COMM 296 Chapter Notes - Chapter 18: Personal Selling, Telemarketing
Document Summary
Personal selling: the two-way flow of communication between a buyer and a seller (1) describe the value added of personal selling that is designed to influence the buyer"s purchase decisions. Although costly, personal selling adds value to firm and provides value for customers by educating and provide advice, saving customer time, making things easier for customers, and help build long-term strategic relationship with customers. Follow up: step 1: generate and qualify leads. Trade shows: major events attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry. Cold calls: a method of prospecting in which salespeople telephone or go to see potential customers without appointments. Telemarketing: a method of prospecting in which salespeople telephone potential customers. Quality leads: the process of assessing the potential of sales leads: step 2: pre-approach. Personal selling and sales management: step 3: sales presentation and overcoming reservations.
