工商管理-科特勒--chapter-19---principles-of--personal-selling---page-601-603.pptVIP

Principles of personal selling(Kotler chapter 19, 603) Learning objectives: Personal selling Which elements should be included in personal selling? 30.10.2009 Introduction Personal selling: Direct, personal (Face-to-face) communication with one or more customers in order to obtain a sale Sales training: Convert the sales person into an ”order getter” instead of an ”order taker” Sales oriented approach: ”High pressure” Customer oriented approach: Problem solving for the customer 30.10.2009 The SPIN model S = situation questions: What system are you using to invoice your customers? P = problem