Chapter 1 The Life, Times, and Career of the Professional Salesperson Prepared by: Professor Robert W. Goode School of Management George Brown College (Toronto, Canada) rgoode@georgebrown.ca Learning Objectives 1 After studying this chapter, you should be able to: 1. Define & explain the term selling 2. Explain why everyone sells, even you 3. Identify the many different types of sales jobs and discuss their responsibilities 4. Define characteristics that are needed for success in building relationships with customers 5. List and explain the 10 steps in the sales process © 2020 McGraw-Hill Education Ltd. 2 MODULE 1 WHAT IS SELLING? What is Selling Personal Selling: refers to the personal communication of information to persuade a prospective customer to buy something-a good, service, idea, or something else-that satisfies the individual’s needs on a personal level, or on a business level when an individual is purchasing for a company © 2020 McGraw-Hill Education Ltd. 3 Everybody Sells! Each person develops communication techniques, trying to get our way in life You are involved in selling when you want someone to do something You use personal persuasion skills to persuade someone to act © 2020 McGraw-Hill Education Ltd. 4 5 Exhibit 1.1 - Where selling fits in © 2020 McGraw-Hill Education Ltd. 6 MODULE 2 TYPES OF SALES EMPLOYMENT Types of Sales Employment Selling in Retail A retail salesperson sells goods or services to consumers for their personal, non-business use Direct Selling Face-to-face (or telephone) sales to consumers who use the products for their personal use © 2020 McGraw-Hill Education Ltd. 7 Types of Sales Careers Selling for a Wholesaler For resale For use in producing other goods For use within an organization Selling for a manufacturer Works for the firm who manufactures the product Usually one of the most prestigious jobs in sales Not-for-profit selling Two distinctly different clients – the donors and the recipients © 2020 McGraw-Hill Education Ltd. 8 Careers in Selling Sales clerks Typically selling merchandise in a retail store Assisting customers with sales, returns, product knowledge High school diploma, up to 2 years’ experience Approximately $33,000 annually Order desk clerks Often referred to as “inside sales reps” Process and review orders by mail, telephone, email Requires good working knowledge of products and procedures High school diploma, up to 2 years’ experience Approximately $41,000 annually (Salary figures from “Salary Centre” at www.monster.ca) © 2020 McGraw-Hill Education Ltd. 9 Careers in Selling (cont’d) Customer service representative Processing orders Preparing correspondence Ensuring customer satisfaction High school diploma, 2 to 5 years’ sales experience Approximately $50,000 annually (Salary figures from “Salary Centre” at www.monster.ca) © 2020 McGraw-Hill Education Ltd. 10 Careers in Selling (cont’d) 11 Merchandisers Often referred to as “support” salespersons Responsible for setting up displays and providing product literature in a customer’s premises - good working knowledge of their field Often have college diploma or associated degree Approximately $58,000 annually - often work flexible hours, including part-time (Salary figures from “Salary Centre” at www.monster.ca) © 2020 McGraw-Hill Education Ltd. Careers in Selling (cont’d) Sales representatives Responsible for developing new business and interacting with existing customers At least a high school diploma and several years’ experience Increased independence, expected to plan and achieve sales goals Approximately $70,000 annually Senior sales representatives In addition to the above, expected to lead and direct others Great degree of latitude and creativity expected Typically report to a manager $70,000 to $110,000 annually (Salary figures from “Salary Centre” at www.monster.ca) © 2020 McGraw-Hill Education Ltd. 12 Careers in Selling (cont’d) Business solutions (development) specialists Collaborate with customers and use their education and experience to develop product enhancements or alterations necessary for a sale Normally have extensive experience and must understand and perform a variety of tasks related to their field Approximately $77,000 annually (Salary figures from “Salary Centre” at www.monster.ca) © 2020 McGraw-Hill Education Ltd. 13 Careers in Selling (cont’d) Technical sales representative (Senior) Responsible for increasing sales to accounts by interacting with customers and providing technical knowledge and solutions College or undergraduate degree – maybe a graduate degree Approximately $102,000 annually (Salary figures from “Salary Centre” at www.monster.ca) © 2020 McGraw-Hill Education Ltd. 14 15 MODULE 3 KEYS TO SUCCESS IN SELLING Success in Selling— What Does It Take? The nine most frequently mentioned characteristics are: 1. Love of their job 2. Willingness to work hard 3. Need to achieve success 4. Have an optimistic outlook 5. Knowledgeable about their job 6. Careful use of selling time 7. Ability to ask questions and listen to customers 8. Customer service 9. Being physically and mentally prepared © 2020 McGraw-Hill Education Ltd. 16 17 MODULE 4 RELATIONSHIP SELLING Relationship Selling GOAL: long-term relationship with customer/client via relationship selling Expertise enables seller to become problem-solving partner Provides information that helps customers make intelligent choices to achieve their short- and longterm objectives Service and follow-up ensure purchase satisfaction Sequence builds customer loyalty – a relationship © 2020 McGraw-Hill Education Ltd. 18 19 Exhibit 1.8 – Main elements in the customer relationship process © 2020 McGraw-Hill Education Ltd. 20 MODULE 5 WHAT DO PROFESSIONAL SALESPERSONS DO? What does a Professional Salesperson do? 21 Exhibit 1.9 – A professional salesperson . . . . . . helps meet the needs and solve the problems of the customer. © 2020 McGraw-Hill Education Ltd. . . . makes presentations to new and current customers. What does a Professional Salesperson do? (cont’d) 22 Exhibit 1.9 – A professional salesperson . . . . . . sells to wholesalers and distributors. © 2020 McGraw-Hill Education Ltd. . . . handles customer complaints. 23 MODULE 6 BUILDING RELATIONSHIPS THROUGH THE SALES PROCESS Building Relationships through the Sales Process 24 The sales process is a sequential series of actions 1. Prospecting 6. Objections 2. Pre-approach 7. Meet objections 3. Approach 8. Trial close 4. Presentation 9. Close 5. Trial close 10. Follow-up & service © 2020 McGraw-Hill Education Ltd. Ten Important Steps 1. Prospecting 2. 3. Locating and qualifying prospects Pre-approach Obtaining interview Determining sales call objective Developing customer profile, customer benefit program, and sales presentation strategies Approach Meeting prospect and beginning customized sales presentation. © 2020 McGraw-Hill Education Ltd. 25 Ten Important Steps (cont’d) 4. 5. Presentation Further uncovering needs Relating product benefits to needs using demonstration, dramatization, visuals, proof statements Trial Close 6. Asking prospect’s opinions during and after presentation Objections Uncovering objections © 2020 McGraw-Hill Education Ltd. 26 Ten Important Steps (cont’d) 7. Meet the objections 8. Trial close 9. Asking prospect's opinion after overcoming each objection and immediately before the close Close 10. Satisfactorily answering objections Bringing the prospect to the logical conclusion to buy Follow-up and service Serving customer after the sale © 2020 McGraw-Hill Education Ltd. 27 28 MODULE 7 SUMMARY Summary 29 Personal selling is an old and honourable profession Millions of people have chosen sales careers because of: Personal freedom o Job availability o The challenge o © 2020 McGraw-Hill Education Ltd. o o o Financial rewards Non-financial rewards Opportunities for success Summary (cont’d) Success comes from: Training Applying knowledge Developing skills that benefit customers Working hard Wanting to succeed & maintaining a positive outlook Ability to plan, effective time management © 2020 McGraw-Hill Education Ltd. 30
