1. 1
Overview
of Selling
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or in part.

2. Personal Selling – Defined 1
An important part of marketing that relies
heavily on interpersonal interactions
between buyers
and sellers to
initiate, develop,
and enhance
customer
relationships for
mutual benefit.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

3. Customer Value 1
The customer’s perception of what
they get for what they have to give up.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

4. Assessing the Value
of the Salesperson 1
• Does the salesperson do a good job in
helping me?
• Is the salesperson
dependable?
• Does the salesperson
help me achieve my
strategic priorities?
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

5. Assessing the Value
of the Salesperson 1
• Is the salesperson’s company easy to work
with, i.e., hassle-free?
• Does the salesperson
enlist others in his or
her organization when
needed to create value
for me?
• Does the sales
representative understand
my business and my industry?
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

6. Sales Professionalism 1
A customer-oriented
approach that uses truthful,
non-manipulative tactics to
satisfy the long-term needs
of both the customer and
the selling firm.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

7. Characteristics of Sales Careers 1
• Occupational Outlook
• Advancement
Opportunities
• Immediate Feedback
• Job Variety
• Independence
• Compensation
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

8. Occupational Outlook 1
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

9. Advancement Opportunities 1
Successful salespeople display some of the key
attributes necessary for success in executive
positions, including:
• Good communicators (including persuasive
communication)
• Self Confident
• Motivated
• Determined
• Sound judgment
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

10. Immediate Feedback 1
Constant feedback on their job performance from:
• Analysis of results
• Sales managers
• Customers
Immediate feedback from customers is beneficial because it
allows the salesperson to adjust the message as needed during
the communication process.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

11. Job Variety and Independence 1
Professional selling is rarely the same from day-to-
day. The word “routine” doesn’t apply.
Usually, salespeople are accountable for attaining
certain goals…how they get there is up to them.
There is no “time-clock” and no taskmaster.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

12. Compensation 1
Good salespeople usually earn
an income well above the
national average. Many
salespeople earn six figure
incomes (or higher).
Income is most often tied
directly to performance.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

13. Common Types of Sales Positions 1
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

14. Other Types of Sales Positions 1
• Inside Sales
• Direct-to-Consumer Sales
• Combination Sales Jobs
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

15. Characteristics of
Successful Salespeople 1
• Active Listening • Strategic
• Service Orientation • Dependable
• Strong Oral and Written • Motivated
Communication Skills • Integrity
• Problem Solving • Initiative
• Logical • Adaptable
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.