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CHAPTER

2
Personal Selling
Opportunities in
the Age of
Information

Learning Objectives
Explain how personal selling skills have
become one of the master skills needed
for success in the Information Age
Explain how personal selling skills
contribute to the work performed by
knowledge workers
Discuss the rewarding
aspects of a career in
selling today
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Learning Objectives
Discuss the different employment settings
in selling today.
Identify the four major sources of sales
training

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Personal Selling in
the Age of Information
One can add value to information by:
Collecting it
Organizing it
Clarifying it
Presenting it in a convincing manner

Selling skills are transferable skills


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Knowledge Workers Benefit


from Personal Selling Skills
Managerial personnel
Professionals (accountants,
consultants, lawyers, etc.)
Entrepreneurs
Customer service
representatives

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Your Future in Personal Selling


The 500 largest sales forces in America employ
17.5 million salespeople
These companies will seek to recruit 500,000
college graduates
The number of sales positions is increasing in
industrialized countries
Hundreds of selling career options to match
individual interests, talents, and ambitions
Most occupations involve some form of selling
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Sales Titles Vary


Account Executive
Account
Representative
Sales Account
Manager
Relationship
Manager
District
Representative

Sales Consultant
Client
Development
Manager
Sales Associate
Marketing
Representative
Territory Manager

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How Salespeople Spend an


Average 46-Hour Work Week

FIGURE

2.1

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Rewards of Selling Careers

Above-average income
Above-average psychic income
Opportunity for advancement
Opportunities for women and minorities

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Opportunities for
Women in Sales
Growing opportunities for women
More women are turning to sales
as a career
Expanded career opportunities
Excellent economic
rewards and in many cases
flexible work schedules

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Employment Settings
in Selling Today
Inside salespeople
Perform sales activities at the employers
location
May also be called Customer Service
Representatives

Outside salespeople
Meet prospects and customers in their place
of business or residence

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Selling Through Channels


Services Channel
Services sales include business-to-business and
business-to-consumer sales
Approximately 80 percent of the U.S. labor force is
employed in some capacity in the service sector

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Selling a Service
Hotel, motel, and
convention center
services
Telecommunications
services
Financial services

Media sales
Real estate
Insurance
Business services

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Selling a Service

See theWeb
site

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Selling Through Channels


Business-to-Business Channels
Outside salespeople interact with potential customers on
a face-to-face basis
Inside salespeople communicate with customers, identify
new prospects, and carry out other sales activities

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Manufacturer Selling
Field salesperson Sales engineer
Gains new customers
Increases sales for
existing customers

Detail salesperson
Assists clients with
marketing, collects data
Not compensated on
amount sold

Knows technical details


Must identify, analyze,
and solve customer
problems

Inside
salesperson
Takes orders
Supports field staff

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Business Goods Selling

See the
Website

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Selling Through Channels


Consumer goods channels
Includes sales careers in both retail selling and direct selling
Well-trained salespeople can add value to the traditional
shopping experience

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Consumer Goods Selling

See the
Website

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Four Sources of Sales Training

Corporate-sponsored training
Training provided by commercial vendors
Certification programs
College and university courses

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Learning How to Sell


The principles of selling can be learned and
applied by people whose personal
characteristics are quite different.

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Corporate-sponsored Training
Many firms have established programs
Millions are spent in training each year
Salespeople among the most intensively
trained employees
Training for consultative selling may be a
few months to a year
Some Web-based training used

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Sales Training Offered by


Commercial Vendors
Sales Performance
International
www.spisales.com

Integrity Systems,
Inc.
www.integritysystems.com

Huthwaite, Inc.
www.huthwaite.com

Miller Heiman, Inc.

Achieve Global
www.achieveglobal.com

Wilson Learning
Worldwide
www.wilsonlearning.com

Dale Carnegie
Institute, Inc.
www.dalecarnegie.com

www.millerheiman.com

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Commercial Vendor:
Huthwaites SPIN Selling

See the
Website
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Commercial Vendor:
Wilson Learning Worldwide

See the
Website

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Certificate Programs:
The Certified Medical Representative

See the
Website
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University Sales Programs

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Key Concept
Discussion Questions
Explain how:
Personal selling skills have become master
skills in the Information Age
Personal selling skills contribute to work
performed by knowledge workers

Discuss the rewarding aspects of a career


in selling today

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Key Concept
Discussion Questions
Discuss the different employment settings
in selling today
Identify the four major sources of sales
training

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2-29

All rights reserved. No part of this publication may be reproduced, stored in a


retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall
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