MKT 504 Chapter Notes - Chapter 1: Personal Selling, Interpersonal Communication, Sales Process Engineering
Document Summary
Personal selling: an important part of marketing, relies heavily on interpersonal interactions between buyers and sellers to initiate, develop, and enhance customer relationships. Interpersonal communication set personal selling apart from other marketing communication. Sales people talk with buyers before, during and after sales which distinguish from direct and electronic marketing. High degree of immediate customer feedback is the strong advantage of personal selling over other marketing communications. Trust-based relationship selling: a form of personal selling that requires that salespeople earn customer trust and that their selling strategy meets customer needs and contributes to the creation, communication and delivery of customer value. Trust-based relationship selling focuses on solving customer problems, providing oppo(cid:396)tu(cid:374)ities a(cid:374)d addi(cid:374)g (cid:448)alue to the (cid:272)usto(cid:373)e(cid:396)"s (cid:271)usi(cid:374)ess o(cid:448)e(cid:396) a(cid:374) e(cid:454)te(cid:374)ded period. Customer value: (cid:272)usto(cid:373)e(cid:396)s" pe(cid:396)(cid:272)eptio(cid:374) of (cid:449)hat the(cid:455) get fo(cid:396) (cid:449)hat the(cid:455) ha(cid:448)e to gi(cid:448)e up; for example, benefits from buying a product in exchange for money paid. Customers define value (trust) by asking questions like:
