Business Intelligence

Personal Selling, Relationship Building And Sales Management

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Executive Summary

Personal selling, unlike advertising or sale promotion, involves direct relationships between the seller and the prospect or customer. In a forma sense, personal selling can be defined as a two-way flow of communication between a potential buyer and a salesperson that is designed to accomplish at least three tasks: (1) identify the potential buyer's needs; (2) match those needs to one or more of the firm's products or services; (3) on the basis of this match, convince the buyer to purchase the product. Finally, it is a complex communication process, one still not fully understood by marketers.

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