Consumer Relationship and Personal Selling - Essay Example

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Consumer Relationship and Personal Selling

Personal selling remains important independent of technologically driven sales processes because it is the “only communication” process that “allows a marketing message to be adapted to the specific needs and beliefs of each customer” (Spiro & Weitz, 1990, p.61). Other sales promotions such as promotions, point-of-sales’ exhibitions, packaging, and so on are directed toward the “typical customer”. Personal selling is rather more flexible as it allows for adjustments to be made to the sales’ message in response to observable consumer reactions. With other forms of selling processes, marketers have limited opportunities for adjusting messages as they typically have to wait it out and interpret consumers’ purchasing behaviour.It would therefore appear that personal selling has become even more important with technological advancements. While consumers are more inclined to rely on, and expect technological solutions, consumers value and expect superior customer services (Spiro & Weitz, 1990). Personal selling provides consumers with superior customer services since it puts the consumer in touch with sales’ personnel and offers a unique opportunity for consumers to ask questions or to register concerns and to have those concerns addressed. Moreover, personal selling is focused on specific consumers and as such creates and fosters the feeling that the consumer is special and valued. Personal selling is an important customer service technique. ...Show more

Summary

The goal of the current essay is to discuss why is personal selling so important in a time when technology is seemingly replacing people. Furthermore, the paper will represent a discussion regarding the advantages and disadvantages of building customer relationships by the internet.

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