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Marketing by Geoff Lancaste, Paul Reynolds

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8

Marketingcommunications II –personal selling

8.1 Introduction

The function of selling is to make a sale. This obvious statement remains true despite the recent addition of many ancillary functions. Much of the background task of selling can be done remotely, for instance by direct mail. Personal selling is the specific task that involves face-to-face contact on a personal basis. This means that suitably skilled and trained individuals with a professional manner should carry out this function. Selling tasks differ, depending on the type of goods and services involved. Some salespeople are little more than order-takers, whilst others employ the more sophisticated arts of prospecting, negotiating and demonstrating in order to close a sale.

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