1. 1-1 What is Selling?  Selling is just one of many marketing components  Personal selling includes  Personal communication of information  Persuasion  Helping others –Goods –Services –Ideas

2. 1-2 A New Definition of Personal Selling  Personal Selling  Refers to the personal communications of information  To unselfishly persuade someone

3. 1-3 Think of Your Grandmother  Would you treat her in a selfish manner?  Would you sell her something just to make a sale?

4. 1-4 The Golden Rule of Personal Selling  Refers to the sales philosophy of unselfishly treating others as you would like to be treated  Reciprocity is not expected

5. 1-5 Salesperson Differences  Traditional Salesperson  Professional Salesperson  Golden Rule Salesperson  Guided by self-interests  Takes care of customers  Others interests most important

6. 1-6 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 persuasion skills to persuade someone to act

7. 1-7 Types of Sales Jobs  Retail Selling  A retail salesperson sells goods or services to consumers for their personal, non-business use  Direct Selling  Face to face sales to consumers, typically in their homes, who use the products for their non-business personal use

8. 1-8 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  Working for the firm who manufacturers the product  Usually one of the most prestigious jobs to hold

9. 1-9 Exhibit 1-8  The complexity and difficulty of these seven sales job categories increase as they move left to right.

10. 1-10 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 salary than that of other workers at the same level within the organization.  Based upon performance, not tenure

11. 1-11 Relationship Selling  Non-adversarial  Non-manipulative  Consultative  Partnering  Problem-solving  Goal: long-term relationship

12. 1-12 Sales Jobs Are Different  Salespeople:  Represent their companies to the world  Work with little or no supervision  Require more people skills  Are often allowed to spend company funds  May require travel and being away from home

13. 1-13 Preparing for the 21 st Century  International and global selling  Cultural fluency  Language fluency  Diversity of salespeople and customers  Customer partnerships  Ethical and professional behavior  E-selling

14. 1-14 Relationship Marketing: Where Personal Selling Fits Relationship Marketing: Where Personal Selling Fits Chapter 2 Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

15. 1-15 What is Marketing?  Marketing is a process of planning:  The conception, pricing, promotion, and distribution of goods, services, and ideas  To create exchanges that satisfy individual and organizational objectives

16. 1-16 Customer Orientation’s Evolution  The production concept  The selling concept  The marketing concept

17. 1-17 The Production Concept  Companies were production oriented We know what people want – they want our product.

18. 1-18 The Selling Concept  Characterized by product demonstrations and unsophisticated sales techniques  Emphasis on the product  Product created and then sold  Management is sales-volume oriented  Stresses needs of the seller

19. 1-19 The Marketing Concept  Emphasis is on customer’s wants  Customer’s wants drive production  Management is profit-oriented  Planning is long-run  Stresses wants of buyers

20. 1-20 Marketing’s Importance in the Firm  Marketers have four main objectives:  Maximize the sales for existing products in existing markets  Develop and sell new products  Develop new markets for existing or new products  Provide quality service to ensure repeat business

21. 1-21 What is Meant by the Term “Product?”  A product is a bundle of tangible and intangible attributes, including package, color, and brand, plus the services and even the reputation of the seller

22. 1-22 The Term “Product” May Refer to a Good or Service  Examples  Goods - a physical object for sale –Automobile –Cell phone –Prescription medicine  Services - an action or activity done for others for a fee –Automobile repair –Wireless phone plan –Health insurance

23. 1-23 People Buy More Than the Product  People buy want-satisfaction as  What the product will do  Its quality  Image of owning as a –Polo shirt vs. Wal-Mart shirt

24. 1-24 The Key Phrases That Differentiate Between Consumer and Industrial Products are:  Consumer product - personal use  Industrial product - producing other products  What is an example of an industrial product?  Airlines purchase airplanes  Boeing sells their airplanes to airlines  University buys computers

25. 1-25 Price: It’s Important to Success  Price refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product

26. 1-26 Promotion Tells People  Promotion increases sales by communicating product information to potential customers  The four basic components of a firm’s promotional effort are: (PAPs)  Personal selling  Advertising  Publicity  Sales promotion

27. 1-27 Relationship Marketing  Relationship marketing is the creation of customer loyalty  Targets a major customer that it wants to sell to now and in the future  Establishes a long-term collaborative relationship

28. 1-28 Partnering with Customers  Encourages both the buyer and seller to share information  Two companies work toward the same objective

29. 1-29 Consultative Selling  The process of helping the customer achieve strategic short and long-term goals through the use of the seller’s goods and/or services  A highly interactive dialogue between a salesperson and a customer  A balanced exchange of information

30. 1-30 Ethics First…Then Customer Relationships Chapter 3 Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

31. 1-31 Management’s Social Responsibilities  Social responsibility is management’s obligation to make choices and take actions that contribute to the welfare and interests of society as well as to those of the organization

32. 1-32 Exhibit 3-2: Major Stakeholders in the Organization’s Performance

33. 1-33 The Psychology of Selling: Why People Buy Chapter 4 Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

34. 1-34 A FABulous Approach to Buyer Need Satisfaction  Stressing benefits is a very powerful selling technique  FAB selling technique helps emphasize benefit  F  A  B eature dvantage enefit

35. 1-35 People Buy Benefit(s)  Not a product’s feature(s)  Not a product’s advantage(s)

36. 1-36 How to Determine Important Buying Needs -- A Key to Success  L-O-C-A-T-E isten bserve ombine sk questions alk to others mpathize LL OO CC AA TT EE

37. 1-37 The Trial Close -- A Great Way to Uncover Needs and Sell  The trial close asks for an opinion, not a decision to buy  It gives feedback.  The trial close is one of the best communication techniques in the sales presentation

38. 1-38 The Trial Close Helps You to Determine:  Whether the prospect likes your product’s features, advantages, or benefits  Whether you have successfully answered any objections  Whether any objections remain  Whether the prospect is ready for you to close the sale

39. 1-39 Sell Sequence  SELL Sequence - Show Feature - Explain advantage - Lead into benefit - Let customer talk SS EE LL LL - physical characteristic - performance characteristic - result of advantage - ask opinion question

40. 1-40 The Buyer’s Personality Should Be Considered  Personality can be viewed as the individual’s distinguishing character traits, attitudes, or habits  Self-concept  Real self  Self-image  Ideal self  Looking-glass self

41. 1-41 Adaptive Selling Based on Buyer’s Style  Personality typing  Adapt your presentation to the buyer’s style TT II FF SS  TIFS ensor style eeler style ntuitor style hinker style

42. 1-42 Communication for Relationship Building: It’s Not All Talk Chapter 5 Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

43. 1-43 Communication: It Takes Two  In a sales context, communication is the act of transmitting verbal and nonverbal information and understanding between the seller and buyer

44. 1-44 Nonverbal Communication: Watch For It  Concept of space  Territorial space Intimate space -- 2 feet Personal space -- 2 to 4 feet Social space -- 4 to 6 feet Public space -- + 12 feet  Space threats -- too close  Space invasion -- OK to be close

45. 1-45 Exhibit 5-3: Office Arrangements and Territorial Space

46. 1-46 Communication Through Appearance and the Handshake  Style hair carefully  Dress as a professional  Shake hands firmly and look people in the eye

47. 1-47 Body Language Gives You Clues Nonverbal signals come from:  Body angle  Face  Hands  Arms  Legs  http://www.selfgrowth.com/articles/kyle.html http://www.selfgrowth.com/articles/kyle.html

48. 1-48 A Light Signal for Vehicles has a Green, Yellow, and Red Light  A person also sends three types of messages using body communication signals

49. 1-49 Recognizing Body Signals  Knowing body signal guidelines can improve your communication ability by allowing the salesperson to  Be able to recognize nonverbal signals  Be able to interpret them correctly  Be prepared to alter a selling strategy  Respond positively both nonverbally and verbally to a buyer’s nonverbal signals

50. 1-50 Sales Knowledge: Customers, Products, Technologies Chapter 6 Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

51. 1-51 Knowledge Builds Relationships  Knowledge increases a salesperson’s confidence  Knowledge increases a buyer’s confidence in salesperson  More knowledge leads to more sales and more relationships

52. 1-52 Know Your Company  General Company Information  Company growth and accomplishment  Policies and procedures  Production facilities  Service facilities

53. 1-53 Know Your Product  Product knowledge may include:  Performance data  Physical size and characteristics  How the product operates  Specific features, advantages, and benefits of the product  How well the product is selling in the marketplace

54. 1-54 Know Your Competition, Industry, and Economy  Understand competitors’ products, policies, and practices

55. 1-55 Prospecting—The Lifeblood of Selling Chapter 7 Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

56. 1-56 The Concept of Prospecting A salesperson without prospects is out of business A salesperson without prospects can no more close a sale than a surgeon without a patient can operate Prospects are everywhere - develop ways to find them “I’d rather be a master prospector than be a wizard of speech and have no one to tell my story to.”- Paul J. Meyer

57. 1-57 Qualifying the Prospect Moving from a “lead”, to a qualified prospect Lead - is just a name Prospect - researched for money, and authority, and desire. Qualified prospect - evaluated prospect along with personal information

58. 1-58 Cultivate prospects who pass the MAD test : oney uthority esire

59. 1-59 What methods will YOU use? Methods of Prospecting

60. 1-60 The Six-Step Telephone Track Step 1 - Introduce yourself and your company A judgement will be made about you within 12 words Keep it warm and friendly Step 2 - Take the curse off the call A call is an interruption Get permission to continue Soften the impact with, “I need just a minute” etc.

61. 1-61 Step 3 - State the purpose of the call  A brief, hard-hitting lead-in  Mention referrals if you have them Step 4 - An interest-capturing statement  Usually a customer benefit (Use your sales burger.)  You could ask a thought-provoking question Step 5 - Request an appointment  Don’t give too much information over the phone  Give a choice of times for the meeting The Six-Step Telephone Track

62. 1-62 Step 6 - Overcome resistance  Agree with the objection  Switch back to your idea or reason for the appointment  Ask for the appointment again  Remember all you want is the appointment The Six-Step Telephone Track