CHAPTER 20 - Chapter 20: Personal Selling and Sales...

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Chapter 20: Personal Selling and Sales Management Scope and Significance of Personal Selling and Sales Management: Nature of Personal Selling and Sales Management o Personal selling : involves the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision. o Sales management : involves planning the selling program and implementing and evaluating the personal selling effort of the firm. (setting objectives, recruiting, selecting, training, and compensating salespeople, and evaluating performance) Selling Happens Almost Everywhere o Virtually every occupation that involves customer contact has an element of personal selling. Personal Selling in Marketing o Serves three major roles in a form’s overall marketing effort: 1. Salespeople are the critical link between the firm and its customers; match the company interests with customer needs to satisfy both parties. 2. Salespeople are the company in a consumer’s eyes. They represent what a company is or attempts to be and are often the only personal contact a customer has with the company. 3. Personal selling may play a dominant role in a firm’s marketing program (this situation usually arises when a firm uses a push marketing strategy). Creating Customer Solutions and Value Through Salespeople: Relationship and Partnership Selling o Salespeople can create customer value by easing the customer buying process; by following through after a sale. o Relationship Selling : the practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time. Involves mutual respect and trust among buyers and sellers; focuses on creating long-term customers, not a onetime sale. o Partnership Selling : (enterprise selling) buyers and sellers combine their expertise and resources to create customized solutions; commit to joint planning; and share customer, competitive, and company information for their mutual benefit, and ultimately the consumer. Relies on cross-functional business specialists who apply their knowledge and expertise to achieve better customers solutions, lower cost, and greater customer value. FORMS OF PERSONAL SELLING: Order-taking salespeople : process routine orders and reorders for products that were already sold by the company o Primary responsibility: to preserve an ongoing relationship with existing customers and maintain sales. o Do very little to actually sell. o Outside order takers : visit customers and replenish inventory stocks of resellers.
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Ex: FritoLay salespeople call supermarkets, etc to make sure there is adequate supply. o
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CHAPTER 20 - Chapter 20: Personal Selling and Sales...

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