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CHAPTER - 2

CHAPTER - 2. PERSONAL SELLING. Most valued Reliability, credibility Professionalism, integrity Product knowledge Innovativeness in problem solving Presentation, preparation. Least valued Supplies market data Appropriate frequency of calls Knowledge of competitor’s products

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CHAPTER - 2

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  1. CHAPTER - 2 PERSONAL SELLING

  2. Most valued Reliability, credibility Professionalism, integrity Product knowledge Innovativeness in problem solving Presentation, preparation Least valued Supplies market data Appropriate frequency of calls Knowledge of competitor’s products Knowledge of buyer’s business and negotiation skills THE SALES PROFESSIONAL

  3. PERSONAL SELLING Personal selling is face to face interaction with potential buyers. • Flexible means of promotion • Most expensive • Two-way seller-buyer communication with immediate feedback • Best means of tailoring the firm’s offerings

  4. VARIETY OF SALES JOBS • Response selling Inside/outside order taker • Trade selling Order taker (field service) • Missionary selling Influence the decider • Technical selling Technically trained salespeople • Creative selling Create demand - Sales maintenance - Sales development

  5. VARIETY OF SALES JOBS • Response selling Inside/outside order taker • Trade selling Order taker (field service) • Missionary selling Influence the decider • Technical selling Technically trained salespeople • Creative selling Create demand - Sales maintenance - Sales development

  6. EXPANDING MARKETING RESPONSIBILITIES IN SELLING The expanding responsibilities require performance of a diversity of interactive roles – • Market analysts and planners • Sales forecasters • Opportunity managers • Students of buyer behavior • Intelligence gatherers • Team coordinators • Allocators of scarce products • Marketing cost analysts

  7. EXPANDING MARKETING RESPONSIBILITIES IN SELLING 1. Performing nonselling tasks • To counsel or regain the goodwill of unhappy customers • To gather and analyze marketing information about competition • To anticipate changing customer needs • To anticipate problem areas for new product development opportunities • To accurately communicate to headquarters

  8. EXPANDING MARKETING RESPONSIBILITIES IN SELLING 2. Establishing long-run partnerships 3. Coordinating buyer-seller teams 4. Avoiding job myopia

  9. EXPANDING MARKETING RESPONSIBILITIES IN SELLING 5. Increasing sales productivity and profits • Volume versus profit orientations • Reassignment of routine duties • Advanced sales aids • Transportation and communication

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