MKT 504 Chapter Notes - Chapter 1: Personal Selling, Interpersonal Communication, Sales Process Engineering

• School: Ryerson University
• Department: Marketing
• Course: MKT 504
• Professor: Daryl D' Souza

Document Summary

Personal selling: an important part of marketing that relies heavily on interpersonal interactions between buyers and sellers to initiate, develop, and enhance customer relationships. Trust-based relationship selling: a form of personal selling that requires that salespeople earn customer trust and that their selling strategy meets customer needs and contributes to the creation, communication, and delivery of customer value. Customer value: customers" perception of what they get for what they have to give up; for example, benefits from buying a product in exchange for money paid. Sales dialogue: business conversations between buyers and sellers that occur as sales- people attempt to initiate, develop, and enhance customer relationships. Sales dialogue should be customer focused and have a clear purpose. Sales presentations that include scripted sales calls, memorized presentations, and automated presentations. Sales professionalism: a customer-oriented approach that uses truthful, non-manipulative tactics to satisfy the long-term needs of both the customer and the selling firm.