Ch. 17 Personal Selling and Sales Mgmt

Due to Michael Kors being in the fashion industry and the business of selling to consumers, it is extremely important to know what it takes to sell and how to navigate/manage the selling process to best suit their company's need/purpose. MK uses elements from the traditional personal selling strategy to succeed: selling products(in regards to this blog we will focus on handbags), their sales staff spends large amounts of time with customers giving details and advice about the product(handbags). In addition, their proposals and presentations are based on pricing and product features.

Michael Kors has also applied some of the most common Customer Relationship Management(CRM) applications to not only sell their products but to expand their customer base. They took the time to actually get to "know" their customers and what the market wanted. This allowed MK to create a great campaign management application to showcase their "lifestyle brand" line. By doing so, they were able to retain loyal customers. Being able to keep customers meant they could then introduce them to other MK products. Since this was successful, they also needed to increase their distribution changing their status to a dual distribution (direct and retail marketing channels) company. Creating and continuously maintaining great customer relationships and sales management will ensure that MK stays around for years to come.