Chapter 14

Chapter 14 - Chapter 14: Personal selling and customer...

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Chapter 14: Personal selling and customer service o Importance and role of personal selling Absolutely essential in promotion blends of some firms Often a company's largest single operating expense In US, 1 in 10 of total labor force is involved in sales work Good salespeople try and help the customer buy Understand their needs and presenting the advantages and disadvantages of their products Salespeople represent whole company-and customers too Sales rep is often only link between firm and its customers Salesperson also represents the customer back inside the selling firm Sales force can aid in the marketing info function Salespeople can be strategy planners Have choices about What target customers to aim at What particular products to emphasize Which intermediaries to rely on for help How to use promotion money How to adjust prices o What kinds of personal selling are needed? Basic sales tasks: order getting, order-taking, and supporting Order getters : concerned with establishing relationships with new customers and developing new business Order getting : seeking possible buyers with a well organized sales presentation designed to sell a good, service, or idea Producers of all products, especially business products have a great need for order getters Help customer identify ways to solve problems Sell concepts and ideas, not just physical products Often needs to understand customer's whole business as well as technical details about product and its applications Salespeople for agent wholesalers are often order getters Retail order getters influence consumer behavior Helpful for selling heterogeneous products Order takers : sell to the regular or established customers, complete most sales transactions, and maintain relationships with their customers Order taking : routine completion of sales made regularly to target customers Requires ongoing follow-up to make certain that the customer is totally satisfied Work on improving whole relationship with their accounts, not just completing a single sale Producers' order takers-train, explain and collaborate Wholesalers' order takers-not getting orders but keeping
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This note was uploaded on 03/05/2012 for the course BUSI 406 taught by Professor Perreault during the Fall '11 term at UNC.

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Chapter 14 - Chapter 14: Personal selling and customer...

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