What is selling
Persuading people
Person to person activity
Uncover and satisfied the need of a buyer
Mutual and long term benefit of both parties
Helping customers identify problems
Offering information about potential solutions
Providing after sales service
Communicate to customers and prospect ,Publicity, Word of Mouth, Advertising
Personal selling/e-mail.
Advantage and Disadvantage of communication means
Role of Salespeople (cont)
Acquire and share information with the sellers firm
Adaptive learning ,Generative learning ,Information acquisition Information dissemination.
Sales people serve as relationship managers-Establishing
What do sales people do?
Selling ,Coordinating activities ,Providing info for the company and prepare information for customers
Types of Salespeople
B to B channels
– Direct sales to business customers
– Sales through distributors
– Trade Salespeople
– Missionary Salespeople
Consumer Channel
Manufacturer – trade salesperson- consumer
Manufacturer – trade salesperson- retail salesperson-consumer
Manufacturer – trade salesperson- Trade salesperson-retail salesperson-consumer

Describing Sales Jobs
• The stage of the customer –firm relationship: new or continuing
• The salesperson role- taking order or creating new solutions
• Importance of customers purchase decision
• Location of salesperson- customer contact: field or inside sales
• The nature of the offering sold by the salesperson: Products or services
• Salesperson’s role in securing customer commitment



Characteristics of successful salespeople
• Motivation,Dependability and trustworthiness ,Ethical sales behaviorCustomer and product sales knowledge ,Communication skills ,Flexibility ,Creativity ,Emotional Intelligence ,Are salespeople born or made?
Rewards in selling
Independence and responsibility ,Financial rewards ,Management opportunities
Last class Discussed Issues
 What is selling?,Role of salespeople , What do sales people do? , Types of sales people, Describing sales job, Characteristics of a successful salespeople? , Rewards in selling
What is involved in Sales Management
 Formulated to respond effectively to a firms environmental circumstances
 Consistent with the business’s competitive and marketing strategies
 Appropriate policies
 Training
 Motivation
 Compensation
 Control of the sales force
Sales Management Process
 Formulation of strategic sales program
 Environmental factor
 Plan and organize the personal selling effort
 Integrate with other elements of the marketing strategy
 Implementation of sales program
 Select appropriate sales personnel
 Designing and implementing policies and procedure
Sales Management Process (cont)
 Evaluation and control of sales force performance
 Developing methods for monitoring and evaluation

Formulating a Strategic sales program (5 factors)
 What should be the firms personal selling strategy?
 What account management policies should be adopted?
 How sales force be organized to call on and manage types of customer as efficiently and effectively?
 Forecasting demand and setting quotas and budgets
 Sales force deployment, Sales territory define, best way for salespersons time to be allocated within the territory.




Implementing the sales program
Five factors influence a sales rep’s job behavior and performance
Environmental variables , Role perceptions – accuracy, ambiguity & conflict , Aptitude – personality traits, intelligence and analytical ability, Skill levels, Motivation level
Evaluation and Control of the sales program
Sales Analysis ,Cost Analysis
-Individual sales people, districts, products and customer type
 Behavioral Analysis
Salesperson job behavior, Self rating scale , Supervisor ratings , Field observations,
Survey of customer satisfactions.
Organizational Buying Process
Who makes organizational buying decisions?
 Initiators , Users ,Influencer , Gatekeeper, Buyers , Deciders.
Organizational Buying Center
 All people who participate in buying a particular product or services can be referred as a Buying Center.
 Engineering and R&D influence on product spec and criteria a product must meet.
 Purchasing manager influence to choose among alternative suppliers.
Basically influence of each department not only varied across stages in the buying process but also dependent on whether the purchase was a “new buy” or a reorder.
Sales Planning Implications
 Who the sales person should contact?
 When each contact should be made?
 What kinds of information and appeals each participant is likely to find most useful and persuasive?

 Making information from past experience
 Customer survey or other marketing research
Stages of Organizational Buying Process
 Anticipation or recognition of a problem or need,Determination and description of the characteristics and the quantity of the needed item, Search for and qualification of potential suppliers, Acquisition and analysis of proposals or bids , Evaluation of proposal and selection of suppliers, Selection of an order routine , Performance evaluation and feedback.
Sales Activities
 Selling function
Plan selling activates, Search out leads, Call potential accounts, Identify decision makers , Prepare sales presentation , Make sales presentation , Overcome objections , Introduce new products , Call new accounts.

Different types of Sales job
 Retail Selling
Door to door sales people ,Insurance agents ,Real estate brokers, Retail store clerks, Industrial Selling, Sale of goods and services at the wholesale level.
Industrial selling
Three types of customer
 Sales to reseller
 Sales to business users
 Sales to institute
Types of Industrial sales job
Trade selling -P&G sales person selling soap and laundry products to the chain-store.
 Missionary selling – medical representative
 Technical selling – medical equipment
 New business selling – new customer for new business
Steps in the selling process

Prospecting the customers
 Rejection, immediate payoff are usually minimal
 Trade associations & industry directories, telephone directories, other salespeople, other customers, suppliers, non-sales employees, social and professional contacts.
 Cold calls/canvassing
 Telemarketing
 Internet







Opening the relationship
Initial approach
1. Determine who within the organization is likely to have their greatest influence and authorities to purchase the product
2. Generate enough interest within the firm to obtain the infromation needed to qualify the prospect as a worthwhile potential customer.




Qualifying the prospect
 Does the prospect have a need for my product or service?
 Can I make the people responsible for buying so aware of that need that I can make a sale?
 Will the sale be profitable to my company?
Presenting the sales message
 Running down the competitors
 Being too aggressive
 Having inadequate knowledge of competitors products or services
 Having inadequate knowledge of his business or organization
 Delivering poor presentation
Closing the sales
Closing refers to obtaining a final agreement to purchase

Servicing the account
Customer retention
Repeat sales
Customer preference
Reference