Additional persuasive influences
In many industries (including many kinds of engineering), promotional activity rarely produces actual business. That is not to say that it is useless; its job is to create interest. Turning that interest into an actual order is the job of sales; the work of salespeople is the only part of the marketing process that involves direct, individual, personal contact. So selling, and how it and the customer base are managed, deserve some attention here, bearing in mind too that the people doing the selling may vary: in an engineering consultancy, for instance, it may include members of the professional or management team. Also deserving a mention here is another personal element directly affecting marketing success: the style and effectiveness of customer service.
Additional persuasive influences, Page 1 of 2
< Previous page Next page > /docserver/preview/fulltext/books/mt/pbmt023e/PBMT023E_ch12-1.gif /docserver/preview/fulltext/books/mt/pbmt023e/PBMT023E_ch12-2.gif