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Chapter 1
RETAILSELLING
Essential goal of selling is not to sell,
but to ensure repeated buying!
-- Harvey Mackey
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What is selling?
Why choose a sales career?
Is a sales career right for you?
Success in sellingwhat does it take? Relationship selling
Sales jobs are different
What does a professional salesperson do?
Relationship Marketing Building Relationships through the Sales
Process
Main Topics
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What is Selling?
Selling is just one of many marketing
components
Personal selling:
Personal communication
Persuasive
Need fulfillment
Goods
Services & ideas
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Definition of Personal Selling
Person-to-person communicationwith a prospect
Personal selling is a process of
Developing relationships
Discovering needs
Matching products with needs
Communicating benefitsViewed as a process that adds value
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Everybody Sells!
You are involved in selling when you
want someone to do something.
You use personal persuasion skills to
persuade someone to act.
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Where does selling fit?
Most appropriately in Marketing
Marketing Mix (also called the 4
Ps Product, Place, Price, andPromotion)
Promotion Strategy
Advertising Personal selling
Sales promotion
Other communication
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Types of Sales Jobs- Retail
Selling in Retail
A retail salesperson sells goods or services to consumers for
personal, non-business use.
For example, you sell shoes at Nike Store
Selling as a Direct SellerFace-to-face (or telephone) sales to consumers who use the
products for their personal use.
For example, you sell Avon cosmetics through calling on
friends, colleagues & family.
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Non-retail Sales Jobs (i.e.
targeting businesses)Selling for a Wholesaler
For resale
For use in producing other goods
For use within an organization
Selling for a Manufacturer
Works for the firm who manufactures the product
Considered to be one of the more prestigious
jobs to hold
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ASalespersons Potential
Career Path
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Why Choose a Sales Career?
There are a wide variety of sales jobs
available
The freedom of being on your own The opportunity for advancement in a
company
The rewards from a salescareer can be substantial
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Rewards
Non-financial
Intrinsic reward of knowing youve skillfully
delivered a sales presentationQuicker path to managing large amounts of
responsibility
Different kinds of incentives e.g. trips, gifts
Financial
Higher average than that of other workers at the
same level within the organization
Based upon performance
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Is a Sales Career Right for
You?
What are your past accomplishments?
What are your goals?
Do you want to have the responsibilities of asales job?
Do you mind travel? How much?
H
ow much freedom do you want in a job? Do you have the personality characteristics tosucceed?
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Success in Selling
Requires:1. Love of the job
2. Willingness to work hard
3. Determination to achieve
4. Optimistic outlook, If so, you start with an in-built advantage.
5. Knowledge of the job
6. Active listening7. Service-orientation
8. Physical & mental preparation
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Personal Skills
P=Presentation with Confidence
E= Empathy in meeting and greeting
strangersR= Resilience in handling rejection
S= Sincerity
O= Open Questions
N= Normally overcoming objections
A= Answering questions honestly
L= Looking for buying signals
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Cont
S = selection of the product & service
K = Knowledge of products
I = Integrity
L = Listening skills
L = Leading to close
S = Selling up and selling on
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Relationship Selling
Non-adversarial
Non-manipulative
Consultative
Partnering
Problem-solving
Goal: long-term relationship
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Customer Relationship Process
Maintain & grow
the relationship
Analyze customer
needs
Recommend solution
&
gain commitmentCustomer
Implement the
recommendation
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WhatDoes aProfessional
Salesperson
Do?
Creates new customers
Sells more to present customers
Builds long-term relationships with customers
Provides solutions to customers problems
Provides service to customers
Helps customers resell products to theircustomers
Helps customers use products after purchase
Builds goodwill with customers
Provides company with market information
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Selling as aProfession
Sales people work hard in becoming
experts on their products
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Relationship Marketing
Creating customers for tomorrow
Customer loyalty
Committed relationships
Levels of Relationship Marketing
Transactional selling Relationship selling
Partnering
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Building Relationships
thr
ough
SellingThe sales process is a sequential series of
actions made up of 10 important steps
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Summary
Personal selling is an old & honourableprofession
Millions of people have chosen salescareers because of:
Job availabilityPersonal freedom
The challenge Opportunities for success
Non-financial rewardsFinancial rewards
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Summary Cont
Success comes from:
Training
Applying knowledge
Developing skills
Working hard
Wanting to succeedMaintaining a positive outlook
Effective time management
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Review
Retailers normally see the role of salespeople as:
Meeting, Greeting, & Concluding sales
with customers who are so satisfied thatthey want to return in the future.
This objective can be best achieved by:
Selling yourself
Selling the company
Selling the product.
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Learning Outcome
After learning the concepts in this chapter,you should be able to:
Define & explain selling
Explain why everyone sells, even you Discuss reasons people choose a sales career
Identify types of sales jobs & responsibilities
Define characteristics needed for success insales
Understand the rewards of a sales career
Explain 10-step sales process
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