The Power of Selling
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Chapter 2
The Power to Choose Your Path: Careers in Sales
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Video Case
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The video, What it Takes to be Successful in Sales, features Paul Blake,
vice president of Sales at Greater Media Philadelphia
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In the video he shares his thoughts on what it takes to be a great
salesperson and what he looks for when he’s hiring new salespeople
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Video Ride-along Discussion Questions
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Is there any difference between a “good” salesperson and a “great”
salesperson? Discuss.
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As a customer, recall a purchase situation where the selling approach
adopted by the salesperson was excellent, which made the buying
experience ineffable. List a few traits of this salesperson.
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Chapter Objectives
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Discuss the characteristics required to be successful in a career in sales.
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Understand what you can expect from a career in sales.
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Understand the different types of selling channels and selling
environments.
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Learn how to position your education and experience to create a resume
and cover letter to get the job you want.
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Traits Required for a Successful Career in
Sales
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Character and the ability to build trust
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Ability to connect
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Listening skills
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Ability to ask the right questions
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Willingness to learn
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Drive to succeed
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Traits Required for a Successful Career in
Sales
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Resilience and a positive attitude
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Willingness to take risks
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Ability to ask for an order
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Independence and discipline
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Flexibility
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Passion
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Career in Sales
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The role of a salesperson – To create value
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If you are considering investing your career in the selling
profession, know what’s in it for you (WII-FM)
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On any given day, a salesperson might work on multiple
activities
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Sales is a “pay-for-performance” profession
Item number: 77005422
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Types of Selling Channels
sells washers and dryers
B2C
Item number: 77006563
B2B
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Figure 2.12 - Business-to-Business Versus
Business-to-Consumer Selling Characteristics
Insert Figure
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Types of B2B and B2C Selling
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Transactional selling: Efficiently matches the customer’s needs in an
operational manner and no personal relationship is formed
– Occurs in both B2B and B2C situations
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Consultative selling: There is long-term or ongoing relationship between
the seller and the buyer, and the salesperson provides ideas or solutions to
the customer based on customer needs
– Occurs in both B2B and B2C situations
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Types of B2B and B2C Selling
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Adaptive selling: A salesperson adapts or changes behavior during a
customer communication to positively impact the outcome
– Occurs in both B2B and B2C situations
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Strategic alliance: Buyers and sellers working together to create
opportunities for both companies that wouldn’t exist without the
relationship
– Occurs in B2B situations
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Types of B2B and B2C Selling
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The video Transactional Versus Relational Sales features a consultant
from Rockstar Consulting - a personal development company, that provides
business and life coaching, sales training, and skill-development services
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The speaker in the video discusses two different styles of selling transactional selling and relational selling
Source: rockstar-consulting.com
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Types of B2B and B2C Selling
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Can you list a few pros and cons of transactional and relational selling
apart from the ones discussed in the video?
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Which category would most of the salespeople you come across in daily
purchase situations fall under - transactional selling or relational selling?
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Types of Selling Positions
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Inside salesperson: A salesperson who performs selling functions such as
providing information, taking orders, and following up using
communication methods such as telephone, e-mail, text, or fax, but does
not actually meet with the customer face-to-face
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Outside salesperson: A salesperson who meets face-to-face with
customers and performs a variety of sales functions
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Table 2.1 - Types of B2B and B2C Sales
Positions
Insert Table
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Direct Selling
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The sale of a consumer product or service away from a fixed retail
location
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Direct Selling
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Independent business owners (IBO)
– A direct sales person who distributes a company’s products or services and
earns income based on the sales
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Multilevel marketing (MLM)
– A selling system in which independent business owners invite other people to
become IBOs and earn incentives based on their sales of the product or service
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Pyramid schemes
– A process that involves the exchange of money simply for recruiting people to
participate in a multi-level selling business without the benefits of sales
– This business practice is not sustainable and is illegal in many states
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Types of Selling Environment
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Learn about the current trends in direct selling
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The video showcases the growth of direct marketing which provides
secondary income to most of its consultants while also providing a sense of
job security
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Other Selling Environments
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Entrepreneurial selling
– A business started by an individual
– Being an entrepreneur can be exhilarating, invigorating, exciting, challenging,
time-consuming, and frustrating
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Global selling
– Selling in countries outside the U.S.
– Presents additional levels of challenges including cultural, political, legal,
demographic, and economic
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Other Selling Environments
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Non-profit selling
– Fund-raising and the development of endowments are the lifeblood of nonprofit organizations
– Selling is the engine of non-profit organizations
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Selling U
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Five Steps for a Resume That Stands Out
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Step 1: Define your three brand points that make you unique and provide
value to a prospective employer
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Step 2: Choose your resume format and font
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Step 3: Choose your headings and put the most important ones first
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Step 4: Write your bullet points
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Step 5: Review, check spelling, proofread, repeat
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Resume Formatting
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See how easy it is to format your resume using a table in Word
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The video demonstrates how to make a resume very professional and very
easy for the reader to see what makes you special
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The sample used here is Rakeem S. Bateman’s resume; it appears in the
Selling U section of this chapter (Figure 2.8 - Standard Resume
Incorporating Effective Headings)
Source: Flat World Knowledge
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Three Steps for a Cover Letter That Gets
Noticed
Start with your three
brand points
Understand the elements
of a cover letter
Write your cover letter
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Figure 2.6 - Standard Resume
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Figure 2.6 - Standard Resume
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Figure 2.6 - Standard Resume
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Figure 2.7 - Standard Resume Incorporating
Brand Points
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Figure 2.7 - Standard Resume Incorporating
Brand Points
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Figure 2.7 - Standard Resume Incorporating
Brand Points
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Figure 2.9 - Effective Cover Letter
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Figure 2.9 - Effective Cover Letter
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Figure 2.9 - Effective Cover Letter
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Figure 2.10 - Elements of a Cover Letter
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Figure 2.10 - Elements of a Cover Letter
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Figure 2.10 - Elements of a Cover Letter
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Figure 2.10 - Elements of a Cover Letter
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Figure 2.11 - Sample Cover Letter
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Figure 2.11 - Sample Cover Letter
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Figure 2.12 - Sample Resume
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Figure 2.12 - Sample Resume
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Figure 2.12 - Sample Resume
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Summary
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A good salesperson does more than sell; he builds a relationship and trust
with the customer and offers solutions
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Companies sell to customers in business-to-business (B2B) or business-toconsumer (B2C) channels
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Your resume and cover letter are your “advertising” for your personal
brand
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