Apple Vs. Sony in personal selling PDF

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Apple Vs. Sony in personal selling ...

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Apple Many companies consider personal selling the key to marketing effectiveness and Apple is one of them. Apple stores are very unique on each store layout design and structure, which is what sets them apart from all electronics stores. Apple displays all of their products so the consumers to have a hands-on experience, along with a clear intake on the environment of the store. Consumers are allowed to surf the web on any of the products, such as: the iMac, MacBook, iPad and iPhone. This allows them to experience different features and allows the consumers to get comfortable with Apple products. This is a major sale and promoting strategy, which shows Apple has good personal selling strategies. Apple uses personal selling within the Apple Retail Stores, where trained and knowledgeable employees are able to help consumers with their choice in products, answering all the question and guide the customer through their product. They use non-aggressive approach to make the sale. Instead of forcing the customer to buy their product, they make them comfortable with the iProducts and make them fall in love with it. Apple also offers their customer with a ‘walk-through’ session. When someone buys a new iProduct, Apple offers them a free ‘walk-through’ session, which helps the customer get more familiar with the product. The ‘walk-through’ session can be conducted in Apple Store or even through Video-calling. This allows great customer service which then is spoken about amongst peers, family members, friend circles and even at work. The personal selling works better than other forms of promotion that Apple has. Apple uses extensively personal selling. The company's Apple Stores are home to many young and knowledgeable sales representatives who are trained thoroughly in both product information and customer service. With the release of new products and upgrades the company produces every few months or so, it is important for sales representatives to stay informed about the latest technologies entering the market. Walking into any Apple Store will reveal that employees are often young and enthusiastic about the products. Along with the great product the customer service at Apple Inc usually turns consumers into customers. This leads Apple Inc into the long-run as the best technological company. [CHANGE]

Sony Sony offers consumers a range of products from television and home cinema, cameras, audio, gaming, mobile and mobile accessories, video cameras and many more. Personal selling is one of Sony’s key marketing strategies, they use several platforms to sell their products such as online, instore, gaming conventions, mini-hubs and much more. Employees use personal selling as a key tool to persuade target customers to purchase their products. These various outlets allow consumers to get a first hand experience of their products before purchasing. For example, with the Sony PlayStation, consumers are encouraged to participate in their inaugural game conventions; E3 and Gamescon where executives and professionals come and discuss new games, updates, and plans for the near future to build hype and get their

target audience involved. This is excellent use of Personal Selling. These conventions create a huge buzz in the gaming world and create extensive media coverage which in turn helps to boost sales and personal selling. Because Sony is sold in several retail stores, employees must be familiar with the products they are selling which allows the salespeople to connect to the customer on a personal level about their own experiences with the product. They utilize personal selling techniques by creating a one-on-one experience with every purchase. Sony also listens to the feedback of customers about the services and products, which allows the company to better themselves and meet the needs of their target audience even more extensively. With this all inmind, its easy to see how Sony utilises personal selling in their marketing strategies. [CHANGE]

Conclusion So to conclude, there are many advantages and disadvantages in using personal selling as a marketing strategies but overall, Personal selling is a key marketing tool and is clear to see why many companies such as apple and Sony, incorporate them into the marketing mix....