Sales, Distribution, and Customer Relations
Home	Schedule	Syllabus

 I. Role of intermediaries

 A. Why are intermediaries needed?

  

B. Benefits of Intermediaries

 

1. Contact (contact efficiency)

  

2. Matching (Sorting)

 

3. Physical Distribution (standardizing exchanges)

 

4. Information (Conduits of Information)

 

II. Role of Direct Distribution

 A. Direct Distribution

B. Growth of Direct Distribution

 

C. Benefits of Direct Distribution

 

1. Benefits for Buyers

 

2. Benefits for Sellers

III. Direct Distribution Communication Techniques

A. Face-to-face

B. Telemarketing

C. Direct Mail

D. Catalog

E. Direct-Response Television

 

F. Kiosk

IV. Distribution channels and strategies: How long should your distribution channel be?

A. How complex is your product?

 

B. Does the product need to be customized?

 

C. How important/expensive is the product?

D. How big is the company?

VI. Personal selling

A. Personal selling: An interpersonal promotional process involving a seller's person-to-person presentation.

 

B. Primary purposes of personal selling

 

C. Best conditions to use personal selling

VII. Elements of the personal selling process

A. Prospecting and qualifying:

 

B. Approach

 

C. Presentation: Being a good listener is as important as being a good talker.

 

D. Handling objections

 

E. Closing: Using a trial close approach that assumes that the prospect will buy the product.

 

F. Follow-up

VIII. Customer Relationship Management: Why is it important to establish long-term relationships with your customers?