Personal Selling Opportunities IN THE AGE OF INFORMATION C H A P T E R 2.

Personal Selling Opportunities

IN THE AGE OF INFORMATION

C H A P T E R 2

Copyright 2004 Pearson Education Canada Inc. 2-2

C H A P T E R 2

Learning Objectives

• Describe how personal selling skills contribute to work performed by knowledge workers

• Discuss the rewarding aspects of personal selling careers

• Describe the opportunities for women and minorities in the field of personal selling


C H A P T E R 2

Learning Objectives (continued)

• Discuss the characteristics of selling positions in four major employment settings: service, retail, wholesale, and manufacturing

• Identify the four major sources of sales training


C H A P T E R 2

Personal Selling Skills contribute to Four Groups of Knowledge Workers

Customer Service Representatives

Professionals

Entrepreneurs

Managerial Personnel


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Personal Selling Skills contribute to Customer Service Representatives

Customer Service Representatives process

reservations, accept orders by phone, deliver

products, handle complaints, provide

technical assistance, and assist field sales

representatives.


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Personal Selling Skills contribute to Groups of Professionals

Today’s Professionals include Accountants,

computer programmers, consultants, dentists,

doctors, engineers, financial planners,

lawyers, teachers, and other specialized

knowledge workers.


C H A P T E R 2

Personal Selling Skills contribute to Entrepreneurial Success

“Entrepreneur = Salesperson is a good

piece of wisdom.”

Harry McWatters – Co-founder of Sumac Ridge Estate Winery Ltd.


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Personal Selling Skills contribute to Managerial Personnel’s Effectiveness

Managerial Personnel understand the

importance of “executive selling” and

that the most valuable information is

acquired from customers.


C H A P T E R 2

Salesperson Titles

Account Executive

Account Representative

Sales Account Manager

Business Development

Manager

District Representative

Sales Consultant

Relationship Manager

Sales Associate

Marketing

Representative

Territory Manager


C H A P T E R 2

How Salespeople Spend Their Time…

14.5 hours

Face-to-face selling

8.5 hours

Waiting / travelling

11.7 hours

Telephone sales

7.0 hours

Administrative tasks

5.2 hours

Service calls


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Rewarding Aspects of Selling Careers

Above Average Income

Psychic Income providing

psychological rewards

Opportunities for Advancement

Opportunities for women and

minorities


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Company Information

The Park Inn Convention Centre is a total quality, full-service, equal-opportunity employment convention centre that has recently made

large investments in the physical facility, the food and beverage department, and the sales department. Company culture includes an

effective and enthusiastic team approach to creating total quality, value-added solutions for customers in a very competitive industry.

The primary sales promotion tool is Partnership Selling, with extensive marketing support in the form of photos, reference letters, team selling, and other strategies. The company goal is to increase revenues 20 percent in the coming year by providing outstanding

customer service.

Salesperson Position Description

Convention Services


C H A P T E R 2

Acquire necessary convention centre company, product, industry, and competitive information through company training program.

Be committed to a total quality customer service process.

Develop a list of potential prospects in the assigned target market.

Develop long term total quality selling relationships that focus on solving the meeting planner’s convention centre needs.

Achieve a sales volume of $700,000 to $800,000 annually.

A Successful Account Executive will


C H A P T E R 2

Specific Requirements - Account Executive

• Must project a positive and professional sales image• Must be able to establish and maintain long-term

relationships• Must be goal orientated with a plan for self-

improvement• Must be flexible to deal effectively with a wide range

of customers• Must be good at asking questions and listening

effectively


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Specific Requirements (Continued)

• Must be accurate and creative in developing customer solutions

• Must be clear and persuasive in communicating and negotiating solutions

• Must be good at closing the sale• Must follow through on promises and assurances• Must have math skills necessary for figuring sales

proposals


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Employment Settings in Selling

Services• Banks or

Financial Services

• Media (Radio/TV)

• Hotel / Convention

• Real Estate• Insurance• Business

Services


Financial Services




Services

Careers in the Selling Field


C H A P T E R 2


Retail Sales• Automobile• Fashion• Electronics• Computers• Auto

Accessories• Home

Furnishing


Accessories• Home

Furnishing

Retail


C H A P T E R 2


Wholesaler• Distributors• Truck

Wholesale


Wholesale

Wholesale


C H A P T E R 2


Inside Sales• Manufacturer• Wholesale• Telemarketing


Inside Sales


C H A P T E R 2Employment Settings in Selling

Other

Outside/Field Sales• Manufacturer


Sales Engineer• Technical Support


Detail Sales• Goodwill



C H A P T E R 2Employment Settings in Selling


Financial Services




Services


Financial Services




Services


Accessories• Home

Furnishing


Accessories• Home

Furnishing


Wholesale


Wholesale



Careers in the Selling Field








C H A P T E R 2

Professional Selling

The Canadian Professional Sales Association Website

http://www.cpsa.com/

Personal Selling Opportunities IN THE AGE OF INFORMATION C H A P T E R 2.

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