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

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
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
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Order taker: processes routine orders or reorders for products that were already sold by the company. The primary responsibility of order takers is to preserve an ongoing relationship with existing customers
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 12/14/2011 for the course MKTG 3104 taught by Professor Ebcoupey during the Fall '08 term at Virginia Tech.

Page1 / 9

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

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online