professional sales an introduction
DESCRIPTION
Traditional Marketing Mix Product Price Promotion Distribution Advertising Personal Selling Sales Promotions Direct Marketing Public RelationsTRANSCRIPT
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Professional Sales
An Introduction
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Traditional Marketing Mix
Product Price Promotion Distribution
DirectMarketing
PublicRelations
Advertising Personal Selling
SalesPromotions
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Individual Introductions
• Name• Where you are from• Something that will make me remember
you,…• Professional Sales/Selling to me is,……
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The Sales Process: An Overview
Developing Customer
Relationships
Initiating Customer
Relationships
Enhancing Customer
Relationships
Selling Foundations
Selling Strategy
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Word Association,…..Provide both positive and negative words and impressions of the term
“salesperson”
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Why are there these perceptions?
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Selling,…..• Selling has been around since there were
goods to trade.• The role of the salesperson has evolved . . .
becoming more professional and structured.• Salespeople play an important role in creating and
maintaining a strong economy.• Salespeople are solution providers (Advisors).• Sales is a process focusing
on initiating, developing, and enhancing customer relationships.
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What is Professional Selling?
• Professional selling is the interpersonal communication process in which a seller uncovers and satisfies the needs and wants of a prospect to the mutual, long-term benefit of both parties
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IndustrialRevolution
Post-IndustrialRevolution
War andDepression
ModernEra
1800s 1900s 2000s
Evolution of Personal SellingSelling function became more
structured
Peddlers selling door to door . . . served as intermediaries
Business organizations employed salespeople
Selling function became more professional
As we begin the 21st century, selling continues to develop,becoming more professional and more relational
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Effective Selling in a HighlyCompetitive Selling Environment
• Salespeople must do their homework and prepare before meeting with prospects – Study the market – Study the prospects’ needs– Put the customer first– Engage in continuous learning and professional
development
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Contributions of Personal Selling: Salespeople and Society
• Salespeople help stimulate the economy
• Salespeople help with the diffusion of innovation
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Contributions of Personal Selling: Salespeople and the Employing Firm
• Salespeople generate revenue• Salespeople provide market
research and customer feedback• Salespeople become future
leaders in the organization
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Contributions of Personal Selling: Salespeople and the Customer
• Salespeople provide solutions to problems
• Salespeople provide expertise and serve as information resources
• Salespeople serve as advocates for the customer when dealing with the selling organization
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Understanding the Customer
• To motivate the prospect to buy or consider a product or service salespeople must:– Understand how their prospect’s mind works (a
customer behaviour approach)– Be able to uncover the prospect’s hidden needs
or wants
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Let’s Discuss! What would you do?
Ethical Dilemma - Page 14 of your text
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Transaction-Focused vs. Relationship Focused
• Short term thinking• Making the sale has
priority over most other considerations
• Interaction between buyer and seller is competitive
• Salesperson is self-interest oriented
• Long term thinking• Developing the relationship
takes priority over getting the sale
• Interaction between buyer and seller is collaborative.
• Salesperson is customer-oriented
Transaction-Focused Relationship-Focused
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Building Relationships
• Satisfied customers repeat their purchases because they are satisfied with the value of the relationship– Taking care of existing customers reduces sales
cycle time and increases efficiency. – What does this mean?
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Foundations of Relationships in Marketing and Sales
• Trust• Commitment• Perceived value• Perceived quality of service and interactions• Customer satisfaction - exceeding/meeting
customer expectations• Long time horizon
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The Sales Process: An Overview
Developing Customer
Relationships
Initiating Customer
Relationships
Enhancing Customer
Relationships
Selling Foundations
Selling Strategy
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The Sales Process
• Prospecting• Preapproach• Presentation Planning• Approaching the Customer
Developing Customer
Relationships
Initiating Customer
Relationships
Enhancing Customer
Relationships
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The Sales Process
• Sales Presentation Delivery • Earning Customer
Commitment
Developing Customer
Relationships
Initiating Customer
Relationships
Enhancing Customer
Relationships
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Adding Value through Follow-up, Self-leadership, and Teamwork
The Sales Process
Developing Customer
Relationships
Initiating Customer
Relationships
Enhancing Customer
Relationships