1. September 18, 2012

2. Responding to consumer needs and wants through planned, personalized communication in order to influence purchase decisions and ensure satisfaction.

3.  “planned” communication – The seller knows about the product and the features and benefits of it.  “personalized” communication – This involves interaction with the customer (normally over the phone or face to face). This is not advertising (since it is not targeted to an entire market segment).

4.  Selling takes place to “influence” purchase decisions – it is a service to a customer and should never be forceful or aimed to make a quick buck.  Selling should ensure customer “satisfaction” – only by satisfying customer needs and wants will a salesperson gain repeat business.

5.  To obtain the goods and services they want and need. ◦ Sold directly to customers ◦ Sold to organizations for resale ◦ Sold to organizations for use in business operations

6.  Tangible Products ◦ Can be touched, smelled, tasted, seen, or heard ◦ Clothes or houses  Intangible Products ◦ Productive activities someone else performs ◦ Dry cleaning and lawn care

7.  Directly to the customer without the use of a wholesaler or retailer. ◦ Example: Selling magazines door to door ◦ Mary Kay or Tupperware  Indirectly to the customer through a wholesaler or retailer. ◦ Example: Bulk products from Sam’s Club or Costco. ◦ Netflix sells movies to be viewed from a movie supplier.

8.  Keeps economy moving  Promotes competition  Affects employment  Adds utility  Helps customers determine needs  Creates desire for products

9.  1. Education and training  2. Self-motivation  3. Self-confidence  4. product knowledge  5. Customer knowledge  6. Ethics  7. Persistence and patience  8. Selling Skills  9. Belief in selling as a service  10. Communication skills.  11. Creativity  12. personal appearance