Customer service and personal selling are an important feature in the marketing process. Personal selling involves building a relationship with customers to exchange something of value. Personal selling is a very important element in the promotion mix that enables companies to build good relationships with customers. Salespeople assist in meeting customer needs and company expectations while assisting customers to make a good buying decision. In return, salespeople assist companies to get first-hand market information. They relay feedback to the company concerning what customers think, feel and want (Jerpi, par. 4).
The three basic sales task are order getting, order-taking and supporting services. Salespersons often utilize a personalized approach that is tailored towards meeting individual customer needs and demonstrate how a company product will provide value to him (Jerpi, par. 1). Salespeople that provide supporting services are more interested in interacting with customers to address customer concerns about the company products or services. Order getters look for customers and develop a new business relationship in the market. Order takers assist in building a good relationship with customers and hence building customer loyalty. Finally, supporting salespeople assist in providing information and services with a goal of enhancing and building a good relationship with customers. At times, a single salesperson can perform all three tasks.
New information technology can now effectively handle tasks traditionally run by the salesperson. New software and hardware devices such as the internet, cell phones, and personalized video conferencing systems assist companies to perform their duties well. Companies derive competitive advantage from new Information Technology systems. Developing a good sales team requires that a company recruits and keep good salespeople, design attractive compensation scheme and motivate salespeople to perform competitively.
Jerpi, Laura. “Marketing Strategies For Personal Selling”. Smallbusiness.chron.com. N.p., 2016. Web. 30 Mar. 2016. Retrieved from http://smallbusiness.chron.com/marketing-strategies-personal-selling-46563.html