LO 18-2 Identify the different types of personal selling.

Three types of personal selling exist:

(a) order taking,

(b) order getting, and

(c) customer sales support activities.

Each type differs from the others in terms of actual selling done and the amount of creativity required to perform the sales task. Order takers process routine orders or reorders for products that were already sold by the company. They generally do little selling in a conventional sense and engage in only modest problem solving with customers. Order getters sell in a conventional sense and identify prospective customers, provide customers with information, persuade customers to buy, close sales, and follow up on customers’

use of a product or service. Order getting involves a high degree of creativity and customer empathy and is typically required for selling complex or technical products with many options. Customer sales support personnel augment the sales effort of order getters by performing a variety of services. Sales support personnel are prominent in crossfunctional team selling, the practice of using an entire team of professionals in selling to and servicing major customers.