MKTG 373 Chapter Notes - Chapter 14: Solution Selling, Sales, Customer Service
Document Summary
10% of americans are salespeople; 20 times more than advertisement. Don"t try to sell customer, rather help the customer buy. Understand customer needs and present (dis)advantages of products. Often representative of the whole company; explain its total effort to customers rather than just pushing products. Salesperson also represents the customer back in the firm; feedback is important. Salespeople = account representative, field manager, sales consultant, market specialist, or sales engineer. May have choices about which customers to target, which particular products to emphasize, which intermediaries to rely on or help, what message to communicate and how to use promotion money, and how to adjust prices. Basic sales tasks products into the market growth stage. Order-getting: seeking possible buyers with a well-organized sales presentation designed to sell a good, service, or idea. Order takers: sell to the regular or established customers, complete most sales transactions, and maintain relationships with the customers.
