Personal Selling Case Study

Great Essays
1. How is personal selling different from other forms of marketing communications?
Personal selling is focused on the consistent contact that occurs between buyer and seller, and the relationship that is built by way of this contact. Other forms of marketing communication (advertising and sales promotion) focus on mass markets, therefore the relationship between sellers and buyers is not as strong as in personal selling. In personal selling, the salesperson talks to buyers before, during, and after the sale. This does not happen in other marketing communications
.

2. What are the key differences between transaction-focused traditional selling and trust-based relationship selling?
Trust-based relationship selling solely focuses on the customer,
…show more content…
How do salespeople contribute to our society? Are there negative aspects of personal selling from a societal perspective?
Salespeople contribute to society's goal of economic growth in two ways. First, they act as conduit for economic sales. In a fluctuating economy, sales people make invaluable contributions by assisting during recovery cycles and by helping to sustain periods of relative prosperity. Salespeople also contribute to our society by playing a critical role in the diffusion of innovation, the process whereby new products, services, and ideas are distributed to the members of society. Consumers who are likely to be early adopters of an innovation often rely on salespeople as a primary source of information. Consumers often exhibit strong resistance to change, but change is necessary in the long run for the continued progress and/or survival of the society. By encouraging the adoption of innovative products and services, sales people make a positive contribution to society. The negative aspects of personal selling can become apparent when salespeople allow themselves to exhibit unethical conduct. If salespeople mislead a consumer regarding a product or service for their own or their company's benefit, then society is negatively impacted. Society's perception of personal selling as a professional and ethical occupation is adversely affected and salespeople's credibility as accurate sources of new information is
…show more content…
How do knowledge bases help build trust and relationships?
Knowledge bases help build trust and relationships because the more the salesperson knows, the easier it is to build trust and gain the confidence of the buyer. Buyers have certain expectations of the salesperson and the knowledge that he or she brings to the table. When salespeople are well rounded in their knowledge bases, it makes them trustworthy.

9. Do you think certain knowledge bases are more important than others? Why?
Not necessarily, I believe that the knowledge base that pertains to each situation varies depending on customer and product.

10. What are the three areas of unethical behavior? Discuss each.
The three areas of unethical behavior are deceptive practices, illegal activities, and non-customer-oriented behavior. Deceptive practices refer to any attempt by the salesperson to mislead or otherwise deceive the buyer. For example, a salesperson may exaggerate a product’s benefits knowing that the buyer’s decision will be based on (or that the buyer is relying on) those exaggerations. Illegal activities refer to a variety of activities in which

Related Documents

  • Improved Essays

    The Social factors and evaluating the market segment of Kroger’s Simple Truth Organic Consumer behavior model has turned into a critical device in comprehending customer buying choice making procedure. Consumer behavior is the investigation of how a buyer considers, feels, and chooses between contending items. Consumer behavior is the investigation of how people, groups, and associations select, purchase, utilize, and discard merchandise, administrations, thoughts, or encounters to fulfill their needs and wants (Kotler & Keller, 2012). A strong comprehension of consumer behavior is important in light of the fact that purchaser activities impacts the achievement or disappointment of showcasing system, and in light of the fact that organizations must make a marketing mix that fulfills clients.…

    • 1090 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    Furthermore, the author writes about how one out of every nine American workers acknowledge they work in sales, but here is the twist: the other eight are also involved in some form non-sales selling, but they do not realize it. Today, people are not only selling tangible products, but also ideas, services and techniques. For example, lawyers sell juries on a verdict, teachers sell students on the value of paying attention, employees make pitches to new clients, and people sell themselves on social media. In conclusion, everyone is now involved in sales, either in its traditional form or on its non-sales variation. Commentary…

    • 313 Words
    • 2 Pages
    Improved Essays
  • Improved Essays

    Holey’s theory is a great start into the thinking process of determining what goes into ethics of sales but with Carson’s own interpretations, he starts to break it down into a formidable list that doesn't “rub elbows” with any other duty; unlike Holley’s Theory in which the second and third duty clash within themselves, even if only in certain scenarios. Also, Carson’s 1-4 duties help explain an expansive number of different situations sales people come across on a daily basis. All in all, Carson has a more plausible outlook within his 1-4 duties and can be of greater help when determining ethical behavior within sales. He also adds three examples of ethically poor behavior between a buyer and seller, like a person selling a car without explaining that the car has bad brakes, changing the car's initial appearance so that it appears to work fine at every startup, or the deception of caring towards a customer. These examples are all seen as morally wrong in the light of Carson’s four main duties.…

    • 995 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    To this principle Holley underline that sellers should not be deceptive, or mislead the customer with information that is not entirely true in order to close a deal, even though, in business many would get away with this type of practice that does not mean it is the right thing to do. For instance, Olivia’s cases could easily be compare to Wells Fargo’s sales practice which blew up on 2016 after multiple complaints from customers were collect by LA count costing Wells Fargo billions of dollars on fines and customer’s reimbursements. This example exposes the cycle of bad sales practices, first salespeople mislead customers so they can accomplish sales goals, second customers ended up feeling dissatisfied and third companies start facing legal issues lead by bad sales…

    • 946 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Essay On Agile Selling

    • 910 Words
    • 4 Pages

    I am overjoyed that I decided to read Agile Selling by Jill Konrath. It’s not the kind of book I would go out and read myself, but it may be now that I’ve read it. While Agile Selling is a fantastic book for salespeople and marketers, it also provides fantastic tips that anyone can easily retool to use in their own unrelated careers. The primary goal of Jill Konrath’s book is to teach you how to learn new things and learn them fast. Oftentimes we aren’t given much time to learn new topics or key points, especially when we change careers or our current careers take a new path.…

    • 910 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Persuasion in Politics: Real World Examples Framing and simplicity have worked to persuade numerous individuals in society. It is obvious in the work of not only presidential candidates, but also historical leaders. These tactics have been used by many powerful individuals throughout history and have been very successful. An example of a historical leader who was persuasive using the specific techniques of framing and simplicity mentioned above was Dr. Martin Luther King Jr.…

    • 943 Words
    • 4 Pages
    Improved Essays
  • Decent Essays

    America is a capitalist society. Everyone wants to live the American dream. In our quest to be successful business owners, we engage in a lot of practice that sometimes can be illegal. The consumer protection law protects consumers to some extent from door to door sales. It tries to protect consumers who might buy product due to undue pressure.…

    • 254 Words
    • 2 Pages
    Decent Essays
  • Decent Essays

    Treat Me Sales Case Study

    • 326 Words
    • 2 Pages

    I would like to congratulate you on the success of your Treat Me sales campaign which looks to have generated a good number of purchasers. Secondly, I would like to take the opportunity to explain how we can assist you to convert your Treat Me purchasers to long-term patients, that will not only come back to your dental practice for their routine dental examinations but also for more expensive dental repairs and restoration work that may be needed. Issuing Dental Health Warranties to Treat Me purchasers would provide you with a simple and effective way of converting them to patients. Issuing Dental Health Warranties would also produce a supplemental source of revenue that would help you to offset the discounts factored in to your Treat Me dental packages.…

    • 326 Words
    • 2 Pages
    Decent Essays
  • Decent Essays

    Alex And Ani Case Study

    • 83 Words
    • 1 Pages

    With formerly working at Alex and Ani, I learned that being able to know how to make the client feel connected with you (as the sales assoicate) makes them feel like they are being taken care and is willing to open up about what or who they are looking for. This might not ALWAYS make the sale, but it will certainly want the client to come back for more. It also makes you memorbale in your own way and boost up your clientel.…

    • 83 Words
    • 1 Pages
    Decent Essays
  • Improved Essays

    Wells Fargo Summary

    • 643 Words
    • 3 Pages

    I think by abiding by these engineering sales persuasions and business leader was involved and still remain important when standards in primates and goodwill that build long terineer for phoenix contact USA I take from this article and apply professional field is level of how to maintain the ethics and important factors toward the interpersonal relationship where thm relationship between salesman and customers. As sale engineer learning from this article is the understanding the ethical issue is the first step toward building great reputation in having good high morals in customers’ integrity. On the other hand, salesmen and business leaders play pivotal roles in developing and creating in sale forces and the sales strategy platforms that sometimes bring based and focused on ethical…

    • 643 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    It is important to understand that engaging in unethical business practices will lead to a wealth of problems within an organization. In fact, companies will face many issues such as business credibility, legal problems, negatively affecting workers performance, and employee relations. These unethical business practices will have an impact on a company's environment so let's analyze each part. Business Credibility: Corporations need to stop overpromising and under-delivering. Do you remember Microsoft Vista operating system that had a long development cycle, which the company promoted to their customers that it would be the next best software, but they had to wait because of several beta releases?…

    • 618 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    I’ve spent the past couple of weeks focusing on features of home ownership related to buying a home - a first home, in particular. I wrote about choosing the right home for you and I briefly covered some of the broader aspects of financing. Today I’m starting the discussion about the other end of the spectrum: selling your home or property in Skagit County. Deciding to Sell Your Skagit Valley Real Estate The decision to sell your home is a big one.…

    • 564 Words
    • 3 Pages
    Improved Essays
  • Superior Essays

    Consumerism, or the idea of increasingly buying more consumer goods, seems to have taken over today’s society. For example, advertisements that persuade one to buy a product can be seen almost everywhere from large and suspecting places, like televisions, to surprising and inconspicuous places, like on the side of eggshells. Any modern-day consumer should be able to quickly locate a nearby advertisement even in their own home! Society, through advertising, does nothing but support and fuel Americans’ increasingly detrimental habit of constantly buying more products. Consumerism has become such a large part of the American society due to a tremendous amount of tricky advertizing, unhealthy spendings, delusions of grandeur, and reduced savings, and this is slowly causing society to put itself in danger.…

    • 1128 Words
    • 5 Pages
    Superior Essays
  • Improved Essays

    Branding and Franchising: What is branding? Branding is having a trademark or image for your business in order for the public to recognise your business. Branding is trying to perceive your values in your advertising, and by giving your company a recognisable appearance and personality. Franchising is a marketing strategy to help attract customers and keep their loyal customers.…

    • 1206 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    Modern Marketing Essay

    • 792 Words
    • 4 Pages

    With the advancement in business, marketing has been gradually developed. Businesses carry out marketing in order to “establish, maintain and enhance long term customer relationships at a profit, so that the objectives of the parties involved are met.” (Gronroos, 1990 as cited in Hall and Jones, 2008, p.48) Marketing is a management process which helps making a profit in the long term to survive, identifying and satisfying consumers needs and requirements as well. Marketing as a formal academic concept has a more recent history which is as old as commercial activity and has been practiced for centuries.…

    • 792 Words
    • 4 Pages
    Improved Essays