Textbook Notes (363,507)
Canada (158,391)
MGMA01H3 (184)
Chapter 16

Chapter 16 Notes

11 Pages
Unlock Document

University of Toronto Scarborough
Management (MGM)
Tarun Dewan

Chapter 16: Personal Selling The Nature of Personal Selling Personal selling personal presentation by the firms sales force for the purpose of making sales and building customer relationships Salesperson an individual representing a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, or relationship building Order taker department store salesperson standing behind the counter Order getters position demand creative selling and relationship building for products and services The Role of the Sales Force Personal selling involves interpersonal interactions between salespeople and individual customers Can be more effective than advertising in more complex selling situations Salespeople can probe customers to learn more about their problems and then adjust the marketing offer and presentation to fit the special needs of each customers Companies that sell business products and services, salespeople work directly with customers Consumer product companies, the sales force plays an important behind-the- scenes role. It works with wholesalers and retailers to gain their support and to help them be more effective in selling the companys products 1. Linking the Company with Its Customers a. sales force represent the company to customers i. find and develop new customers and communicate information about the companys products and services b. salespeople also represent customers to the company www.notesolution.com i. relay customer concerns about company products and actions back inside to those who can handle them c. salespeople is the company i. strong relationships with the salesperson will result in strong relationships with the company and its products 2. Coordinating Marketing and Sales a. Sales force and the firms other marketing functions should work together more familiar with each others ways of thinking and acting a. Increase communications between two groups by arranging joint meetings and by spelling out when and with whom each group should communicate b. Create joint assignments i. Marketers should go along sales calls, sit in on important account-planning sessions ii. Salespeople should help to develop marketing plans, sit in on product-planning reviews and share their deep knowledge about customers purchasing habits iii. They should preview ad and sales promotion campaigns iv. Generate a playbook for expanding business with the top 10 accounts in each market segment v. Plan events and conferences c. Create joint objectives and reward systems i. Marketing-sales liaisons people from marketing who live with the sales force and help to coordinate marketing and sales force programs and efforts ii. Chief revenue officer (chief customer officer) a high- level marketing executive who oversees both marketing and sales can help infuse marketing and sales with the common goal of creating value for customers to capture value in return www.notesolution.com
More Less

Related notes for MGMA01H3

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.