In This Chapter
Designing your sales program
Evaluating sales talent
Managing the sales and service process
Organizing and compensating sales staff
Practicing great service and recovering unhappy customers
Do you need to be doing personal sales and service that involves interacting with people directly as part of your marketing? The answer is always yes. Whether you have a formal sales role or not, selling should be a natural, everyday part of business life — something you do whether you’re interacting with clients, ringing sales at a register, meeting other professionals, or taking a phone call. Also, sales should always be followed by good service. It’s hard to win new customers, so don’t throw them away the first time they run into a problem or have a concern.
How do you know whether you need personal selling — that is, selling face to face — as part of your marketing process? To find out whether ...