Mar 3023 Chapter Notes - Chapter 12: Personal Selling, Sales Promotion, Promotional Mix
Document Summary
Helps companies create and maintain strong customer relationships. Often much more effective in complex purchase situations than advertising and sales promotion. The emphasis is on keeping customers for long periods: relationship selling- the core of all modern selling strategies; involves building and maintaining customer trust over a long period of time and not just meeting periodic sales quotas. Factors that influence use of personal selling: sales investments are generally highly profitable for businesses, personal selling is more effect when the good or service is: Job listings for entry-level sales representatives are among the most plentiful: provides flexibility and freedom, professional selling and sales management can be among the most financially rewarding careers, requires a high level of innovativeness and creativity. Individuals with certain personality characteristics may be more drawn to selling careers. The relationship between personality and sales performance is negligible: fear and self-doubt are almost always the greatest enemies of human potential.
