Running Head: ROLES AND GOALS OF SALESPEOPLE CHANGED
Roles and Goals of Salespeople Changed
July 7, 2011
How Selling has changed in Marketing
The role and goals of salespeople have changed dramatically over the last few years. Personal selling involves a two-way flow of communication, according to Bethel. In the past being a good salesperson was the difference of which salesman came home the latest. They showed up to your front door, product in hand, delivered the pitch and prayed that the customer purchased their product. Communication was typically done face to face and there was no follow up cost or return policy, so to speak. The salesperson in the past did not know the customer’s need or what the best interest of the customer is. The one advantage that I can think of is that a true salesman knows that at the heart of customer focus is the art of listening constructively - the best salespeople are masters at capturing information. They listen to the customers concerns and comments about the product they intend to sell and use all the information gathered to persuade the customer that their product is essential in their lives. Outstanding sales results depend on the ability to think from the customer's point of view
, understanding the customer's agenda, buying cycle and best interests, and beyond a superficial reading of immediate customer needs, salespeople must gain a deeper understanding of both the buyer's long-term goals and the overall business climate. I have read that it cost more money to attract a new customer than to retain the old ones therefore, sellers use customer service differently than in the past. Follow-up calls are made to the consumer to make sure that the customer is happy with the product they purchased. There are three types of personal selling that exist which include order taking, order getting, and customer sales support activities. (Bethel University, 2011) Order takers duties and responsibilities are...
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