This document provides an overview of a Professional Selling course offered at UCLA. The course will take place on Tuesday evenings from June 21st to August 30th from 6:30-9:30pm in room Haines Hall A44. It will be instructed by Mark Stern and Dave Novak.

1. Professional Selling: 
A Practical Approach
 Class # X 460-16
 Tuesday evenings - 6:30 – 9:30pm
 June 21st – August 30th
 6:30 – 9:30pm
 Location: UCLA Campus Instructors:
Mark Stern - mhstern45@gmail.com
 Room : Haines Hall A44 Dave Novak - dave@tradewindmarketing.com

2. Sales & Marketing Challenges
2010 and forward
“Every morning in Africa, a gazelle wakes up.
It knows it must run faster than the fastest lion or it will be killed.
Every morning a lion wakes up.
It knows it must outrun the slowest gazelle or it will starve to death.
It doesn’t matter whether you are a lion or a gazelle.
When the sun comes up, you better start running”
African Proverb, “The World Is Flat”

3. The Difference Between Good and Great
62% of Salespeople Fail to Ask for Commitment
86% of Salespeople Ask the Wrong Questions
82% of Salespeople Fail to Differentiate
99% of Salespeople Fail to Set the Right Call Objectives
95% of Salespeople Talk Too Much and Listen Too Little
The Five Critical Selling Skills
1 2 3 4 5
Gaining Questioning Sales Sales Call Presentation
Commitment Skills Process Planning Skills
*Source: The Sales Board: Action Selling

4. Why Choose Sales As A Career
 An opportunity to make friends through relationship selling
 Flexibility
 Ability to move up within an organization
 Always changing environment
 Challenge of building market share
 Introducing new products to market
 Global Market Opportunities
 An opportunity to earn big

5. Personal Qualities Required For Sales Success

6. The Cost Of A Sales Call
Do The Math
 On average, a salesperson makes approximately 15 calls per week
 This = 720 calls per year
 If each call costs $107.00, this = $77,040.00 a year per salesperson
 If you have 5 salespeople, your total sales expenses =
$385,200

7. The Cost Per Sale
 By Industry:
 Manufacturing $158.00
 Retail $98.00
 Service $106.00
 Wholesale/Distribution $81.00
 By Company Revenue:
 Less than $4million $87.00
 $4 million- $19.9 million $108.00
 $20 million - $99.9 million $117.00
 $100 million + $131.00
(Figures include salary, travel and entertainment expenses only)
*Source: Sales and Marketing Management Magazine

8. The Selling Concept
Sales & Marketing Working Together
 Where marketing is the process of planning and execution, selling
is the process of motivating and inspiring the buyer to make a
purchase and developing relationships that result in repeat sales
and customer loyalty
 Sales and Marketing departments must work together to assure
that the company is meeting the customer’s requirements and
providing customer satisfaction

9. Sales and Marketing As A Process
 A process is a series of activities designed to produce certain
results
 Allows you to produce and measure results

10. Traditional Organization

11. Trust-Based Organizations

12. Traditional Selling Method

13. Today’s Selling Method

14. Traditional vs. 2011 Salesperson
 Traditional  Today’s Salesperson
 Product oriented  Customer oriented
 Creates customers needs  Motivates and inspires
customer
 One-way communication
 Two way communicator
 Pushes products
 Listens, learns and teaches
 Sells products & services
 Sells solutions
 Short term sales
 Long-term partnerships
 No after sales follow-up
 Emphasis on follow-up
 Works alone
 Works as part of a team
 Customer service driven
= Trust-Based Selling
= Relationship Selling

15. The Four Stages Of A Buying Life Cycle
 The sales person can approach the prospect/buyer at different
stages depending on where they are at in the buying process:

16. The Selling Concept
 The Selling Concept - Do you have the tools to successfully be an
effective sales professional and create demand for your product or
service
 Training & understanding what selling is
 Concepts
 Listening and communication skills
 Researching and presentations
 Being adaptable to different personalities
 Developing relationships and long-term partnerships
 Being passionate about your work
 Customer service support
 Commitment from top management

17. Selling “B2B”
 When sales of products and services are sold directly to a business
 Sales to resellers
 Apparel products manufacturer sells to a retailer who then resells to
consumer
 Sales to business users
 Manufacturer sells directly to a business
i.e. G.E. sells parts to Boeing
 Sales to institutions
 Dell sells its products to UCLA

18. Selling Business to Business
“B2B”
 Business marketing is the marketing of products and services to
other companies, government agencies, institutions and
organizations
 Business marketing facilitates and supports other facilities and
operations in their business plans to provide product and service to
consumers, etc

19. Selling to Consumer Market
“B2C”
 Consumer marketing is the process of planning activities that
move a product/service from the produce to the consumer
 Approximately 45% of family expenditures are spent on product
and services directly to the consumer

20. Selling B2C
 These sales jobs are selling products and services directly to the
end-user
 Retailing
 Real Estate
 Multi-Level Marketing
 Avon & Mary Kay
 Supplemental Health Products

21. Total Quality Sales Process
 Successful selling is the effective use of people, systems and
procedures
Customers
Sales & Inter- Management
Departmental Sales Support &
Support Process Commitment
Effective
Operating
Procedures

22. The Business Of Selling
Building Long Term Partnerships

23. Consumers Buy To Satisfy Wants and Needs…
Solution Selling
 Wants and needs are a mixture of rational and emotional factors
 I want a car that gets good mileage – WANT
 I need a hybrid car that gets 45-50 mpg – NEED
 Good salespeople sell solutions and inform the buyer what the
product will do for them….. Not just what the product is
 This washing machine has a faster spinning drum
 This washing machine can save you time and money because it has
a faster spinning drum

24. Factors That Influence
The Sales Process

25. Trust-Based Selling Characteristics
 Expertise
 Ability, knowledge and recourses to meet customers
expectations
 Dependability
 The predictability of your actions
 Candor
 Honesty of the spoken word
 Customer orientation
 Placing as much emphasis on the customer’s interest as your
own
 Compatibility
 Developing and maintaining a relationship with the buyer
Source: Professional Selling, A Trust-Based Approach

26. Relationship Selling
 Loyal customers- it is more costly to develop new customers than
to retain and grow existing customers
 Repeat sales
 Brand loyalty
 Trust
 Communication that is pro-active rather than re-active
 INCREASED REVENUES
 Valued partnership

27. Discussion Question
 Do you think that the internet will replace the role of a sales
person?
 Sales people are born and not made…
 How do you feel about this?
 Selling is just a bag of tricks?
 It’s all about price when it comes to selling?

28. What is your Purpose and Your Vision
 “Living a life of integrity starts with making and keeping
promises, until the human personality, the senses, the
thinking, the feeling, and the intuition, are ultimately
integrated and harmonized”
 Stephen R. Covey – Author, Philosopher and Motivational
Speaker
 “Living With Passion – This is the core of the human spirit…If
we can find something to live for – if we can find some
meaning to put at the center of our lives- even the worst kind
of suffering becomes bearable.”
 Victor Frankl- Neurologist, Psychiatrist, Holocaust Survivor

29. Why – Be – Do Process
 Why defines your vision and purpose
 Be defines how will you be, what you stand for
 Do defines what will you do
Mark’s example:
* I am committed to being healthy, fit and energ etic s o that I will enjoy life
to the fulles t, focus ing my priorities on my family and friends . I will
do this by reg ularly exercis ing and eating healthy, loving and caring
about the world we live in and continuing to focus on my teaching
and mentoring throug h extens ion cours es . I am g rateful for my
s piritual teachers , family and friends and my bes t friend and
s oulmate.
S tudent Example:
* I commit to being the mos t kind, warm-hearted pers on, becaus e in
life, it’s all about relations hips that ultimately define our quality of life. I am in
balance, living a life of emotional, phys ical, s piritual, mental and financial luxury.
To do this , I will continue to challeng e mys elf to learn in my relations hips and
g row in my career, s ucces s fully taking on life’s trials that pres ent thems elves in
differing s hapes and forms .

30. WHY – BE – DO Process
 Why defines your vision and purpose
 Be defines how will you be, what you stand for
 Do defines what will you do
Mark’s example:
* I am committed to being healthy, fit and energetic so that I will enjoy life
to the fullest, focusing my priorities on my family and friends. I will do
this by regularly exercising and eating healthy, loving and caring about
the world we live in and continuing to focus on my teaching and mentoring
through extension courses. I am grateful for my spiritual teachers, family
and friends ,and especially my soul mate and life partner, Kathy.
Student Example:
* I commit to being the most kind, warm-hearted person, because in life,
it’s all about relationships that ultimately define our quality of life. I am in
balance, living a life of emotional, physical, spiritual, mental and financial luxury.
To do this, I will continue to challenge myself to learn in my relationships and grow
in my career, successfully taking on life’s trials that present themselves in differing

31. Homework #1
 Pre-Assessment
 Personal Mission / Purpose Statement