Introduction to Selling

What is Selling? The AMA defines Selling as “the personal or impersonal process of assisting and/or persuading a prospective customer to buy a commodity or a service or to act favourably upon an idea that has commercial significance to the seller.”

Selling is persuasion One has to sell when one does not have the direct power to compel a person to do something

Leadership requires persuasion All great leaders are great sales persons

Selling is more than a profession It is a way of life. We are all in the field of selling

Selling is a necessity. Because of competition. Society has determined that sales people must be offering something of value; otherwise it would have eliminated salespeople. In fact the nature of selling has changed over the years.

Why choose a selling career? Wide variety of selling jobs available? Freedom of being on your own The challenge of selling The opportunity of advancement Rewards from a sales career

The nature of selling has changed Salesmen duties are forever changing. If they do not change they could find themselves non-essential

“You may finish school, but you can never finish your education” Education does not guarantee a successful career. Adaptability, flexibility, coping with change, embracing technology are some of the parameters for a successful selling career.

Things that you might have to do in selling Convince Persuade Inform Argue Cajole Guide Lead Negotiate Solve Provide

Role of a Sales person in Society Intelligence Agent Possessor of technical knowledge Dispenser of innovation Catalytic agent in consumption process Service Function

Myths about selling Sales people are born, not made Good sales people are good talkers The good sales people can sell anything A good sales person can sell to anyone Selling is living ‘one big party’ The good sales person never takes ‘No’ for an answer The locker room syndrome Selling is a bag of tricks People don’t want to buy The ‘get rich quick’ illusion

Characteristics of a good salesperson Appearance – Clothing, grooming Voice and Conversation habits – friendliness, warmth, personality, talking too fast, mumbling, monotonous, overuse of slang, unenthusiastic, earnestness Manners and mannerisms – shaking hands, nervous gestures, common courtesies, smoking Some helpful personality elements – intelligence, tact, ‘sales sense’, dependability, assertiveness, self-confidence, vocabulary, imagination, determination, self-management, responsibility Listening Skills – ‘Talking is sharing; but listening is caring’. Listening gets us reciprocity.

Some personality traits and habits to overcome Criticism of others Arguing Clumsy attempts at humour Laziness impatience

Product Knowledge Customers buys benefits, not products Product applications as required in the customer’s sphere of activities. Knowledge inspires confidence, and confidence inspires confidence in customers You must be a walking encyclopaedia on your product “The typical prospect is interested in just one thing – what the item you are selling will do for him or her.”

No Selling without Buying A sale is made not in the mind of the sales person, not over the counter or desk, but in the mind of the buyer