Professional Sales

An Introduction

Traditional Marketing Mix

Product Price Promotion Distribution

DirectMarketing

PublicRelations

Advertising Personal Selling

SalesPromotions

Individual Introductions

• Name• Where you are from• Something that will make me remember

you,…• Professional Sales/Selling to me is,……

The Sales Process: An Overview

Developing Customer

Relationships

Initiating Customer

Relationships

Enhancing Customer

Relationships

Selling Foundations

Selling Strategy

Word Association,…..Provide both positive and negative words and impressions of the term

“salesperson”

Why are there these perceptions?

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.

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

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

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

Contributions of Personal Selling: Salespeople and Society

• Salespeople help stimulate the economy

• Salespeople help with the diffusion of innovation

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

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

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

Let’s Discuss! What would you do?

Ethical Dilemma - Page 14 of your text

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

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?

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

The Sales Process: An Overview

Developing Customer

Relationships

Initiating Customer

Relationships

Enhancing Customer

Relationships

Selling Foundations

Selling Strategy

The Sales Process

• Prospecting• Preapproach• Presentation Planning• Approaching the Customer

Developing Customer

Relationships

Initiating Customer

Relationships

Enhancing Customer

Relationships

The Sales Process

• Sales Presentation Delivery • Earning Customer

Commitment

Developing Customer

Relationships

Initiating Customer

Relationships

Enhancing Customer

Relationships

Adding Value through Follow-up, Self-leadership, and Teamwork

The Sales Process

Developing Customer

Relationships

Initiating Customer

Relationships

Enhancing Customer

Relationships