Read the summary and the most important questions on Selling and Sales Management | 9780812046939 | Robert D. Hisrich; Ralph W. Jackson

• 1 Development and role of selling in marketing

• 1.2 The nature and role of selling

• Why is personal selling so important to companies?

  In most companies the sales personnel are the single most important link with the customer. The best designed and planned marketing efforts may fail because the salesforce is ineffective. This frontline role of the salesperson means that for many customers the salesperson is the company

• What are the strenghts of personal selling?

  • Interactive: questions can be answered and objectives overcome
  • Adaptive: presentations can be changedto meet customer needs
  • Complex arguments can be developed
    
  • Relationships can be built because of its personal nature
  • Provides the opportunity to close the sale
    

• What are the weaknesses of personal selling

  • Sales calls are expensive compared to other communications media
  • It is difficult to standardise input and human behaviour as people, whether consciously or not, can be inconsistent
  • The experience and expertise of salespeople are varied
  • Training can be costly and its needs to be ongoing

• 1.3 Charasterics of modern selling

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• What are the six charasterics of modern selling?

  1. Customer retention and deletion 
  2. Database and knowledge managament                                                                        
  3. Customer relationship management                                                                                          
  4. Marketing the product                                                                                                                  --
  5. Problem solving & system selling
  6. Satisfying needs and adding value 

• Give some more detailed information about 1. Customer retention & deletion?

  
  80% of company’s sale come from 20 % of its customers – Pareto Principle → makes KEY account management valuable

• Give some more detailed information about 2. Database and knowledge management?

  
  a. Trained in use & creation of customer databases
  b. Use of internet (finding customer and competitor information)

• Give some more detailed information about 3. Customer relationship management?

  
  a. Focus on long term, not simply on closing next sale
  b. Create win-win situation

• Give some more detailed information about 4. Marketing the product?

  
  Expanding to participation in marketing activities such as product development, market development, and the segmentation of markets, bus also other tasks that support or complement marketing activities such as database management, provision, and analysis of information, assessing market segments

• Give some more detailed information about 5. Problem solving & system selling?

  
  a. Acting as a consultant working with the customer to identify problems, determining       needs and propose and implement effective solutions

• Give some more detailed information about 6. Satisfying needs and adding value?

  a. Identify & satisfy customer needs