McGraw-Hill/Irwin
Copyright 2009 by The McGraw-Hill Companies, Inc. All1-1
rights
Chapter
The Life, Times, and Career
of the Professional
Salesperson
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Chapter
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?
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What is Selling?
Selling is just one of many marketing
components
Personal selling includes
Personal communication
of information
Persuasion
Helping others
Goods
Services
Ideas
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A New Definition of Personal
Selling
Personal Selling
Refers to the personal communications of
information
To unselfishly persuade someone
To buy something a good, service, idea, or
something else that satisfies that individuals
needs.
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Think of Your Grandmother
Would you treat her in a selfish manner?
Would you sell her something just to make a
sale?
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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 theyre trying
to keep each other warm.
Mother - Actually theyre trying to keep themselves
warm.
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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
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Salesperson Differences
Traditional Salesperson
Guided by self-interests
Professional Salesperson
Takes care of customers
Golden Rule Salesperson
Others interests most important
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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
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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
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How Do You Sell Someone and Remain
Friends?
Salespeople need to close sales and at the
same time maintain a great relationship with
their customers
What does this require?
This is what you will learn in this course
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Exhibit 1.3: Major Reasons For
Choosing A Sales Career
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Service: Helping Others
When asked what she will look for in a career after
graduating from college, a student of your authors,
Jackie Pastrano, said Id like to do something that
helps other people.
Service refers to making a contribution to the
welfare of others
Would you like to help others?
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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 nonbusiness personal use
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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
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Exhibit 1.5
The complexity and difficulty of these seven sales
job categories increase as they move left to right.
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Exhibit 1.6: A Sales Personnel Career
Path
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Rewards
Non-financial
Intrinsic reward of knowing youve 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
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Exhibit 1.7: Success in SellingWhat Does it Take?
Love of Selling is the Heart of Helping Others
(Ssuccess)
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Exhibit 1.8: Harry Potter and You Have
Something in Common
You both have the freedom to choose the
type of person you want to be and thus how
you will treat others.
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Putting The Customer First Requires
Salespeople To Have Personal Characteristics
That Allow Them To:
Care for the customer
Take joy in their work
Find harmony in the sales relationship
Have patience in closing the sale
Be kind to all people
Have high moral ethics
Be faithful to ones word
Be fair in the sale
Be self-controlled in emotions
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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?
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Exhibit 1.10: The Customer is at
the Center of the Sales System:
ABCs
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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
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What Does A Salesperson Do?
Creates new customers
Sells more to present customers
Builds long-term relationships
Provides solutions to customers problems
Provides service to customers
Helps customers resell products to their
customers
Helps customers use products after
purchase
Builds goodwill with customers
Provides company with market information
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The Future of Salespeople: Skills
Required
Learning conceptual skills
Example: planning
Learning human skills
Example: working with customers
Learning technical skills
Example: selling skills
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Selling is Both an Art and a
Science
Selling takes practice, just like golf or
tennis
Selling is also a science because a
growing body of knowledge and
objective facts describe selling
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Preparing for the 21st Century
International and global selling
Cultural fluency
Language fluency
Diversity of salespeople and customers
Customer partnerships
Ethical and professional behavior
E-selling
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The Plan of the Textbook
The role of the sales force in the firms
marketing efforts
The social, ethical, and legal issues in selling
Why people and organizations buy what they do
Verbal and nonverbal communications
The importance of knowing your products and
your competitions products
An in-depth discussion of the selling process
Self, time, and sales territory management
Important functions of sales management
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Building Relationships through the
Sales Process
The sales process
is a sequential
series of actions:
1. Prospecting
2. Preapproach - planning
3. Approach
4. Presentation
5. Trial close
6. Determine objections
7. Meet objections
8. Trial close
9. Close
10. Follow-up
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Exhibit 1.15: Ten Important Steps in
the Customer Relationship Selling
Process
1. Prospecting. Locating and
qualifying prospects.
2. Preapproach. Obtaining interview. Planning: determining sales call
objective, developing customer profile, customer benefit program, and
sales presentation strategies.
3. Approach. Meeting prospect and beginning customized sales
presentation.
4. Presentation. Further uncovering needs; relating product benefits to
needs using demonstration, dramatization, visuals, and proof
statements.
5. Trial close. Asking prospects opinions during and after presentation.
6. Objections. Uncovering objections.
7. Meet objections. Satisfactorily answering objections.
8. Trial close. Asking prospects opinion after overcoming each objection
and immediately before the close.
9. Close. Bringing prospect to the logical conclusion to buy.
10. Follow-up and service. Serving customer after the sale.
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