Study_Guide_for_Lecture_21_-_Personal_selling

Study_Guide_for_Lecture_21_-_Personal_selling - Study guide...

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Study guide for Lecture 21: Personal Selling and Sales Management     Who is selling? Selling philosophy 0. Examples of selling situations 0. The dog ate my homework 1. Who wants to go to the movies 2. Will you marry me 3. You never call me anymore 4. What features do you look for in a luxury car 1. The single most important activity in the world 5. Everybody is selling something all of the time 6. 1 out of 10 Americans do it for money 2. Definition 7. A purchase situation involving a paid-for communication between two people in  an attempt to influence each other. 8. “selling” means more than getting the customer to write a check 3. Three approaches to selling 9. High pressure sales/Hard sell 0. This approach is still used in many circumstances 0. Unsought goods 1. Postponable purchase 2. Infrequent purchase 3. High information differential 1. Why? – because it works 10. Relationship selling 2. Aka needs satisfaction selling, consultative selling, adaptive selling 3. Salesperson acts as consultant 4. Help customer solve problems 5. High likelihood your product will play a role in the solution Marketing 431 Study Guides © 2009 Lecture 21: Personal Selling Page 1
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4. Good for long-term relationships 11. The shotgun approach 5. Ask as many people as you can 6. Those interested in your product say yes 7. This is the approach used by telemarketers 6. Call 100,000 people 7. 99,000 are annoyed 8. 1000 become customers 9. This is what a 1% close ratio means 0. Why salespeople are obnoxious 0. Look at how they are compensated 1. Hard sell is almost always 100% commission 0. The salesperson starves if you don’t buy  1. What if you are the only prospect this week 2. Consultative selling can be obnoxious too 2. How many calls do you get after you say no 3. Telemarketers use poorly targeted lists to save money 3. The 99% of the people they annoy aren’t customers anyway 4. Spammers consider a .0001% closing rate to be successful 10. Generate millions of e-mails in order to generate a handful of orders
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This note was uploaded on 05/10/2010 for the course MKTG 431 taught by Professor Brucerobertson during the Spring '07 term at S.F. State.

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Study_Guide_for_Lecture_21_-_Personal_selling - Study guide...

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