Personal sale
The Personal selling is an instrument of communication policy in marketing (in addition to advertising , direct marketing , public relations and sales promotion ). The primary goal of the sales talk between a seller and a potential or current customer (buyer) is the conclusion of a contract for an offered or requested service. In addition, in-person sales have the following tasks:
- Acquisition (acquisition of new customers)
- Communication (advice, information and influencing customers in terms of corporate goals)
- Service (services provided by the seller such as processing complaints or customer service)
- Coordination (coordination with the interlocutors at the customer and the provider)
- Management (goal setting, planning and organization of a sales area and the necessary resources).
In-person sales are the most important instrument in the communication mix when marketing capital goods , while advertising predominates in consumer goods . The functions mentioned require certain decisions and activities that are organized as a sales process . In order to design this process efficiently, you need specially qualified staff with the appropriate sales skills (salespersons). This applies in particular to the marketing of knowledge and technology-intensive products and services such as industrial plants, power plants or the reorganization of companies (services).
Acquisition , advice and contract conclusion can take place both in direct contact and over the phone ( telephone marketing , mobile marketing ).
"Boar"
"The sale only begins when the customer says 'No', everything else is [in the case of written contracts] just picking up a signature" is a critically questioned motto for sellers, especially if the seller is involved in the sales turnover with a commission , he is more motivated to close a sale using hard-selling techniques . This standing sentence goes back to the book title The sale begins when the customer says "No" , in the original "The Sale Begins When the Customer Says No (1953)" by Elmar G. Leterman (1897–1982, United States ), who as Insurance agent and book author was very successful.
A seller does not exist with the "No" of the customers satisfied and he is in handling objections trained or it forces the customer to purchase decision , he can be aggressive. Sellers acting in this way are colloquially referred to as "boars". The buyer gets the impression (more as a result of buying regret ) that the seller is chatting on him and "pulling the money out of his pocket" by making him believable, thanks to extensive rhetoric training, that he needs something he has never thought of wasted.
literature
- Hermann Diller (Ed.): Vahlens Large Marketing Lexicon. 2nd, completely revised and enlarged edition. Beck et al., Munich 2001, ISBN 3-8006-2689-6 , p. 1749 ff.
- Richard Geml, Hermann Lauer: Marketing and Sales Lexicon. 4th, updated and completely revised edition. Schäffer-Poeschel, Stuttgart 2008, ISBN 978-3-7910-2798-2 .
- Waldemar Pelz: Strategic and operational marketing in overview presentations. A Guide to Creating a Professional Marketing Plan. Books on Demand GmbH, Norderstedt 2004, ISBN 3-8334-0634-8 , p. 111 f.
- Hans Christian Weis: conducting sales talks. 4th, revised and expanded edition. Kiehl, Ludwigshafen / Rhein 2003, ISBN 3-470-44774-8 .
Individual evidence
- ↑ Damian Sicking: Selling only starts when the customer says "No" - or not? In: heise.de. July 10, 2009, accessed December 2012 .
- ^ Library of Congress, data sheet
- ↑ Objection handling
- ↑ The seller's image problem: boar or superstar? In: diepresse.com. October 23, 2010, accessed December 2012 .