Personal Selling and Customer Service

Personal Selling and Customer Service - The Importance and...

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

View Full Document Right Arrow Icon
The Importance and Role of Personal Selling Personal selling is often a company’s largest single operating expense.  Good salespeople try to help the customer buy- by understanding the customer’s needs  and presenting advantages and disadvantages of their products.  Salespeople represent the whole company – and customers too.  it is usually the sales rep who coordinates the relationship for his or her firm The salesperson also represent the customer back inside the selling firm  Sales force aids in marketing information function as well The sales rep is the first to hear about competitors new strategy and can be a key  source of ideas for new products Salespeople can be strategy planners too. They may decide: a.i. what target customers to aim at a.ii. Which particular products to emphasize a.iii. Which middlemen to rely on or help a.iv. How to use promotion money  a.v. How to adjust prices What Kinds of Personal selling are needed? The three  basic sales tasks  are  order-getting, order-taking, and supporting. Order-getters:  are concerned with establishing relationships with new customers and  developing new businesses.  Order-getting:  means seeking possible buyers with a well-organized sales presentation  designed to sell a good, service, or idea.  Producers use order-getters to locate new prospects, open new accounts, see new  opportunities, and help establish and build channel relationships
Background image of page 1

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

View Full DocumentRight Arrow Icon
Good Order-getters identify ways to solve problems; then they sell concepts and ideas  not just physical products.  Wholesalers’ order getters – almost hand it to the customer:  Agent middlemen  often are order getters – particularly the more aggressive manufacturer’s agents and  brokers.  Retail order getters influence customer behavior:  The order getter helps bring  products out of the introduction stage into the market growth stage.  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:  is the routine completion of sales made regularly to target customers. It 
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 02/23/2012 for the course BUSI 406 taught by Professor Perreault during the Fall '11 term at UNC.

Page1 / 6

Personal Selling and Customer Service - The Importance and...

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