MKT 504 Chapter Notes - Chapter 1: Personal Selling
Document Summary
Personal selling interpersonal interactions to initiate a sale or develop a relationship with the customer high amount of contact with customer (before, during, and after) Truth-based relationship selling a form of personal selling gaining customers trust so that customer value is increased and their needs are met customer value. What customers perceive they get for what they give up. Must be customer focused (good listener) and they are attempting to create a relationship with the customer focus on their needs, figure out how to best give them customer value, make them aware of other opportunities. Canned sales presentations scripted calls or memorized presentations. Adaptive selling the salesperson altering their message or approach as they experience different customers and sales situations. Stimulus-response selling an approach to selling where key stimuli (statements, questions, actions, audio/visual aids, and demonstrations) elicit a desired response. Making them say yes over and over until they say yes on their own to the entire sales proposition.
