MKT 504 Chapter Notes - Chapter 1: Personal Selling, Great Depression, Interpersonal Communication
Document Summary
A successful salesperson is a better listener than a talker and is interested in long term relationships rather than short term sales techniques. Personal selling is an important part of marketing that relies heavily on interpersonal interactions between buyers and sellers to initiate, develop and enhance customer relationships. The interpersonal communication sets personal selling apart from other marketing communications such as advertising and sales. Salespeople communicate with buyers before, during, and after the sale. More is spent in personal selling because of its importance in b2b marketing. Trust-based relationship selling is a form of personal selling in which requires salespeople to earn customer trust and that their selling strategy meets customer needs and contributes to the creation, communication, and delivery of customer value. Rather than maximized short term sales (transaction focused selling), tbr selling is interested in solving customer problems and adding value. Understanding business/industry: personal selling recognizes that customers would like to be heard.
