IGM Technologies sells a new calibrated filtering system used to virtually eliminate all types of hazardous gas emissions in chemical plants. The filtering system involves complex technology that customers may not understand easily. The company sends its sales personnel for a two-day training course on the appropriate use and maintenance of the filtering system so that they can educate prospective customers on its application. Which of the following elements of the promotion mix would most likely be used to sell this filtering system?

Question

Quizplus · Accepted Answer

Personal selling would be the most appropriate element of the promotion mix to sell this complex and technical filtering system. Sending sales personnel for training shows that the company values personal interaction with customers and wants its sales personnel to have a deep understanding of the product. Through personal selling, the sales personnel can educate prospective customers on the appropriate use and maintenance of the filtering system, answer any questions or concerns, and ultimately persuade them to make a purchase. Advertising and mass marketing may not be as effective as they do not provide the same level of personal interaction and education. Public relations may also be helpful in building awareness and credibility for the company and its products, but it is not the most effective means of selling a highly technical product like this filtering system.

IGM Technologies Sells a New Calibrated Filtering System Used to Virtually