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Personal Selling Chapter 1
Terms in this set (30)
product, price, promotion, and distribution
advertising, sales promotion, and personal selling efforts
customer relationships are built on four things
two types of personal selling
1. transactional (old)
2. relationship (new and most effective)
transaction selling (5)
get new accounts
get the order
cut the price to get the sale
manage for short term sales
sell to anyone
relationship selling (5)
retain existing accounts
become the preferred supplier
price for profit
manage each account for long-term profit
concentrate on high-profit-potential accounts
six contemporary sales jobs
1. consultative seller
2. key account seller
3. new business seller
4. sales support
5. missionary seller
6. delivery seller
uses relationship selling techniques to demonstrate how his or her company's products will contribute to the customer's well-being or profit, act as creative problem solvers
key account seller
similar to consultative seller, focus more narrowly on a smaller number of larger, more important customers
new business seller
focused on prospecting new customers and gaining new accounts (earn trust, get account, turn into long-term customers)
not responsible for selling the product, they just offer training or technical (sales engineers), etc, support to the salespeople
a type of sales support person; they do not solicit orders but work for a manufacturer, providing product information and promoting goodwill towards the product.
think pharm rep
maintenance sales people; take orders but do not engage in creative problem solving (try to ensure that their product gets the right shelf space)
activities of sales people (5)
sales mgmt responsibilities (6, in order) AND REMEMBER--COMMUNICATION, COORDINATION, INTEGRATION
1. strategic planning
2. organizing the sales force
3. recruiting, selection, assimilation
5. motivation and leadership
6. performance evaluation
the art of selling
finding the common ground where both parties can win by developing a mutually beneficial business relationship
why be a salesperson?
o First and foremost: it's not a dirty word: it's a profession
o You are selling a service and a product that people NEED
o Nothing gets done until someone sells someone something
o The top 1% income earners in the US are in sales & marketing (above $250K is top 1%)
o Everybody sells period—that's how you got your job, future promotion, current or future spouse
o Sales people stimulate action in the business world, hence they are economic stimuli. In a fluctuating economy, salespeople make invaluable contributions by assisting in recovery cycles and helping to sustain periods of relative prosperity
o Sales people are revenue producers
what makes a great salesperson?
o Empathy: the ability to see things as your customer sees them
o Ego: determination to achieve goals & overcome obstacles to become successful
o Self-assurance and the inner drive to never give up. Able to accept no and keep on keeping on.
o Interpersonal communication skills: a good listener with the ability to ask probing and reflective questions
o Enthusiasm: a positive and aggressive attitude towards sales and life in general
o Service motivation: desire to serve the customer that is sincere and dedicated
o 20% of your clients will generate 80% of your sales
o understand client decision patterns
o determine expectation levels & set them for yourself and the client
o develop strategic client plans—individualized
o share needs—help them grow their business—ask what they need from you in order for their business to be successful
sources of networking
o Friends and relatives
o Centers of influence
o Bird dogs (spotters)
• People who come in contact with an unusual large # of people in the course of a daily routine they are your eyes & ears in the marketplace
o Civic & professional groups
• Leadership Dallas, Austin, etc.
o Written correspondence
• It should be personalized (i.e. Letter, personal note, etc.)
o Cold Calling
• Canvassing, personal contact in the gym, supermarket, events, anywhere you feel comfortable talking to people
o You have a BIG network....use it.
o Always find ways to connect
o Keep in touch, regularly
o Do a favor without asking for one in return
o Keep good records
o Work your network so it doesn't disappear
o Continually expand your network
when to close
• Got the different advantages and disadvantages in different departments
• Make sure all are air tight and locked before you try to close
• Clear up all objections
• Help your prospect justify the purchase
• As objections are cleared, the tone starts to change and feels more like a close.
• When you hear more agreement than disagreement, it may be time to move.
why a client may say "no"
o Affordability/can't afford it/too costly
o Unanswered questions
o Benefits—sell the sizzle as well as the steak
o Flexibility—give the customer options, try to do what's right for the customer
o Competition—may be a factor, especially if they ARE flexibile
o Experience/capability—come across as experienced but have actual product knowledge
o Unrealistic requirements—you will find out their expectations up front—if they are unrealistic then there is no reason to proceed. They may come back if the competition can't fulfill these expectations either.
closing the sale
• Obtaining a commitment from the prospect to buy
• The relationship built during the sales process helps take the pressure off the close
• Closing is a natural part of the sales or communication process
• Remember, closing is appropriate at any point in the relationship selling process...not just the end of it.
• Always watch for buying signals which are verbal and nonverbal cues that the client is ready to make the commitment
• If you've done all right throughout the selling process close should be a natural progression of the selling dialogue
• Finally, it is very important to take the buyer's perspective in closing...work towards a win-win solution for both parties
• By communicating and delivering value the close happens naturally
the absolute BEST closing tool is:
SILENCE. You have conveyed the information, now it is time for the client to decide. SHUT UP! Period. The next person to speak generally loses.
how to follow up
• support your relationship with the customer
o don't tell people you provide support, rather show them instead
o follow up every meeting with a personal note
• follow Up
o protect your customer—find out what they need, how their product is working
o find out what their inventory is like and if they need more
• help sell-through
o help them sell to the public
o if sales are good there is no reason for them to discontinue purchasing
o ensure that product knowledge is spread to those who sell it directly to the customer (remember, Sam Adams beer)
o offer a value-added service to your customers
o visual aids help, product placement within stores, etc.
• May have to confront a customer in order to maintain good working relationships
• The angry customer—let them vent and try to solve their problem
• Handle complaints—listen and take everything into consideration. You may actually be able to fix their issues and they remain loyal.
• Be a team player—keep everyone at your company as happy as the customer and that's when the ultimate customer service happens and sales happen.
• Customer service should be a huge part of your sales strategy
the ability to define, refine, and craft your uniqueness that becomes a mark of distinction and adds value, • It's a mark of distinction—if you are distinct and add value then you're worth more
attributes of your brand
success in life requires
o A strong sense of purpose
o A passionate pursuit of that purpose
o A clear vision of purpose
o A commitment to that purpose
o In your case to secure that JOB
how to know your purpose
o What mark will I make with the people I meet today?
o What divine appointments will I encounter that will help me reach my goal?
o What is my DNA (distinct and notable attributes) that will propel me to reach greater heights?
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