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Sales Planning And Operations

Sales Planning and Operations

Assignment No. 1

Adam Kozerski

 
Part 1.

1. The aim of the report.

The aim of this report is to describe and discuss the principles of personal selling. The report discusses the stages in the personal selling process, and presents how the buyer behaviour influences personal selling within the chosen organisation.

2. Background information.

Select Appointments is a recruitment agency established in 1980 and operating throughout the UK and Ireland. The company is recognised as a leading national staffing company, and in 2007 it was awarded as one of the UK’s Top 100 Best Companies to Work for in the prestigious Sunday Times awards (www.select.co.uk).

In the UK, recruitment services are defined by the Employment Agencies Act 1973. Employment Agencies provide employers with candidates, which they can employ for a fixed, pre-defined fee (www.berr.gov.uk).

3. Introduction to personal selling.

"Personal selling —-Selling that involves a face-to-face interaction with the customer" (www.marketingpower.com)
"Personal selling—Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships" (Kotler et. al. 2004)

"Personal Selling —An element of the promotional mix, where a supplier uses a trained representative to influence customers and increase sales." (Adcock et. al. 2001)

Fill (2006) points out that traditional image of personal selling which involves salesperson using a volley of insistent, persuasive messages to a confused consumer in order to push the sale to the end is changing and in nowadays the role of personal selling becomes even more important in the promotion mix. Kotler et al. (2004) underlines that in many cases the organisations do not look at the customer as a one off sale, nowadays the major customers have to be won and retained. The company try to show to customers that it has the capacity to serve them over the long period of time...