The Power of Selling
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Transcript of The Power of Selling
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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
• The video, What it Takes to be Successful in Sales, features Paul Blake, vice president of Sales at Greater Media Philadelphia
• 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
• Is there any difference between a “good” salesperson and a “great” salesperson? Discuss.
• 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
• Discuss the characteristics required to be successful in a career in sales.
• Understand what you can expect from a career in sales.• Understand the different types of selling channels and selling
environments. • 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
• Character and the ability to build trust• Ability to connect• Listening skills• Ability to ask the right questions• Willingness to learn• Drive to succeed
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Traits Required for a Successful Career in Sales
• Resilience and a positive attitude• Willingness to take risks• Ability to ask for an order • Independence and discipline • Flexibility• Passion
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Career in Sales
• The role of a salesperson – To create value • If you are considering investing your career in the
selling profession, know what’s in it for you (WII-FM)• On any given day, a salesperson might work on
multiple activities• Sales is a “pay-for-performance” profession
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Types of Selling Channels
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sells washers and dryers
B2BB2C
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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
• 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• 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
• Adaptive selling: A salesperson adapts or changes behavior during a customer communication to positively impact the outcome
– Occurs in both B2B and B2C situations• 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
• 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
• 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
• Can you list a few pros and cons of transactional and relational selling apart from the ones discussed in the video?
• 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
• 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
• 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
• The sale of a consumer product or service away from a fixed retail location
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Direct Selling
• Independent business owners (IBO)– A direct sales person who distributes a company’s products or services
and earns income based on the sales
• 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
• 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
• Learn about the current trends in direct selling• 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
• Entrepreneurial selling– A business started by an individual – Being an entrepreneur can be exhilarating, invigorating, exciting,
challenging, time-consuming, and frustrating
• 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
• Non-profit selling– Fund-raising and the development of endowments are the lifeblood of
non-profit 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
• Step 1: Define your three brand points that make you unique and provide value to a prospective employer
• Step 2: Choose your resume format and font• Step 3: Choose your headings and put the most important ones
first• Step 4: Write your bullet points• Step 5: Review, check spelling, proofread, repeat
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Resume Formatting
• See how easy it is to format your resume using a table in Word• The video demonstrates how to make a resume very professional
and very easy for the reader to see what makes you special• 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
Understand the elements of a cover letter
Start with your three brand points
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
• A good salesperson does more than sell; he builds a relationship and trust with the customer and offers solutions
• Companies sell to customers in business-to-business (B2B) or business-to-consumer (B2C) channels
• Your resume and cover letter are your “advertising” for your personal brand