The Selling of Services: A Comprehensive Model

AbstractThe promotion mix for services is dominated by the personal selling function. However, service firm employees other than sales representatives are in active, continuous contact with customers and therefore are vital, but often unrecognized, members of the sales force. Recognition of the strategic importance of all customer contact employees in the firm's personal selling efforts is necessary for long-term success. A strategic level customer contact model is presented to integrate all contact employees and their functions. The authors developed this seven-part model for the selling of services based on empirical data, and an international banking case illustrates an application of the model.