Mastering Professional Selling: Roles, Strategies, and Ethics
Classified in Economy
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Chapter 1: Selling Titles
- Account Executive
- Account Representative
- Account Manager
- Relationship Manager
- District Representative
- Marketing Partner
- Regional Accounts Manager
- Key Accounts Manager
- Strategic Accounts Manager
- Sales Consultant
- Business Development Representative
- Sales Associate
- Marketing Representative
- Territory Manager
- Channel Partner
- National Accounts Manager
- Global Accounts Manager
- Accounts Development Representative
Sales Career Opportunities
Service Companies
Service companies provide career opportunities in a variety of settings:
- Hotel, motel, and convention centers
- Telecommunication Services
- Financial Services
- Media Sales
- Real Estate
- Insurance
- Business Services
Business Goods Channels
- Industrial Salespeople
- Sales Engineers or Application Engineers
- Field Salespeople
- Missionary Salespeople
B2C Selling: Retail and Direct Sales Careers
- Retail Salespeople
- Direct Salespeople
Four Sources of Sales Training
- Corporate-sponsored training
- Training provided by commercial vendors
- Certification studies
- Courses provided by colleges and universities
Chapter 1: Key Sales Concepts
Personal Selling
Occurs when a company representative interacts directly with a customer to present information about a product or service.
Product
Should be broadly interpreted to encompass physical goods, information, services, and ideas.
Personal Selling Philosophy
A salesperson's commitment to adopt the marketing concept, value personal selling, and assume the role of a problem solver or partner to help customers make informed and intelligent buying decisions.
Information Economy
An economy where there is an emphasis on information processing.
Selling 2.0
Information technology tools along with innovative sales practices used to create value for both buyers and sellers by improving the speed, collaboration, customer engagement, and accountability of the sales process.
Value-Added Selling
Can be defined as a series of creative improvements within the sales process that enhance the customer experience.
Psychic Income
Consists of factors that provide psychological rewards, help satisfy important needs, and motivate us to achieve higher levels of performance.
Inside Salesperson
Performs selling activities at the employer's location, using phone or email.
Outside Salesperson
Travels to meet prospects.
Trade Selling
Refers to the sale of a product or service to another member of the channel of distribution.
Missionary/Detail Sales
Sales activities where the manufacturer's salesperson generates goodwill and stimulates demand among channel members, often without directly taking orders.
Field Salespeople
Interact with new and current customers, identify customer needs and requirements, and recommend the proper product or service to meet those needs.
Direct Salespeople
Independent contractors who represent manufacturers, selling products or services directly to the consumer.
Knowledge Workers
Individuals whose work effort is centered around creating, using, sharing, and applying knowledge.
Customer Relationship Management (CRM)
Often referred to as "sales automation" software that records information in one place.
Business/Client Development
Bringing in business from new or existing clients or customers.
Customer Service Representative
Knowledge workers who process reservations, accept orders by phone or other means, deliver products, handle customer complaints, provide technical assistance, and assist full-time representatives.
Chapter 2: Marketing and Selling Approaches
Marketing Concept
A principle that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired product.
Marketing Mix
A set of controllable, tactical marketing tools that consists of everything the firm can do to influence the demand for its product.
Consultative Selling
Emphasizes need identification, which is achieved through effective communication between the salesperson and the customer.
Transactional Selling
Most effectively matches the needs of the value-conscious buyer, who is primarily interested in price and convenience.
The Marketing Mix Elements
- Price
- Product
- Place
- Promotion
Consultative Selling Process
- Need Discovery
- Selection of the Solution
- Servicing the Sale
- Need-Satisfaction Presentation
Chapter 3: Ethics, Relationships, and Self-Concept
Emotional Intelligence
The capacity for recognizing our own feelings and those of others, for motivating ourselves, and for managing emotions effectively in ourselves and our relationships.
Influences in the Global Economy
- Cultural Issues
Culture: The sum total of beliefs, values, knowledge, customs, and objects that people use to adapt to their environment.
- Legal Issues
- Influence of Sales Management
Integrity
A commitment to the highest standards of business ethics and good governance.
Values
Deep personal beliefs and preferences that influence individual behavior.
Cooling-off Laws
Provincial and territorial laws that give customers an opportunity to reconsider a buying decision made under a salesperson's persuasive influence.
Contract
An oral or written promise enforceable by law.
Business Ethics
Principles and standards that guide behavior in the world of business. They help translate values into appropriate and effective behaviors in day-to-day life.
Character
Personal standards of behavior, including honesty, integrity, and moral strength. Character is based on internal values and the resulting judgments about what is right and what is wrong.
Reciprocity
A mutual exchange of benefits, as when a firm buys products from its own customers.
Relationship Strategies
Transactional Selling
A relationship strategy where price, convenience, and delivery are primary considerations.
Consultative Selling
Emphasizes need identification through effective communication, building a relationship based on mutual trust and respect.
Strategic Alliance Selling
Building relationships with multiple representatives across the seller's and buyer's organizations; often the most challenging approach.
Self-Concept
A bundle of facts, opinions, beliefs, and perceptions about oneself that are present every moment of every day. Some are consciously aware, while many are processed unconsciously.
The Win-Win Philosophy
A sales approach where both buyer and seller conclude the transaction understanding that their respective best interests have been served, resulting in a mutually beneficial outcome.
A salesperson simply cannot sell well without the invaluable ability to get critical feedback from the client through empathy. This "empathizer" skill can be learned.
Ego Drive
The inner force that compels a salesperson to want and need to make the sale. Empathy and ego drive often reinforce each other.
Universal Passport to Positive Relationships and Respect
- Avoid the temptation to address a new prospect by their first name.
- Avoid offensive comments or stories.
- Recognize the importance of punctuality.
- When you invite a customer to lunch, do not discuss business before the meal is ordered unless the client initiates the subject.
- When you use voice mail, leave a clear, concise message.
- Avoid cellular phone misuse.
Chapter 4: Communication and Relationship Building
Creating Effective Written Communications
- Appointment confirmations
- Information verifications
- Company or product news
- Brief updates
Properly written communications convey consideration and help avoid misunderstandings and miscommunications.
Creating Value in Relationships for Referrals
- Built on shared values: Creates powerful relationships.
- Clear understanding: Agree on shared objectives.
- Salesperson as a support: Demonstrating concern for the growth, health, and satisfaction of the client company.
Develop a Positive Self-Image
- Focus on the future.
- Stop being overly concerned with past mistakes or failures.
- Learn from mistakes, but do not let them immobilize you.
- Develop expertise in selected areas. By developing "expert power," you not only improve your self-image but also increase the value of your contributions to your employer and your customers.
- Learn to develop a positive personal attitude.
- Listen to audio presentations that describe ways to develop a positive personal attitude.
Win-Win Strategy
The buyer and seller conclude the transaction understanding that their respective best interests have been served.
Adding Value with Nonverbal Messages
A form of communication defined as "messages without words" or "silent messages."
- Facial Expressions
- Eye Contact
- Voice Tone, Volume, & Speed
- Gestures
- Appearance (Clothing)
- Strong Stride
- Good Posture
- Friendly Smile
Adapting Relationship Strategies Based on Customer Type
Tailored to Buyer Types:
- Transactional
- Price
- Convenience
- Delivery
- Consultative
- Effective communication helps identify needs
- Relationship built on mutual trust and respect
- Strategic Alliance
- Building relationships with multiple representatives across the seller's and buyer's organizations; often the most challenging.
