The document provides an overview of the rules of selling. It discusses 10 key rules: 1) Know your product inside and out, 2) Know your prospects, 3) Believe in what you're selling, 4) Be transparent, 5) Associate yourself with respected things, 6) Offer incentives, 7) Compare yourself to competitors, 8) Sell the relationship not just the product, 9) Focus on benefits and value, and 10) Isolate objections. It also discusses developing confidence, focusing on understanding the customer's situation rather than yourself, and learning from both successes and failures in sales. Key terms defined include strategic selling, sales targets, telemarketing, and tenders.

1. CHAPTER 9:
THE RULES OF
SELLING
Report by: Gadaingan, Rhealyn P.
Solis, Sheila Mae D.

2. THE RULES OF SELLING
The "art of selling" is simply knowing how to
present whatever it is that you're selling, to the
buyer in such a manner that he feels buying it
from you will solve his problems or fulfill his
dreams.

3. 1.The art of salesmanship is
showmanship
2.The art of salesmanship is
the concealment of
salesmanship
3.The art of salesmanship is
the absence of
salesmanship
A career in sales has three separate and
distinct phases or levels of growth. The three
phases are:

4. The art of salesmanship is SHOWMANSHIP
● Characterized by the development of sophisticated and
polished presentation of skills that unfailingly dazzles (but do
not always win the business).
Positive aspect : Good exhibition of product knowledge
wrapped in exceptional presentation skills.
Negative aspect : One sided approach. It does not take much of
what is going on with customer the customer into consideration.

5. The art of salesmanship is the CONCEALMENT of
salesmanship.
● Characterized by well prepared, interactive questions that elicit
the “right responses” from the customer.
Positive aspect : Interaction with and feedback from the customer.
Negative aspect : Often a stacked deck. Leading questions usually
reveal what you think the issues and problems are, not what the
customer knows they are.

6. The art of salesmanship is the ABSENCE of
salesmanship.
● Characterized by a quiet, relaxed, well prepared salesperson
who forgets every aspect of the technique and just listens and
reacts in the real time.
Positive aspect : It’s so easy to tell the truth.
Negative aspect : It often takes a lifetime in sales before one has
the confidence to say almost nothing and communicate
effectively.

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including icons by Flaticon and infographics & images by Freepik
THE RULES OF SELLING
One rule that seems to hold fast and true in every
selling situation is “AT FIRST GLANCE OR AT
FIRST HEARING THE PRESENTATION MUST
BE LOGICAL TO THE CUSTOMER AT THEIR
LEVEL OF UNDERSTANDING”.

8. This template was created by Slidesgo
3. Believe in your
own words
2. Know your
prospect
1. Know your
product or
service
• Know it inside and
out backward and
forward. You should
know its strengths,
weaknesses, and all
its features. Also
understand the
factors that influence
its supply and
demand. All of these
will strengthen your
presentation and help
the customer make a
more informed
purchasing decision.
• Along with knowing
your product comes
knowing your
prospect. Strive to
know all you can
about your target
demographic and
potential clients.
Make sure you deal
with the decision
maker.
• If you are lucky
enough to sell a
product you do
not believe in, you
still lose because
you risk killing
referral business
and losing the
trust of your
customer.

9. 5. Gain trust by
associating
yourself with
things they respect
6. Offer a free trial,
incentive, bargain
or guarantee
4. Be
Transparent
• Transparency builds
trust. Things people do
not understand will
always be greeted with
"no." The more
information available
when making a
purchasing decision,
the more likely they
are to say "yes."
Another benefit of
being transparent is the
more resources you
divulge free of charge,
the more likely you are
to generate interest in
your product/service.
• By offering
endorsements and
testimonials,
especially from
well-known sources
that your target
market respects, you
strike the chord of
"trust."
• There are many
variations of each, but
incentives and
guarantees are great
ways to gain your
potential buyer's
confidence. Guarantees
and free trails allow the
skeptic to try the
product/service before
determining if your
offer is a good fit.

10. 7. Compare & differentiate yourself from your
competitors
● Know the nature of your business. Is it commodity based, where the low
price bidder wins? Is the strength of your brand a factor? Is there
something unique about your offer? You must understand your
competitors and their advantages and disadvantages. Once you have both
the knowledge of your competitors and an understanding of the skeptic's
needs, you can choose the most effective marketing angle. We offer such
phrases as:
 “The lowest cost………………” you play for the desire of value
 “The official……………………...” you validate for authenticity
 “The best…………………………” you show superiority
 “The only………………………….” you offer exclusivity
 If possible, demonstrate the differences that make your product/service
unique or superior.

11. 8. Sell the relationship and not the product
● Relationships are more valuable to
both you and the prospect than a
one-time transaction. For the
salesperson, relationships bring
repeat business and the ability to
cross-market your offerings;
increased referrals because you gain
access to the prospect's network
base, and the ability to charge a
premium because of the higher
perceived value of your relationship.
Relationships help build trust.

12. 9. Focus on the
benefit offered and
value delivered
● Emotional selling differs
from bottom-line selling
because it focuses on
feelings rather than metrics.
Remember to focus on the
benefits that concern your
potential buyer; anything
else will make a skeptic
lose interest and you lose
the sale.
● To do so, ask two types of
questions: those to better
understand your potential buyer
and his/her needs, and questions
designed to lead your prospect to
buy. A series of well-placed
questions will allow you to isolate
any objections. You should
brainstorm every possible reason a
skeptic will not buy from you and
comprise an effective solution or
rebuttal for each.
10. Isolate their
objection

13. CREDITS: This presentation template was created by Slidesgo,
including icons by Flaticon and infographics & images by Freepik
11. Don’t seem desperate
• Your emotional state will be
apparent to a customer. Never
appear as though you "need" a
sale. Everyone avoids a hard-
pressed individual. Often we are
conditioned to give to and buy
from those who do not need our
money.

14. The Power of
Confidence

15. People want to buy from sales people who are
confident in their abilities. Taking control of the
circumstances and situations around you will develop
your self-confidence. When you consider the amount of
rejection that many sales people encounter, the fact that
many salespeople lack self-confidence is not surprising.
Top performing people in any industry typically possess a
high level of self-confidence. They may not necessarily
possess this confidence all their lives.

16. How do we prevent this from happening?
● Carrying around mental baggage is a natural part of being a human
being. It is the way we view and deal with our baggage that makes the
real difference in our lives. If we look at each experience and consider
how we can learn from it, our baggage will have less hold over us.
When you encounter a sales situation that does not turn out favorably,
rather than focus on the negatives and beating yourself up over it, ask
yourself three questions:
○ What did I do well?
○ What did I miss or forget to do?
○ What will I do differently if faced with a similar situation in the
future?

17. CREDITS: This presentation template was created by Slidesgo,
including icons by Flaticon and infographics & images by Freepik
Selling Yourself – It’s Not
About You
 Selling yourself (or
anything else) isn't about
talking about you or what
you do; it's about
listening and
understanding the other
person's situation. So if
you want to be
INTERESTING then be
INTERESTED!

18. Words to Remember:
1. Strategic Selling
Strategic selling' describes a broad methodology which began to be
practiced in the 1980's, literally 'strategic' by its nature (the principles
involve taking a strategic view of the prospective customer's organization,
its markets, customers and strategic priorities, etc).
2. Target/Sales Target
In a sales context this is the issued (or ideally agreed) level of sales
performance for a sales person or team or department over a given period.
3. Telemarketing
Any pre-sales activity conducted by telephone, usually by specially trained
telemarketing personnel - for instance, research, appointment- making,
product promotion.

19. 4. Tele sales
Selling by telephone contact alone, normally a sales function in its
own right, i.e., utilizing specially trained tele sales personnel; used typically
where low order values prevent the use of expensive field-based sales
people, and a recognizable product or service allows the process to succeed.
5. Tender
A very structured formal proposal in response to the issue of an
invitation to tender for the supply of a product or service to a large
organization or government department. Tenders require certain qualifying
criteria to be met first by the tendering organization, which in itself can
constitute several weeks or months work by lots of different staff.

20. CREDITS: This presentation template was created by Slidesgo,
including icons by Flaticon and infographics & images by Freepik
Please keep this slide for attribution
Thank you
for listening
and God
Bless!