Marketing 2A
COMGA2
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what is covered in lecturer-led sessions. However, the material on my LMS, along
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constitutes the compulsory content students are expected to consult and prepare
for assessments.
Eduvos and the Flipped Classroom
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3
A Little Bit about myself…
• Adinda Booysen
• Academic Qualifications
• Industry Career
• Lecturing Career
• Personal life
Ensure that you keep up with your
readings in module guide
Know when the assessments are
due and plan your group work
Yes, you need to buy the
textbook!
Complete the let’s get ready
tile
Complete your baseline tests
Happy selling!
Learning Outcome Week 1 Lesson 1
Assessment Criteria
1. Analyse the role of personal selling within the overall
1.3 Analyse the role of sales teams within the marketing
marketing strategy.
strategy.

2. Apply the principles of the selling process to a product or
service.
2.1 Prepare a sales presentation for a product or service.
2.2 Carry out a sales presentation for a product or service.
3.1 Explain how sales strategies are developed in line with
corporate objectives.
3. Discuss the role and objectives of sales management.
3.4 Explain how sales management organises sales activity
and control sales output.
3.5 Explain the use of databases in effective sales
management.
Eduvos (Pty) Ltd (formerly Pearson Institute of Higher Education) is registered with the Department of Higher Education and Training as a private higher education institution under the
Higher Education Act, 101, of 1997. Registration Certificate number: 2001/HE07/008
Week 1: Lesson 1
Introduction
Let us discuss a few things:
-
What is a Marketing?
-
What is Personal Selling?
-
How does Personal Selling fit into a Marketing Strategy?
Where personal selling fits into the marketing mix
THE
MARKETING
MIX: (4 P’s)
@VusiThembekwayoshorts (2023).
How to sell anything to anyone.
Available at:
https://www.youtube.com/shorts/rBlF
qT4qvc0 [ Accessed on 14 May
2024]
What is Personal Selling?
•Definition of Selling:
•Selling is defined as the personal communication of information to persuade prospective customers unselfishly to
purchase a product, service, or idea to satisfy their needs.
•Evolution of Personal Selling:
•Transitioned from traditional peddlers traveling by horseback or wagon to modern sales professionals utilizing
technology like laptops, tablets, and cell phones.
•Focus shifted from slick, fast-talking tactics to a more professional approach of identifying customer needs, offering
advice, and fostering long-term relationships for repeat business.
How would you describe a professional salesperson in 2025?
•Professional Salesperson:
•A professional salesperson is an expert in influence, well-informed about specific products or services,
knowledgeable about human behavior, adept at self-management, motivated, organized, and capable of interacting
with diverse individuals.
Watch and Read:
Laurent, B. (2025) Three Key Factors for Strong Sales Performance in 2025. Available at:
https://www.sellingpower.com/blog/three-key-factors-for-strong-sales-performance-in-2025#:~:text=
[Accessed on 4 May 2025]
Soco Sales Training (2020) Traits of a Good vs Bad Salesperson | What It Takes To Be A Good Salesperson. Available
at: https://www.youtube.com/watch?v=PB95WE6N5U8 [Accessed on 4 May 2025]
Personal selling
What is Personal selling?
Let us Watch the following video available on:
https://www.youtube.com/watch?v=mhfPeUKwGAs
Problem-Based Learning
[How has Personal selling changed?
Provide practical examples of Personal selling in
South Africa.
What is Personal Selling?
•How would you describe a professional salesperson in 2025?
Professional Salesperson:
•A professional salesperson is an expert in influence, well-informed about specific
products or services, knowledgeable about human behavior, adept at self-management,
motivated, organized, and capable of interacting with diverse individuals.
Questions for Discussion
What is the purpose of the sales role?
How does marketing play a role?
Why is personal selling vital
to an organisation?
•What is the purpose of a sales role?
•Stimulate demand and persuade customers to buy products or services using
aggressive selling techniques for short-term results.
•https://kylas.io/blog/sales-business-importance
•How does marketing play a role?
•Develop and apply sales strategies emphasizing problem-solving to meet the needs of
both customers and the business.
•Considers customer needs in the selling process while focusing on closing the sale.
•Customer Relationship (Partnering) Role:
•Build and maintain relationships with customers by being customer-oriented, creating
value, and developing solutions to enhance profits for both parties.
•Focuses on relational exchanges to develop long-term relationships and build trust.
•Manages conflict to strengthen relationships and provide benefits..
Read:
Oxford College of Marketing (2024) How Sales And Marketing Can
Work Together. Available at:
https://blog.oxfordcollegeofmarketing.com/2018/06/04/howsales-and-marketing-work-together/#:~:text= [Accessed on 4 May
2025]
Is Selling a Career for you?
FUN ACTIVITY
Here is an interesting career interest assessment to see if sales is right for you. Gyfted (2024). Is
sales right for me quiz. Available at: https://www.gyfted.me/career-quiz/sales.
Paste your profile in the chat – e.g. Mine is ACS (Artistic, Conventional, Social) and one
career choice.
One of mine according to the profile is Social Media Content Creator
Then share an emoji
• Yes, sales is for me
• No, sales is not for me
What type of sales jobs are there?
There are three main categories of sales
jo b s :
N B to u n d e r s ta n d th e d iffe r e n c e b e tw e e n
B2B a n d B2C s e llin g
1. Re ta il s a le s p e o p le
2. W h o le s a le s a le s p e o p le
3. Ma n u fa c tu r e r ’s s a le s p e o p le
W h a t is th e d iffe r e n c e b e tw e e n th e s e jo b
title s ?
Ca n y o u th in k o f a n e x a m p le ?
What type of sales jobs are there?
There are three main categories of sales jobs:
1. Re ta il s a le s p e o p le
2. W h o le s a le s a le s p e o p le
3. Ma n u fa c tu r e r ’s s a le s p e o p le
W h a t is th e d iffe r e n c e b e tw e e n th e s e jo b title s ?
1. Re ta il s a le s p e o p le
Se ll g o o d s fo r p e r s o n a l u s e
Ca n y o u th in k o f a n e x a m p le ?
In - s to r e , te le p h o n e s a le s , e tc .
2. W h o le s a le s a le s p e o p le
P u r c h a s e p r o d u c ts fr o m m a n u fa c tu r e r s a n d
o th e r w h o le s a le r s a n d th e n s e ll th e m to r e ta ile r s
fo r r e s a le a n d o th e r m a n u fa c tu r e r s to p r o d u c e
o th e r p r o d u c ts
W e a ls o r e fe r to th is c a te g o r y a s s a le s e n g in e e r s
Ac c o u n t r e p s , te c h n ic a l s a le s p e o p le
3. Ma n u fa c tu r e r ’s s a le s p e o p le
W o r k fo r o r g a n is a tio n s th a t p r o d u c e a
p r o d u c t/ s e r v ic e
Ca n y o u th in k o f a n e x a m p le ?
Typical Selling jobs
Typical Selling Job:
Example:
Inside retail sales
Barista taking your order, Sales personal assisting you in
Forever new
Outside retail selling
Takealot delivery guy, Coca-Cola sales rep convincing his
customers to stack more Coca-Cola products
Customer/ Product selling
Customer support services at ABSA bank, MiWay sales
personal calling to sell a customer vehicle finance
Missionary Selling
Juta publishers convincing lecturers to prescribed specific
textbooks for students to buy.
Medical Reps convincing doctors to prescribe their products
Sales Engineer
A company selling beverages dispensers to office spaces
Creative sales of tangibles
A company selling tractors to commercial farmers
Creative sales of intangibles
Discovery selling medical aid, insurance, life cover etc.
Steps in the SELLING
PROCESS
Very
important
process
(steps 1 – 6)
Prospecting
Pre-approach
Approach
Presentation
1st Trial close
Determine objections
Steps in the SELLING
PROCESS
Very important
process
(steps 7 - 10)
Handling
objections
Final trial close
Closing the sale
Follow-up
Important note: Distinguish between the SELLING PROCESS and the WHEEL OF PERSONAL SELLING
Let us work through this process together using the article below:
Lucid content (n.d) 7 Step sales process: When to use it and when to break it.
Available at: https://www.lucidchart.com/blog/what-is-the-7-step-sales-process [
Accessed on 4 May 2025]
Selling process vs Wheel of Personal Selling
Sequential Series Approach
:
Some sales managers view the
selling process as a
sequential
series of actions
by the
salesperson, consisting of ten
steps outlined in Figure 1.1.
Interacting, Overlapping Stages
Approach
: Others see the selling
process as
interacting,
overlapping stages depicted as
the 'wheel of personal selling
' in
Figure 1.2.
Activity
What is prospecting and why is prospecting important?
Why do we lose customers and why do we need new ones?
What is the difference between a Lead vs. Prospect
Step 1: Prospecting
Prospecting Plan:
Salespeople should:
• Set objectives.
• Allocate time.
• Choose the best method.
• Customize the plan.
• Evaluate results.
Next Step:
Once a prospect is qualified, the salesperson moves on to the pre-approach.
Step 1: Prospecting
What is prospecting and why is prospecting important?
Prospecting is crucial for sales as it identifies new prospects to increase sales and replace lost
customers.
Why do we lose customers and why do we need new ones?
Reasons for customer loss include death, switching suppliers, relocation, and bankruptcy.
It's the first step in the selling process, involving finding leads and qualifying prospects.
What is the difference between a Lead vs. Prospect:
A lead is contact information of a person or business potentially needing the salesperson's product
or service.
A prospect qualifies if they have the money, authority, and desire to buy the product.
Step 2: Pre-approach (5 stages)
Why do we have to qualify our prospects?
Identify 100 potential prospects to get 10 prospects and 1 person that buys.
1st Stage: Learn about the Prospect: Use contact management software or the internet to gather information about the
prospect's industry, operations, customers, competitors, products, suppliers, financial health, and credit rating.
2nd Stage: Prepare the Prospect: Use pre-notification and seeding techniques to prepare the prospect for the first sales
contact. This involves making initial calls or sending letters, emails, or brochures to create awareness of the products before
requesting an appointment.
3rd Stage: Obtain Information: Conduct a low-profile preliminary call at the prospect's business site to gather information
diplomatically. Observe the business operations, gather materials, and identify gatekeepers.
Benefits of Pre-Approach Information:
Useful for approaching the prospect and making sales presentations.
Helps avoid errors and increases self-confidence.
Enhances credibility with the prospect.
4th Stage: Get the Appointment: Use the telephone to request an appointment, emphasizing the product's relevance and
confirming a suitable time and place to meet.
5th Stage: Prepare the Sales Presentation:
Develop a customer benefit plan tailored to the prospect's needs.
Create a sales presentation highlighting product features, advantages, and benefits, using sales aids and demonstrations.
Step 2: Pre-approach
What type of sales presentation methods do you think we can use?
Four Sales Presentation Methods:
Structured: Memorized presentation with a fixed sales message.
Semi-Structured: Personalized presentation based on identified prospect needs.
Unstructured: Flexible and interactive method focusing on need awareness, acceptance, and fulfillment.
Customized: Detailed analysis of prospect needs followed by a tailored problem-solution presentation, suitable for complex
products.
Step 2: Pre-approach (5 stages)
Why do we have to qualify our prospects?
Identify 100 potential prospects to get 10 prospects and 1 person that buys.
1st Stage: Learn about the Prospect: Use contact management software or the internet to gather information about the
prospect's industry, operations, customers, competitors, products, suppliers, financial health, and credit rating.
2nd Stage: Prepare the Prospect: Use pre-notification and seeding techniques to prepare the prospect for the first sales
contact. This involves making initial calls or sending letters, emails, or brochures to create awareness of the products before
requesting an appointment.
3rd Stage: Obtain Information: Conduct a low-profile preliminary call at the prospect's business site to gather information
diplomatically. Observe the business operations, gather materials, and identify gatekeepers.
Benefits of Pre-Approach Information:
Useful for approaching the prospect and making sales presentations.
Helps avoid errors and increases self-confidence.
Enhances credibility with the prospect.
4th Stage: Get the Appointment: Use the telephone to request an appointment, emphasizing the product's relevance and
confirming a suitable time and place to meet.
5th Stage: Prepare the Sales Presentation:
Develop a customer benefit plan tailored to the prospect's needs.
Create a sales presentation highlighting product features, advantages, and benefits, using sales aids and demonstrations.
Step 3: Approach
• The sales approach is a step-by-step plan developed by salespeople to ensure effective selling.
• The first few minutes are crucial, focusing on appearance, manner, and mannerisms to make a positive first impression.
• Common approaches include introductory, product demonstration, customer benefit, curiosity, question, statement,
premium, survey, compliment, and shock approaches.
• Sales Approach Example: For example, in selling a phone, the product-benefit approach may be effective, highlighting
logical features and comparing to competitors.
Step 4: Presentation
Presentation:
A sales presentation aims to convince prospects to make a purchase by highlighting product features that solve their
problems.
What do you think a good sales presentation will accomplish?
A good presentation:
• Convinces the client of the solution's wisdom.
• Lures attention to problem-solving features.
• Avoids overwhelming with facts and statistics.
• Maintains prospect interest and convinces them of the uniqueness of the solution.
Presentation Requirements:
• Cover all important points logically.
• Clearly explain the proposed product/service and its benefits.
• Address buying motives and objections raised by the prospect.
• Arouse desire for the product's benefits.
• Enable the sales representative to achieve their goals.
Step 4: Presentation
During Presentation:
• Maintain prospect interest and be prepared for questions or interruptions.
• Use persuasive communication techniques such as asking questions, showing empathy, and maintaining a positive
attitude.
• Watch the prospect's body language for buying signals and signs of acceptance or rejection.
• Encourage prospect participation through questions, product use, visuals, and demonstrations.
Step 5: First trial close
• Trial Close:
• It's not an actual closing technique but a way to test the prospect's attitude toward the sales presentation.
• The salesperson asks the prospect for their opinion by posing a question.
• Negative comments should be noted but focus should be on positive ones.
• A favorable response indicates the prospect is ready to buy and gives insight into their thoughts on the product's
potential to meet their needs.
• First Trial Close:
• Occurs during the presentation where the salesperson uses FAB (what does this stand for?)
• product features, advantages, and benefits (FAB)
• or the SELL sequence what does this stand for?)
• (Show feature, Explain advantage, Lead into benefit, Let customer talk)
• to arouse desire in the prospect.
• Importance:
• Provides feedback on the prospect's reaction to the product's features, advantages, and benefits.
• Used after making strong selling points, after the presentation, after answering objections, and immediately before
moving to close the sale.
Step 6: Determine objections
Objections:
Any concerns, statements, or questions raised indicating hesitation or unwillingness to purchase the product.
Can be valid (need to address before buying) or invalid (irrelevant or untruthful delaying reasons).
Categories of Objections: What type of objections have you used with a sales person?
Uncommon objections: Occasional concerns about the company or product; salesperson needs to be well-informed about
industry.
Hidden objections: Concealed concerns revealed through careful observation, listening, and reading between the lines.
Stalling objections: Tactics like "I'll think it over" or "I'm too busy"; should be pursued tactfully.
No-need objections: Prospect acknowledges the product but claims not to need it.
Price objections: Common and difficult to handle; buyers use it to bargain for the best deal.
Product objections: Concerns about product quality or suitability for requirements.
Source objections: Loyalty to current supplier or dissatisfaction with the company or salespeople.
Step 7: Handling objectives
How can we handle objections?
Handling Objections:
Anticipate objections and view them as opportunities.
Reflect a positive attitude and listen carefully to objections.
Respond to objections by welcoming them, rephrasing, using boomerang technique, or providing additional information.
Trial close to gauge prospect's mindset after addressing objections.
Final Trial Close:
Used to gauge prospect's readiness to buy.
Timing: After strong selling point, objection handling, or completion of presentation.
Closing the Sale:
Timing: Any stage when prospect is ready to buy, signaled by buying signals.
Reasons for failure to close: Lack of skills, feeling guilty, fear of rejection.
Types of closes: Early close, midway close, close at the end.
Approach: Balance between being too aggressive and too submissive; focus on client's needs and guide them through
decision-making process.
Reading buying signals: Verbal and non-verbal cues indicating readiness to buy.
Step 8: Final trial close
•The trial close assesses the prospect's mindset during the sales presentation.
•Its purpose is to establish clarity and consensus between the salesperson and the prospect.
•Unlike the final close, the trial close does not aim to complete the sale but rather to gauge readiness.
•There's no universal best time to close a sale, but opportunities should be provided for the buyer to indicate
readiness.
Trial close questions are strategically asked:
•After making a strong selling point.
•When addressing objections.
•Upon completing the presentation.
•Immediately before initiating the final close.
Step 9: Closing the sale
How do you think we can close a sale?
Here's a summary of the different techniques for closing a sale:
Asking for the Order: Directly asking the prospect to make the buying decision, either affirmatively or negatively, especially
when time is limited.
Alternatives Close: Presenting the prospect with alternatives for purchasing, narrowing down the choices and implying a
decision needs to be made.
Assumptive Close: Operating under the assumption that the prospect will buy and focusing on finalizing the details, often
used with long-standing relationships.
T-Account Close: Listing the advantages of the merchandise versus reasons to postpone the purchase, aiming to
demonstrate that benefits outweigh drawbacks.
Minor Point Close: Getting the prospect to make decisions on minor details, easing them into the decision to buy.
Step 9: Closing the sale
Here's a summary of the different techniques for closing a sale:
Standing-Room-Only Close: Urging the prospect to make a decision by emphasizing product availability, particularly
effective with indecisive prospects or large purchases.
Technological Close: Using high-tech devices and software to present product benefits and relevant information, such as
purchase trends, discounts, and payment schedules, making a good impression on clients.
After closing the sale, the salesperson should follow up with the client to ensure their expectations are met and maintain
the relationship.
Step 10: The follow-up
After-sale Action (What happens here?):
• This involves fulfilling promises made during the sales transaction, ensuring timely and perfect delivery of the product or
service, and contacting the client after delivery to ensure satisfaction.
• It's also an opportunity to express gratitude for the business, handle complaints promptly, and maintain regular contact
with new and existing customers.
• Customer Relationship: Why is this important?
• Providing excellent service leads to long-term relationships and customer retention.
• This includes activities such as delivering spare parts, handling warranties and invoices, addressing complaints, and
maintaining continuous communication with clients.
• Salespeople are expected to build and maintain good customer relationships, leveraging technology to track interactions
and build trust over time.
• Self-evaluation:
• Sales representatives should regularly evaluate their own performance and methods honestly.
• This involves assessing whether sales objectives were met, identifying areas for improvement, learning from experiences,
and ensuring consistent follow-up with clients to gauge their perception of the purchase and keep them informed of
developments.
Step 10: The follow-up
Additionally, here are three applications that can aid in the follow-up process:
• Evernote: Useful for organizing information gathered from websites, with features like web clipping to store data in one
place and maintaining clear notebooks for organization.
• Google Drive: Essential for storing marketing materials, invoices, sales data, and product information, especially if Gmail
is used as the primary email. It facilitates easy sharing and access to documents.
• Dropbox: Offers universal access to files and documents, enabling checking progress with follow-ups on the go and
ensuring accessibility regardless of email platform.
These tools streamline the follow-up process and help sales professionals stay organized and efficient.
Roleplay
Activity (break-out rooms):
Refer to Step 6 and 7 of the SELLING PROCESS: Determine and handle objections
Roleplay some of these objections and discuss how you, as a salesperson, would handle
such objections
Imagine you are selling a new, high-quality smartphone. Refer to Step 6 and 7 of the SELLING
PROCESS: Determine and handle objections.
Roleplay Scenario:
Customer Objection: "The price is too high for my budget."
Customer Objection: "I'm worried about the battery life."
Customer Objection: "I don't think I need all these features."
Discuss how you, as a salesperson, would handle these objections, using the steps outlined
in the selling process.
Let us revise the main aspects of this
chapter:
•
•
•
•
•
•
•
•
Discuss the main roles of a salesperson.
What are the major reasons for choosing selling as
a career?
Distinguish between the different types of sales
jobs.
Why is prospecting important in the selling
process?
Discuss the four presentation methods that a
salesperson can use.
Discuss the different approaches that a
salesperson can apply during the approach stage.
What must a salesperson do in reaction to
objections?
Discuss the different techniques a salesperson can
use to close a sale.
What Happens Next?
• Please work through the
content for Week 1, Lesson 2.
• Do the activities on
myLMS .
Bibliography
Cant, M. C & Erwee, L. 2023. Sales Management. 3rd Edition. Juta and Company (Pty) Ltd: Cape Town. ]
The Business Professor.2022.Marketing-What is Personal Selling? [online] Available at:
https://www.youtube.com/watch?v=mhfPeUKwGAs