Importance of role of salesperson in trading environment

1. SESSION 2 - ROLE
OF SALES PERSON
+ TRADING
ENVIRONMENT
Sales
Marketing Growth Communications

2. Personal Selling in Marketing Mix

3. Personal Selling
Personal selling involves the two-way flow of
communication between a buyer and seller, often in
a face-to-face encounter, designed to influence a
person’s or group’s purchase decision.
two-way??
face to face??

6. When to use Personal Selling

7. Some data on Personal
Salesmen
20% of the salespeople make 80% of the sales and 80%
of the commissions
10% of salespeople open 80% of new accounts
(“hunters”)
The top 10% of sales professionals today earn 5X, 10X,
15X and even 20X the average of the other 80%-90%.

8. They sell the product people want.
They convince people they want
the product they have to sell.
80% of Sales success is psychological.
Top salespeople are OPTIMISTS.
They have a positive mental attitude.
Successful Personal Sales people

9. Who would you hire??
Joe has a 4.0 g.p.a.Also, he is a “slug”.
He is slovenly—conceited—surly--doesn’t bathe
too frequently—has no friends---yet his grades are
tops.
Bill has a 3.0 g.p.a.He is personable—well liked
—outgoing—a good listener—enjoys working with
others—and he bathes frequently.

10. Optimism is the result of 7 key
qualities of top sales people

11. 1.They are ambitious.
A strong desire to gain a
particular objective;
specifically, the drive to
succeed or to gain fame,
power wealth, etc.

12. 2. They are courageous.
Everyone is afraid.
The best salespeople do it
anyway! Ask for the sale…
The top people confront their
fears.

13. 3. They are committed.
Caring is the key element in
successful selling.
Selling has often been defined
as a “transfer of enthusiasm”.
The more you believe in what
you sell, the easier it is for you
to convince someone else.

14. 4. They see themselves more as
consultants than as salespeople.
People accept you at the way you present
yourself.
Act like a consultant in everything you do and
say.
What does a consultant do?
Forbidden Phrases: “I DON’T KNOW.”
“NO.”
“WHY DO YOU NEED TO KNOW?”
“THAT’S AGAINST COMPANYPOLICY.”
“YOU’RE WRONG.”
“YOU’LL HAVE TO.”
“THAT’S NOT MYJOB.”
“WE’VE NEVER DONE IT THAT WAY.”

15. 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
Why Do Customers Stop Being
Customers?

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

17. 6. They engage in continuous learning.
Read one hour in selling each day.
Listen to audio tapes in your car.
Take all the training you can get.

18. 7. They are responsible.

19. 1.Be ambitious.
2. Be courageous.
3. Be committed
4. Be professional.
5. Be prepared.
6. Engage in continuous learning.
7. Be responsible.
Seven Qualities of Top
Salespeople-summary

20. GAME.......YOUR ORDER,PLEASE

21. Stages of Personal Selling

23. Trading Environment

25. Megatrends Affecting Personal Selling
in Retail
1.Fitment with Employer
2. Grasping Customer's Attention
3. Dynamic Customer Expectations
4.Stock Location & Presentation
5.Customer Behavior & Layout
6. Merchandise Attraction & Impulse Purchase
7. Technology