Personal Selling & Relationship Marketing in S & E

Selling is an essential function of all businesses because:

• everyone likes personal selling.

• selling is easy to accomplish.

• without sales there is no business

• no one will buy without personal selling.

Which of the following statements is FALSE about personal selling?

• Selling is an excellent career field because selling skills will always be in demand.

• Personal selling is really about forcing customers to buy as much as possible.

• The purchase should be the one that will best satisfy that customer's needs.

• Personal selling requires contact between a representative of the business and a potential customer.

Selling exists everywhere. Business sells to other business. Makers of exercise equipment sell their products to health and fitness clubs. This is:

• B2B Selling

• B2C Selling

• B2G Selling

• B2O Selling

Businesses sell to customers. Health clubs will sell memberships to the consumer. This is:

• B2B Selling

• B2C Selling

• B2G Selling

• B2O Selling

Businesses sell to the government. Makers of exercise equipment might sell their products to

the different branches of the military or to public schools which use tax dollars to purchase

goods and services.

• B2B Selling

• B2C Selling

• B2G Selling

• B2O Selling

This is a step-by-step method in which the salesperson advises and leads a customer through

the decisions necessary to make a purchase. It includes eight steps.

• The Marketing Process

• The Selling Process

• The Promotional Process

• The Industrial Process

This step in the selling process involves preparing for the sale and includes those tasks that

must be completed before the face-to-face meeting with a customer.

• the pre-approach

• determining needs

• the approach

• presenting the product

This is another name for a potential customer

• consumer

• officer

• prospect

• shopper

Gaining product knowledge will include a clear understanding of the product’s features and

benefits. What is a product feature?

• Features are the advantage or satisfaction that the customer will receive.

• Features are the physical characteristics of the product.

• Features are the basic presentation points to be used in determining needs.

• Features are unimportant elements of the product that should be skipped.

Gaining product knowledge will include a clear understanding of the product’s features and

benefits. What is a product benefit?

• Benefits are advantages that employees receive such as paid vacations.

• Benefits are unimportant elements of the product that should be ignored.

• Benefits are advantages or satisfaction the customer will receive from a product feature.

• Benefits are physical characteristics of the product.