The document discusses key concepts in sales and marketing. It defines marketing as planning production, pricing, promotion, and distribution of goods and services to create exchanges that satisfy objectives. It describes the evolution of customer orientation from the production concept, to the selling concept, and finally to the modern marketing concept where customer wants drive production. The roles of salespeople are also summarized as creating new customers, selling more to existing customers, building long-term relationships, and providing solutions, service, and market information to customers.
3. The Purpose of Business is to:
Increase the general well being of humankind through
the sales of goods and services
4. Profit is a Means to an End
Profit is needed to serve humankind
Profit is needed to operate the business
Profit is needed to provide products to the marketplace
5. The Two Basic Functions
of Business
Production of goods or creation of services
Marketing those goods and services
6. What is Marketing?
Marketing is a process of planning:
The conception, pricing, promotion, and distribution of goods,
services, and ideas
To create exchanges that satisfy individual and organizational
objectives
11. The Selling Concept
Characterized by product demonstrations and
unsophisticated sales techniques
Emphasis on the product
Product created and then sold
Management is sales-volume oriented
Stresses needs of the seller
12. The Marketing Concept
Emphasis is on customer’s wants
Customer’s wants drive production
Management is profit-oriented
Planning is long-term
Stresses wants of buyers
13. Selling is just one of many marketing
components
Personal selling includes
Personal communication
of information
Persuasion
Helping others
Goods
Services
Ideas
What is Selling?
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14. What Salespeople are Paid to
Do
Salespeople are paid to sell – that is their
job
Performance goals are set for:
Themselves – In order to serve others and earn a
living and keep their job
Their employers – So the companies will survive
Their customers – To fulfill needs and help
organizations grow
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15. What Does A Salesperson Do?
Creates new customers
Sells more to present customers
Builds long-term relationships
Provides solutions to customer’s problems
Provides service to customers
Helps customers resell products to their
customers
Helps customers use products after purchase
Builds goodwill with customers
Provides company with market information
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18. The Customer is at the Center of the
Sales System: ABC’s
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19. Product: It’s More Than You Think
A good is a physical object that can be purchased
A service is an action or activity performed for a fee
Value-added refers to benefits received that are not
included in the purchase price of a good or service
20. Four Elements of the Marketing
Mix and Four Promotion Activities
21. Sales Jobs Are Different
Salespeople:
Represent their companies to the world
Work with little or no supervision
Require more people skills
Are often allowed to spend company funds
May require travel and being away from home
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22. The Future of Salespeople:
Skills Required
Learning conceptual skills
Example: planning
Learning human skills
Example: working with customers
Learning technical skills
Example: selling skills
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23. Salespeople Rely on Technology to
Serve Their Customers
GPS Device
Cell Phone
Tablet
24. Know Your Company
General Company Information
Company growth and accomplishment
Policies and procedures
Production facilities
Service facilities
25. Knowledge Builds RelationshipsKnowledge increases a salesperson’s confidence
Knowledge increases a buyer’s confidence in
salesperson
More knowledge leads to more sales and more
relationships
28. Advertising Aids Salespeople
Main ingredients of a firm’s promotional effort
Types of Advertising Differ
National advertising
Retail advertising
Cooperative, or co-op, advertising
Trade advertising
Industrial advertising
Direct-mail advertising
Internet advertising
29. Know Your Competition, Industry,
and Economy
Understand competitors’
products, policies, and
practices
30. Steps Before the Sales
Presentation
Prospecting Appointment Planning
Rule of thumb:
40% preparation
20% presentation
40% follow-up
31. Web Sites Can Provide Valuable
Information to Salespeople
34. The sales process
is a sequential
series of actions:
10. Follow-up & Service10. Follow-up & Service
9. Close9. Close
8. Trial close8. Trial close
7. Meet objections7. Meet objections
6. Determine objections6. Determine objections
5. Trial close5. Trial close
4. Presentation4. Presentation
Building Relationships through the
Sales Process
2. Preapproach/Panning2. Preapproach/Panning
3. Approach3. Approach
1. Prospecting/Customer1. Prospecting/Customer
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35. Excellence in Selling
First Impression
Depth of knowledge
Breadth of knowledge
Adaptability
Sensitivity
Enthusiasm
Self-esteem
Extended focus
Sense of humor
Creativity
Taking risks
Honesty & ethics
37. Exhibit 6-5: The Processing System
Within a Telemarketing Center
38. The Telephone Appointment
Plan and write down what you want to say
Clearly identify yourself and your company
State the purpose of your call and outline how prospect
may benefit from the interview
Prepare brief sales message – stressing benefits over
features and only enough info to stimulate interest
Do not take no for and answer – be persistent
Ask for an interview so you can further explain benefits
Phrase your appointment request as a question
40. The Top 10 Sales Methodologies You Should Consider for Your Business
Sales is the air a company breathes. Without sales, growth stagnates – which can end the
life of an organization. It’s one thing to secure sales, but another to scale a company based
on measurable sales performance.
A common challenge for growing businesses is building a scalable sales model. Most
organizations start with a business owner selling themselves and a product they are
passionate about. People who believe deeply in what they do can often sell a product – if
only because their blood, sweat, and tears are intoxicating to customers. But what happens
when that next seller comes into the organization? And then another, and then yet another?
41. The Top 10 Sales Methodologies You Should Consider for Your Business
1. Target Account Selling : Over the past 25 years, Target Account Selling has become a
standard in the sales world, with more than 1,000,000 sellers trained to convert smaller
customers (or smaller groups within larger environments) into bigger and more permanent
customers. This methodology breaks larger deals down into smaller components. Using a
strategic plan throughout the life of the sales cycle deemphasizes the politics of an account.
Target Account Selling is popular because it automates the entire sales process via
Salesforce, making it easier to integrate with existing workflows. The cost of training the staff
for target account selling is high, but most experienced people you hire will already
understand this methodology.
2. SPIN Selling : When Neil Rackham wrote the book SPIN Selling in 1989, I doubt he knew
it would still be in use decades later. “SPIN” stands for Situation, Problem, Implication, and
Need-Payoff.
It involves asking questions to understand the buyer’s situation, issues, consequences, and
situation, respectively.
3. SNAP Selling : SNAP Selling, introduced by Jill Konrath in 2012, makes the assumption
that everyone is busy and frazzled. The goal is to speed up the sales process by being
Simple, Invaluable, Aligned with the needs of the customer, and a Priority. Part of the focus
is about getting “in the head” of your customers. The most important part of this book isn’t
the methodology itself – it’s the value chain that it demonstrates.
4. The Challenger Sale: The Challenger Sale breaks sellers up into five buckets:
Relationship Builders, Hard Workers, Lone Wolves, Reactive Problem Solvers, and
Challengers. The Challengers are the most successful today, given the prevalence of large
sales in enterprise environments.
42. Good time management skills = academic
success.
Time management has two parts:
managing time and managing goals.
Time Management
44. Review of Time Management
Manage your time
• Term Calendar
• Weekly Calendar
• To do list
Manage your goals:
• Write out your goals.
• Discuss your goals with a mentor.