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(Personal selling tasks, Importance of personal selling, Personal selling…
Personal selling tasks
• Order-getting
means seeking possible buyers
• Order-taking
is the routine completion of sales made
regularly to target customers.
• Supporting
enhancing the relationship with the
customer and getting sales in the long run.
Technical specialists
provide technical assistance to
order-oriented salespeople.
Missionary salespeople
calling on intermediaries and their customers.
Customer service reps
resolve problems that arise with a
purchase
Importance of personal selling
• Representing
• Relationship building
• Marketing information
• Helping customers
• Strategy planning
Personal selling process
• Prospecting
narrowing down to the right target
• Setting priorities
Identify who influences purchase decision
and/or who is involved in buyer–seller relationship
• Sales presentation
Consultative selling approach
Selling formula approach
Follow up after the sales call (customer acquisition)
Follow up after the
purchase (customer retention)
Strategy decisions
• Structure (teams, territories, etc.)
Sales tasks may be
handled by a team.
Different target markets
need different sales tasks
Big accounts get special
treatment
Specializing by product
lines brings more expertise to customers
• Sales technology support
fast service
can substitute for or
complement personal selling
provide a
competitive advantage
• Compensating(補償,酬勞)
give salary if having supervision
Commissions can motivate
Compensation plans
should be clear
• Selecting and training
job description should be specific in words
All salespeople need
some training