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Preparation for Success in Selling

Learning Objectives: Study what type of information makes up the product

knowledge needed for success in selling. See how sales technology tools impact the salespeople

and how to use them to your advantage. Examine the various types of social media available. Understand the concept of product positioning. Identify the three types of motivation and how they

operate in affecting human behavior. Recognize the importance of setting and achieving

goals for personal success.

Chapter 6

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• Effective sales training involves:– Knowledge of the product or service– Information about the company– Motivation and goal setting– Sales force automation– Knowledge and application of the sales process

Preparing to Sell

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Areas of Product Knowledge The Product Itself Performance Manufacturing Distribution Channels Company Information Service Available Product Knowledge Application Knowledge of the Competition

Product Knowledge: Know Everything!

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Product Knowledge

The Product ItselfExternal characteristicsHow to useAll available optionsAdaptability

PerformanceLife expectancyTolerance to wear and stressMaintenance and supplies needed

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Product Knowledge

Service availableService policiesService personnel

Distribution ChannelsDistribution strategyPricing policiesMedia support

Manufacturing How is it made Quality control

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• Application of Product Knowledge– Know when to use it– Can be a hindrance if you talk too much– Don’t assume that it is solely the company’s responsibility to educate you

• Information About the Company– History – Product evolution– Present customers

• Benefits of Gaining Product Knowledge– Gives you pride and self-confidence in product– Allows you to diagnose customer’s problems– Enables better customer service– Gives you an air of competence

Product Knowledge

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Gain a Differential Competitive Advantage Through…

Product Superiority

Source Superiority People Superiority

Service SuperiorityVersatility Design

Efficiency Mobility Storage Packaging Handling Time Life ExpectancySafety Adaptability Appearance

Delivery InstallationInventory MaintenanceCredit MerchandisingTraining

Time EstablishedCompetitive StandingCommunity ImageLocationSizeFinancial SoundnessPolicies and Practices

Personal Knowledge and SkillsKnowledge and Skill of SupportPersonnelIntegrity and CharacterFlexibility of Call ScheduleInterpersonal SkillsMutual Friends

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Sales forces will become automated… they must to survive.

The virtual office is carried on a computer.

Sales Force Automation

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• Personal Productivity– Laptops and Handhelds

– Contact Management Software

– Mapping programs and GPS

– Customer Relationship Management (CRM) Software

The Impact of Technology Tools

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• Improved Communication– Smart Phones– Internet and videoconferencing– Telecommuting

• Transactional Processing– Electronic Data Interchange (EDI) for order

processing– Corporate contact management– Internet Database Development Technologies

The Impact of Technology Tools

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• CRM Software– CRM stands for Customer Relationship

Management– Used to manage relationships with customers

• Surado CRM Online– Cloud-based software– Use it from any web-based device– Maintain contact with your customers, even on

the road.

CRM Software

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• Social Media Sites– Facebook– Twitter– LinkedIn– Specific Niche Sites

Social Networking

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• Key Points for Developing a Powerful Market Position– Put together a marketing strategy built around

benefits that are important to your customers.– Remember the way you service your customers or

sell to them can be a powerful difference.– Recognize that focusing on the few attributes that

really set you apart means you can’t be all things to all people.

– Keep an eye on how your competitors are positioning themselves.

Product Positioning

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A Closed Loop Integrated Marketing Communication System

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• Using computer databases to coordinate all marketing functions

• A firm will use input from each functional area to deliver communications tailored to the needs of the market

Integrated Marketing Communication

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Motivation is the impetus to begin a task, the incentive to expend the necessary time,

and the willingness to sustain the effort until the job is done.

Motivation and Goal Setting

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• Motivation arises as a response to either an external or internal stimulus: – Fear motivation is external, temporary, and

negative.

– Incentive motivation is external and temporary.

– Attitude motivation is internal and permanent.

Designing Your Own Self-Motivation

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1. Crystallized Thinking. You must know what you want to achieve.

2. A Plan of Action with Deadlines. Develop a plan for achieving your goal, and a deadline for its attainment

3. Sincere Desire. Develop a sincere desire for the things you want in life

4. Supreme Confidence. Develop supreme confidence in yourself and your own abilities

5. Dogged Determination. Follow through on your plan, regardless of obstacles, criticism or circumstances, or what other people think, say, or do!

The Million Dollar Personal Success Plan

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Success is the progressive realization of worthwhile,

predetermined, personal goals.

Success and the Total Person

Success is……progressive throughout life.…different for different people.