Relationship selling through service mkt 173 chap 1e

1-1 McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc All rights reserved Chapter The Life, Times, and Career of the Professional Salesperson 1-3 Chapter Main Topics 1-4  What Is the Purpose of Business?  Essentials of a Firm’s Marketing Effort  What Is Selling?  Personal Selling Today  A New Definition of Personal Selling  The Golden Rule of Personal Selling  Everybody Sells!  What Salespeople Are Paid to Do  Why Choose a Sales Career?  Is a Sales Career Right for You? Chapter Main Topics 1-5  Success in Selling–What Does It Take?  C–Characteristics for the Job Examined  Do Success Characteristics Describe You?  Relationship Selling  Sales Jobs Are Different  What Does a Professional Salesperson Do?  The Future for Salespeople  E-Selling: Technology Used by Salespeople  Selling Is for Large and Small Organizations  The Plan of This Textbook  Building Relationships through the Sales Chapter What Is the Purpose of Business?  To increase the general well-being of humankind through the sale of goods and services  According to the American Marketing Association, “Marketing is defined as the process of planning and executing the conception, pricing, promotion, and distribution of goods services, and ideas to create exchanges that satisfy individual and organizational objectives.” 1-6 Marketing Concept  The customers’ want-satisfaction is the economic and social justification for a firm’s existence  All company activities should be devoted to determining customers’ wants and then satisfying them, while still making a profit 1-7 Essentials of a Firm’s Marketing Effort  Ability to determine the needs of customers  Ability to create and maintain an effective Marketing Mix:  Product  Price  Place (or Distribution)  Promotion 1-8 Product: It’s More Than You Think  A good is a physical object that can be purchased  A service is an action or activity done for others for a fee  A product is a bundle of tangible and intangible attributes, including packaging, color, and brand, plus the services and even the reputation of the seller 1-9 Product: It’s More Than You Think (cont…)  People buy want-satisfaction  What the product will  Quality  The image of owning the product 1-10 Selling is Both an Art and a Science  Selling takes practice, just like golf or tennis  Selling is also a science because a growing body of knowledge and objective facts describe selling 1-53 Preparing for the 21st Century  International and global selling  Cultural fluency  Language fluency  Diversity of salespeople and customers  Customer partnerships  Ethical and professional behavior  E-selling 1-54 E-Selling: Technology Used by Salespeople  Salespeople are going high tech, employing talking computers, e-mail, cellular phones, faxes, satellites, and automated maps with driving directions  Imagine walking into a sales call with every piece of information needed to introduce a product to a customer 1-55 Selling is for Large and Small Organizations  It is easy to overestimate the importance of big business because of its greater visibility  The Small Business Administration classifies approximately 98 percent of all business in the United States as small business 1-56 The Plan of the Textbook  The role of the sales force in the firm’s marketing        efforts The social, ethical, and legal issues in selling Why people and organizations buy what they Verbal and nonverbal communications The importance of knowing your products and your competition’s products An in-depth discussion of the selling process Self, time, and sales territory management Important functions of sales management 1-57 Part I: Chapters 1-2 1-58 Part II: Chapters 3-5 1-59 Part III: Chapters 6-13 1-60 Part IV: Chapter 14 1-61 Exhibit 1-18: Ten Important Steps in the Customer Relationship Selling Process and service Serving Objections Approach Meeting Uncovering prospect Trial close Asking prospects’ Follow-up Close Meet objections Bringing prospect Satisfactorily to the Presentation Further uncovering Prospecting Locating 10 and qualifying prospects customer after the sale and beginning customized opinions during and after answering logical conclusion objections tobenefits buy sales needs; relating product to Preapproach Obtainingobjections interview Planning: determining presentation needs using demonstration, Trial close Asking customer prospect’s sales call objective, developing customer profile, visuals, and proof opinion after overcoming each benefit program, and sales.dramatization, statements objection and immediately before the close 1-62 Ten Important Steps in the Customer Relationship Selling Process The sales process is a sequential series of actions Prospecting Preapproach - planning Approach Presentation Trial close Determine objections Meet objections Trial close Close 10 Follow-up 1-63 Summary of Major Selling Issues  Personal selling is an old and honorable  profession Millions of people have chosen sales careers because of:  Job availability  Personal freedom  The challenge  Opportunities for success  Non-financial rewards  Financial rewards 1-64 Summary of Major Selling Issues, cont…  Success comes from:  Training  Applying knowledge  Developing skills  Working hard  Wanting to succeed  Maintaining a positive outlook  Effective time management  Using all of these to take care of the customer 1-65 End of Chapter McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc All rights reserved Chapter Exhibit 1-18: Ten Important Steps in the Customer Relationship Selling Process 1-67 ... Salespeople  E -Selling: Technology Used by Salespeople  Selling Is for Large and Small Organizations  The Plan of This Textbook  Building Relationships through the Sales Chapter What Is the... Right for You? Chapter Main Topics 1-5  Success in Selling What Does It Take?  C–Characteristics for the Job Examined  Do Success Characteristics Describe You?  Relationship Selling  Sales... 1-14 What is Selling?  Selling is just one of many marketing components  Personal selling includes:  Personal communication of information  Persuasion  Helping others  Goods  Services 