COMMERCE 2MA3 Chapter Notes - Chapter 18: Personal Selling, Sales Management, Takers
22 Apr 2015
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Document Summary
Personal selling involves the two way flow of communication b/w a buyer and a seller, often face to face encounter, designed to influence a person"s or group"s purchase decision. Sales management involves planning the selling program and implementing and controlling the personal setting effort of the firm. 1) salespeople are the critical link b/w the firm and its customers, so they should match company interests with customer needs. Salespeople are the company in consumer"s eyes and the only personal contact they have with the company. 3) personal selling may play a dominant role in a firm"s marketing program (important when a company uses push strategy). Creating customer value through salespeople: relationship and partnership selling customer value creation is made possible by relationship selling, the practise of building ties to customers based on a salesperson"s attention and commitment to consumer needs over time. It involves respect and trust among buyers and sellers and focuses on long term relationships.
