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The Art of Personal Selling: Building Customer Relationships

Discover the nature and role of personal selling in building and maintaining long-term relationships with customers. Learn the steps and techniques involved in effective selling, from prospecting to follow-up, to ensure customer satisfaction and repeat business.

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The Art of Personal Selling: Building Customer Relationships

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  1. Chapter 17 Personal Selling and Direct Marketing

  2. Nature of Personal Selling • Most salespeople are well-educated, well-trained professionals who work to build and maintain long-term relationships with customers. • The term salesperson covers a wide spectrum of positions from: • Order taker (department store salesperson) • Order getter (someone engaged in creative selling)

  3. What is Personal Selling? Involves Two-Way, Personal Communication Between Salespeople and Individual Customers

  4. The Role of the Sales Force Represent the Company to Customers to Produce Company Profit • Sales Force • Serves as a Critical Link • Between a Company and its Customers Since They: Represent Customers to the Company to Produce Customer Satisfaction

  5. Major Steps in Effective Selling Prospecting and Qualifying Preapproach Approach Presentation and Demonstration Handling objections Closing Follow-up

  6. Steps in the Selling Process Prospecting Salesperson Identifies Qualified Potential Customers. Qualifying Process of Identifying Good Prospects and Screening Out Poor Ones. Preapproach Salesperson Learns as Much as Possible About a Prospective Customer and About his/her Offer Before Making a Sales Call. Approach Salesperson Meets the Buyer For the First Time.

  7. Steps in the Selling Process Salesperson Tells the Product “Story” to the Buyer Using the Need-Satisfaction Approach. Dislike: pushy, late, deceitful, unprepared Value most: good listening, thorough, honesty, dependability, empathy, respect Presentation and Demonstration Handling Objections Salesperson Seeks Out, Clarifies, and Overcomes Customer Objections to Buying. Closing Salesperson Asks the Customer for an Order. Follow-Up Occurs After the Sale and Ensures Customer Satisfaction and Repeat Business.

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