Essay about Personal Selling & the Marketing Concept
Personal Selling - A Definition and a Philosophy
Personal Selling is a process of developing relationships; discovering needs; matching the appropriate products with these needs; and communicating benefits through informing, reminding, or persuading.
The development of a personal selling philosophy for the information age involves three prescriptions:
1) Adopt marketing concept.
2) Value personal selling.
3) Assume the role of a problem solver or partner in helping customers make buying decisions.
Personal Selling as an Extension of the Marketing Concept
When a business firm moves from a product orientation to consumer orientation, we say that it has adopted the marketing …show more content…
3) Consultative selling emphasizes information giving, problem solving, and negotiation instead of manipulation.
4) Consultative selling emphasizes service after the sale.
Evolution of Strategic Selling
A strategic market plan is an outline of the methods and resources required to achieve an organization's goals within a specific target market. The strategic market plan should be a guide for a strategic selling plan. This plan includes strategies that you use to position yourself with the customer before the sales call even begins.
The strategic/consultative selling model features 5 steps:
Develop a relationship strategy.
Success in selling depends heavily on the salesperson's ability to develop, manage, and enhance interpersonal relations with the customer.
A relationship strategy is a well-thought-out plan for establishing, building, and maintaining quality relationships.
Develop a product strategy
The product strategy is a plan that helps salespeople make correct decisions concerning the selection and positioning of products to meet identified customer needs.
Develop a customer strategy
Customer strategy is based on the fact that success in personal selling depends on the salesperson's ability to learn as much as possible about the prospect. When