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CH
AP
TE
R
1Developing a
Personal Selling
Philosophy
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-2
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Learning Objectives
To Understand: The definition of personal selling The 3 prescriptions for a personal selling
philosophy The emergence of relationship selling in the
Age of Information The rewarding aspects of a sales career
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-3
Learning Objectives
To Understand: Different employment settings in selling today
How personal selling skills:– Have become one of the master skills in the
Information Age
– How personal selling skills contribute to knowledge workers’ work.
The four major sources of sales training
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-4
Personal Selling: A Definition
Person-to-person communication with a prospect
Personal selling is a process of• Developing relationships• Discovering needs• Matching products with needs• Communicating benefits
A process that adds value
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-5
Personal Selling: A Philosophy
Involves 3 prescriptions:– Adopt the marketing concept– Value personal selling– Assume the role of problem solver or partner
These are part of the Strategic/Consultative Selling Model
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-6
Shift in Emphasis: The Information Age
FIGURE 1.2
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-7
Shift in Emphasis: The Information Age
Last 50 years economy shifting:– From emphasis on industrial activity– To emphasis on information processing
Four major developments:– Major advances: information technology and
electronic commerce– Strategic resource is information– Business defined by customer relationships– Sales process depends on adding value
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-8
Considerations: Future in Personal Selling
Wide range of employment opportunities Wide range of tasks = need variety of skills Freedom to manage time & activities Above average financial & psychic income Opportunity for advancement Opportunities for women
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-9
Employment Settings in Selling Today
Inside salespeople– Inbound
– Outbound
Outside salespeople
Both inside & outside salespeople often work closely together
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-10
Selling Through Channels
Salespeople selling to consumers =
“B2C” or business-to-consumer sales
Salespeople selling to businesses =
“B2B” or business-to-business sales
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-11
Career Opportunities: Service Channel
Involve both “B2C” and “B2B” sales About 80% of US labor force is employed in service
sector. Examples of service channel careers:
– Hotel, motel, convention center– Telecom services– Financial sales– Media sales– Real estate– Insurance– Business services
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-12
Selling a Service: Verizon
See theWebsite
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-13
Career Opportunities: Business Goods Channel
Involve both inside & outside sales
Examples of business goods channel careers:– Industrial salespeople– Sales engineer or application engineer– Field salespeople– Missionary salespeople
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-14
Career Opportunities: Consumer Goods Channel
“B2C” sales Includes both retail sales and direct selling Abound in a number of product areas
Examples of consumer sales careers:– Automotive sales– Jewelry sales– Clothing sales– Computer sales– Any sales position to sales
directly to the consumer
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-15
Selling Consumer Goods: Apple
See theWebsite
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-16
Knowledge Workers in the Information Economy
Knowledge workers = work effort is centered around creating, using, sharing, & applying knowledge.
Examples of knowledge workers include:– Managerial personnel– Professionals (Accountants, consultants, lawyers,
architects, engineers, etc.)– Entrepreneurs– Marketing personnel and customer service reps
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-17
Learning to Sell: Four Sources
Corporate-sponsored training
Training provided by commercial vendors
Certification programs
College and university courses
“The principles of selling can be learned and applied by people whose personal characteristics are quite different.”
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-18
Learning to Sell: Corporate-based Training
Many firms have established programs
Millions spent in training each year
Salespeople among most intensively trained employees
Training for consultative selling = Few months to a year
Some web-based training usedc
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-19
Learning to Sell: Commercial Vendors
Sales Performance International
www.spisales.com
Integrity Systems, Inc. www.integritysystems.com
Huthwaite, Inc.
www.huthwaite.com
Miller Heiman, Inc.
www.millerheiman.com
Achieve Global www.achieveglobal.com
Wilson Learning Worldwide www.wilsonlearning.com
Dale Carnegie Institute, Inc. www.dalecarnegie.com
Richardson eLearningwww.richardson.com
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-20
Learning to Sell: Commercial Vendors
See the Website
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-21
Learning to Sell: Certificate Programs
See the Website Many salespeople are returning to the classroom to earn certification in sales or a sales-related area.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-22
Learning to Sell: Colleges & Universities
Many community colleges & undergrad business schools offer sales training
Sales training an important part of MBA programs.
The University Sales Center Alliance estab. In 2002 to advance sales profession– www.universitysalescenteralliance.org
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-23
Key Concept Discussion Questions
Define personal selling
Describe the 3 prescriptions of a personal selling philosophy
Describe contributions of personal selling to the Information Economy
Discuss the different employment settings in selling today
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-24
Key Concept Discussion Questions
Explain how personal selling skills have become one of the master skills for success in the Information Age
Explain how personal selling skills contribute to the work performed by knowledge workers
Identify the four major sources of sales training
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-25
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall
