1. Selling background

8/7/2019 1. Selling background

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Chapter 1

RETAILSELLING

Essential goal of selling is not to sell,

but to ensure repeated buying!

-- Harvey Mackey


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What is selling?

Why choose a sales career?

Is a sales career right for you?

Success in sellingwhat does it take? Relationship selling

Sales jobs are different

What does a professional salesperson do?

Relationship Marketing Building Relationships through the Sales

Process

Main Topics


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What is Selling?

Selling is just one of many marketing

components

Personal selling:

Personal communication

Persuasive

Need fulfillment

Goods

Services & ideas


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Definition of Personal Selling

Person-to-person communicationwith a prospect

Personal selling is a process of

Developing relationships

Discovering needs

Matching products with needs

Communicating benefitsViewed as a process that adds value


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Everybody Sells!

You are involved in selling when you

want someone to do something.

You use personal persuasion skills to

persuade someone to act.


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Where does selling fit?

Most appropriately in Marketing

Marketing Mix (also called the 4

Ps Product, Place, Price, andPromotion)

Promotion Strategy

Advertising Personal selling

Sales promotion

Other communication


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Types of Sales Jobs- Retail

Selling in Retail

A retail salesperson sells goods or services to consumers for

personal, non-business use.

For example, you sell shoes at Nike Store

Selling as a Direct SellerFace-to-face (or telephone) sales to consumers who use the

products for their personal use.

For example, you sell Avon cosmetics through calling on

friends, colleagues & family.


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Non-retail Sales Jobs (i.e.

targeting businesses)Selling for a Wholesaler

For resale

For use in producing other goods

For use within an organization

Selling for a Manufacturer

Works for the firm who manufactures the product

Considered to be one of the more prestigious

jobs to hold


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ASalespersons Potential

Career Path


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Why Choose a Sales Career?

There are a wide variety of sales jobs

available

The freedom of being on your own The opportunity for advancement in a

company

The rewards from a salescareer can be substantial


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Rewards

Non-financial

Intrinsic reward of knowing youve skillfully

delivered a sales presentationQuicker path to managing large amounts of

responsibility

Different kinds of incentives e.g. trips, gifts

Financial

Higher average than that of other workers at the

same level within the organization

Based upon performance


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Is a Sales Career Right for

You?

What are your past accomplishments?

What are your goals?

Do you want to have the responsibilities of asales job?

Do you mind travel? How much?

H

ow much freedom do you want in a job? Do you have the personality characteristics tosucceed?


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Success in Selling

Requires:1. Love of the job

2. Willingness to work hard

3. Determination to achieve

4. Optimistic outlook, If so, you start with an in-built advantage.

5. Knowledge of the job

6. Active listening7. Service-orientation

8. Physical & mental preparation


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Personal Skills

P=Presentation with Confidence

E= Empathy in meeting and greeting

strangersR= Resilience in handling rejection

S= Sincerity

O= Open Questions

N= Normally overcoming objections

A= Answering questions honestly

L= Looking for buying signals


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Cont

S = selection of the product & service

K = Knowledge of products

I = Integrity

L = Listening skills

L = Leading to close

S = Selling up and selling on


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Relationship Selling

Non-adversarial

Non-manipulative

Consultative

Partnering

Problem-solving

Goal: long-term relationship


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Customer Relationship Process

Maintain & grow

the relationship

Analyze customer

needs

Recommend solution

&

gain commitmentCustomer

Implement the

recommendation


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WhatDoes aProfessional

Salesperson

Do?

Creates new customers

Sells more to present customers

Builds long-term relationships with customers

Provides solutions to customers problems

Provides service to customers

Helps customers resell products to theircustomers

Helps customers use products after purchase

Builds goodwill with customers

Provides company with market information


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Selling as aProfession

Sales people work hard in becoming

experts on their products


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Relationship Marketing

Creating customers for tomorrow

Customer loyalty

Committed relationships

Levels of Relationship Marketing

Transactional selling Relationship selling

Partnering


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Building Relationships

thr

ough

SellingThe sales process is a sequential series of

actions made up of 10 important steps


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Summary

Personal selling is an old & honourableprofession

Millions of people have chosen salescareers because of:

Job availabilityPersonal freedom

The challenge Opportunities for success

Non-financial rewardsFinancial rewards


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Summary Cont

Success comes from:

Training

Applying knowledge

Developing skills

Working hard

Wanting to succeedMaintaining a positive outlook

Effective time management


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Review

Retailers normally see the role of salespeople as:

Meeting, Greeting, & Concluding sales

with customers who are so satisfied thatthey want to return in the future.

This objective can be best achieved by:

Selling yourself

Selling the company

Selling the product.


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Learning Outcome

After learning the concepts in this chapter,you should be able to:

Define & explain selling

Explain why everyone sells, even you Discuss reasons people choose a sales career

Identify types of sales jobs & responsibilities

Define characteristics needed for success insales

Understand the rewards of a sales career

Explain 10-step sales process

1. Selling background

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