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Personal Selling
Interpersonal encounters in which efforts are made to educate customers and promote preference for a particular brand or product are referred to as personal selling.Many firms,especially those marketing business-to-business services, maintain dedicate salesforces or employ agents and distributors to undertake personal-selling efforts on their behalf. for infrequently purchased services , such as property,insurance , and funeral service,the firm 's representative may act as a consultant to help buyers make their selections.
Relationship marketing strategies are often based on account management programs , whereby customers are assigned a designated account manager who acts as an Interface between the customer and the supplier .Account management is most commonly practiced in industrial and professional firms that sell relatively complex services , resulting in an ongoing need for advice,education,and consultation.Examples of account management for individual consumers can be found in insurance , investment management,and medical services.
However , face-to-face selling to new prospects is expensive.A lower-cost alternative is telemarketing,involving use of the telephone to reach prospective customers.It’s used by about 75 percent of all industrial companies.At the consumer level,there is growing frustration with the intrusive nature of telemarketing,which is often timed to reach people at home in the evening or on weekends.
Trade Shows
In the business-to-business marketplace.trade shows are a popular form of publicity that also combines important personal-selling opportunities.In many industries,trade shows stimulate extensive media coverage and offer business customers.an opportunity to find out about the latest offerings from a wide array of suppliers in the field.Service vendors provide physical evidence in the form of exhibits,samples and demonstrations,and brochures to educate and impress these potential customers.Trade shows,one of the few instances in which large numbers of prospective buyers come to the marketer rather than the other way around, can be very productive promotional tools.A sales representative who usually reaches four to five prospective clients a day may be able to generate five qualified leads per hour at a show