CHAPTER

1
Relationship
Selling
Opportunities in
the Information
Economy
 Person-to-person communication with a prospect.
Personal Selling is often the major promotional
method used and represent the largest Marketing
expenditure.
 Personal Selling is viewed as a process that adds
value.

 Personal selling is a process of developing

relationships
• Discovering needs
• Matching products with needs
• Communicating benefits

 Value-added selling = creative improvements that

enhance customer experience. When customer is
not aware of value addition by salespeople, the
focus may shift to price.
“ Treat others as you will like to be treated.”
 S=Service to others
 U=Use of golden rule
 C=Communication
ability
 C=Characteristics of
the job
 E=Excels at strategic
thinking
 S=Sales knowledge
 S=Stamina for the job.
(Charles M. Futrell-Fundamentals
of Selling)
 Three prescription for success:

1. Adopt Marketing Concept

2. Value Personal Selling
3. Become a problem solver/partner.
The information economy rewards
salespeople who add value at each step
1. Wide Range of Employment Opportunities
2. Income and Benefits
3. Career Progression
4. Opportunities for Women