Fundamentals of Selling PDF

1-1  Chapter 1 The Life, Times, and Career of the Professional Salesperson...

1-1  Chapter 1 The Life, Times, and Career of the Professional Salesperson Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Chapter 11-3  Chapter 1-4 1 Main Topics What Is Selling? Personal Selling Today A New Definition of Personal Selling The Golden Rule of Personal Selling Everybody Sells! What Salespeople Are Paid to Do Why Choose a Sales Career? Is a Sales Career Right for You?  How Do You View Salespeople? Some people have a negative view of salespeople. What is your view of salespeople? How many of you have a viewpoint that is Positive? Negative? No opinion? How many of you are interested in a sales career? 1-5  What is Selling? Selling is just one of many marketing components Personal selling includes Personal communication of information Persuasion Helping others Goods Services Ideas 1-6  A New Definition of Personal Selling Personal Selling Refers to the personal communications of information To unselfishly persuade someone 1-7  Think of Your Grandmother Would you treat her in a selfish manner? Would you sell her something just to make a sale? 1-8  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 Example - children whose cat had recently delivered a litter of kittens Girl - “They love each other so much that they’re trying to keep each other warm” Mother - “Actually they’re trying to keep themselves warm” 1-9  The Golden Rule of Personal Selling The Golden Rule is all about trying to keep somebody else warm, even if it means that we get cold in the process 1-10  Salesperson Differences Traditional Salesperson Guided by self-interests Professional Salesperson Takes care of customers Golden Rule Salesperson Others interests most important 1-11 Exhibit 1.3 1-12 Exhibit 1.3: Self & Customer Service Progress 1-13  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 1-14  What Salespeople are Paid to Do Salespeople are paid to sell – that is their job Performance goals are set for: Themselves – In order to serve others and earn a living and keep their job Their employers – So the companies will survive Their customers – To fulfill needs and help organizations grow 1-15  How Do You Sell Someone and Remain Friends? ù Salespeople need to close sales and at the same time maintain a great relationship with their customers ù What does this require? ù This is what you will learn in this course 1-16 Exhibit 1.4: Major Reasons For Choosing A Sales Career 1-17  Service: Helping Others ù When asked what she will look for in a career after graduating from college, a student of your author’s, Jackie Pastrano, said “I’d like to do something that helps other people.” ù Service refers to making a contribution to the welfare of others ù Would you like to help others? 1-18 What are Examples of How Selling Can Help Others? What could a person be sold that would help the individual/family? Car, gas, repairs House Insurance Food Medicine 1-19 What are Examples of How Selling Can Help Others? What could a business be sold that would help it produce and market goods and services? Land to build a business Building materials/construction of business Furniture, equipment, supplies Raw materials used in manufacturing 1-20  Types of Sales Jobs Retail Direct Wholesaler Manufacturer 1-21  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 1-22  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 1-23  Exhibit 1.6 The complexity and difficulty of these seven sales job categories increase as they move left to right. 1-24 Exhibit 1.7: A Sales Personnel Career Path 1-25  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 1-26  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 1-27  Exhibit 1.8: Success in Selling–What Does it Take? Love of Selling Is At Heart of Helping Others (Ssuccess) 1-28  How Would You Answer These Questions? Do these success characteristics describe you? Do you have all, or part, of them? Can you develop the missing ones? 1-29  Once Again, Are You: Caring? Joyful? Able to get along with others? Patient? Kind? Ethical? Honest? Fair? Self-controlled? 1-30