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| occurs when a company representative interacts directly with a customer or prospective customer to present information about a product or service. |
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| Broadly interpreted to encompass information, services, ideas, and issues. |
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| Personal Selling Philosophy |
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3 steps:
1. Adopt the marketing concept.
2. Value personal selling.
3. Assume the role of a problem solver or partner in helping customers make buying decisions. |
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A series of creative improvements within the sales process that enhance the customer experience.
Value is also created when the salesperson provides excellent service after the sale. |
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| A principle that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired products. |
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A set of controllable, tactical marketing tools that consists of everything the firm can do to influence the demand for its product.
"Each of the elements that make up the marketing mix must be executed effectively for a marketing program to achieve the desired results."
For groups of variables: product, price, place and promotion. |
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An extension of the marketing concept.
This approach emphasizes need identification, which is achieved through effective communication between the salesperson and the customer. Negotiation replaces maniuplation as the salesperson sets the stage for a long-term partnership. Demands a keen ability to listen, define the customer's problems, and offer one or more solutions. |
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| A sales process that mot effectively matches the needs of the value-conscious buyer who is primarily interested in price and convenience. |
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| The process that matches the firm's resources to its market opportunities. |
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| Techniques, practices, or methods you use when you are face-to-face with a customer. |
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| A selling strategy is a carefully conceived plan that is needed to accomplish a sales objective. Establish a dialogue to research and develop a client's profile, especially what and how she does for work and what specific challenges she faces. It may include |
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