personal selling opportunities in the age of information c h a p t e r 2
TRANSCRIPT
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Personal Selling Opportunities
IN THE AGE OF INFORMATION
C H A P T E R 2
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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
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Copyright 2004 Pearson Education Canada Inc. 2-3
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
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Copyright 2004 Pearson Education Canada Inc. 2-4
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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Copyright 2004 Pearson Education Canada Inc. 2-5
C H A P T E R 2
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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C H A P T E R 2
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.
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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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Copyright 2004 Pearson Education Canada Inc. 2-8
C H A P T E R 2
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.
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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
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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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Copyright 2004 Pearson Education Canada Inc. 2-11
C H A P T E R 2
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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C H A P T E R 2
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
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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
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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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C H A P T E R 2
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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C H A P T E R 2
Employment Settings in Selling
Services• Banks or
Financial Services
• Media (Radio/TV)
• Hotel / Convention
• Real Estate• Insurance• Business
Services
Services• Banks or
Financial Services
• Media (Radio/TV)
• Hotel / Convention
• Real Estate• Insurance• Business
Services
Careers in the Selling Field
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Copyright 2004 Pearson Education Canada Inc. 2-17
C H A P T E R 2
Employment Settings in Selling
Retail Sales• Automobile• Fashion• Electronics• Computers• Auto
Accessories• Home
Furnishing
Retail Sales• Automobile• Fashion• Electronics• Computers• Auto
Accessories• Home
Furnishing
Retail
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C H A P T E R 2
Employment Settings in Selling
Wholesaler• Distributors• Truck
Wholesale
Wholesaler• Distributors• Truck
Wholesale
Wholesale
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Copyright 2004 Pearson Education Canada Inc. 2-19
C H A P T E R 2
Employment Settings in Selling
Inside Sales• Manufacturer• Wholesale• Telemarketing
Inside Sales• Manufacturer• Wholesale• Telemarketing
Inside Sales
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Copyright 2004 Pearson Education Canada Inc. 2-20
C H A P T E R 2Employment Settings in Selling
Other
Outside/Field Sales• Manufacturer
Outside/Field Sales• Manufacturer
Sales Engineer• Technical Support
Sales Engineer• Technical Support
Detail Sales• Goodwill
Detail Sales• Goodwill
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Copyright 2004 Pearson Education Canada Inc. 2-21
C H A P T E R 2Employment Settings in Selling
Services• Banks or
Financial Services
• Media (Radio/TV)
• Hotel / Convention
• Real Estate• Insurance• Business
Services
Services• Banks or
Financial Services
• Media (Radio/TV)
• Hotel / Convention
• Real Estate• Insurance• Business
Services
Retail Sales• Automobile• Fashion• Electronics• Computers• Auto
Accessories• Home
Furnishing
Retail Sales• Automobile• Fashion• Electronics• Computers• Auto
Accessories• Home
Furnishing
Wholesaler• Distributors• Truck
Wholesale
Wholesaler• Distributors• Truck
Wholesale
Inside Sales• Manufacturer• Wholesale• Telemarketing
Inside Sales• Manufacturer• Wholesale• Telemarketing
Careers in the Selling Field
Outside/Field Sales• Manufacturer
Outside/Field Sales• Manufacturer
Sales Engineer• Technical Support
Sales Engineer• Technical Support
Detail Sales• Goodwill
Detail Sales• Goodwill
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C H A P T E R 2
Professional Selling
The Canadian Professional Sales Association Website
http://www.cpsa.com/