Overview of Personal Selling

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Overview of Personal Selling

• Module One

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Learning Objectives

• 1. Describe the evolution of personal selling
  from ancient times to the modern era.
• 2. Explain the contributions of personal selling
  to society, business firms, and customers.
• 3. Distinguish between transaction-focused
  traditional selling and trust-based relationship
  selling.

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Learning Objectives

• 4. Discuss five alternative approaches to
  selling.
• 5. Describe the three primary roles fulfilled by
  consultative salespeople
• 6. Understand the sales process as a series of
  interrelated steps.

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Key Thoughts

• Selling has been around since there were goods
  to trade.
• The role of the salesperson has evolved . . .
  becoming more professional.
• Salespeople play an important role in creating
  and maintaining a strong economy.
• Salespeople are solution providers.
• Sales is a process focusingon initiating,
  developing, and enhancing customer relationships.

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Personal Selling Defined
Personal selling is an organizational function
that creates, communicates, and delivers value
to customers and manages customer
relationships in ways that benefit both the
organization and its stakeholders.
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Evolution of Personal Selling
As we begin the 21st century, selling continues
to develop, becoming more professional and more
relational
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Contributions of Personal Selling Salespeople
and Society

• Salespeople help stimulate the economy
• Salespeople help with the diffusion of innovation

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Contributions of Personal Selling Salespeople
and the Employing Firm

• Salespeople generate revenue
• Salespeople provide market research and customer
  feedback
• Salespeople become future leaders in the
  organization

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Contributions of Personal Selling Salespeople
and the Customer

• Salespeople provide solutions to problems
• Salespeople provide expertise and serve as
  information resources
• Salespeople serve as advocates for the customer
  when dealing with the selling organization

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Transaction-Focused vs. Relationship Focused
Transaction-Focused
Relationship-Focused
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Classification ofPersonal Selling Approaches

• Stimulus Response Selling
• Mental States Selling
• Need Satisfaction Selling
• Problem Solving Selling

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Stimulus Response Selling
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Mental States Selling
Attention
Interest
Conviction
Desire
Action
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Need Satisfaction Selling
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Problem Solving Selling
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Consultative Selling
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The Sales Process An Overview
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The Sales Process Selling Foundations
In order to be successful in todays global
business environment, salespeople must have a
solid relationship building foundation. They
must
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The Sales Process Selling Strategy
In order to be successful in todays global
business environment, salespeople must also think
and act strategically. The must develop
strategies for
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The Sales Process
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Sales Careers

• Module One Appendix

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Characteristics of Sales Careers

• Job Security
• Advancement Opportunities
• Immediate Feedback
• Prestige
• Job Variety
• Independence
• Compensation

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Job Security
Selling skills are readily transferable from
industry to industry.and the need for good
salespeople will never go away.
Accordingly, good salespeople have opportunities
within and across industries.
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Advancement Opportunities
Salespeople are familiar with the market, the
customers, and the products. In addition, good
salespeople have great interpersonal
skills. These attributes help to make salespeople
good candidates for leadership in the
organization.
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Immediate Feedback Prestige
Customer responses to the salespersons efforts
are typically immediateproviding the salesperson
performance feedback and the opportunity to
adjust on the fly. The role of the professional
salesperson is not well known by the general
public and is eclipsed by negative stereo types .
. . but that is slowly changing.
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Job Variety and Independence
Professional selling is rarely the same from
day-to-day. The word routine doesnt
apply. Usually, salespeople are accountable for
attaining certain goalshow they get there is up
to them. There is no time-clock and no
taskmaster.
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Compensation
Good salespeople usually earn an income well
above the national average. Many salespeople
earn six figure incomes (or higher). Income is
most often tied directly to performance.
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Sales Support

• Promote or Otherwise Support a Pull-Through
  Strategy
• Missionary Salespeople
• Detailers
• Support the Salespersons Efforts
• Technical Support
• Installation

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Other Defining Characteristics

• The primary focus of the selling activities
• Generate new accounts
• Maintain existing accounts
• Combination

• Where the selling conducted
• Inside
• Outside

• How the selling conducted
• Telephone
• Field

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Characteristics of Successful Salespeople

• Empathy
• Ego Drive
• Ego Strength
• Motivation
• Ethical Behavior
• Interpersonal Communication Skills