WELCOME TO PROFESSIONAL SELLING - siast5 · * 20% Class participation, assignment, presentation * 35% Mid-term exam ... A. Selling--refers to the personal communication of information

Pro. Selling-Chapter 1 1

WELCOME TO

PROFESSIONAL SELLING


GRADING & COURSE OUTLINE

Grading

* 20% Class participation, assignment, presentation

* 35% Mid-term exam

* 10% Final exam

* 35% Sales presentation

Course outline

Session IChapters: 1, 2, 3, 4, 5, 6, 7 and 8

Mid-term Exam

Session IIChapters: 9, 10, 11, 12, 13 and 14

Final Exam

Session IIIChapters: 6, 7, 8, 9, 10, 11 and 12

Sales Presentation


CHAPTER 1.

LIFE, TIMES AND CAREER OF

PROFESSIONAL SALESPERSON


Learning Objective

After studying this Chapter, you should be able:

Define and explain selling

Explain why everyone sells, even you

Discuss reasons people might choose a sales career

Enumerate some of the various types of sales jobs

Describe the job activities of sales people

Define the characteristics that necessary foe success in

building relationships with customers

List and explain the 10 steps in the sales process


Agenda

What is Selling?

Types of Sales Jobs

Why Choose a Sales Career?

Is a Sales Career Right for You?

Success in Selling--What Does It Take?

Relationship Selling

Sales Jobs Are Different


Agenda cont’d What Does a Professional Salesperson

Do?

E-Selling: Technology Used by

Salespeople

Relationship Marketing

Levels of Relationship Marketing

The Plan of This Textbook

Building Relationships through the

Sales Process


I- What is Selling?

Personal selling:

Personal communication of information

Persuasive

Needs fulfillment

+ Goods

+ Services

+Ideas


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.


II- 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 company

The rewards from a sales career


Types of Sales Jobs Selling in Retail

+ A retail salesperson sells goods or services to consumers for their personal, non-business use.

Direct Sellers+ Face to face sales to consumers, typically in their homes, who use the products for their personal use.

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


Exhibit 1-7:

A Sales Personnel Career Path


SALES LEADER LEVELS IN THE

ORGANIZATIONAL HIERARCHY

To p S a le s L e ad e rs

(S tr a te g ic )

First-Line Sales Leaders (Operational)

Middle Sales Leaders

(Tactical)

Regional Sales Leader

CEO

President

Vice President of Marketing

National Sales Leader

Zone Sales Leader

District Sales Leader

Assistant District Sales Leader

Non-managerial Salespeople

Sales Trainee Salesperson Key Account


Rewards Non-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

Financial

+ Higher average than that of other workers at

the same level within the organization

+ Based upon performance


III-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?


IV- Success in Selling

WHAT MAKES A SALESPERSON SUCCESSFUL?

Love of selling

Willingness to work hard, then smart

The determination to achieve

An optimistic outlook

Knowledgeable

Ruthless about time

Active listener

Service oriented

Physically and mentally prepared


V - Relationship Selling

Goal: Long-term relationship

Consultative

Partnering

Problem-solving


Exhibit 1-10: Main Elements in the

Customer Relationship Process

Maintain and grow

the relationship

Analyze

needs

Recommend solution

and

gain commitmentCustomer

Implement the

recommendation


VI - What does a professional salesperson

do?

Creates new customers

Sells more to present customers

Builds long-term relationships with customers

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


VII - Relationship Marketing

Relationship Marketing create customer loyalty by

paying continuous attention to important customers

Creating customers for tomorrow

+ Customer loyalty

+ Committed relationships

Levels of Relationship Marketing

+ Transactional selling

+ Relationship selling

+ Partnering


VIII - Building relationships

through the Sales process

The sales process is a sequential series of actions:

Prospecting Objections

Pre-approach

Approach

Presentation

Trial close

Meet objections

Trial close

Close

Follow-up and service


Exhibit 1-14: Ten Important Step in the

Customer Relationship Selling Process


SummaryPersonal 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


SummarySuccess comes from:

Training

Applying knowledge

Developing skills

Working hard

Wanting to succeed

Maintaining a positive outlook

Effective time management


Summary contA. Selling--refers to the personal communication of

information to persuade a prospective

customer to buy something--a good, service, idea, or something else--individual's needs.

which satisfies that

B. Everybody sell

You develop communications techniques for getting your way in life.

Your ability to communicate effectively is a key to success in life.

Many people benefit – salespeople, purchasing agents, anyone involved with other people


Summary cont

Order-takers

Ask what customer wants or waits for the

customer to order

Order-getters

Get new and repeat business using a creative

sales strategy and a well-executed sales

presentation


Summary cont

SALES JOBS ARE DIFFERENT

A. Salespeople represent their company to the outside world.

B. The outside salesperson typically operates with little direct supervision and needs a high degree of motivation.

C. Salespeople probably need more tact, diplomacy, and social poise.

D. Authorized to spend company funds on entertainment, transportation, and other business expenses.

E. Selling requires mental toughness and physical stamina


Summary contLEVELS OF RELATIONSHIP MARKETING

A. Transaction selling -- customers sold and not contacted again.

1. Low-priced, low-profit.

2. Customers geographically dispersed.

B. Relationship selling -- seller contacts customers after the purchase to determine if they are satisfied and have future needs.

1. Ensure satisfaction.

2. Identify future needs.


Summary cont

C. Partnering -- the seller works continually to

improve its customers' operations, sales

and profits.

1. 80/20 principle - 80 % sales

comes from 20 % of customers.

2. Identify most important customers and

designate them for partnering programs


THE END

THANK YOU

Documents

WELCOME TO PROFESSIONAL SELLING - siast5 · * 20% Class participation, assignment, presentation * 35% Mid-term exam ... A. Selling--refers to the personal communication of information