Personal selling is a purchase situation involving a
personal, paid-for communication between two people in an attempt to influence
each other. This has its pros and cons. All of the M.A.C. stores have a minimum
of 3 make-up artist that are willing to help, at all times. They also have a live
chat on their website. M.A.C. employees have personal selling skills and
knowledge of the cosmetics, which give them the ability to find cosmetics that
fit the customer best. Therefore, it leads the customer to discover other cosmetics
that they didn’t know about. The pros are that the customer will buy an item
that they are completely satisfied with. However, for some people the cons are
that the customer will end up spending a whole lot more than they expected.
Never the less, I believe M.A.C. is a Customer centric
company. Customer centric is a philosophy under which the company customizes
its product and services offering based on data generated through interactions
between the customer and the company. Having this philosophy impacts a company’s
decision for future innovation. One of the systems M.A.C uses to learn about
the customer is online rating and reviews. Also, M.A.C. has individual records
of what people buy in stores. When purchasing at M.A.C. they ask for basic
information to keep track of what you have bought in the past. This not only
helps to build a relationship with your potential customer but also to develop a
personal selling process.
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