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The Life, Times, and Career of The Life, Times, and Career of the Professional Salespersonthe Professional Salesperson

The Life, Times, and Career of The Life, Times, and Career of the Professional Salespersonthe Professional Salesperson

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McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.

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Main TopicsMain TopicsMain TopicsMain Topics

What Is the Purpose of Business? Essentials of a Firm’s Marketing Effort What Is Selling? Personal Selling Today A New Definition of Personal Selling The Golden Rule of Personal Selling Everybody Sells! What Salespeople Are Paid to Do Why Choose a Sales Career? Is a Sales Career Right for You?

Chapter

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Main TopicsMain TopicsMain TopicsMain Topics

Success in Selling–What Does It Take? C–Characteristics for the Job Examined Do Success Characteristics Describe You? Relationship Selling Sales Jobs Are Different What Does a Professional Salesperson Do? The Future for Salespeople E-Selling: Technology Used by Salespeople Selling Is for Large and Small Organizations The Plan of This Textbook Building Relationships through the Sales

Process

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What Is the Purpose of Business?

To increase the general well-being of humankind through the sale of goods and services

According to the American Marketing Association, “Marketing is defined as the process of planning and executing the conception, pricing, promotion, and distribution of goods services, and ideas to create exchanges that satisfy individual and organizational objectives.”

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Marketing Concept

The customers’ want-satisfaction is the economic and social justification for a firm’s existence.

All company activities should be devoted to determining customers’ wants and then satisfying them, while still making a profit.

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Essentials of a Firm’s Marketing Effort

Ability to determine the needs of customersAbility to create and maintain an effective

marketing mixProductPriceDistribution (or place)Promotion

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Product: It’s More Than You Think

A good is a physical object that can be purchased.

A service is an action or activity done for others for a fee.

A product is a bundle of tangible and intangible attributes, including packaging, color, and brand, plus the services and even the reputation of the seller.

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Product: It’s More Than You Think (cont…)

People buy want-satisfactionWhat the product will doQualityThe image of owning the product

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Price: It’s Important to Success

The corporate marketing department sets each product’s initial priceNormal pricePossible special discount prices

Price refers to the value or worth of a product.

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Distribution: It Has to Be Available

The marketing manager also determines the best method of distributing the product.

Distribution refers to the channel structure used to transfer products from an organization to its customers.

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Promotion: You Have to Tell People About It

Personal SellingAdvertisingPublicitySales Promotion

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How Do You View Salespeople?

Some people have a negative view of salespeople.

What is your view of salespeople?How many of you have a viewpoint that is:

Positive? Negative?No opinion?

How many of you are interested in a sales career?

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Selling is just one of many marketing components.

Personal selling includes:Personal communication

of informationPersuasionHelping others

GoodsServicesIdeas

What is Selling?

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A New Definition of Personal Selling

Personal SellingRefers to the personal communication of informationTo unselfishly persuade someone

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Think of Your Grandmother

Would you treat her in a selfish manner? Would you sell her something just to make a

sale?

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Example – children whose cat had recently delivered a litter of kittens Girl – “They love each other so much that they’re trying

to keep each other warm” Mother – “Actually they’re trying to keep themselves

warm”

Refers to the sales philosophy of unselfishly treating others as you would like to be treated

Reciprocity is not expected.

The Golden Rule of Personal Selling

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The Golden Rule is all about trying to keep somebody else warm, even if it means that we get cold in the process.

The Golden Rule of Personal Selling, cont…

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Salesperson Differences

Traditional Salesperson

Professional Salesperson

Golden Rule Salesperson

Guided by self-interests

Takes care of customers

Others interests most important

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Exhibit 1-3a: Self & Customer Service Progress

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Exhibit 1-3b: Self & Customer Service Progress

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Everybody Sells!

Each of us develops communication techniques for trying to get our way in life.

You are involved in selling when you want someone to do something.

You use persuasion skills to persuade someone to act.

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What Salespeople are Paid to Do

Salespeople are paid to sell – that is their job.

Performance goals are set for:Themselves – in order to serve others, earn a living

and keep their jobsTheir employers – so the companies will surviveTheir customers – to fulfill needs and help

organizations grow

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How Do You Sell Someone and Remain Friends?

Salespeople need to close sales and at the same time maintain great relationships with their customers.

What does this require?That is what you will learn in this course.

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Why Choose a Sales Career? Exhibit 1-4: Six Major Reasons For Choosing A Sales Career

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Service: Helping Others

When asked what she would look for in a career after graduating from college, a student of your author, Jackie Pastrano, said, “I’d like to do something that helps other people.”

Service refers to making a contribution to the welfare of others.

Would you like to help others?

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What are Examples of How Selling Can Help Others?

What could a person be sold that would help the individual/family?Car, gas, repairsHouse InsuranceFoodMedicine

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What are Examples of How Selling Can Help Others?, cont…

What could a business be sold that would help it produce and market goods and services?Land to build a businessBuilding materials/construction of businessFurniture, equipment, suppliesRaw materials used in manufacturing

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A Variety of Sales Jobs Are Available

RetailDirectWholesalerManufacturer

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Types of Sales Jobs–Which Is for You?

Selling in RetailA retail salesperson sells goods or services to

consumers for their personal, non-business use.Direct sellers sell face to face to consumers –

typically in their homes – who use the products for their personal use.

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Types of Sales Jobs–Which Is for You?, cont…

Selling for a WholesalerFor resaleFor use in producing other goodsFor use within an organization

Selling for a ManufacturerWorking for the firm who manufacturers the productUsually one of the most prestigious jobs to hold

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Exhibit 1-6: Seven Sales Job Categories

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Exhibit 1-7: A Sales Personnel Career Path

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Rewards: The Sky’s the Limit

Non-financial Intrinsic reward of knowing you’ve skillfully delivered a

sales presentation Quick path to managing large amounts of responsibilityQuick path to managing others

FinancialHigher average salary than that of other workers at the

same level within the organizationBased upon performance, not tenure

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Is a Sales Career Right for You?

What are your past accomplishments? What are your future goals? Do you want to have the responsibility of a sales job? Do you mind travel? How much travel is acceptable? How much freedom do you want in a job? Do you have the personality characteristics for the job? Are you willing to transfer to another city? Another state?

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Success in Selling–What Does it Take? Exhibit 1-8: Love of Selling Is At Heart of Helping Others (Ssuccess)

S

S

EC

C

US

SsuccessS

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Exhibit 1-9: Aerobic, Strength, and Flexibility Exercise Guidelines

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C–Characteristics for the Job Examined, Exhibit 1-10: Harry Potter and You Have Something in Common

You both have the freedom to choose the type of person you want to be and thus how you will treat others.

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Exhibit 1-11: Personal Characteristics Needed to Sell for Building Long-term Relationships

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Putting the Customer First Requires Salespeople to Have Personal Characteristics That Allow Them To:

Care for the customer Take joy in their work Find harmony in the sales relationship Have patience in closing the sale Be kind to all people Have high moral ethics Be faithful to their word Be fair in the sale Be self-controlled in emotions

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How Would You Answer These Questions?

Do these success characteristics describe you?

Do you have all, or part, of them?Can you develop the missing ones?

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Once Again, Are You:

Caring? Joyful? Able to get along with others? Patient? Kind? Ethical? Honest? Fair? Self-controlled?

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Do Success Characteristics Describe You? Connect the Dots

The following puzzle illustrates how you can be held back from breaking through.

The challenge is to connect all nine dots with four straight lines, without lifting your pencil from the paper – try it!

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Start Here

Go Beyond the Limits…

1.

4.

3.2.

…to reach your goals!

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We Often Do Not Reach Our Potential Because:

We set our limits.It is hard to breakaway from our old selves.

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Relationship Selling

Non-adversarial Non-manipulative Consultative Partner-oriented Problem-solving Goal: long-term relationships

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Four Main Elements in the Customer Relationship Process

Analyze needsPresent product BenefitsGain CommitmentService

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Exhibit 1-12: The Customer is at the Center of the Sales System: ABC’s

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Sales Jobs Are Different

Salespeople:Represent their companies to the worldWork with little or no supervisionRequire more people skillsAre often allowed to spend company fundsMay require travel and being away from home

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What Does a Professional Salesperson Do?

Creates new customers Sells more to present customers Builds long-term relationships with cutomers Provides solutions to customer’s problems Provides service to customers Helps customers resell products to their

customers Helps customers use products after purchase Builds goodwill with customers Provides company with market information

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The Future for Salespeople: Skills Required

Learning conceptual skillsExample: planning

Learning human skillsExample: working with customers

Learning technical skillsExample: giving presentations

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Selling is Both an Art and a Science

Selling takes practice, just like golf or tennis.

Selling is also a science because a growing body of knowledge and objective facts describe selling.

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Preparing for the 21st Century

International and global sellingCultural fluency Language fluency

Diversity of salespeople and customers Customer partnerships Ethical and professional behavior E-selling

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E-Selling: Technology Used by Salespeople

Salespeople are going high tech, employing talking computers, e-mail, cellular phones, faxes, satellites, and automated maps with driving directions.

Imagine walking into a sales call with every piece of information needed to introduce a product to a customer.

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Selling is for Large and Small Organizations

It is easy to overestimate the importance of big business because of its greater visibility.

The Small Business Administration classifies approximately 98 percent of all business in the United States as small business.

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The Plan of the Textbook

The role of the sales force in the firm’s marketing efforts

The social, ethical, and legal issues in selling Why people and organizations buy what they do Verbal and nonverbal communications The importance of knowing your products and your

competition’s products An in-depth discussion of the selling process Self, time, and sales territory management Important functions of sales management

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Part I: Chapters 1-2

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Part II: Chapters 3-5

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Part III: Chapters 6-13

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Part IV: Chapter 14

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10. Follow-up and service. Serving customer after the sale.

4. Presentation. Further uncovering needs; relating product benefits to needs using demonstration, dramatization, visuals, and proof statements.

1. Prospecting. Locating and qualifying prospects.

2. Preapproach. Obtaining interview. Planning: determining sales call objective, developing customer profile, customer benefit program, and sales.

Exhibit 1-18: Ten Important Steps in the Customer Relationship Selling Process

6. Objections. Uncovering objections.3. Approach. Meeting prospect

and beginning customized sales presentation.

5. Trial close. Asking prospects’ opinions during and after presentation.

9. Close. Bringing prospect to the logical conclusion to buy.

7. Meet objections. Satisfactorily answering objections.

8. Trial close. Asking prospect’s opinion after overcoming each objection and immediately before the close.

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10. Follow-up10. Follow-up

9. Close9. Close

8. Trial close8. Trial close

7. Meet objections7. Meet objections

6. Determine objections6. Determine objections

5. Trial close5. Trial close

4. Presentation4. Presentation

Ten Important Steps in the Customer Relationship Selling Process

2. Preapproach - planning2. Preapproach - planning

3. Approach3. Approach

1. Prospecting1. Prospecting

The sales process is a sequential series of actions.

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Summary of Major Selling Issues

Personal selling is an old and honorable profession.

Millions of people have chosen sales careers because of: Job availability Personal freedom The challenge Opportunities for success Non-financial rewards Financial rewards

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Summary of Major Selling Issues, cont…

Success comes from:TrainingApplying knowledgeDeveloping skillsWorking hardWanting to succeedMaintaining a positive outlookEffective time managementUsing all of these to take care of the customer

End of Chapter 1End of Chapter 1End of Chapter 1End of Chapter 1

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McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.