Course: SLF 130 Marketing Practices for the Small Business

Unit 7 Reading

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- Unit 7
- Table of Contents (Selected)
- Unit 7 Glossary (Selected)

IMC Page 5

Personal selling can take many forms... | Personal selling refers to the one-on-one exchange of information between a marketer and customer. Small business owners are “selling” themselves as well as their businesses 24 hours a day. Generally we equate personal selling techniques with professional salespersons who work on commission or represent a business product line to other businesses (Think of The Office of television fame, for example.) But, small business owners shape the public’s view of them in so many ways. They are neighbors, friends, associates and fellow citizens of the communities in which their customers and potential customers live. What great opportunities exist!
 | Small business owners can share their passions and discuss the BENEFITS of their products through many means where the messages can be PERSONALIZED and very effective. Personal selling allows for TWO-WAY COMMUNICATION. Questions can be asked and answered immediately.
When and where can small business owners get personal?
- Guest speaking events at schools, clubs, retail locations, fairs, even parties
- Newsletters – printed or electronic – tailored to the readers’ interests
- Demonstrations of the product or “showing off” the benefits at virtually any opportunity   where one other person is present.

PERSONAL SELLING OFFERS THE BEST OPPORTUNITY TO DEVELOP A LASTING RELATIONSHIP WITH A CUSTOMER. It is relationship marketing in action.
E-business, business that is facilitated by the Internet, has made it possible for businesses of all sizes to “personally” sell to customers in ways other than in-person. Messages can be tailored and targeted to current or potential customers in a reasonably easy manner. In large businesses, the Internet is NOT threatening the position of professional salespersons, it is allowing them to concentrate on the needs of their customers while automating ordering, facilitating choices (online catalogs), and tracking orders.

Many small businesses are not only selling products, but selling a way of life, a world view, or a movement.  Local Foods movements and Sustainable Agriculture groups can educate community members in many positive ways. Because of this, small business owners have many opportunities to speak to groups and classes in a way that traditional marketers may not.

Like-minded organic producers, artisanal craftsmen, or marketers connected in some ideological way can coordinate their efforts and maximize exposure to potential customers. Craft fairs, wellness events, or educational presentations can be very effective SOFT SELL approaches.
STOP AND REVIEW

A small business owner is personally selling his/her business and himself/herself 24 hours a day! This can seem overwhelming at times, but it allows a small business owner the opportunity to build relationships with customers on a daily basis.