Class Intro 14
Personal Selling and Customer Service
Personal Selling: requires strategy decisions; helping to buy is good selling; sales people represent the company and the customer; sales people provide market information; can be strategy planners
Three basic tasks: order getters; order takers; support
Order getters develop need business
Order takers process incoming orders, manage ongoing business
Supporting Sales Task: Missionary Sales People; Technical Specialists; Customer Service Representatives
Customer service: supporting the product / promotion; customer advocates; outsource ?
Sales Force Structure: Different markets, Different tasks; Major accounts sales force; Telemarketing; Sales Territories; Sales force size and workload
Technology can support personal selling, and in cases, replace personal selling.
Sales people need training in three areas: product; company culture; selling techniques
Compensation: straight salary; straight commission; mix
Key Steps in Personal Selling Process: Prospect for New Customers versus Evaluating needs for existing customers; Select Target Customer; PrePlan Sales Call
3 Presentation Approaches: Prepared; Consultative; Selling Formula
Makes Presentation; Close Sale; Follow Up