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Personal Selling Opportunities in the Age of Information
Selling TodaySelling Today10th Edition
CH
AP
TE
R Manning and Reece
2
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Learning ObjectivesLearning 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
• Discuss the characteristics of selling positions in four major employment settings: service, retailing, wholesaling, and manufacturing
• Identify the four major sources of sales training
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Personal Selling inthe Age of Information
Personal Selling inthe 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 Benefitfrom Personal Selling SkillsKnowledge Workers Benefitfrom Personal Selling Skills
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Discussion QuestionDiscussion 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 department store chain
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Your Future in Personal SellingYour Future in Personal Selling
“Students tend to view salesas dynamic and active butbelieve a selling careerrequires them to engage indeceitful or dishonestpractices.”
• These are OLD stereotypes
• Ethical sales practices arethe key to success
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Sales Is PervasiveSales Is Pervasive
• 500 largest sales forces in America employ 17.5 million salespeople
• These companies will seek to recruit 500,000 college graduates
• The number of sales positions is increasing in industrialized countries
• Hundreds of selling career options to match individual interests, talents, and ambitions
• Most occupations involve some form of selling
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Large U.S. Sales ForcesLarge U.S. Sales Forces
TABLE 2.1
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Sales Titles VarySales Titles Vary
• Account executive
• Account representative
• Sales account manager
• Relationship manager
• District representative
• Sales consultant
• Client development manager
• Sales associate
• Marketing representative
• Territory manager
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How Salespeople Spend an Average 46-Hour Work WeekHow Salespeople Spend an
Average 46-Hour Work Week
FIGURE 2.1
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Rewards of Selling CareersRewards of Selling Careers
• Above-average income
• Above-average “psychic” income
• Opportunity for advancement
• Opportunities for women and minorities
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Executive and Sales Force Compensation
Executive and Sales Force Compensation
TABLE 2.2
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Women and MinoritiesWomen and Minorities
• Growing opportunities for both women and minorities
• More women are turning to sales as a career
• Companies recognizea need for a more diverse sales force
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Employment Settingsin Selling Today
Employment Settingsin Selling Today
• Selling a service
• Selling for a retailer
• Selling for a wholesaler
• Selling for a manufacturer
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Selling a ServiceSelling a Service
• Financial services
• Radio, television, and Internet advertising
• Newspaper advertising
• Hotel, motel, and convention center services
• Real estate
• Insurance
• Banking
• Business services
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Discussion QuestionsDiscussion 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 ServiceSelling a Service
See theWebsite
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Special Case:Radio Advertising Sales
Special Case:Radio Advertising Sales
• More than 10,000 radio stations in the United States
• Work with local, regional, and national accounts
• Local and national training,certification
• In medium markets,compensation canreach $100,000+
See the Website
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Retail SellingRetail Selling
• Automobiles
• Musical instruments
• Photographic equipment
• Fashion apparel
• Major appliances
• Recreational vehicles
• Television and radio receivers
• Furniture/decorating supplies
• Tires and related accessories
• Computers
Product categories like these usually require a high degree of personal selling
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Wholesale SellingWholesale Selling
Inside salesperson
• Relies heavily on phone orders
• More office-based
• Internet often used for support
• Inside sales growing in popularity as a cost-saving move
Outside salesperson
• On-the-road
• Duties vary
• Often must be familiar with many products
• Must know details of customer’s operation
• Serves as consultant to the customer
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Manufacturer SellingManufacturer Selling
Field salesperson
• Gains new customers
• Increases sales for existing customers
Detail salesperson
• Assists clients with marketing, collects data
• Not compensated on amount 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 ChannelTelemarketing Sales Channel
Telemarketing: a channel in which the sales process is conducted by telephone
• Serves two purposes: sales and service
• Inside sales, backup for outside sales
• Sometimes used to maintain contact with smaller customers
• Also used to find and qualify prospects
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Discussion QuestionsDiscussion Questions
• Are salespeople made or are they born?
• What reasons would someone give to support each side of this discussion?
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Learning How to SellLearning How to Sell
“The principles of selling can be learned and applied by people whose personal characteristics are quite different.”
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Four Sources of Sales TrainingFour Sources of Sales Training
• Corporate-sponsored training
• Training provided by commercial vendors
• Certification programs
• College and university courses
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Corporate-sponsored TrainingCorporate-sponsored Training
• Many firms have established programs
• Millions are spent in training each year
• Salespeople among the most intensively trained employees
• Training for consultative selling may be a few months to a year
• Some Web-based training used
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Commercial Vendor:Huthwaite’s SPIN Selling
Commercial Vendor:Huthwaite’s SPIN Selling
See the Website
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Commercial Vendor:Acclivus Corporation Commercial Vendor:
Acclivus Corporation
See the Website
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Certificate Programs: The Certified Medical Representative
Certificate Programs: The Certified Medical Representative
See the Website
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University Courses:A Sales Training Facility
University Courses:A Sales Training Facility
Courtesy: Nicholls State University