Lecture notes
Lecture Notes
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- University Of East Anglia
These are lecture notes for semester 1 & 2
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Lecture 5: Personal Selling and Sales ManagementDefinition of Personal Selling
• An interpersonal communication tool which involves face to face
activities undertaken by individuals, often representing an
organisation, in order to inform, persuade or remind an individual
or group to take appropriate action as required by the sponsor’s
representative” Fill (2002)
Explaining Personal Selling Further
“Personal selling is oral communication with potential buyers of a product
with the intention of making a sale. The personal selling may focus initially
on developing a relationship with the potential buyer, but will always
ultimately end with an attempt to "close the sale"
“Personal selling is one of the oldest forms of promotion. It involves the use
of a sales force to support a push strategy (encouraging intermediaries to
buy the product) or a pull strategy (where the role of the sales force may be
limited to supporting retailers and providing after-sales service)”
“Personal Selling is when a representative of a company interacts directly
with a consumer to provide information to help the consumer make a buying
decision about a product or service”.
1
, Lecture 5: Personal Selling and Sales Management
Who are these people?
Sales Representatives - Sell retail products, goods and services to
customers. Sales representatives work with customers to find what they
want, create solutions and ensure a smooth sales process. Sales
representatives will work to find new sales leads, through business
directories, client referrals, etc.
Account Executives - Are typically responsible for client servicing and client
acquisition. The account executive serves as the direct link between the
advertising agency and the existing client, managing day-to-day affairs and
ensuring customer satisfaction.
Sales Consultants - The middlemen between companies and clients,
promoting products and services and building long-term commercial
relationships.
Sales Agents - One who is authorized or appointed by a manufacturer to sell
or distribute his products within a given territory but who is self-employed,
takes title to the goods, and does not act as agent for a principal.
District Managers - The people in charge of entire regions where multiple
stores operate. Whatever branches of their company operate within
their district is their responsibility.
Account Development - Maintaining and building customer
relationships, developing customer base with excellent support and
implementation of customer relations programs, acting as lead sales expert
2
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