Читать книгу Media Selling - Warner Charles Dudley - Страница 71

Retail is a broad category for which there is no standard definition; stores (hard goods, soft goods, food), services (insurance companies, banks, dry cleaning), entertainment (theaters, clubs, bars), and restaurants all normally come under the general classification of retail. In this book, all types of retail establishments and sellers of services are referred to as stores. For example, those businesses that are results‐oriented should be designated as retail clients, or retail accounts, and have missionary salespeople calling on them. A retailer may have an advertising agency that buys according to the dictates of a store owner who cares only about results and who directs the agency to buy in a particular pattern that has proven to be successful in the past. These types of agency and direct accounts should be called on by a retail specialist. A retail specialist is a salesperson who thoroughly understands the retail business and who might have had experience working in retail.

A retail salesperson must be patient and not always seek a fast sale or a quick close. It may take much longer to sell to a retailer who is trying to fit advertising into a complex marketing and merchandising mix than to an advertising agency that is merely trying to make an efficient media buy.