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Scope of Competition
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Sell Intangibles
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Information Age
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Add Value Damn It!
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Role in Marketing
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The marketing concept
PROFESSIONAL SELLING GOLDEN CHAPTER 1

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Person to person communication with a prospect.
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It is part art and part science!
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Establishing relationships
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Discovering needs
– Matching the appropriate products with these needs
– Communicating benefits through informing, persuading, and reminding
PROFESSIONAL SELLING GOLDEN CHAPTER 1

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Emphasized in text and in this classforerunner of partnering.
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Customer is served.
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Two way communication- no high pressure tactics.
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Information giving, problem solving, and negotiation.
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Emphasizes servicing after the sale.
PROFESSIONAL SELLING GOLDEN CHAPTER 1

STRATEGIC/CONSULTATIVE
SELLING MODEL
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Model is the basis of our class.
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Surrounded by the personal selling philosophy, with building quality partnerships as the goal.
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Strategies are the bridge between the personal selling philosophy and the partnership building.
PROFESSIONAL SELLING GOLDEN CHAPTER 1

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Three Prescriptions:
1.
Adopt the Marketing Concept
2.
Value Personal Selling
3.
Become a Problem Solver/Partner
PROFESSIONAL SELLING GOLDEN CHAPTER 1

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Relationship Strategy
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Product Strategy
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Customer Strategy
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Presentation Strategy
PROFESSIONAL SELLING GOLDEN CHAPTER 1

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Strategically developed, long-term relationship that solves the customer’s problems.
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Always WIN-WIN!
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High Ethical Standards!
• Why?????
– 80/20 RULE!
– Strategic Alliances
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Relationship Selling/CRM
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Sales Automation
PROFESSIONAL SELLING GOLDEN CHAPTER 1