Personal Selling
The entrepreneur is the sales person for the new enterprise. She or he is the spokesperson, the ambassador, the representative that makes it all happen. The new venture will succeed as the entrepreneur succeeds in selling the vision to his or her backers, selling the need for cooperation to employees, suppliers and publics and convincing customers to buy the new product, innovation, or service.
In the "professional" sense new venturists are often poor managers but in terms of sell¬ing a product they are often enormously successful because of their belief in the worth of the product or invention.
In retailing the sales person is a merchandiser who becomes the sole determinant as to whether a customer purchases the product. By the time a customer walks into a retail store, they have moved part way through a seven-step decision process and can be persuaded to make the purchase at that time, assuming the sales person is reasonably competent and well trained. Regrettably, the major flaw with new venturists is their omission in training their staff. As with sales representatives for manufacturers, distributors or other businesses, it is not unusual for the entrepreneur to trust to luck in hiring and employing this most important employee in the enterprise. ..
"These days you don't 'sell to' people, you 'partner withHhem. At the rhetorical fron¬tiers of the new sales force, even the word 'salesman' is frowned upon; the preferred title is 'relationship manager.'"21
Sales people need to be problem solvers who bring to the customer a service or product that facilitates their operations, increasing productivity, profits or safety.
Personal Selling
The entrepreneur is the sales person for the new enterprise. She or he is the spokesperson, the ambassador, the representative that makes it all happen. The new venture will succeed as the entrepreneur succeeds in selling the vision to his or her backers, selling the need for cooperation to employees, suppliers and publics and convincing customers to buy the new product, innovation, or service.
In the "professional" sense new venturists are often poor managers but in terms of sell¬ing a product they are often enormously successful because of their belief in the worth of the product or invention.
In retailing the sales person is a merchandiser who becomes the sole determinant as to whether a customer purchases the product. By the time a customer walks into a retail store, they have moved part way through a seven-step decision process and can be persuaded to make the purchase at that time, assuming the sales person is reasonably competent and well trained. Regrettably, the major flaw with new venturists is their omission in training their staff. As with sales representatives for manufacturers, distributors or other businesses, it is not unusual for the entrepreneur to trust to luck in hiring and employing this most important employee in the enterprise. ..
"These days you don't 'sell to' people, you 'partner withHhem. At the rhetorical fron¬tiers of the new sales force, even the word 'salesman' is frowned upon; the preferred title is 'relationship manager.'"21
Sales people need to be problem solvers who bring to the customer a service or product that facilitates their operations, increasing productivity, profits or safety.
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