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Personal Selling In Marketing

Author

Listed:
  • Ioana Olariu

Abstract

Personal selling is a major element in the marketing communication program of a business firm. This article describes in a theoretical way the scope and significance of personal selling in marketing, it outlines the stages of the selling process. Personal selling is the most effective marketing communication tool because it allows salespeople to adapt their presentation to each potential or current client. They use their knowledge of the customer’s buying process to choose effective sales strategies. An effective sales presentation is usually the most important element of a sales job. Most well-managed companies want their salespeople to go through the following sequence in making a presentation: locating and qualifying prospects, a pre-approach, the presentation itself, closing the sale and follow-up. Finding the best prospects may be the key step in this sequence, but the close may be the hardest part.

Suggested Citation

  • Ioana Olariu, 2016. "Personal Selling In Marketing," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue Special I.
    • Handle: RePEc:bac:fsecub:16-si-13
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    More about this item

    Keywords

    selling; presentation; follow-up; communication; evaluation;
    All these keywords.

    JEL classification:

    • M41 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Accounting

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