COMM 131 Chapter Notes - Chapter 13: Sales Promotion, Personal Selling, Tim Hortons
20 Apr 2013
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Personal selling: personal presentation by the firm"s sales force for the purpose of making sales and building customer relationships. Salespeople, sales representatives, sales consultants, agents, etc. Salespeople listen to their customers, assess their needs, and organize the company"s efforts to solve customer problems. Salesperson: an individual representing a company to customers by prospective, communicating, selling, servicing, information gathering, and relationship building. Personal selling involves interpersonal interactions between salespeople and individual customers (face to face, phone, email, etc. ) Personal selling can be more effective as salespeople can persuade customers. Sales force typically plays a major role in the company. Sales force represents company to the customers (develop new customers, communicate information, sell products, answer questions, negotiate, and provide customer service) Sales force represents customers to the company (manage the buyer-seller relationship, act as experts on customer needs, relay customer concerns) Marketing and sales should work together to jointly create value for customers. Actions to help bring marketing and sales functions closer:
