C.

Desire - Third state is to create desire for the Distribution refers to the channel structure used to transfer
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product or service. products.
MM 311 REVIEWER D. Action - Desired action will generate sales.
The Golden Rule of Personal Selling “all about trying to Distribution Moves Products to Customers
Personal Selling keep somebody else warm, even if it means that we get cold in • Household refers to a decision-making unit buying
- It is the employment of men and women who the process” for personal use.
determine the needs of potential buyers and attempt • Firm is an organization that produces goods and
to persuade. Ten Important Steps in the Customer Relationship Selling services.
- Direct face to face interaction between a buyer and Process • Government is an organization that has two
a seller functions
Salesmanship 1. Prospecting - Locating and qualifying prospects
- It is an art of convincing and persuading people to 2. Pre-approach – Planning determining sales call Resellers - Products and then sell them to organizations
buy the product. objective. and/or individuals.
- It is the ability or skill in selling. 3. Approach - Meeting prospect and presentation.
- 4. Presentation - relating product benefits to needs The 4 basic parts of a firm’s promotional effort:
Forms of selling 5. Trial-close - Asking prospects’ opinions. • Personal selling. Personal communication of
6. Objections - Uncovering objections. information to unselfishly persuade a prospective
• Personal Selling – it can be called as direct selling, hard 7. Meet objections - Satisfactorily answering customer.
selling or pressure selling. objections. • Advertising. Non-personal communication of
8. Trial-Close - Asking prospect’s opinion after information paid.
•Non-Personal Selling – This is selling through the aid of overcoming each objection. • Public relations. Non-personal communication of
some form of media like advertising, sampling, window display 9. Close - Bringing prospect to the logical conclusion information that is not paid.
and other forms of promotion. – It is also called as soft selling. to buy. • Sales promotion. Involves activities or materials
10. Follow-up and service - Serving customer after the used to create sales for goods or services.
Types of personal selling: sale.
The Goal of a Marketing Mix
1. Advertising - persuasive communication that is THE PURPOSE OF BUSINESS? (Week 2) create a marketing mix containing the right product, at the right
paid, uses mass media to reach target audiences. Increase the general well-being of mankind through the sale of price, at the right time, with the right promotional effort.
goods and services.
Advertising Media -The media comprise the Relationship marketing is the creation of customer loyalty.
different methods of communication. The Primary Goal of Business Service quality is a subjective satisfaction assessment that
Transform the marketplace and workplace into an environment customers arrive.
4 types of Advertising Media: where everyone is treated as they would like.
• Print LEVELS OF RELATIONSHIP MARKETING
• Broadcast WHAT IS MARKETING?
marketing means, many would say that it means selling.
• Out-of-Home ■ Transaction selling - customers are sold to and not
• Interactive contacted again.
Marketing is the activity, set of institutions, and processes for ■ Relationship selling - the seller contacts customers after
2. Sales Promotion - focusing on eliciting an
creating, communicating, delivering, and exchanging offerings. the purchase to determine if they are satisfied and have future
immediate response from the target market.
3. Telemarketing needs.
Exchange refers to the act of obtaining a desired product from ■ Partnering - the seller works continually to improve its
4. Online Selling
someone by offering something in return. customers’ operations, sales, and profits.
5. Direct Marketing - Interactive marketing system
Transaction is a trade of values between two parties; it forms
that utilizes a variety of media to elicit a response
a relationship between buyer and seller. 80/20 principle.
from target customers.
ESSENTIALS OF A FIRM’S MARKET ING EFFORT Consultative selling is the process of helping the customer
THE SELLING PROCESS (6 P’S)
• To determine the needs of their customers achieve strategic short- and long-term goals.
1. Preparation • To create and maintain an effective marketing mix Buying teams are composed of multifunctional specialists
2. Promotion Team leader the salesperson coordinates all the information,
3. Pre-approach Marketing mix - product, price, place, and promotion. resources, and activities.
4. Presentation (AIDA) a) Attention b) Interest c) Desire d) (4p’s of marketing) Team selling brings appropriate people and resources to
Action make the sales call.
5. Purchase Goods are physical objects that can be purchased. E-sales calls. positioned in front of the computer interacting
6. Post-Sales Activities Service is an action or activity done for others for a fee. with the buyer.
Idea is concept, image, issue, or philosophy. Business consultant the salesperson gives advice and
AIDA Model Value-added refers to benefits received that are not included service.
in the purchase. Relationship gap difference between the salesperson’s pre-
A. Attention - Attract the prospect's attention and to Product is a bundle of tangible and intangible attributes. and post-sale.
create curiosity. Consumer products are produced for and purchased by
B. Interest - Hold the interest and stimulate a desire for consumers for personal use.
the product. (product demonstration can be used) Industrial products are sold primarily for use in producing
other products.
Price refers to the value or worth of a product.
Week 3 Selective Distortion - altering of information to reinforce one’s
Ethics in Dealing with Customers own beliefs
Social responsibility - Obligation, to make choices that Selective Retention - a person will sometimes completely
contribute interests of society as well as the organization. 1. Bribes forget information
2. Misrepresentation
Organizational Stakeholders (CCC GOMES) 3. Price discrimination THE BUYER’S PERSONALITY
4. Tie-in sales Personality - the individual’s distinguishing character traits,
1. Customers 5. Exclusive dealership attitudes, or habits.
2. Community 6. Reciprocity
3. Creditors 7. Consumer protection Self-concept
4. Government
5. Owners Week 4&5 • The real self - the individual as he is.
6. Managers • The self-image - the way the individual sees
7. Employees WHY PEOPLE BUY himself.
8. Suppliers • The ideal self - the way the individual would like to
Black Box - the internal mental processes be.
Organization’s Main Responsibilities Stimulus-Response Model - will respond in some predictable • The looking-glass self - the way the individual
a. Economic: Be profitable manner thinks others regard him.
b. Legal: Obey the law
c. Ethical: Do what is right PSYCHLOLGICAL INFLUENCES ON BUYING Personality typing - method to uncover aspects of the
d. Discretionary: Contribute to community & quality of prospect’s personality
life. A. Motivation to buy must exist.
Four categories of personality types (Carl Jung)
What Influences Ethical Behavior? 1. Needs - result from a lack of something desirable.
2. Wants - needs learned by the person. • Thinker
The Individual’s Role 3. Have practical needs (transportation). • Intuitor
Level one: Pre-conventional acts in own best interest A few 4. Have psychological needs (Cadillac). • Feeler
operate here
• Senser
Level two: Conventional - upholds legal laws Most people B. Economic needs - The best value for their money.
operate here
CLASSIFY BUYING SITUATIONS
Level three: Principled lives by own code Less than 20% a. Price - higher prices can be overshadowed by
reach level three superior quality. A. Some decisions are routine
The Organization’s Role b. Quality - performance, dependability, and durability. B. Some decisions are limited
a. At best, most employees in firm operate at level two c. Awareness of needs: Some buyers are unsure. C. Some decisions are extensive
b. How will handle situation if no policies and
procedures? Three degrees (levels) of need awareness: Five basic steps of the buying decision
Ethics - moral principles and values that govern the behaviors
with respect to what is right or wrong. a. Conscious fully known needs. 1. Need arousal
Ethical Dilemma - Situation in which each alternative or b. Preconscious may not be fully aware of needs. 2. Collection of information
behavior has some negative ethical or personal c. Unconscious have needs but do not know what they are. 3. Information evaluation
consequences.
4. Purchase decision
FAB selling technique – (Features, Advantages, and 5. Post purchase.
Ethics in Dealing with Salespeople Benefits).
Satisfaction - the difference between what was expected
• Level of sales pressure Benefit selling - relating a product’s benefits to a customer’s purchased and what was experienced.
• Decisions affecting territory needs Dissonance - tension over whether the right decision was
• To tell the truth? made.
• The ill salesperson HOW TO DETERMINE IMPORTANT BUYING NEEDS:
• Employee rights Week 6
o Privacy 1. Listen.
o Discrimination in Employment (Race or 2. Observe. Communication - the act of transmitting verbal and non-
color; Religion; Sex; Age; etc.) 3. Combine. verbal information.
4. Ask questions.
Salespeople’s Ethics in Dealing with Their Employers 5. Talk to others. Face-to-face communication is composed
6. Empathize.
❖ Misusing company assets • Verbal messages.
❖ Moonlighting Trial close - checks the pulse or attitude of your prospect • Vocal messages (voice quality, pitch inflection, and
❖ Cheating toward the sales presentation pauses).
❖ Affecting other salespeople • Non-verbal messages.
❖ Technology theft Perception -the process by which a person selects, organizes
and interprets information. Salesperson-buyer communication process
Selective Exposure - only a portion of the information will be “sender _ “message” _ “medium” _ “receiver” .
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retained
8 major communication elements Week 7 Personal Productivity
Sources of Sales Knowledge
1. Source Sales training (job-related culture, skills, knowledge, attitude) 1. Contact management
2. Encoding process Sales experience 2. Calendar management
3. Message Literature 3. Automate sales plans, tactics, and tickets
4. Medium 4. Geographic information system
5. Decoding process Know Your Customers 5. Computer-based presentations
6. Receiver 1. Social
7. Feedback 2. Personal Communications with Customers and Employer
8. Noise 3. Business
4. Hobby 1. Word processing
Four major non-verbal communication channels: 5. Family 2. Electronic mail
3. Fax capabilities and support
1. Physical space between people. Know Your Product
2. Appearance. 1. Performance data Technology Etiquette
3. Handshake. 2. Physical size and characteristics
4. Body movements. 3. How the product operates 1. Netiquette
4. Specific features, advantages, and benefits of the product 2. Cell Phones
Concept of space: 5. How well the product is selling in the marketplace 3. Voice Mail
4. Faxes
1. Territorial space - a person will not allow another person. Stressing benefits is a most powerful selling technique 5. Speakerphones and Conference Calls
• Intimate space – Most sensitive zone FAB selling technique: 6. Pagers
• Personal space – Closest zone to a stranger 1. Feature
• Social space - Area normally used for a sales 2. Advantage
• Public space - Presentation to a group of people 3. Benefit Non-cumulative quantity discounts (One time reduction on
2. Space threats - causes people to feel that they should price).
defend their space or territory. Feature - physical characteristic (size color, shape, price)
3. Space invasion - You can use space to your advantage Cumulative quantity discounts (discounts received for
The three realms – Selling the whole package buying certain amount of a product.
Communications through appearance and handshakes: 1. Yourself
1. Style hair carefully. 2. Your company Cash discounts: Earned by buyers who pay their bills within a
2. Dress as a professional 3. Your products and services stated period of time.
3. Shake hands firmly and "look ‘em in the eye"
Types of Advertising Differ Trade discounts: Attract channel members attention (reduce
BODY LANGUAGE CLUES: price for middlemen –wholesales, distributors)
1. National advertising
• Acceptance signals - buyer believes your product 2. Retail advertising Consumer discount: Increase sales – one time price
might fulfill his needs. 3. Cooperative, or co-op, advertising reduction passed on from manufacturer.
• Caution signals - the buyer is neutral or skeptical. 4. Trade advertising
• Disagreement signals 5. Industrial advertising
BARRIERS TO COMMUNICATIONS 6. Direct-mail advertising
7. Internet advertising
• Differences in perception
Week 8
• Buyer does not recognize a need for product.
• Selling pressure Price refers to the value or worth of a product that attracts the
• Information overload buyer to exchange money or something of value for the
• Disorganized sales presentations product.
• Distractions
• Poor listening Personal Computers and Selling
• How and what you say
• Not adapting to buyer’s style 1. Customer/prospect profile
• 2. Lead tracking
Hearing refers to being able to detect sounds. 3. Call reports
Listening means getting meaning from sounds that are heard. 4. Sales forecasts
1) Marginal listening. 5. Sales data analysis
2) Evaluative listening. 6. Sales presentation
3) Active listening. 7. Time/territory management
8. Order entry
9. Travel and expense reports
10. Checking inventory/shipping status
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