MKT 504 Chapter 1: Overview of Personal Selling
15 May 2015
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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, allows for immediate feedback from customers. Trust-based 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: the customer s perception of what they get for what they have to give up. Exhibit 1. 1 comparison of transaction focused traditional selling. Selling skills, info gathering, listening and questioning, strategic problem solving, etc. Sales dialogue: refers to the series of conversations between buyers and sellers that take place over time in an attempt to build relationships. These conversations have several purposes: allows for more thorough qualifying, demonstrates sincere interest in the prospective customer, helps determine prospective customer"s unique needs, ensures meaningful presentation of value-added solutions, promotes open communication and satisfaction feedback.
