ABSTRACT
Marketing is the activity, set of institutions, and pro cesses for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.1 Personal selling, a crucial part of marketing, involves interpersonal communications between buyers and sellers to initiate, develop, and enhance customer relationships. In the best sales organizations, salespeople earn the trust of their customers and utilize selling strategies that satisfy customer needs. In such organizations, salespeople help create customer value and, over time, increase the value delivered to customers.
