MKTG1001 Lecture Notes - Lecture 12: Tesla Model X, Ford Model Y, Personal Selling
Interpersonal interactions with customers to make sales or maintain relationships
•
Personal selling is the personal presentation by the business’s salesforce for the purpose of
making sales and building customer relationships.
•
Advertising consists of one-way, non-personal communication with target consumer
groups.
○
In contrast, personal selling involves two-way, person to person dialogue between the
prospective buyer and the sellers.
○
This means that personal selling can be more effective than advertising in complex
selling situations.
○
The sales person’s job may be to remind, to inform, or to persuade.
○
PS is the interpersonal arm of the promotion mix.
•
Personal selling:
Close (finalise) the sales
•
Manage important customer relationships
•
Two way communication --> often back to firm
•
Find customers
•
Role as a the sales force:
Account manager
•
Sales consultant
•
Business development manager
•
Sales representative
•
Market representative
•
Area representative
•
Personal selling - job titles:
Retail selling = selling to ultimate consumers
•
Field selling = B2B selling that takes place outside the employer's place of business, usually in
the prospective customer's place of business
•
Telemarketing = using the telephone as the primary means of communicating with prospective
customers (often use computers for order taking)
•
Inside selling = B2B selling in the sales person's place of business
•
Types of personal selling:
Order taker = A salesperson who is primarily responsible for writing up orders, checking
invoices, and assuring prompt processing of orders.
•
Suggestive selling = suggesting to a customer who is making a purchase that an additional item
or service be purchased.
•
Primarily responsible for developing business for the firm.
Order getting (creative selling) = adaptive selling process that tailors sales efforts and product
offering to specific customer needs.
•
Types of personal selling tasks:
W12 - Promotion Tool (Personal Selling)
Wednesday, 30 May 2018
2:01 PM
Lectures Page 1
Document Summary
Interpersonal interactions with customers to make sales or maintain relationships. Personal selling is the personal presentation (cid:271)y the (cid:271)usi(cid:374)ess(cid:859)s salesfo(cid:396)(cid:272)e fo(cid:396) the pu(cid:396)pose of making sales and building customer relationships. Ps is the interpersonal arm of the promotion mix. Advertising consists of one-way, non-personal communication with target consumer groups. In contrast, personal selling involves two-way, person to person dialogue between the prospective buyer and the sellers. This means that personal selling can be more effective than advertising in complex selling situations. The sales pe(cid:396)so(cid:374)(cid:859)s jo(cid:271) (cid:373)ay (cid:271)e to (cid:396)e(cid:373)i(cid:374)d, to i(cid:374)fo(cid:396)(cid:373), o(cid:396) to pe(cid:396)suade. Two way communication --> often back to firm. Field selling = b2b selling that takes place outside the employer"s place of business, usually in the prospective customer"s place of business. Telemarketing = using the telephone as the primary means of communicating with prospective customers (often use computers for order taking) Inside selling = b2b selling in the sales person"s place of business.