Chapter 2 – Case Problem 2
“Ryan Guillory”
2-14: Ryan has adopted the three prescriptions for a personal selling philosophy. He has adopted
the marketing concept and values personal selling and plays the part of a problem solver by
helping people get the lowest rates possible.
2-15: Guillory has really made sure he is the one who helps out his customers as much as
possible by giving them a personable experience and helping them one on one to find the
lowest rate. A relationship strategy is important in personal selling because without a
relationship with the customer, there is no personal interaction and the customer might not
feel that Guillory is the best fit for them.
2-16: Some ways that Ryan can enhance the customers experience is: by developing a quality
relationship, carefully identifying the customer needs, and then configuring and presenting the
best possible product solution. Ryan could provide excellent service after the sale by keeping in
touch with his client or by going over their policies on a frequent basis (creating value to the
customer).
2-17: It would be important for the market-support personnel employed by TWFG to