Abstract
Personal selling is one of the key components of the promotional element of the
marketing mix. The sales role is vital at a branch level where the bulk of personal and small business customers still come to transact their business. It is also an important part of the telephone operations of financial services organisations.
To be successful, any financial services firm must be able to manage its sales
activities effectively, therefore in this course we shall be focusing on the activities
involved in managing sales, but first it is important to understand the sales process.
Although personal selling is perceived as an ancient art by individuals with
instinctive skills, selling is really about mastering and using a whole set of principles, and so in the first part of this book we shall be examining the role of the salesforce and explaining these principles.
marketing mix. The sales role is vital at a branch level where the bulk of personal and small business customers still come to transact their business. It is also an important part of the telephone operations of financial services organisations.
To be successful, any financial services firm must be able to manage its sales
activities effectively, therefore in this course we shall be focusing on the activities
involved in managing sales, but first it is important to understand the sales process.
Although personal selling is perceived as an ancient art by individuals with
instinctive skills, selling is really about mastering and using a whole set of principles, and so in the first part of this book we shall be examining the role of the salesforce and explaining these principles.
| Original language | English |
|---|---|
| Place of Publication | Edinburgh |
| Number of pages | 96 |
| Publication status | Published - 2000 |
Keywords
- financial services
- marketing
- sales management