Economics and Business
Quarterly Reviews
ISSN 2775-9237 (Online)
Published: 25 December 2022
Personal Selling Strategies by Relationship Managers in the Indonesia Banking Sector
Awallina Yusanda, Pawito, Andre Noevi Rahmanto
Universitas Sebelas Maret, Indonesia
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10.31014/aior.1992.05.04.481
Pages: 314-322
Keywords: Marketing Communication, Personal Selling, Banking Sector
Abstract
This research was conducted to identify the stages in the personal selling process carried out by Relationship Managers in the Banking Sector in the Digital Age. With a qualitative approach, the data collection method is to conduct interviews with four RM practitioners at private and government banks in Salatiga City. The results of this study show that RM practitioners apply a personal selling strategy in marketing banking products, including the prospecting, the approach, the sales presentation, overcoming objection, closing and follow-up service stages. In this study, it can be concluded that RM practitioners still carry out face-to-face approaches and use e-sales kits as a form of using technology in the digital era.
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