Chpt 1 - Product Validation & Selling January 13th,...

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January 13 th , 2012 Chapter 1: Personal Selling - Interaction between a customer to present information about a product or service. - A process of developing relationships > discovering needs > matching the appropriate product with those needs > and communicating benefits through informing, reminding, or persuading. - In an ideal world, the salesperson diagnoses the customer’s needs and custom fits the product to meet them. Product - Physical goods, services, or ideas Personal Selling Philosophy - Value-added Selling - Improving the sales process to create value for the customer: - offer better advice and product solutions, - carefully manage customer relationships, and - provide better service after the sale. Personal Selling in the Information Age - Major Developments (1960-2020) - Major advances in information technology - Information is a strategic resource - Business is defined by customer relationships - Sales success depends on creating and adding value for the customer
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This note was uploaded on 02/02/2012 for the course MGCR 423 taught by Professor Okhmatovskiy during the Winter '08 term at McGill.

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Chpt 1 - Product Validation & Selling January 13th,...

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