Customize the Brand: Make It More Desirable and Profitable

By Torsten H. Nilson | Go to book overview

17
Step 10: clinching the deal

Personal selling is as old as business, it has been around for thousands of years. Personal selling is also the most appropriate tool for customized branding. The whole process can be customized to each customer's requirements and, if the salesperson is skilled, be adapted even during the sales process to changing requirements. It is perhaps ironic that the part of the marketing mix with the longest tradition, personal selling, is the one that is most targeted, while the latest addition (email) is in the vast majority of cases the least targeted with millions of people getting the same message in the hope that someone somewhere will respond.

In this chapter, some key elements of the sales approach will be considered from the perspective of customizing the brand.


THE COST–BENEFIT DILEMMA

The power of personal sales calls can be considerable, and many customers like to deal with a human being. It is possible to buy new cars on the Internet, but few do. One reason is the lack of personal attention. But the cost of the sales call must be justified in the minds of the customers. When it comes to groceries and many other consumer goods, the consumers have decided that personal service is really not all that important, hence the disappearance of the small shop with personal service and the growth of big selfservice units. The extra cost for personal service is not worth the benefit.

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