Chapter 15 - Chapter 15 The Importance and Role of Personal...

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Chapter 15 The Importance and Role of Personal Selling In dealing with any customer, the salesperson must adjust for cultural influences and other factors that might affect communication Personal selling is absolutely essential in the promotion blends of some firms Personal selling is often a company’s largest single operating expense Every economy needs and uses many salespeople o In the US, 1 out of every 10 in the total labor force is involved in sales work Good salespeople don’t just try to sell the customer, rather they try to help the customer buy by understanding the customer’s needs and presenting the advantages and disadvantages of their products The salesperson may provide information about products, explain company policies, and even negotiate prices or diagnose technical problems The sales rep if often the only link between the firm and its customers, especially if customers are far away Feedback is an essential part of both the communication process and the basic management process of planning, implementing, and control The sales rep may be the first to hear about a new competitor or a competitor’s new strategy The salesperson may have choices about o What target customers to aim at o Which particular products to emphasize o Which intermediaries to rely on or help o What message to communicate and how to use promotion money o How to adjust prices What Kinds of Personal Selling Are Needed? 3 basic types of sales tasks o Order-getting o Order-taking o Supporting One person may do all three tasks in some situations Order Getters Develop New Business Relationships Order getters are concerned with establishing relationships with new customers and developing new business o Order getting means seeking possible buyers with a well-organized sales presentation designed to sell a good, service, or idea o These people are well-payed Producers of all kinds of products, especially business products, have a great need for order getters
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They help the customer identify ways to solve problems; then they sell concepts and ideas, not just physical products To be effective at this sort of “solutions selling,” an order getter often needs to understand a customer’s whole business as well as technical details about the product and its applications Orders getters for professional services—and other products where service is a crucial element of the MM—face a special challenge: the customer usually can’t inspect a service before deciding to buy Order getters for unsought consumer products must help customers see how a new product can satisfy needs now being filled by something else Order getters are also helpful for selling heterogeneous shopping products Order Takers Nurture Relationships To Keep The Business Coming Order takers sell to the regular or established customers, complete most sales transactions, and maintain relationships with their customers Order-taking
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This note was uploaded on 12/04/2011 for the course MKT 320F taught by Professor Miller during the Spring '08 term at University of Texas.

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Chapter 15 - Chapter 15 The Importance and Role of Personal...

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