Chapter 9 Personal Selling

Personal selling is

A two‑way flow of communication between salesperson and customer

The strategic role of the sales force includes

Serving as an engine of economic growth

Modern buyers are

Self‑educated

Customer lifetime value (CLV) is increasingly important because

Long‑term customer relationships drive profitability

Relationship selling focuses on

Building and maintaining customer trust

Consultative selling focuses on

Understanding customer needs and partnering to solve problems

Social selling involves

Using platforms like LinkedIn to find and engage prospects

Technology integration helps salespeople

Provide personalized and fast responses

Modern selling emphasizes

Customer retention and long‑term relationships

Relationship selling is especially important because of the

80/20 rule

Sales remains

The 2nd‑largest occupational category

Professional selling careers are appealing because of

Autonomy, rewards, and variety