BUAD301 Chapter Notes - Chapter 13: Sales, Sales Promotion, Motivation
3 Jan 2018
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Chapter 13 personal selling and sales promotion. Personal selling: personal presentations by firms sales force for purpose of making sales and building relationships (salespeople, sales representatives, agents, sales consultants) Salesperson individual who represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering and relationship building. Role of the sales force: more effective than advertising in more complex selling situations: salespeople probe customers to learn more about their problems and then adjust marketing. Represent company to customers (find customers, communicate info about company) Represent customers to company (relay customer concerns about products) offer and presentation to fit customers special needs: serves critical link between company and customers. Sales force management: analyzing, planning, implementing, and controlling sales force activities: designing sales force strategy and structure, recruiting and selecting salespeople, training salespeople, compensating salespeople, supervising salespeople, evaluating salespeople.
