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Why Learn About Personal Selling?Why Learn About Personal Selling?
Personal selling-a person-to-person business activity in which a salesperson uncovers & satisfies the needs of a buyer to the mutual, long-term benefit of both parties
Everyone sells Principles of selling are useful to everyone (employers, customers, and yourself)
What Do Salespeople Do?What Do Salespeople Do?Depends on jobDepends on job
Client Relationship Manager – many use Six Sigma programs designed to reduce errors – Standard Register used as an example in the book – one of our corporate partners
Account Team Manager – teams work well, if chosen carefully!
Vendor & Channel Manager – see example in text
Information Provider to their firm – use CRM
Distribution ChannelsDistribution ChannelsBusiness-to-BusinessBusiness-to-Business
Two main B-B channels are: (Exhibit 1-3 – P. 11)
Direct Sales to a business customer – call directly on customers – e.g. Nucor and Dow, IBM –examples P.12
Sales through Distributors - Trade salespeople call directly on other manufacturers – e.g. Intel-Arrow Electronics-Hewlett Packard, 3M
Missionary salespeople – promote products ONLY – do not actually sell the product , e.g. Merck, Eli Lilly
Distribution ChannelsDistribution ChannelsConsumer ChannelsConsumer Channels
Direct salespeople–no middlemen-P. 11Trade and retail salespeople sell to
distributors or retailers. Examples: State Farm sells directly to consumersSony uses 4th channel – sells to Best BuyBlack & Decker uses 5th channel –
distributorsFirms can uses more than one channel
Describing Sales JobsDescribing Sales JobsP. 15 – Exhibit 1.4P. 15 – Exhibit 1.4
1)Stage of Relationship: New or continuing?2)Role: Taking orders or creating alternatives?3)Buying Decision: How crucial is it to the
customer? Low? High?4)Contact Location: Field or inside sales?5)Offering: Products or services: Tangible vs.
intangible benefits6)Securing Customer Commitment: The
salesperson’s role – limited or significant
Examples of Sales JobsExamples of Sales Jobs
Retail - Best Buy - relationship builders, not just order takers
Trade - Hershey – influencers who handle existing customers – see text for more information
Missionary - Abbott Labs – classic example of missionary salesperson – promote products only
Industrial - IBM capital goods & services, infrequent sales calls, can be for services and/or capital equipment – often new sales calls
What It Takes To Be a Top SalespersonWhat It Takes To Be a Top SalespersonDavid McClellandDavid McClelland
(Substitutes for P. 16-17)(Substitutes for P. 16-17)
Entrepreneurial Drive (achievement motivation research)
• Setting challenging goals for self that exceed those set by the organization for them
• Using time efficiently and measuring their own activities in terms of time
Sensitivity to the Environment
• Extensive memory for minute details related to consumers or sales calls in the past
• Detailed observation skills, demonstrated by an ability to focus on the details of people’s appearance, names, and situational settings
ContinuedContinued
Customer Orientation
• Asking questions to identify critical customer issues, needs, or desires
• Finding ways to establishing a personal level (vs. business level) of contact with the customer (i.e. rapport building)
Cognitive Flexibility
• Making procedural exceptions that are, in the end, of mutual benefit
• Looking for ways to match a customer want with an available service, even one that is not offered by the salesperson’s own organization if it comes to that
Continued
Experiential Learning
• Eagerness to experience new responsibilities and sales techniques that have picked up by observing other
• Ability to learn from their own mistakes
Emotional Intelligence - EIEmotional Intelligence - EI
Definition: The ability to effectively understand and use one’s own emotions and the emotions of people with whom one interacts
4 Aspects: 1) Knowing one’s own feelings & emotions as they are
experienced 2) Controlling one’s emotions to avoid acting
impulsively 3) Recognizing customers’ emotions (empathy) 4) Using one’s emotions to interact effectively with
customers
Are Salespeople Born or Made?Are Salespeople Born or Made?
Hard work , time management, and adapting a sales approach to customers’ needs are learned attributes
Others – not learned?
Bell curve example – on board
Rewards in SellingRewards in Selling
Independence and Responsibility• Freedom, flexibility, and variety
Financial Rewards• Compensation for excellent skills and talent
See P. 20-21
Management Opportunities• Strong foundation of sales skills allow opportunities for
advancement