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23download_doc-1.php - Class 14 I. Personal Selling a....

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Class 14 I. Personal Selling a. Basic info i. US companies spend more money on personal selling than any other form of communications spending 1. 4 times as much on personal selling as they did on advertising b. What it includes→*good sales people are great listeners i. Prospecting ii. Understanding the customer problem iii. Propose a solution iv. Gain commitment v. Insure satisfaction II. Relationship selling vs. transactional selling a. Transactional i. Focus on each sale ii. Provides info iii. Churn and burn 1. Work through customers as quickly as possible iv. Sell and repent b. Relationship i. Focuses on the customer ii. Listens to needs iii. Each customer matters iv. Confirm product fit and adjust III.Sales Force Structure
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a. Product based approach i. Usually when products are complex and require a lot of specialized detailed knowledge ii. Problem: if a single large company wants to buy many different types of products iii. Ex: selling airplanes iv. Ex: Kodak has industrial and consumer product sale forces
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23download_doc-1.php - Class 14 I. Personal Selling a....

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