COMM 296 Lecture Notes - Personal Selling
Document Summary
Personal selling is a two-way communication between a buyer or buyers and a seller that is designed to influence the buyer into purchasing a product. Personal selling as a career: lifestyle, variety of the job, lucrative career, sales people at the front line of firm and visible to management, thus higher chance for being raised in the organization. The value added by personal selling: educating and providing advice, saving consumer time. Never be allowed to take over, only advise: helping build long term relationships. Relationship selling is a philosophy that emphasizes a commitment to maintaining a long term relationship over the long term and investing in opportunities that are mutually beneficial to both the parties. Step 1: generate and qualify leads: leads are a list of potential customers, who must be assessed on their potential, which means to qualify leads. This can be done through research online, talking to existing customers, trade shows, which is a forum for finding consumers.
