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Chapter
1
The Life, Times, and Career of
the Professional Salesperson

McGraw-Hill/Irwin Copyright 2007 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter
1

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Chapter
1
Main Topics
What Is the Purpose of Business?
Essentials of a Firms Marketing Effort
What Is Selling?
Personal Selling Today
A New Definition of Personal Selling
The Golden Rule of Personal Selling
Everybody Sells!
What Salespeople Are Paid to Do
Why Choose a Sales Career?
Is a Sales Career Right for You?
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Chapter
1
Main Topics
Success in SellingWhat Does It Take?
CCharacteristics for the Job Examined
Do Success Characteristics Describe You?
Relationship Selling
Sales Jobs Are Different
What Does a Professional Salesperson Do?
The Future for Salespeople
E-Selling: Technology Used by Salespeople
Selling Is for Large and Small Organizations
The Plan of This Textbook
Building Relationships through the Sales
1-5 Process
What Is the Purpose of Business?
To increase the general well-being of
humankind through the sale of goods and
services
According to the American Marketing
Association, Marketing is defined as the
process of planning and executing the
conception, pricing, promotion, and
distribution of goods services, and ideas to
create exchanges that satisfy individual and
organizational objectives.
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Marketing Concept
The customers want-satisfaction is the
economic and social justification for a firms
existence.
All company activities should be devoted to
determining customers wants and then
satisfying them, while still making a profit.

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Essentials of a Firms Marketing Effort
Ability to determine the needs of customers
Ability to create and maintain an effective
marketing mix
Product
Price
Distribution (or place)
Promotion

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Product: Its More Than You Think
A good is a physical object that can be
purchased.
A service is an action or activity done for
others for a fee.
A product is a bundle of tangible and
intangible attributes, including packaging,
color, and brand, plus the services and
even the reputation of the seller.

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Product: Its More Than You Think
(cont)
People buy want-satisfaction
What the product will do
Quality
The image of owning the product

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Price: Its Important to Success
The corporate marketing department sets
each products initial price
Normal price
Possible special discount prices
Price refers to the value or worth of a
product.

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Distribution: It Has to Be Available
The marketing manager also determines
the best method of distributing the product.
Distribution refers to the channel structure
used to transfer products from an
organization to its customers.

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Promotion: You Have to Tell People About It

Personal Selling
Advertising
Publicity
Sales Promotion

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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 communication of information
To unselfishly persuade someone

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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, cont

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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Exhibit 1-3a: Self & Customer Service
Progress

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Exhibit 1-3b: Self & Customer Service
Progress

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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, earn a living
and keep their jobs
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 great relationships with
their customers.
What does this require?
That is what you will learn in this course.

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Why Choose a Sales Career? Exhibit 1-4: Six
Major Reasons For Choosing A Sales Career

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Service: Helping Others
When asked what she would look for in a
career after graduating from college, a
student of your author, 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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What are Examples of How Selling Can Help
Others?
What could a person be sold that would help
the individual/family?
Car, gas, repairs
House
Insurance
Food
Medicine

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What are Examples of How Selling Can Help
Others?, cont
What could a business be sold that would
help it produce and market goods and
services?
Land to build a business
Building materials/construction of business
Furniture, equipment, supplies
Raw materials used in manufacturing

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A Variety of Sales Jobs Are Available
Retail
Direct
Wholesaler
Manufacturer

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Types of Sales JobsWhich Is for You?
Selling in Retail
A retail salesperson sells goods or services to
consumers for their personal, non-business use.
Direct sellers sell face to face to consumers
typically in their homes who use the products for
their personal use.

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Types of Sales JobsWhich Is for You?,
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 1-6: Seven Sales Job Categories

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Exhibit 1-7: A Sales Personnel Career Path

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Rewards: The Skys the Limit
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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Is a Sales Career Right for You?
What are your past accomplishments?
What are your future goals?
Do you want to have the responsibility of a sales job?
Do you mind travel? How much travel is acceptable?
How much freedom do you want in a job?
Do you have the personality characteristics for the job?
Are you willing to transfer to another city? Another state?

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Success in SellingWhat Does it Take? Exhibit 1-8: Love of
Selling Is At Heart of Helping Others (Ssuccess)

S U

Ssuccess
S S C

E
C
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Exhibit 1-9: Aerobic, Strength, and
Flexibility Exercise Guidelines

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CCharacteristics for the Job Examined, Exhibit 1-10:
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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Exhibit 1-11: Personal Characteristics Needed to Sell
for Building Long-term Relationships

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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 their 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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Once Again, Are You:
Caring?
Joyful?
Able to get along with others?
Patient?
Kind?
Ethical?
Honest?
Fair?
Self-controlled?
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Do Success Characteristics Describe You?
Connect the Dots
The following puzzle illustrates how you can be
held back from breaking through.
The challenge is to connect all nine dots with four
straight lines, without lifting your pencil from the
paper try it!

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Go Beyond the Limits
to reach your goals!

2. 3.

1. Start Here

4.
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We Often Do Not Reach Our Potential
Because:
We set our limits.
It is hard to breakaway from our old selves.

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Relationship Selling

Non-adversarial
Non-manipulative
Consultative
Partner-oriented
Problem-solving
Goal: long-term relationships

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Four Main Elements in the Customer
Relationship Process
Analyze needs
Present product Benefits
Gain Commitment
Service

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Exhibit 1-12: 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 Professional Salesperson Do?
Creates new customers
Sells more to present customers
Builds long-term relationships with cutomers
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 for Salespeople: Skills Required

Learning conceptual skills


Example: planning
Learning human skills
Example: working with customers
Learning technical skills
Example: giving presentations

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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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E-Selling: Technology Used by Salespeople

Salespeople are going high tech, employing


talking computers, e-mail, cellular phones,
faxes, satellites, and automated maps with
driving directions.
Imagine walking into a sales call with every
piece of information needed to introduce a
product to a customer.

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Selling is for Large and Small
Organizations
It is easy to overestimate the importance of
big business because of its greater visibility.
The Small Business Administration classifies
approximately 98 percent of all business in
the United States as small business.

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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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Part I: Chapters 1-2

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Part II: Chapters 3-5

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Part III: Chapters 6-13

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Part IV: Chapter 14

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Exhibit 1-18: Ten Important Steps in the
Customer Relationship Selling Process
1. Prospecting. Locating 10.7. Follow-up
3.
6.
5.
9.
4.
and Objections.
Approach.
Trial
Close.
Meet close. Asking
and
Meeting
objections.
Bringing
Presentation.
qualifying prospects
service.
Uncovering
prospect Serving
prospect
Satisfactorily
Further
prospects. to the
uncovering
customer
2. Preapproach. Obtainingobjections.
and
answering
logical
needs; after
beginning
opinions duringthe
conclusion
objections.
relating
interview. product
Planning: sale.
customized
and buy. sales
after
tobenefits
determining to
presentation.
needs
8. Trial
sales call objective, developing using demonstration,
close.
customer Asking
profile, prospects
customer
benefit program, and sales.dramatization, visuals, and
opinion after overcoming proof
each
statements.
objection and immediately before
the close.

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Ten Important Steps in the Customer
Relationship Selling Process
1. Prospecting
The sales process
2. Preapproach - planning
is a sequential
series of actions. 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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Summary of Major Selling Issues
Personal selling is an old and honorable
profession.
Millions of people have chosen sales careers
because of:
Job availability
Personal freedom
The challenge
Opportunities for success
Non-financial rewards
Financial rewards

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Summary of Major Selling Issues,
cont
Success comes from:
Training
Applying knowledge
Developing skills
Working hard
Wanting to succeed
Maintaining a positive outlook
Effective time management
Using all of these to take care of the customer

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Chapter
1
End of Chapter 1

McGraw-Hill/Irwin Copyright 2007 by The McGraw-Hill Companies, Inc. All rights reserved.