As defined in our Marketing book, personal selling represents the direct communication between a sales representative and one or more prospective buyers in an attempt to influence each other in a purchase situation.
Personal selling is very important to those companies which sell complex and pricey products because more time is needed to be spend on giving information and explanation about the details and benefits of the product.
Starbucks sales representatives are the baristas, which are in charge of making and selling the coffee. Even though Starbucks primarily product is coffee, the company focuses on improving and providing a high quality service. Therefore, the baristas are trained a long time before they start working. Anyway, the type of the product is an important factor in determination of the need of personal selling.
No comments:
Post a Comment