Uses the conflicting viewpoints that the “aim of marketing is to make selling unnecessary” (Drucker) and “the heart of marketing is selling” (Hersey) as the basis for discussion. Observes that, certainly in many organizations, the prime responsibility for implementing the marketing strategy rests with the field salesforce “at the sharp end”. Notes that some organizations have been characterized as “selling oriented”, implying that organizational success is heavily reliant on achieving sales budgets through the efforts of aggressive sales teams. Focuses on the sales presentation ‐ the heart of the interface between company and customer ‐ describing the persuasion process used by an organization selling time share holidays, based on a real situation. Provides a vehicle for analysis of the sales process and particularly the means used for gaining customer commitment.
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