7 Keys to Marketing Genius: Personal Selling Revisited
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
Personal selling is crucial to relationship development because most of the face-to-face interaction between companies and their customers takes place during this process. I reiterate my admonition that retailers would be wise to run a few less mass marketed advertisements and use the money to better train and compensate their employees. People may come into the store because of the ads, but will only return if they have a good experience and positive interaction with employees. Otherwise there is little motivation not to shop at a competitor, particularly if they have a better commercial.
