| Summary: | The definition of the concept of relationship marketing is discussed. The notion of personal sale, which emphasizes the importance of knowing the psychology of customers, the ability to demonstrate significant competence and knowledge of modern techniques in sales by the seller is represented. The theory of marketing introduced by the concept of a "personal agent", most accurately reflects the activity of the seller in the context of relationship marketing. The necessity of the application of psychology in marketing is proved. This brief description of the four basic psychological concepts, which are the basis of the marketing strategy, is clarified by leading marketers. The three areas of application of differential psychology in marketing are suggested. The basis of the psychological techniques is represented by the typical characteristics of a person. The first point of the customer portrait is showed by the theory of spirits. The second point of psychological portrait is based on the theory of Socionics. The third point of the customer portrait refers to the theory of the types of perception of the world. Three stages of the process of building a psychological portrait of the client are proposed and described. Recommendations for dealing with clients of different psychological types are discussed. A technique of creation a psychological portrait of the client allows improving subjective well-being of customers and promotes the growth of the main indicators characterizing the effectiveness of personal sales.
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