Ch. 17 - Personal Selling and Sales Management

Starbucks practices personal selling. As Principles of Marketing explains "personal selling is a purchase situation involving a personal, paid-for communication between two people in attempt to influence each other". Starbucks goal is to ultimately sell you coffee and their other goods. The way they do this is by communicating their new beverages and new pastries to their costumers. Starbucks baristas will answer any question you have and will tell you the difference between all the various coffee beverages they have. Personal selling is very beneficial to Starbucks because good service is what influences costumers and make them more willing to purchase their goods. 

Starbucks is a well known and globally successful corporation. Their relationship selling techniques has a lot to do with where they are now. Starbucks focuses on their costumer and do everything they can to enhance and maintain their communication with them. One way they do this is their Starbucks membership cards. There are three levels of them and each card benefits the costumers in one way or another.

This is a smart incentive that Starbucks created to keep their costumers happy by offering rewards. Any reward will definitely having people coming back for more.