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Assistant Manager

In: Computers and Technology

Submitted By squidwid1
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Lecture 1
INTRODUCTION TO SALES MAG’T

Nature of Personal Selling and Sales Management
Personal Selling involves the two way flow of communication between a buyer and the seller, often in a face to face encounter, designed to influence a person’s or group’s purchase decision’ (Roger A. etal). It is a highly human intensive activity. The tasks involved in managing personal selling include;
Setting objectives, organizing the sales force, recruiting, selecting, training, compensating sales people and evaluating the performance of the sales people

What does sales management involve? 1. Planning the selling programme 2. Implementing the programme 3. Controlling the personal selling effort of the firm The role of Personal Selling in Marketing * Sales people critical link between firm and its customers * In the customers’ eyes sale people are the company * Play dominant role in the overall marketing programme.

Relationship Selling: a practice of building ties to customers based on sales person’s attention and commitment to customer Involves mutual respect and trust. Focuses on creating long term customers, not on one time sale
Partnership Selling/Enterprise Selling
Buyers and sellers combine their expertise and resources to create customized solutions. Commit to joint planning, sharing of customer competitive and company information for mutual benefit

X’tics of Modern Selling * customer retention and deletion * Data base and knowledge management * Customer relationship management * Marketing the product * Satisfying needs and adding value * Problem solving and system solutions

Types/Forms of Personal Selling
1. Order Taking: Involves routine order processing. The primary responsibility of order takers is to maintain sales and preserve ongoing relationship with existing customers.

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