Chapter 17: Personal Selling and Sales Management

When it comes to Colgate-Palmolive , they are more focused on advertising and sales promotion compared to personal selling. Relationship or Consultative selling is a multistage process that emphasizes personalization and empathy as key ingredients in identifying prospects and developing them as long-term, satisfied customers. Colgate toothpaste is a standardized product sold globally. Colgate has developed global commercial selling principles that apply to there relationships with customers, regardless of their size or location.

"In the United States, for example, Colgate learned that in stores with in-house pharmacies, nearly half of shoppers do not buy another product when filling their prescription. However, these shoppers want information on health-related products. As a result, messaging focused on Colgate Total toothpaste and the association between a healthy mouth and a healthy body is being communicated on prescription bags given directly to shoppers who purchase medications for diabetes and heart disease. Additionally, special displays for Colgate Total with similar health messaging are being placed adjacent to the pharmacy. Activities such as these not only build brand equity and sales for Colgate, but also help grow category sales for the retailers."