copyright © 2002 by the mcgraw-hill companies, inc. all rights reserved. mcgraw-hill/ryerson 1-1...
TRANSCRIPT
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Ryerson
Chapter
1The Life, Times, and Career The Life, Times, and Career of the Professional of the Professional SalespersonSalesperson
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Ryerson
Learning ObjectivesLearning Objectives
After studying this chapter, you should be able to
Define and explain sellingExplain why everyone sells, even youDiscuss reasons people might choose a sales careerEnumerate some of the various types of sales jobsDescribe the job activities of sales peopleDefine the characteristics that necessary foe success
in building relationships with customersList and explain the 10 steps in the sales process.
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Ryerson
Chapter
1What is Selling?Types of Sales JobsWhy Choose a Sales Career?Is a Sales Career Right for You?Success in Selling--What Does It Take? Relationship SellingSales Jobs Are Different
Agenda
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Ryerson
Agenda cont’dAgenda cont’dChapter
1What Does a Professional Salesperson Do?E-Selling: Technology Used by SalespeopleRelationship MarketingLevels of Relationship MarketingThe Plan of This Textbook Building Relationships through the Sales Process
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Ryerson
What is Selling?What is Selling?
Selling is just one of many marketing componentsPersonal selling:
Personal communication of information
Goods
PersuasiveNeeds fulfillment:
Services
Ideas
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Ryerson
Everybody Sells!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 personal persuasion skills to persuade someone to act.
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Ryerson
Types of Sales JobsTypes of Sales Jobs
Selling in Retail
A retail salesperson sells goods or services to consumers for their personal, non-business use.
Direct SellersFace to face sales to consumers, typically in their
homes, who use the products for their personal use.
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Types of Sales Jobs cont…Types of Sales Jobs cont…Selling for a Wholesaler
For resale
For use in producing other goods
For use within an organization
Selling for a Manufacturer
Works for the firm who manufacturers the product
This is usually one of the most prestigious jobs to hold
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Exhibit 1-6Exhibit 1-6
The complexity and difficulty of these seven sales job categories increase as they move left to right.
Order-Takers Order-Getters
1.Inside retail sales
2.Outside delivery
3.Entry-level consumer goods
4.Missionary 5.Sales engineers
7.Creative sales of tangibles
8.Creative sales of intangibles
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Ryerson
Exhibit 1-7: A Sales PersonnelExhibit 1-7: A Sales PersonnelCareer PathCareer Path
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Ryerson
Why Choose a Sales Career?Why Choose a Sales Career?
There are a wide variety of sales jobs available
The freedom of being on your own
The opportunity for advancement in a
companyThe rewards from a sales
career
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Ryerson
RewardsRewardsNon-financial
Intrinsic reward of knowing you’ve skillfully delivered a sales presentation
Quick path to managing large amounts of responsibility
Quick path to managing others
FinancialHigher average than that of other workers at the
same level within the organizationBased upon performance
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Ryerson
Exhibit 1-8: Compensation and Exhibit 1-8: Compensation and Expenses by IndustryExpenses by Industry
Sales trainee
Consumer goods
Industrial goods
Services
Mid-service salesperson
Consumer goods
Industrial goods
Services
Top-level salesperson
Consumer goods
Industrial goods
Services
Sales manager
Consumer goods
Industrial goods
Services
Compensation*
$ 50,100
60,000
52,000
75,000
80,000
76,400
101,000
130,000
102,000
103,000
135,000
101,500
Travel and
Entertainment Expenses*
$ 15,000
17,500
16,200
17,000
17,250
16,800
18,000
18,500
17,800
27,100
29,900
29,100
Total
$ 65,100
77,500
68,200
92,000
97,250
93,200
119,000
148,500
119,800
130,100
164,900
130,600
*Compensation includes base salary, commission, and bonus. †Expenses include travel, entertainment, food, and lodging.
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Ryerson
Is a Sales Career Right for You?Is a Sales Career Right for You?What are your past accomplishments?What are your goals?Do you want to have the responsibilities 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 to
succeed?Are you willing to transfer to another city? Another
state?
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Success in SellingSuccess in SellingLove of sellingWillingness to work hard, then smartThe determination to achieveAn optimistic outlookKnowledgeableRuthless about timeActive listenerService orientedPhysically and mentally prepared
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Relationship SellingRelationship Selling
Non-adversarialNon-manipulativeConsultativePartneringProblem-solving
Goal: long-term relationship
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Exhibit 1-10: Main Elements in the Exhibit 1-10: Main Elements in the Customer Relationship ProcessCustomer Relationship Process
Maintain and growthe relationship
Maintain and growthe relationship
Analyzeneeds
Analyzeneeds
Recommend solutionand
gain commitment
Recommend solutionand
gain commitmentCustomerCustomer
Implement the recommendation
Implement the recommendation
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Exhibit 1-12: What does a professional Exhibit 1-12: What does a professional salesperson do?salesperson do?
Creates new customersSells more to present customersBuilds long-term relationships with customersProvides solutions to customer’s problemsProvides service to customersHelps customers resell products to their
customersHelps customers use products after purchaseBuilds goodwill with customersProvides company with market information
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Relationship MarketingRelationship Marketing
Creating customers for tomorrowCustomer loyaltyCommitted relationships
Levels of Relationship MarketingTransactional sellingRelationship sellingPartnering
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The Plan of the TextbookThe Plan of the Textbook
The role of the sales force in the marketing mixWhy people and organizations buy what they doVerbal and nonverbal communicationsThe importance of knowing your and your
competition’s productsAn in-depth discussion of the selling processSelf, time, and sales territory managementRetail, business, services and nonprofit sellingThe social, ethical, and legal issues in selling
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Building relationships through the Building relationships through the Sales processSales process
The sales process is a sequential series of actions:
Prospecting ObjectionsPre-approachApproachPresentationTrial close
Meet objections
Trial close
CloseFollow-up and service
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Exhibit 1-14: Ten Important Step in the Exhibit 1-14: Ten Important Step in the Customer Relationship Selling ProcessCustomer Relationship Selling Process
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SummarySummaryPersonal selling is an old and honorable professionMillions of people have chosen sales careers
because of:
Job availability
Personal freedom
The challenge
Opportunities for success
Non-financial rewards
Financial rewardsFinancial rewards
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Summary cont…Summary cont…Success comes from:
Training
Applying knowledge
Developing skills
Working hard
Wanting to succeed
Maintaining a positive outlook
Effective time management
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Notes for the Next ClassNotes for the Next Class