Chapter

1
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages

Professional
Communication
methods
Selling
activities
Selling
jobs
Creativity
In sales
Salespeople
characteristics

Terminology
Selling Skills

1-0
 Chapter
1
Questions
Reference Text
answered
Enrollment
reasons
Who
sells
Selling Building Partnerships
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
Barton A. Weitz
jobs
Creativity
In sales
University of Florida
Salespeople
characteristics

Terminology
Stephen B. Castleberry
University of Minnesota, Duluth
John F. Tanner
Baylor University
1-1
 Chapter
1 The organization of the text
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Basic foundations for selling
Communication
methods
Chapters 1 through 6
Selling
activities
Selling
jobs
The “how-to” of face-to-face selling
Creativity
In sales
Chapters 7 through 12
Salespeople
characteristics

Terminology
Improving salesperson efficiency
Chapters 13 through 17

Managing a sales career

Chapter 18

1-2
 Chapter
1 Course Goals
Questions
answered
Enrollment 1. Understand the nature, role and rewards of
reasons
Who
personal selling.
sells
Advantages/
disadvantages
2. Be acquainted with duties, responsibilities and
Communication qualifications of sales representatives.
methods
Selling
activities
3. Be acquainted with knowledge and skills
Selling
jobs
required for successful selling.
Creativity
In sales 4. Know how to prospect and qualify potential
Salespeople
characteristics
customers.
Terminology 5. Know how to plan and make the sales call.
6. Be acquainted with the different methods used
for delivering and dramatizing the sales
presentation.
7. Be familiar with the different methods used for
overcoming objections and obtaining
1-3 commitments.
 Chapter
1 Measurable Objectives
Questions
answered
Enrollment
Upon successful completion of this course, you will be able
reasons
to:
Who
sells
Advantages/
disadvantages  Describe the nature, role and the rewards of personal
Communication selling.
methods
Selling  Analyze the responsibilities of the sales person.
activities
Selling
 State the necessary qualification of the salesperson to
jobs perform his/her responsibilities.
Creativity
In sales  Identify different types of salespeople and the
Salespeople
characteristics
characteristics necessary for their success.
Terminology
 Identify different kinds of knowledge and skills necessary
for success in selling.
 Explain how to communicate effectively with different
types of customers.
 Use adaptive selling and social style matrix effectively in
his/her selling activity.
 Explain how to prospect and analyze potential customers.
 Qualify potential customers.
1-4
 Chapter
1 Measurable Objectives
Questions
answered
Enrollment
Upon successful completion of this course, you will be able
reasons
to:
Who
sells  Describe how to plan for the sales call.
Advantages/
disadvantages  Describe how to set call objectives.
Communication
methods
 Describe how to make an appointment for the sales call.
Selling
activities
 Identify the prospect's needs; relate features to benefits.
Selling  Describe how to assess reactions and making
jobs
adjustments.
Creativity
In sales
 Describe methods for getting buyer's attention and
Salespeople
characteristics improving his understanding.
Terminology  Recognize when and why buyers raise objections.
 Analyze common objections.
 Use different methods for responding to objections.
 Respond to the price objection.
 Identify when to attempt to close the sales and obtain
commitment.
 Use effective methods and techniques for obtaining
1-5
commitments.
 Chapter
1 Why are you enrolled in this course?
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
Vocational interests:
jobs
Creativity Plan to go into selling
In sales
Salespeople after graduation.
characteristics

Terminology

1-7
 Chapter
1 Why are you enrolled in this course?
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling
activities
Management interests:
Selling
jobs Plan to use information
Creativity
In sales to improve background
Salespeople
characteristics in business.
Terminology

1-8
 Chapter
1 Why are you enrolled in this course?
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
jobs
Exploratory interest:
Creativity
In sales
Use the course to
Salespeople
characteristics
explore the sales field.
Terminology

1-9
 Chapter
1 Why are you enrolled in this course?
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Extrinsic reasons:
Selling
activities Course is required.
Selling
jobs
Creativity
Course works well as
In sales
Salespeople
an elective.
characteristics

Terminology
Course time and/or
location were
convenient.

1 - 10
 Chapter Show of hands:
1 What is your primary reason for being here?
Questions
answered
Enrollment
reasons
Vocational interests:
Who
sells Plan to go into selling after
Advantages/
disadvantages
graduation.
Communication
methods Management interests:
Selling
activities Plan to use information to
Selling
jobs improve background in business.
Creativity
In sales Exploratory interest:
Salespeople
characteristics
Use the course to explore the sales
Terminology
field.
Extrinsic reasons:
Course is required.
Course works well as an elective.
Course time/location were
convenient.
1 - 11
 Chapter
1
Questions
King of salespersons
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
jobs
Creativity
In sales
Salespeople
characteristics

Terminology

1 - 12
 Chapter
1 Think it through
Questions
answered
Enrollment
reasons “Think of an instant during last
Who
sells
Advantages/
week in which you tried to
disadvantages
Communication
methods
influence someone to do
Selling
activities something”
Selling
jobs
Creativity
In sales
How did you go about influencing
Salespeople
characteristics
her/him?
Terminology
Were you successful?
Why or why not?

1 - 13
 Chapter
1 Think it through
Questions
answered
Enrollment
reasons Should the production manager
Who
sells
Advantages/
have a basic knowledge of
disadvantages
Communication
methods
selling?
Selling
activities
Selling
Why or why not?
jobs
Creativity
In sales
Salespeople
characteristics

Terminology

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 Chapter
1
Who is least likely to need sales skills?
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
jobs 1. an architect.
Creativity
In sales
Salespeople
2. a politician.
characteristics

Terminology 3. a physician.
4. a research scientist.
5. a clergyman.

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 Chapter Some questions answered in
1
Questions
Chapter 1
answered
Enrollment
reasons
Who
sells What is selling?
Advantages/
disadvantages
Communication
Why should you learn about
methods
Selling
selling even if you do not
activities
Selling plan to be a salesperson?
jobs
Creativity
In sales
What is the role of personal
Salespeople
characteristics selling in a firm?
Terminology
What are the different types
of salespeople?
What are the rewards of a
selling career?

1 - 16
 Chapter
1 Using selling skills in acquiring a job
Questions
answered
Enrollment
reasons
Who
sells
Identify potential
Advantages/
disadvantages
employers.
Communication
methods Analyze employer’s needs.
Selling
activities Demonstrate your ability
Selling
jobs to satisfy their needs.
Creativity
In sales
Salespeople
Ask and answer questions
characteristics
during interviews.
Terminology
Possibly negotiate over
starting salary.
Request commitment (a
job) from the employer.

1 - 17
 Chapter
1
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
jobs
Why might you be
Creativity
In sales
Salespeople
interested in a
characteristics

Terminology sales job?

1 - 18
 Chapter Advantages and disadvantages
1
Questions
of sales jobs
answered
Enrollment
reasons
Who
sells
Advantages/
Without reference to the
disadvantages
Communication
textbook, create a list of
methods
Selling
what you see as advantages
activities
Selling
and disadvantages of a
jobs
sales job.
Creativity
In sales Now develop a brief ad, to
Salespeople
characteristics run in the student
Terminology
newspaper, that you think
would attract students to
interview for a sales job
with a company that sells
business services.

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 Chapter
1 Advantages of a sales job
Questions
answered
Enrollment
reasons
Who
Compensation potential
sells
Advantages/
disadvantages
Challenge
Communication
methods Responsibility
Selling
activities
Selling
Flexibility in work
jobs
Creativity
activities
In sales
Salespeople
characteristics
Rewards from making a
Terminology tough sale
Learning the business
from the bottom up
Opportunity for senior
management positions
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 Chapter
1 How well are salespeople paid?
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods $140,000
Selling $120,000 $125,844
activities
Selling $100,000 $108,572
jobs
$80,000 $88,734
Creativity $84,004
In sales $60,000
Salespeople
characteristics $40,000 $57,571
Terminology $20,000
$0
Average Poorly Midlevel Top- Sales
sales rep performing performing performing executive
rep rep rep

Base salary Bonus + commission

1 - 21
 Chapter
1 Disadvantages of a sales job
Questions
answered
Enrollment
reasons
Who
Limited supervision
sells
Advantages/
disadvantages
Potential conflict
Communication
methods between customer
Selling
activities and company
Selling
jobs demands
Creativity
In sales
Salespeople Depression from
characteristics

Terminology
lost sales / stress
Discomfort from
asking customers to
buy
Negative stereotype
1 - 22
 Chapter
1 Why Do Companies in Need for
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling

Marketing?
activities
Selling
jobs
Creativity
In sales
Salespeople
characteristics

Terminology

1 - 23
 Chapter
1 The Four Ps of The Marketing Mix
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling

Product Price
activities
Selling
jobs
Creativity
In sales
Salespeople
characteristics

Terminology

Place Promotion
1 - 24
 Chapter
1 Think it through
Questions
answered
Enrollment
reasons What is the importance of salespeople in
Who
sells each P of the marketing mix?
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
jobs
Creativity
In sales
Salespeople
characteristics

Terminology

1 - 25
 Chapter
1 Communication methods
Questions
answered
Enrollment
reasons
Exhibit 1.2
Who
sells
Advantages/
disadvantages
Communication
methods
Selling
activities
Impersonal Personal
Selling
jobs Advertising Personal selling
Creativity Paid
In sales Sales promotion E-mail
Salespeople
characteristics

Terminology
Unpaid Publicity Word of mouth

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 Chapter
1 Communication methods
Questions
answered
Enrollment
reasons
Exhibit 1.3
Who
sells
Advantages/ Communication
disadvantages Control Flexibility Credibility Cost
Communication
Method
methods
Selling Personal Moderate
activities High Low High
Selling
Selling to High
jobs
Internet Web Moderate Moderate
Creativity High Low
In sales
Site to High to High
Salespeople
characteristics
Mass media/
Terminology
Advertising High Low Low Moderate

Low to
Publicity Low Low High
Moderate

Word of mouth Low Low High Low

1 - 27
 Chapter
1 Creating a competitive advantage
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
• Why do companies use
Selling
activities
Selling
personal selling while it is
jobs
Creativity
In sales very expensive?
Salespeople
characteristics

Terminology

1 - 28
 Chapter Industrial companies spend most on
1 which communication method?
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
1.Advertising
jobs
Creativity
In sales
2.Personal selling
Salespeople
characteristics 3.Publicity
Terminology
4.Word of mouth

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 Chapter Why are so many organizations using
1 integrated marketing communications?
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
1. Because their competitors are using IMC.
Selling
activities 2. Because no single communication method
Selling
jobs is without weaknesses.
Creativity
In sales
Salespeople
3. Because the FTC now requires it in some
characteristics

Terminology
industries.
4. Because they get price discounts for doing
so.

1 - 30
 Chapter
1 How salespeople spend their time
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Administrative
Selling
tasks
activities Other selling (10-20%) Travel time
Selling
jobs contacts (15-20%)
Creativity (22%)
In sales
Salespeople
characteristics
Servicing the
On-site account
Terminology
contacts (10-20%)
(33%)

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 Chapter Which salesperson would
1
Questions
spend the least time traveling?
answered
Enrollment
reasons
1. a pharmaceutical salesperson
Who calling on doctors?
sells
Advantages/
disadvantages
2. a salesperson selling process
Communication
methods
control equipment to
Selling manufacturing companies?
activities
Selling
jobs
3. a Proctor & Gamble salesperson
Creativity calling on supermarkets?
In sales
Salespeople
characteristics
4. a stockbroker?
Administrative
Terminology
tasks
Other selling
contacts Travel time

Servicing the
account
On-site
contacts
1 - 32
 Chapter
1 What is personal selling?
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
jobs
Creativity
In sales
Salespeople
characteristics
Personal selling is a person-to-person
Terminology
business activity in which a salesperson
uncovers and satisfies the needs of a buyer
to the mutual, long-term benefit of both
parties.
This definition stresses that selling is more
than making a sale and getting an order.
1 - 33
 Chapter
1 What is personal selling?
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
jobs
Creativity
In sales
Salespeople
characteristics
The objective is to build a relationship that
Terminology
provides long-term benefits to both parties.
Selling involves helping customers identify
problems, offering information about
potential solutions, and providing after-the-
sale service to ensure long-term satisfaction.
1 - 34
 Chapter How many salespeople does it take
1
Questions
to sell you a music CD?
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
jobs
Creativity
In sales
Salespeople
characteristics

Terminology

1 - 35
 Chapter
1 Anyone else?
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
Recording
jobs
company
Creativity
In sales
Salespeople
characteristics

Terminology
Distributor Retailer Consumer

1 - 36
 Chapter
1 Anyone else?
Questions
answered
Enrollment
reasons
Who
Plastic
sells
Electronic parts mfr.
Advantages/
disadvantages
equipment
Communication
methods mfr.
Selling
Telephone
activities
Recording company
Selling
jobs
company
Creativity
In sales
Salespeople
characteristics Packaging
Terminology mfr.
Distributor Retailer Consumer

1 - 37
 Chapter
1 How a music CD gets to you?
Questions
answered
Enrollment
reasons
Who
Plastic
sells
Electronic parts mfr.
Advantages/
disadvantages
equipment
Communication
methods mfr.
Selling
Telephone
activities
Recording company
Selling
jobs
company
Creativity
In sales
Salespeople
characteristics Packaging
Terminology mfr.
Distributor Retailer Consumer

Accounting
firm Trucking
firm

1 - 38
 Chapter David Kelso sells paint, brushes and
1 fresh flowers to art stores. David is:
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
1. a retail salesperson.
jobs
Creativity
In sales
2. a manufacturer’s agent.
Salespeople
characteristics 3. a missionary salesperson.
Terminology
4. a trade salesperson.
5. a detailer.

1 - 39
 Chapter Sales jobs and the distribution channel:
1 business-to-business channels
Questions
answered
Enrollment
reasons
Who
sells
Industrial
Advantages/
disadvantages
Manufacturer or salesperson Business
Communication
methods service provider customer
Selling
activities
Selling
jobs
Creativity
In sales
Salespeople
characteristics
Missionary
Terminology
salesperson

Trade Distributor
salesperson salesperson Business
Manufacturer Distributor customer

1 - 40
 Chapter Sales jobs and the distribution channel:
1 consumer channels
Questions
answered
Enrollment Direct
reasons
Who Manufacturer or salesperson
sells
service provider Consumer
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
jobs
Trade Retail
Creativity salesperson salesperson
In sales Manufacturer Retailer Consumer
Salespeople
characteristics

Terminology

Trade Trade Retail

salesperson salesperson salesperson
Manufacturer Distributor Retailer Consumer

1 - 41
 Chapter
1 Which sales job would you prefer?
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
jobs
Creativity
In sales
Salespeople
characteristics

Terminology

1 - 42
 Chapter
1 Manufacturer’s agents
Questions
answered
Enrollment
reasons
Who
sells
Independent sales agent offers a
Advantages/
disadvantages
person interested in sales, an
Communication
methods opportunity to be an
Selling
activities entrepreneur as well as a sales
Selling
jobs
Creativity
person.
In sales
Salespeople
characteristics
They are paid a commission by
Terminology a manufacturer for all products
or services sold.

1 - 43
 Chapter
1 Creativity in sales
Questions
answered
Enrollment
Exhibit 1.6
reasons
Who Lower Higher
sells
Factors in sales jobs
Advantages/ Creativity Creativity
disadvantages
Communication Stage of customer-firm relationship: Existing New
methods
primary contacts are … customer customer
Selling
activities
The salesperson’s role: Order Creating new
Selling
jobs emphasis is on … taking solutions
Creativity
In sales Importance of customer’s decision:
Low High
Salespeople Purchasing decision is …
characteristics

Terminology Location of selling activity: Inside the

In the field
selling takes place … company
Nature of the product offering:
salesperson sells primarily … Products Services

Salesperson’s role in closing: Limited Significant

salesperson has a … role role

1 - 44
 Chapter
1 Profile of a typical salesperson
Questions
answered
Enrollment
reasons
Who
36 years old
sells
Advantages/
disadvantages
Male (28% of salespeople are female)
Communication
methods Over 7 years selling for present employer
Selling
activities Went through training program lasting 6
Selling
jobs months costing $ 25,000 to $ 30,000
Creativity
In sales
Salespeople
Field expenses (travel, entertainment) at
characteristics

Terminology
$ 15,000 per year
Makes 5.5 sales calls per day
Makes 5 calls to close a sale
Works 46.5 hours per week
Responsible for sales of $ 1.5 million per
year
1 - 45
 Chapter Do you feel you would make a good
1
Questions
salesperson? Why or why not?
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods
Selling
activities
Selling
jobs
Creativity
In sales
Salespeople
characteristics

Terminology

Are salespeople born?

Or made?

1 - 46
 Chapter The characteristics
1
Questions
of successful salespeople
answered
Enrollment
reasons
Who
sells
Self starters
Advantages/
disadvantages Working harder
Communication
methods Working smarter
Selling
activities
Selling
Use time efficiently
jobs
Creativity
In sales
Motivated to learn
Salespeople
characteristics
Dependable and trustworthy
Terminology
Ethical
Have product knowledge
Good communicator
Adapt to their customer
Have emotional intelligence
1 - 47
 Chapter
1 Personal selling in the future
Questions
answered
Enrollment
reasons
Who
Practicing the marketing concept
sells
Advantages/
disadvantages
Building competitive advantages through
Communication
methods
long-term relationships
Selling
activities Managing company team to satisfy customer
Selling
jobs needs
Creativity
In sales Global markets – increased competition
Salespeople
characteristics

Terminology
Greater sophistication of buyers
Using technology to increase efficiency
Greater diversity in the sales force gender,
race, cultural background
Increased professionalism in selling-
maturity, ethical behaviour, self-image
1 - 48
 Chapter
1 Marketing concept
Questions
answered
Enrollment
reasons
Who
sells
The idea that the key for achieving
Advantages/
disadvantages
organizational goals consists in
Communication
methods determining the needs and wants
Selling
activities of the target markets and delivering
Selling
jobs
Creativity
the desired solution and
In sales
Salespeople
satisfaction more effectively and
characteristics

Terminology
efficiently than competitors.

1 - 49
 Chapter
1 Rewards in selling
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
Intrinsic rewards: Extrinsic rewards:
disadvantages
Communication
 Challenging job,  Compensation
methods
exciting and potential
Selling
activities flexibility
 Recognition by
 Satisfaction similar
Selling
jobs
Creativity
to winning a game customers
In sales
Salespeople
characteristics
as you make a sale  Opportunity for
Terminology and train your promotion to higher
customer how to management
use the product and position
help in developing
new products  New business

1 - 50
 Chapter
1
Any questions about the terminology?
Questions
answered
Enrollment
reasons
Who
sells
Advantages/
disadvantages
Communication
methods Creativity Manufacturer’s agents
Selling
activities Distribution channel Missionary salespeople
Selling
jobs Emotional intelligence Personal selling
Creativity
In sales Field salespeople Relationship
Salespeople
characteristics Inside salespeople marketing
Terminology
Integrated marketing Trade salespeople
communications
24/7 service
Learning organization

1 - 51