Personal Selling

Salespeople have many names

Agents
Sales Consultants
Sales Representatives
Account
Executives
Sales Engineers
District Managers
Marketing representatives
Account Development Representatives
SALESMANSHIP DEFINITION
Salesmanship is the art of successfully
persuading prospects or customers to buy
products or services from which they can
derive suitable benefits, thereby
increasing their total satisfaction.
It is also defined as a seller initiated effort
that provides prospective buyers with
information and other benefits,
motivating or persuading them to decide
in favour of the sellers products or
services
SPECIFIC CHARACTERISTICS OF A
SUCCESSFUL SALESMAN
People Skills Ability to motivate, lead,
communicate and coordinate effectively
Managing Skills- Administrative skills like
planning, organizing, controlling &
decision making
Technical Skills Training, Selling skills,
negotiating skills, use of IT, problem
solving abilities, Product knowledge

Selling Philosophy of Good
Salespeople:
Selling is problem solving
Selling is a helping, caring activity
A customer is a person to be served, not a prospect to be sold
Treat people as human beings, not $ signs
Unique products, relationships, cultures are important
Be customer driven, not product driven
Focus on customer needs
The customer is the reason a salesperson exists
Long-term success depends on pleasing others
Selling is a win-win activity
A commitment to self improvement and life-long learning essential for long-term
success
Adherence to a strict code of ethics emphasizing, among other things, mutual
trust, respect, and honesty is essential
What do salespeople do?
6
We usually think of SELLING

PRODUCTS
SERVICES
OR
BOTH
1) They Sell:
Products/services
Solutions
Information
Ideas
Service
Their company
Themselves
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But what about..
Selling
Yourself ?

Why Do Salespeople Sell?
1. Modern, Professional, Positive Reason
= to meet customer needs, solve customer
problems, and increase customer satisfaction
2) They work with people:
Solve problems
Represent the company
Communicate (benefits?) with customers
Develop relationships, partnerships, alliances
Discover needs
Gather information
Educate customers
Catalyze change
Help people buy
Serve customers
Treat people with respect
3) They Manage:
Their time
Their territory
Their records
Their stress
Seed Selling Is More Than Taking Orders
Examples:
1. Recommend seeds that fit a farmers operation.
2. Plant and manage test plots.
3. Collect and share information with customers on fertility,
planting depth and rates, chemicals, crop diseases,
cultivation, and yields.
4. Soil testing.
5. Financial consulting.
6. Provide service to customers.

Joyce Vogelman, Iowa Farmer Today
April 8, 1995, p. 3-4
What Makes a Good Salesperson?
1. Empathy = the ability to sense what the
customer is feeling.
2. Drive = the personal need and want to make
a sale (not merely for the money); = a proper
ego that is enhanced by success while
somewhat weakened yet motivated and not
shattered by failure.
Harvard Business Review

Selling is a process that:
Facilitates the transfer of goods & services
Persuades prospects to buy
Occurs over various lengths of time
Involves multiple steps (preparing, opening, presenting, closing,
servicing), although maybe not all on every call
Is part of marketing (promotion)
Is customer (vs. product) driven
Bridges the final 3 feet between the company and the customer
Aims to develop long-term, win-win relationships
Strives for repeat business
Is technically oriented
Emphasizes service and value
Selling is helping people:
Solve problems
Make more $
Buy
Meet their needs/goals
Selling is a profession based on:
Scientific skills, even though it is not an
exact science
Knowledge about selling principles/theories
A code of ethics
Psychological & sociological aspects of human
behavior
Rewards of being a professional
salesperson:
Freedom (own boss)
Job variety
Challenge
Tangible accomplishments
Recognition/awards
Financial compensation
Opportunities for advancement
On cutting edge
Personal relationships
Satisfaction from helping others
Job security
Entertaining customers
Travel
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Seven Qualities of
Top Salespeople-summary
1. Be ambitious.
2. Be courageous.
3. Be committed
4. Be professional.
5. Be prepared.
6. Engage in continuous learning.
7. Be responsible.

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Seven Qualities of Top
Salespeople
1. They are
ambitious.
20
Ambition
A strong desire to gain
a particular objective;
specifically, the drive
to succeed or to gain
fame, power wealth,
etc.
21
Seven Qualities of Top
Salespeople
They are ambitious.

They are courageous.
22
Courage
Everyone is afraid.
The best salespeople do
it anyway! Ask for
the sale

The top people confront
their fears.
23
Seven Qualities of Top
Salespeople
1. They are ambitious.
2. They are
courageous.
3. They are committed.

24
Commitment.
Caring is the key element in successful selling.

Selling has often been defined as a transfer
of enthusiasm.
25
Law of
Correspondence


The more you believe in
what you sell, the
easier it is for you to
convince someone
else.
26
Seven Qualities of Top Salespeople
1. They are ambitious.
2. They are courageous.
3. They are committed.
4. They see themselves more as consultants
than as salespeople.

27
Consultant stance
People accept you at the way you present
yourself.
Act like a consultant in everything you do and
say.
What does a consultant do?
28
Forbidden Phrases
WHY DO YOU
NEED TO KNOW?
NO.
YOURE WRONG.
WEVE NEVER DONE
IT THAT WAY.
YOULL HAVE TO.
THATS NOT MY JOB.
THATS AGAINST
COMPANY POLICY.
I DONT KNOW.
29
What makes
people
remember?
Positive Associations
Love, , Table, Fork, Pen, Stream, Wisdom, Stream, Flower, Zulu, Ruler, Blue, Sheep, Meaning, etc
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Why Do Customers Stop
Being Customers?
Beyond Customer Service, 1992.
%
1% Die
3% Move Away
5% Seek alternatives
9% Go to the competition
14% Dissatisfied with product/service
68% Upset with the treatment they receive
31
Seven Qualities of Top Salespeople
1. They are ambitious.
2. They are courageous.
3. They are committed.
4. They see themselves more as consultants
than as salespeople.
5. They are prepared.

32
Three Keys to Preparation in Selling
1. Pre-call research do your homework-
mentally prepare.
2. Pre-call objectives what are your goals?
Starting out? Break it down.
3. Post-call analysis write down every detail. When
to re-contact.
Think what other approach could be used to advance
your prospect of success.

33
Seven Qualities of Top Salespeople
1. They are ambitious.
2. They are courageous.
3. They are committed.
4. They see themselves more as consultants
than as salespeople.
5. They are prepared.
6. They engage in continuous learning.

34
Keys to Continuous Learning
Read one hour in
selling each day.
Listen to audio tapes
in your car.
Take all the training
you can get.
35
Seven Qualities of
Top Salespeople-summary
1. Be ambitious.
2. Be courageous.
3. Be committed
4. Be professional.
5. Be prepared.
6. Engage in continuous learning.
7. Be responsible.