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Prof. B. Raj Introduction to selling

Chapter 1 TopicsWhat is selling?Why should you learn about selling even if you do not plan to be a salesperson?What is the role of personal selling in a company?What are the myths about selling?What are the rewards of a selling career?1-*Hello ! I am Ruby from BT

What is selling?Selling is an activity of convincing people that your product or service is the best choice available to themSelling is an art of successfully persuading people to buy products or servicesSelling is a process of exchange of money/ value where the seller gets profit and buyer gets satisfaction

What is selling? For Management studentsSelling means meeting/ exceeding targets with balanced activities, by adhering the companies guidelines/ policies, ensuring customer satisfaction, through ongoing communication

What is Personal Selling?Personal selling is a business activity involving a person-to-person communication process during which a salesperson uncovers and satisfies the needs of a buyer to the mutual, long-term benefit of both parties.This definition stresses that selling is more than making a sale and getting an order.

What are some advantagesof a sales job?Compensation potentialChallengeResponsibilityFlexibility in work activitiesRewards from making a tough saleLearning the business from the bottom upOpportunity for senior management positions1-*

What are some disadvantagesof a sales job?Limited supervisionPotential conflict between customer and company demandsDepression from lost salesDiscomfort from asking customers to buy1-*

What people like?People love to buy but hate to be sold.There is a big difference between selling and helping people to buy.

What people do not buy?Dont sell me clothes. Sell me a sharp appearance, style, and attractiveness.Dont sell me insurance. Sell me peace of mind, and a great future for my family and me.Dont sell me a house. Sell me comfort, contentment, good investment, and pride of ownership.Dont sell me toys. Sell me children happy moments.Dont sell me a computer. Sell me the pleasure & profit of the miracles of modern technology.Dont sell me things. Sell me ideals, feelings, self respect, home life, and happiness.Dont sell me airline tickets. Sell me a fast, safe, on time arrival at my destination feeling like million dollars.Please dont sell me things.

So, What People Buy?There are only two things people buy:Good feelingsSolutions to problems

There is no such thing as commodity - Prof. Theodore Levitt, Harvard Business School

Definition of ProblemA problem is the difference between what you have and what you want

What you have means Whats the situation now?What do you want means How would you like it to be?

How to make others feel good?Kavita recently married, was having lunch with a friend and explaining why she married Kapil instead of Ashok. Ashok is Mr. Everything. Kavita said He is handsome, well educated, extremely intelligent, and has a very successful career. In fact when I was with Ashok I felt like I was with the most wonderful person in the world.Then why did you marry Kapil? her friend askedKavita replied, Because when I am with Kapil, I feel like I am the most wonderful person in the world.This story illustrates the single most important key to selling yourself. The most effective way to make a positive & lasting impression is to concentrate on boosting the customers self-image.

Selling : ObjectivesThe objective is to build a relationship that provides long-term benefits to both parties.Selling involves helping customers identify problems, offering information about potential solutions, and providing after-the-sale service to ensure long-term satisfaction.The basic skills involved in need-satisfaction selling are opening, probing, supporting, closing, and responding to concerns.

Myths about sellingSelling is a MysterySalespersons are Born

Some more myths about selling1-*Selling is a job, not a profession or a careerSalespeople must lie and deceitful to succeedSalesmanship brings out the worst in peopleTo be a good salesperson, you have to be psychologically maladjustedSalespeople lead a degrading & disgusting life because they must be pretending all the timeSelling benefits only the seller Salespersons are prostitutes because they sell all their valuesSelling is no job for a person with talents & brain.

Use of Technology to Support SalespeopleEmail 85%Desk Top PCs 68%Contact Management Software 55%Cell phones 89%Notebook computers 63%Presentation software 85%Percent of surveyed sales forces using the technology

Should a production manager have a basic knowledge of selling?They must be able to present the needs of their functional area to other executives in the firm.Convincing management that new equipment should be purchased.They negotiate with suppliersAssisting salespeople to meet the needs of the firms customers.Meeting delivery commitments, maintaining quality.

Selling is Used by People in Many Fields

Confession of a Successful Salesperson: I have been beaten, kicked, lied to, cursed at, taken advantage of, laughed at but the only reason I am around this place again, is to see what will happen nextConclusion:Objections are Opportunities to sell

What are the characteristics of successful salespeople?Self startersUse time efficientlyMotivated to learnDependable and trustworthyEthicalHave product knowledgeGood communicatorAdapt to their customerHave emotional intelligence.1-*

What methods can be used to communicate with customers?1-*Personal Selling/ Internet Web SiteAdvertising/ Sales PromotionPublicityWord of MouthPaidUnpaid

What are the strengths & weaknesses of the various communication methods?1-*

Moderate to HighHighLowHigh

HighModerate to HighLowModerate to High

HighLowLowModerate

LowLowHighLow to Moderate

LowLowHighLow

Assignment: How do you influence others?How did you go about influencing them?Were you successful?How would you handle the situation the next time?Think of an instance during the last week in which you tried to influence someone to do something. And answer.

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