19 PERSONAL SELLING: ETHICS, ISSUES, REQUIREMENTS, AND BASIC SKILLS

SALES IT IS NEVER ENOUGH ! Sales are Down [video]

YOUR IMPRESSIONS OF SALES MARKETING ADVERTISING SALES / SALES MANAGER JOBS OR PROFESSIONS? Why do you [not] want to be in sales?

YOU SELL EVERY DAY! ASSISTANCE FAVOR FULFILL A REQUEST ALL ARE FORMS OF PERSONAL SELLING

SALES RESPONSIBILITIES #1 - VOICE OF THE CUSTOMER –Feedback about client developments –Feedback about your company –Feedback about competitors #2 - VOICE OF THE COMPANY –Implement the marketing plan –Communicate your company policies and/or positions –Not an agent #3 - IMPECCABLE ETHICS AND INTEGRITY

SALES PERSONNEL & INCOME INCOMEINCOME TELESALES NOT TELEMARKETING RETAIL / ORDER TAKERS DIRECT FIELD SALES INSIDE SALES TECHNICAL SALES SERVICE SALES OEM NATIONAL ACCOUNTS $13.6 K $150+ K $$$,$$$ PROFESSIONALISM MISSIONARY SALES TRANSACTION MARKETING RELATIONSHIP MARKETING

MAJOR SALES APPROACHES TRADITIONAL –Product oriented—profit through sales volume CONSULTATIVE –Problem-solving—profit through problem solving RELATIONSHIP –Understand their business—profit through strategic relationships, customer loyalty and satisfaction Joint Efforts / Joint Teams TEAM –Integrate organizations—profit through sales volume –Strong advantage for large firms competing against smaller firms –Long-term alliances

FORMS OF PERSONAL SELLING SALES PRESENTATION TYPES OLDER METHODS LO2 Stimulus-response - given the appropriate stimulus, the prospect will buy. Formula selling – information must be provided in an accurate, thorough, and step-by-step manner

FORMS O PERSONAL SELLING SALES PRESENTATION TYPES MODERN METHODS LO2 Need-satisfaction - probing and listening to identify needs and interests 1.Adaptive selling - a need-satisfaction format that adjusts the presentation to fit the selling situation 2.Consultative selling - a need-satisfaction format where the salesperson focuses on problem identification, recognition, and resolution

SALES FUNCTIONS 1.MANAGING THE PROSPECT FUNNEL 2.THE SALES CYCLE 3.CUSTOMER / PROSPECT CARE 4.INFORMATION DISSEMINATION 5.TERRITORY MANAGEMENT 6.PROFESSIONAL DEVELOPMENT

SUSPECT TO GREAT CUSTOMER Suspect Inquiry Prospect Qualified Hot prospect Proposal / quote First purchase Repeat purchaser Long-term or high value customer Past customer

MANAGING THE PROSPECT FUNNEL PROSPECT APPROACH & QUALIFY PRESENT DEMONSTRATE HANDLE OBJECTIONS CLOSE FOLLOW-UP CUSTOMER ! REAL, FALSE, STALLS HOT PROSPECT Trial / Actual Close EFFECTIVENESS NEEDS & VALUE QUALIFIED ! FAB COGNITIVE DISSONANCE MARKETING DEPARTMENT LEADS VS. COLD CALLS Copyright A. Whitebread, SALES CYCLE

THE SALES CYCLE & AIDA PROSPECT APPROACH & QUALIFY PRESENT DEMONSTRATE HANDLE OBJECTIONS CLOSE FOLLOW-UP A I D A The Price Objection:

YOUR SALES OPPORTUNITY Inactive and Ex-customers PartnersAdvocatesClients Repeat customers First-time customers Suspects Prospects Disqualified prospects X

CUSTOMER & PROSPECT CARE BUILDING A RELATIONSHIP –TRUST –CREDIBILITY COMES THROUGH KNOWLEDGE –There is no substitute for product knowledge! PERFORMANCE –Products & services, the organization, and you! DELIVERING AS ADVERTISED –INFORMATION –FOLLOW-UP AND FOLLOW-THROUGH –ORGANIZE ADDITIONAL RESOUCES

INFORMATION DISSEMINATION TO CUSTOMERS AND PROSPECTS –STANDARD COMMUNICATION –NEW PRODUCTS AND PROGRAMS TO THE COMPANY –CUSTOMER AND PROSPECT REACTIONS –COMPETITIVE INFORMATION REPORT SIGNIFICANT EVENTS –What do you think would be a significant customer event?

TERRITORY MANAGEMENT TIME MANAGEMENT ASSEMBLE RESOURCES MAINTAIN CONTROL REPORTING –Call reports, expense, sales, … TERRITORY PLANS AND FORECASTING

PERSONAL IMPROVEMENT EFFICIENCY / TIME MANAGEMENT SALES SKILLS PROBING WITH OPEN-END QUESTIONS PROVING THROUGH RESPONSE LISTENING EVALUATING PRESENTING [PROVIDING INFORMATION] CLOSING PROFESSIONAL DEVELOPMENT

TRAITS OF GOOD SALES PERSONNEL GOAL ORIENTED STRONG EGO BUT EMPATHETIC VERY KNOWLEDGEABLE CONTROL ANY SITUATION IMPECCABLE INTEGRITY AND ETHICS

SALES PERSONNEL TRAITS IMPECCABLE INTEGRITY AND ETHICS –ETHICAL AND LEGAL ISSUES DISPARAGEMENT MISREPRESENTATION BRIBERY HIGH-PRESSURE SALES TACTICS NO FAVORITISM NO DISCRIMINATION

AN AVERAGE DAY IN SALES PROPOSALS, PRESENTATIONS, & QUOTATIONS COMMUMICATIONS –INTERNAL & EXTERNAL REPORTING SCHEDULING TIME MANAGEMENT TELEPHONE CALLS SALES CALLS AND PRESENTATIONS TRAVEL