Selling, Building Partnerships

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Selling, Building Partnerships
CHAPTER 1
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Selling and Salespeople
CHAPTER 1
Some questions answered in this chapter are

• What is selling?
• Why should you learn selling even if you do not
  plan to be a salesperson?
• What is the role of personal selling in a firm?
• What are the different types of salespeople?
• What are the rewards of a selling career?

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Why Learn About Personal Selling?

• The principles of selling are useful to everyone,
  not just people with the title of salesperson.
• Developing mutually beneficial, long-term
  relationships is vital to all of us.
• People in business use selling principles all the
  time.

Personal selling is a person-to-person business
activity in which a salesperson uncovers and
satisfies the needs of a buyer to the mutual,
long-term benefit of both parties.
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The Role of Salespeople in Business

• Go-to-market strategies can be
• Multi-channel
• Sales-force intensive
• Based on Integrated marketing communications
• Dependant on Customer Lifetime Value (CLV)

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Communication Methods
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What do Salespeople do?

• Client relationship manager
• Account team manager
• Vendor and channel manager
• Information provider to their firm

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How Salespeople Spend Their Time Each Week
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Selling and Distribution Channels
A distribution channel is a set of people and
organizations responsible for the flow of
products and services from the producer to the
ultimate user.
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Selling and Distribution Channels

• Business-to-business channels

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Selling and Distribution Channels (continued)

• Consumer channels

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Examples of Sales Jobs

• Best Buy retail salesperson
• Hershey foods salesperson
• Abbott Labs pharmaceutical salesperson
• IBM Computer servers salesperson
• Prudential Insurance salesperson

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Characteristics of Successful Salespeople

• Motivation
• Dependability and trustworthiness
• Ethical sales behavior
• Customer and product knowledge
• Communication skills
• Flexibility
• Creativity
• Confidence
• Emotional intelligence

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Are Salespeople Born or Made?

• The skills required to be a successful
  salesperson can be learned.
• Innate characteristics such as personality
  traits, gender, and height are largely unrelated
  to sales performance.
• Companies spend billions of dollars each year on
  training.

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Rewards in Selling

• Independence and responsibility
• Financial rewards
• Management opportunities

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Average Annual Compensation for Salespeople and
Managers
Source 2004 Salary Survey, Sales Marketing
Management, May 2004, p. 29.
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Summary

• You should study personal selling because we all
  use selling techniques.
• Salespeople play a vital role in business
  activities.
• Salespeople engage in a wide range of activities.
• The specific duties and responsibilities of
  salespeople depend on the type of selling
  position.
• Research on the characteristics of effective
  salespeople indicates that many different
  personality types can be successful in sales.

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