MKTG 301 Study Guide - Final Guide: Telemarketing, Cognitive Dissonance, Implied Consent
13 Jan 2017
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What is personal selling, the value added by personal selling, Relationship selling is the practice of building ties to (cid:272)usto(cid:373)ers (cid:271)ased o(cid:374) a salesperso(cid:374)"s atte(cid:374)tio(cid:374) a(cid:374)d commitment to customer needs over time. the personal selling process: prospecting and evaluating. Seek names of prospects through sales records, referrals etc. , also responses to advertisements. Need to evaluate if the person is able (undergraduate degree to attend a graduate program), willing and authorized to buy. Blind prospecting-rely on phone directory etc: preapproach (preparing) Review key decision makers esp. for business to business, but also family: assess credit histories, prepare sales presentations identify product needs. Helps present the presentation to meet the prospects needs: approaching the customer. Manner in which the sales person contacts the potential customer. First impression of the sales person is lasting and therefore important. Strive to develop a relationship rather than just push the product. Can be based on referrals, cold calling or repeat contact: making the presentation.
