customer base may be better served with advertising, but personal selling can be more cost effective for fewer customers particularly if the product is complex or customized. Finally, it is more effective in the later stages of the purchase process. The old style selling used a well-rehearsed, canned approach which gave a predesigned sales pitch with the sole aim of making the sale. Newer thinking is more in line with the marketing concept and emphasizes developing relationships with the buyers. Sales people work with buyers in a consultative role. They try to understand the customers and their needs and then offer solutions accordingly. This is referred to as relationship selling. With this approach, sales people and buyers become partners in solving the buyer’s problems leading to a long-term relationship between the two. Customer Relationship Management In customer relationship management, or CRM, businesses put customers at the center and manage every contact with them with an intent of understanding their needs, collecting relevant information, and leveraging this data the better serve the customers and increase sales. CRM is a 4-step process: Identifying customer relationship: companies running successful CRM programs are customer centric and develop their company’s responses around the needs and wants of the customers. Collection good data on consumers is critical to accomplishing this. This is referred to as learning, understanding interactions with current customers. Understanding interactions with its customers is the very foundation of CRM. Therefore, companies identify all situations where customers can interact with the company. Not just personal interactions, but also online interactions and exposure to advertising. Point of sale interactions are particularity useful in understanding customer behavior. These interactions are referred to as touch points and CRM aims to manage interactions at all touch points to make sure they are positive experiences for their customers.
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