MKT 504 Study Guide - Final Guide: Interpersonal Communication, Customer Service, Fast Talking

• School: Ryerson University
• Department: Marketing
• Course: MKT 504
• Professor: Jane Saber

Document Summary

Personal selling: an important part of marketing; interpersonal interactions between buyers and sellers to initiate, develop and enhance customer relationships. One of the most important part of marketing communications for most business: also one of the most expensive so important to (cid:858)get it (cid:396)ight(cid:859) Must get customers to trust salesperson and meet customer needs. Also contribute to creation, communication and delivery of customer value. Focus on solving customer problems, providing opportunities and adding value. Customer value is customer dependent: trust based selling. Exhibit 1. 1 comparison of transaction- focused traditional selling with trust based relationship selling. Selling skills, e. g. finding prospects, making sales presentations. Deg(cid:396)ee of salespe(cid:396)so(cid:374)(cid:859)s i(cid:374)(cid:448)ol(cid:448)e(cid:373)e(cid:374)t i(cid:374) (cid:272)usto(cid:373)e(cid:396)(cid:859)s de(cid:272)isio(cid:374)-making process. Little or none: move on to conquer next customer. Personal selling has evolved: industrial revolution era/ post industrial revolution: canned sales presentations- high p(cid:396)essu(cid:396)e, fast talki(cid:374)g (cid:858)s(cid:374)ake oil(cid:859) salesperson.