MCS 1000 Lecture Notes - Lecture 19: Personal Selling

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Raffi Sarmazian

Document Summary

Chapter 18 personal selling and sales management. The two-way flow of communication between a buyer and seller, often in a face-to-face e(cid:374)(cid:272)ou(cid:374)ter, desig(cid:374)ed to i(cid:374)flue(cid:374)(cid:272)e a perso(cid:374)"s or group"s pur(cid:272)hase de(cid:272)isio(cid:374) Planning and selling program and implementing and controlling the personal selling effort of the firm. Salespeople are the critical link between the firm and its consumers. Salespeople (cid:862)are(cid:863) the (cid:272)o(cid:373)pa(cid:374)y i(cid:374) a (cid:272)o(cid:374)su(cid:373)er"s eyes. Perso(cid:374)al selli(cid:374)g plays a do(cid:373)i(cid:374)a(cid:374)t role i(cid:374) a fir(cid:373)"s (cid:373)arketi(cid:374)g progra(cid:373) Pra(cid:272)ti(cid:272)e of (cid:271)uildi(cid:374)g ties to (cid:272)usto(cid:373)ers (cid:271)ased o(cid:374) a salesperso(cid:374)"s atte(cid:374)tio(cid:374) a(cid:374)d (cid:272)o(cid:373)(cid:373)itment to customer needs over time. Or enterprise selling, whereby buyers and sellers combine their expertise and resources to create customized solutions. To share customer, competitive, and company information for their mutual benefit, and ulti(cid:373)ately the (cid:272)usto(cid:373)er"s (cid:271)e(cid:374)efit. Process routine orders or reorders for products that have already been sold by the company: outside.