Module12 - Personal Selling Introduction When you think...

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Personal Selling Introduction When you think about the term “sales,” what comes to mind? Annoying sales calls that reach you just as you’re sitting down for dinner? The stereotypical used car salesman who acts like he’s your best buddy the moment you step onto the car lot? Well, the days of quick and dirty sales are, for the most part, lost with the dinosaurs. Sure, you’ll find those folks out there now and then, but most businesses have come to realize that truly effective long-term sales and success relies much less on individual sales transactions than on good, mutually beneficial customer relationships. The role of sales is critical in business, so it merits our looking at it a bit more closely. That’s what we’ll be up to in this section of the course. In this module, we’ll learn more about sales and personal selling. We’ll try to remedy some of the unfortunate stereotypes you may have about sales and look at sales from the perspective of marketing managers who are trying to build long-term, mutually beneficial customer relationships. Student Outcomes Understand what personal selling is and why it is an important part of the promotion mix. Identify some of the different ways sales forces are structured. Know what to look for in good salespeople and how to motivate your sales force. Understand different ways to evaluate sales performance. Assignments Read: Hewlett-Packard Overhauls Its Vast Corporate Sales Force Read: Point, Click, and Sell: Welcome to the Web-Based Sales Force Assignment 12.1: Final Project—Goals and Objectives Assignment 12.2: Final Project—Market Segmentation
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The Nature of Personal Selling in a broad sense, selling is about trying to convince someone to invest in something. Actually, it’s quite similar to the activities that many other professionals perform. College sports team recruiters court high school athletes to try to convince them to attend their colleges. Museums and art galleries present their exhibits and works to donors and buyers in hopes of receiving funds that will allow them to continue pursuing their artistic and historic endeavors. In a similar fashion, salespeople try talking to customers to convince them to buy their products. Personal selling refers to selling through the use of personal and direct communications between businesses and clients. It’s not about fooling customers into spending money; it’s about salespeople knowing their customers, building good relationships with them, and establishing mutually beneficial long-term business exchanges with them. In a way, anyone in a business who deals with customers contributes to the sales process, but personal selling activities are typically led by sales forces. These are groups of people who represent a company to customers for the specific purpose of selling. The sales force is made up of people with many different titles, including salespeople, sales representatives, account executives, sales
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Module12 - Personal Selling Introduction When you think...

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