Chapter 17 personal selling interpersonal influence

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Chapter 17 Personal selling - Interpersonal influence process involving a seller’s promotional presentation conducted on a person-to-person basis with the buyer 1. Describe the role of today’s salesperson. Salespeople are problem solvers who focus on satisfying customers’ needs before, during, and after the sale Personal selling is a vital, vibrant, dynamic process Salespeople must be able to: o Focus on a customer’s situation and needs and create solutions that meet those needs o Follow through and stay in touch before, during, and after a sale o Know the industry and have a firm grasp of their firm’s and their competitors’ abilities o Exceed their customers’ expectations, even if it means going above and beyond the call of duty 2. Describe the four sales channels. o Over-the-Counter Selling- Personal selling conducted in retail and some wholesale locations in which customers come to the seller’s place of business o Field Selling- Sales presentations made at prospective customers’ locations on a face-to-face basis Expensive form of selling, particularly because of travel expenses In routine cases, In more complex cases, Network marketing - Personal selling that relies on lists of family members and friends of the salesperson, who organizes a gathering of potential customers for a demonstration of products o Examples: Telemarketing- The selling process is conducted by phone o Serves two purposes o Serves two markets o Outbound telemarketing - Sales method in which sales personnel place phone calls to prospects and try to conclude the sale over the phone o Technologies used: Predictive dialers, Autodialing, & Random-digit dialing o Drawback: o Most consumers dislike the practice and have signed up for the national Do Not Call Registry o Some firms still use telemarketing because: o The average call cost is low
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o Firms point to a significant rate of success o Inbound telemarketing - Sales method in which prospects call a seller to obtain information, make reservations, and purchase goods and services Inside Selling- Selling by phone, mail, and electronic commerce o Turn opportunities into actual sales o Support technicians and purchasers with current solutions 3. Describe the major trends in personal selling. #1 Relationship Selling o Regular contacts between sales representatives and customers over an extended period to establish a sustained buyer-seller relationship o No longer short-term focus; long-term focus o Must meet expectations for long lasting relationships o Important to both, B2B and B2C sales #2 Consultative Selling o Meeting customer needs by listening to them, understanding their problems, paying attention to details, and following through after the sale o Online companies have instituted consultative selling models to create long-term customers o Cross-selling - Offering multiple goods or services to the same customer o More expensive to acquire a new customer than to sell additional goods/services to an existing one
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