MKT291Ch.17 - Chapter 17 Personal Selling o Sales...

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Chapter 17 Personal Selling o 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 Sales Management o Planning the selling program and implementing and evaluating the personal selling effort of the firm Relationship Selling o The practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time Order Taker o A salesperson who processes routine orders or reorders for products that were already sold by the company Order Getter o A salesperson who sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers’ use of a product or service Personal Selling Process o Sales activities occurring before and after the sale itself, consisting of 6 stages: Prospecting Preapproach Approach Presentation
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This note was uploaded on 10/19/2011 for the course MARKETING 291 taught by Professor Hoffer during the Fall '11 term at Miami University.

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MKT291Ch.17 - Chapter 17 Personal Selling o Sales...

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