COMM 296 Chapter Notes - Chapter 18: Personal Selling, Telemarketing

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Published on 15 Jul 2016
School
Department
Course
Professor
PERSONAL SELLING AND SALES MANAGEMENT
COMM 296: Introduction to Marketing Jenny Tao
(1) Describe the value added of personal selling
- Personal selling: the two-way flow of communication between a buyer and a seller
that is designed to influence the buyer’s purchase decisions
- Although costly, personal selling adds value to firm and provides value for
customers by educating and provide advice, saving customer time, making things
easier for customers, and help build long-term strategic relationship with customers
- Relationship selling: a sales philosophy and process that emphasizes a
commitment to maintaining the relationship over the long term and investing in
opportunities that are mutually beneficial to all parties
(2) Define the steps in the personal selling process
- Personal Selling Process:
o Step 1: Generate and qualify leads
Leads: a list of potential customers
Trade shows: major events attended by buyers who choose to be
exposed to products and services offered by potential suppliers in
an industry
Cold calls: a method of prospecting in which salespeople telephone
or go to see potential customers without appointments
Telemarketing: a method of prospecting in which salespeople
telephone potential customers
Quality leads: the process of assessing the potential of sales leads
o Step 2: Pre-approach
Pre-approach: in the personal selling process, occurs prior to
meeting the customer for the first time and extends the qualification
of leads procedure; in this step, the salesperson conducts additional
research and develops plans for meeting with the customer
Generate
and qualify
leads
Preapproach
Sales
presentation
and
overcoming
reservations
Closing the
sale Follow Up
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Document Summary

Personal selling: the two-way flow of communication between a buyer and a seller (1) describe the value added of personal selling that is designed to influence the buyer"s purchase decisions. Although costly, personal selling adds value to firm and provides value for customers by educating and provide advice, saving customer time, making things easier for customers, and help build long-term strategic relationship with customers. Follow up: step 1: generate and qualify leads. Trade shows: major events attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry. Cold calls: a method of prospecting in which salespeople telephone or go to see potential customers without appointments. Telemarketing: a method of prospecting in which salespeople telephone potential customers. Quality leads: the process of assessing the potential of sales leads: step 2: pre-approach. Personal selling and sales management: step 3: sales presentation and overcoming reservations.

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