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PERSONAL SELLING:

ETHICS, ISSUES, REQUIREMENTS, AND BASIC SKILLS

SALES

IT IS NEVER ENOUGH !

Sales are Down [video]

YOUR IMPRESSIONS OF SALES• MARKETING

• ADVERTISING

• SALES / SALES MANAGER

• JOBS OR PROFESSIONS?

• Why do you [not] want to be in sales?

YOU SELL EVERY DAY!

• ASSISTANCE

• FAVOR

• FULFILL A REQUEST

• ALL ARE FORMS OF PERSONAL SELLING

SALES RESPONSIBILITIES

• #1 - VOICE OF THE CUSTOMER– Feedback about client developments– Feedback about your company– Feedback about competitors

• #2 - VOICE OF THE COMPANY– Implement the marketing plan– Communicate your company policies and/or positions– Not an agent

• #3 - IMPECCABLE ETHICS AND INTEGRITY

SALES PERSONNEL & INCOME

I

N

C

O

M

E TELESALES NOT TELEMARKETING

RETAIL / ORDER TAKERS

DIRECT FIELD SALES

INSIDE SALES

TECHNICAL SALES

SERVICE SALES

OEM

NATIONAL ACCOUNTS

$13.6 K

$150+ K

$$$,$$$

PROFESSIONALISM

MISSIONARY SALES

TRANSACTION MARKETING

RELATIONSHIP MARKETING

MAJOR SALES APPROACHES• TRADITIONAL

– Product oriented—profit through sales volume

• CONSULTATIVE– Problem-solving—profit through problem solving

• RELATIONSHIP– Understand their business—profit through strategic relationships,

customer loyalty and satisfaction• Joint Efforts / Joint Teams

• TEAM– Integrate organizations—profit through sales volume– Strong advantage for large firms competing against smaller firms– Long-term alliances

FORMS OF PERSONAL SELLINGSALES PRESENTATION TYPES

OLDER METHODSLO2

Stimulus-response - given the appropriate stimulus, the prospect will buy.

Formula selling – information must be provided in an accurate, thorough, and step-by-step manner

FORMS O PERSONAL SELLINGSALES PRESENTATION TYPES

MODERN METHODSLO2

Need-satisfaction - probing and listening to identify needs and interests

1.Adaptive selling - a need-satisfaction format that adjusts the presentation to fit the selling situation

2.Consultative selling - a need-satisfaction format where the salesperson focuses on problem identification, recognition, and resolution

SALES FUNCTIONS

1. MANAGING THE PROSPECT FUNNEL

2. THE SALES CYCLE

3. CUSTOMER / PROSPECT CARE

4. INFORMATION DISSEMINATION

5. TERRITORY MANAGEMENT

6. PROFESSIONAL DEVELOPMENT

SUSPECT TO GREAT CUSTOMER• Suspect• Inquiry• Prospect• Qualified• Hot prospect• Proposal / quote• First purchase• Repeat purchaser• Long-term or high value customer

• Past customer

MANAGING THE PROSPECT FUNNELPROSPECT

APPROACH & QUALIFY

PRESENT

DEMONSTRATE

HANDLE OBJECTIONS

CLOSE

FOLLOW-UP

CUSTOMER !

REAL, FALSE, STALLS

HOT PROSPECT

Trial / Actual Close

EFFECTIVENESS

NEEDS &

VALUEQUALIFIED !FAB

COGNITIVE DISSONANCE

MARKETING DEPARTMENT

LEADS VS. COLD CALLS

Copyright A. Whitebread, 2001-2010.

SALES CYCLE

THE SALES CYCLE & AIDA

PROSPECT

APPROACH & QUALIFY

PRESENT

DEMONSTRATE

HANDLE OBJECTIONS

CLOSE

FOLLOW-UP

A

I

D

A

The Price Objection: http://www.nationalsalescenter.com/sales-training-articles/free-sales-training-videos/

YOUR SALES OPPORTUNITY

Inactive andEx-customers

PartnersAdvocatesClientsRepeatcustomers

First-timecustomers

Suspects

Prospects

Disqualifiedprospects

X

CUSTOMER & PROSPECT CARE

• BUILDING A RELATIONSHIP– TRUST– CREDIBILITY COMES THROUGH

• KNOWLEDGE– There is no substitute for product knowledge!

• PERFORMANCE – Products & services, the organization, and you!

• DELIVERING AS ADVERTISED– INFORMATION– FOLLOW-UP AND FOLLOW-THROUGH– ORGANIZE ADDITIONAL RESOUCES

INFORMATION DISSEMINATION

• TO CUSTOMERS AND PROSPECTS– STANDARD COMMUNICATION– NEW PRODUCTS AND PROGRAMS

• TO THE COMPANY– CUSTOMER AND PROSPECT REACTIONS– COMPETITIVE INFORMATION

• REPORT SIGNIFICANT EVENTS– What do you think would be a significant

customer event?

TERRITORY MANAGEMENT• TIME MANAGEMENT

• ASSEMBLE RESOURCES

• MAINTAIN CONTROL

• REPORTING – Call reports, expense, sales, …

• TERRITORY PLANS AND FORECASTING

PERSONAL IMPROVEMENT

• EFFICIENCY / TIME MANAGEMENT

• SALES SKILLS• PROBING WITH OPEN-END QUESTIONS• PROVING THROUGH RESPONSE• LISTENING• EVALUATING• PRESENTING [PROVIDING INFORMATION]• CLOSING

• PROFESSIONAL DEVELOPMENT

TRAITS OF GOOD SALES PERSONNEL• GOAL ORIENTED

• STRONG EGO BUT EMPATHETIC

• VERY KNOWLEDGEABLE

• CONTROL ANY SITUATION

• IMPECCABLE INTEGRITY AND ETHICS

SALES PERSONNEL TRAITS

• IMPECCABLE INTEGRITY AND ETHICS

– ETHICAL AND LEGAL ISSUES• DISPARAGEMENT• MISREPRESENTATION• BRIBERY• HIGH-PRESSURE SALES TACTICS• NO FAVORITISM• NO DISCRIMINATION

AN AVERAGE DAY IN SALES• PROPOSALS, PRESENTATIONS, & QUOTATIONS• COMMUMICATIONS

– INTERNAL & EXTERNAL• REPORTING• SCHEDULING• TIME MANAGEMENT• TELEPHONE CALLS• SALES CALLS AND PRESENTATIONS• TRAVEL