manning st12e ippt01

8/2/2019 Manning St12e Ippt01

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CHAPT

ER

1

Developing aPersonalSelling

Philosophy

Part I


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Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-2

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Learning Objectives

To Understand:

The definition of personal selling

The three prescriptions for a personal selling

philosophy The emergence of relationship selling in the

Age of Information

The rewarding aspects of a sales career


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Learning Objectives

To Understand: Different employment settings in selling today

How personal selling skills:

Have become one of the master skills in the

Information Age

Contribute to knowledge workers work.

The four major sources of sales training


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Personal Selling: A Definition

Person-to-person communication with aprospect

Personal selling is a process of: Developing relationships

Discovering needs

Matching products with needs

Communicating benefits

A process that adds value


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Personal Selling: A Philosophy

Involves three prescriptions:

Adopt the marketing concept

Value personal selling

Assume the role of problemsolver or partner

These are part of theStrategic/ConsultativeSelling Model


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Personal Selling

Stages of a sales call:

The approach

Needs discovery

Presentation

Negotiation ofbuyer concerns

The close


7/20Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-7

Shift in Emphasis: The Information Age

FIGURE 1.2



Shift in Emphasis: The Information Age

Four major developments:

1. Major advances: Information technology andelectronic commerce; social media

2. Strategic resource is information

3. Business defined by customer relationships

4. Sales process depends on adding value



Considerations: Future in Personal Selling

Wide range of employment opportunities Wide range of tasks = Need variety of skills

Freedom to manage time and activities

Above average financial and psychic income Opportunities for advancement

Opportunities for women



Employment Settings in Selling Today

Inside salespeople Inbound

Outbound

Outside salespeople Both inside and outside salespeople

often work closely together



Selling Through Channels

Salespeople selling to consumers =

B2C or business-to-consumer sales

Salespeople selling to businesses =B2B or business-to-business sales


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Career Opportunities: Service Channel

Involves both B2C and B2B sales

About 80% of US labor force is employed inservice sector

Examples of service channel careers: Hotel, motel, convention center

Telecom services

Financial sales

Media sales

Real estate

Insurance

Business services


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Career Opportunities:Business Goods Channel

Involves both inside and outside sales

Examples of business goods channelcareers:

Industrial salespeople

Sales engineer or application engineer

Field salespeople

Missionary salespeople


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Career Opportunities:Consumer Goods Channel

B2C sales

Includes both retail sales and direct selling

Abound in a number of product areas

Examples of consumer sales careers: Automotive sales

Jewelry sales

Clothing sales

Computer sales Any sales position that sells

directly to the consumer


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Learning to Sell: Four Sources

Corporate-sponsored training

Training provided by commercial vendors

Certification programs College and university courses


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Knowledge Workers in the Information Economy

Knowledge workers = Work effort iscentered around creating, using, sharing,and applying knowledge.

Examples of knowledge workers include:

Managerial personnel

Professionals (accountants, consultants,lawyers, architects, engineers, etc.)

Entrepreneurs Marketing personnel and customer service reps


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Learning to Sell: Corporate-Based Training

Many firms have established programs Millions spent in training each year

Salespeople among most intensively trained

employees Training for consultative selling = Few months to

a year

Some web-based training used


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Learning to Sell: Commercial Vendors

Sales PerformanceInternationalwww.spisales.com

Integrity Systems, Inc.

www.integritysystems.com

Huthwaite, Inc.

www.huthwaite.com

Miller Heiman, Inc.www.millerheiman.com

Achieve Globalwww.achieveglobal.com

Wilson Learning Worldwidewww.wilsonlearning.com

Dale Carnegie Institute, Inc.www.dalecarnegie.com

Richardson E Learningwww.richardson.com
http://www.spisales.com/http://www.integritysystems.com/http://www.huthwaite.com/http://www.millerheiman.com/http://www.achieveglobal.com/http://www.wilsonlearning.com/http://www.dalecarnegie.com/http://www.richardson.com/http://www.richardson.com/http://www.dalecarnegie.com/http://www.wilsonlearning.com/http://www.achieveglobal.com/http://www.millerheiman.com/http://www.huthwaite.com/http://www.integritysystems.com/http://www.spisales.com/


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Learning to Sell: Certification Programs

Many salespeople are returning to theclassroom to earn certification in salesor a sales-related area.


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Learning to Sell: Colleges & Universities

Many community colleges and undergraduatebusiness schools offer sales training.

Sales training is an important part of MBA

programs. The University Sales Center Alliance was

established in 2002 to advance the sales

profession.

www.universitysalescenteralliance.org
http://www.universitysalescenteralliance.org/http://www.universitysalescenteralliance.org/

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