MRKT 455 Lecture Notes - Lecture 1: Direct Selling, Takers, Personal Selling
12 Sep 2018
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Document Summary
What is selling: personal selling, personal communication, persuasive, need fulfillment, goods, services & ideas. How do we get people to act: persuasion, storytelling, bribes, personal connection, etc. Order takers vs. order getters: order takers, ask what customer wants, no sales strategy or creative presentations, do (cid:374)ot (cid:862)(cid:272)reate sales(cid:863, order getters/creators, generate new business, use creative sales strategies and effective sales presentations. Incentives such as trips: financial, earn more than others at the same level in the organization. Income based on performance: perks such as company car, laptop, expense account, etc. Relationship selling: goal: long-term relationship with customer/client, expertise enables seller to become problem solving partner, service and follow-up ensure purchase satisfaction, sequence builds customer loyalty- a relationship. Selling as a profession: sales people work hard in becoming experts on their products. Analyze customer needs recommend solution and gain commitment implement the recommendation maintain and grow the relationship.
