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Personal Selling

Opportunities in theAge of Information

Selling Today10

th

Edition

C

HAPTER

Manning and Reece

2

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Learning Objectives

Describe how personal selling skills contribute towork performed by knowledge workers

Discuss the rewarding aspects of personalselling careers

Describe the opportunities for women andminorities in the field of personal selling

Discuss the characteristics of selling positions infour major employment settings: service,retailing, wholesaling, and manufacturing

Identify the four major sources of sales training

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Personal Selling in

the Age of Information

One can add value to information by:

Collecting it

Organizing it

Clarifying it Presenting it in a convincing manner

Selling skills are transferable skills

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Customer service representatives (CSR)

Professionals

Entrepreneurs

Managerial personnel

Knowledge Workers Benefit

from Personal Selling Skills

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Discussion QuestionHow can selling skills benefit the

following people?

A teller at a local bank An accountant at a small CPA firm

A company owner looking for franchisees

A regional manager for a national departmentstore chain

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Your Future in Personal Selling

Students tend to view salesas dynamic and active butbelieve a selling career

requires them to engage indeceitful or dishonestpractices.

These are OLD stereotypes Ethical sales practices are

the key to success

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Large U.S. Sales Forces

TABLE 2.1

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Sales Titles Vary

Account executive

Accountrepresentative

Sales accountmanager

Relationship manager District representative

Sales consultant

Client developmentmanager

Sales associate

Marketing

representative Territory manager

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How Salespeople Spend an

Average 46-Hour Work Week

FIGURE 2.1

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Rewards of Selling Careers

Above-average income

Above-average psychic income

Opportunity for advancement

Opportunities for women andminorities

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Executive and Sales Force

CompensationTABLE 2.2

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Women and Minorities

Growing opportunities for both women andminorities

More women areturning to salesas a career

Companies recognizea need for a morediverse sales force

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Employment Settings

in Selling Today Selling a service

Selling for a retailer

Selling for a wholesaler

Selling for a manufacturer

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Selling a Service

Financial services

Radio, television, andInternet advertising

Newspaperadvertising

Hotel, motel, andconvention centerservices

Real estate

Insurance

Banking

Business services

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Discussion Questions

In what ways are services

different from hard goods? How can selling a service be

different, and more difficult,than selling a hard good?

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Selling a Service

See theWebsite

http://www.edwardjonesopportunity.com/usa_home.htmlhttp://www.edwardjonesopportunity.com/usa_home.htmlhttp://www.edwardjonesopportunity.com/usa_home.htmlhttp://www.edwardjonesopportunity.com/usa_home.htmlhttp://www.edwardjonesopportunity.com/usa_home.htmlhttp://www.edwardjonesopportunity.com/usa_home.html

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Special Case:

Radio Advertising Sales

More than 10,000 radio stations in the UnitedStates

Work with local, regional,

and national accounts Local and national training,

certification

In medium markets,compensation canreach $100,000+

See theWebsite

http://www.rab.com/http://www.rab.com/http://www.rab.com/index.cfmhttp://www.rab.com/http://www.rab.com/

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Retail Selling

Automobiles

Musical instruments

Photographic equipment

Fashion apparel

Major appliances

Recreational vehicles

Television and radioreceivers

Furniture/decoratingsupplies

Tires and relatedaccessories

Computers

Product categories like these usually requirea high degree of personal selling

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Wholesale Selling

Inside salesperson

Relies heavily on phoneorders

More office-based

Internet often used forsupport

Inside sales growing inpopularity as a cost-saving move

Outside salesperson

On-the-road

Duties vary

Often must be familiarwith many products

Must know details of

customers operation

Serves as consultant tothe customer

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Manufacturer Selling

Field salesperson

Gains new customers

Increases sales forexisting customers

Detail salesperson

Assists clients withmarketing, collects data

Not compensated onamount sold

Sales engineer

Knows technical details

Must identify, analyze,solve customer problems

Inside salesperson

Takes orders Supports field staff

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Telemarketing Sales Channel

Telemarketing: a channel in which thesales process is conducted by telephone

Serves two purposes: sales and service Inside sales, backup for outside sales

Sometimes used to maintain contact withsmaller customers

Also used to find and qualify prospects

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Discussion Questions

Are salespeople made or are

they born? What reasons would someone

give to support each side ofthis discussion?

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Learning How to Sell

The principles of selling can be

learned and applied by people

whose personal characteristicsare quite different.

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Four Sources of Sales Training

Corporate-sponsored training

Training provided by commercialvendors

Certification programs

College and university courses

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Corporate-sponsored Training

Many firms have established programs

Millions are spent in training each year

Salespeople among the mostintensively trained employees

Training for consultative selling may bea few months to a year

Some Web-based training used

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Commercial Vendor:

Huthwaites SPIN Selling

See the

Website

http://www.huthwaite.com/public_seminars_01_01.asphttp://www.huthwaite.com/public_seminars_01_01.asphttp://www.huthwaite.com/public_seminars_01_01.asphttp://www.huthwaite.com/public_seminars_01_01.asphttp://www.huthwaite.com/public_seminars_01_01.asphttp://www.huthwaite.com/public_seminars_01_01.asphttp://www.huthwaite.com/public_seminars_01_01.asp

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Commercial Vendor:

Acclivus Corporation

See the

Website

http://www.acclivus.com/programs/programs.asphttp://www.acclivus.com/programs/programs.asphttp://www.huthwaite.com/public_seminars_01_01.asphttp://www.acclivus.com/programs/programs.asphttp://www.acclivus.com/programs/programs.asphttp://www.huthwaite.com/public_seminars_01_01.asphttp://www.acclivus.com/programs/programs.asp

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Certificate Programs:

The Certified Medical Representative

See the Website

https://www.cmrinstitute.org/certprog_page.phphttps://www.cmrinstitute.org/certprog_page.phphttps://www.cmrinstitute.org/certprog_page.php

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University Courses:

A Sales Training Facility

C t Ni h ll St t U i it