Chapter Nine: Selling
This is essentially personal, one to one, communication. Selling techniques are deployed by many different people (e.g. a restaurant waiter) but often involve dedicated sales staff.
To ensure success, responsibilities, even targets, must be given to individuals. Sales activity must then be deployed acceptably, so that customers remain content.
Selling has many elements. It can provide information. It can persuade. It can challenge current practice, creating uncertainty about the ability of existing suppliers to best satisfy a need, and persuading customers to try an alternative product. It can reinforce the idea that current purchases best satisfy the customers’ needs.
Selling links to and extends promotional activity. There ...