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Lecture Notes

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These are lecture notes for semester 1 & 2

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  • 13 de junio de 2021
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Lecture 5: Personal Selling and Sales Management


Definition 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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