CHAPTER 20 - CHAPTER 20 Nature of personal selling Personal...

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CHAPTER 20: Nature of personal selling: 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. -also takes place over the telephone, through video teleconferencing and internet-enabled links between buyers and sellers Sales Management: involves planning the selling program and implementing and evaluating the personal selling effort of the firm -the tasks involved in managing personal selling include: setting objectives; organizing salesforce; recruiting, selecting, training, and compensating salespeople; and evaluating the performance of individual salespeople. Selling Happens Almost Everywhere -virtually every occupation that involves customer contact has an element of personal selling -selling often serves as a stepping-stone to top management as well as being a career path itself. Personal selling in marketing -serves 3 major roles in a firm’s overall marketing effort: 1. salespeople are the critical link between the firm and its customers. -this requires that salespeople match company interests with customer needs to satisfy both parties in the exchange process. 2. sales people are the company in a consumers 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. may play a dominant role in a firm’s marketing program. -this situation typically arises when a firm uses a push marketing strategy Creating Customer Solutions and value through salespeople: relationship and partnership selling -by being close to the customer, salespeople can identify creative solutions to customer problems. -salespeople can create value by easing the customer buying process -customer value is also created by salespeople who follow through after the sale. Relationship Selling: -customer value creation is made possible by 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 one time sale. Partnership selling: -sometimes called 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 customer. -relies on cross functional business specialists who apply their knowledge and expertise to achieve better customer solutions, lower cost, and greater customer value. -compliments supplier and channel partnering. The many forms of personal selling 3 types exist: 1. Order Taking sales people
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Order taker: processes routine orders or reorders for products that were already sold by the company.
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