Relationship selling through service mkt 173 chap 1e

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McGraw-Hill/Irwin

Copyright © 2007 by The McGraw-Hill Companies, Inc. All
rights reserved.

Chapter

1
The Life, Times, and Career of
the Professional Salesperson


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Chapter

1


Main Topics

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 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

1


Main Topics

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 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

1

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.”
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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.

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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

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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.
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Product: It’s More Than You Think
(cont…)
 People buy want-satisfaction
 What the product will do
 Quality
 The image of owning the product

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Price: It’s Important to Success
 The corporate marketing department sets
each product’s initial price
 Normal price
 Possible special discount prices

 Price refers to the value or worth of a
product.

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Place: It Has to Be Available
 The marketing manager also determines
the best method of distributing the product.
 Place or Distribution refers to the channel
structure used to transfer products from an
organization to its customers.

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Promotion: You Have to Tell People About It

 Promotion
Personal Selling
Non-Personal Selling
 Advertising
 Publicity

 Sales Promotion

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How Do You View Salespeople?
 Some people have a negative view of
salespeople.
 What is your view of salespeople?
 How many of you have a viewpoint that is:
 Positive?
 Negative?
 No opinion?

 How many of you are interested in a sales
career?
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What is Selling?
 Selling is just one of many marketing
components.
 Personal selling includes:
 Personal communication
of information
 Persuasion
 Helping others

 Goods
 Services

 Ideas
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A New Definition of Personal Selling
 Personal Selling
 Refers to the personal communication of information
 To unselfishly persuade a prospective customer to
buy something – good, service, idea – which
satisfies that individual’s needs

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Think of Your Grandmother
 Would you treat her in a selfish manner?
 Would you sell her something just to make a
sale?

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The Golden Rule of Personal Selling
 Refers to the sales philosophy of unselfishly
treating others as you would like to be treated
 Reciprocity is not expected.
 Example – children whose cat had recently
delivered a litter of kittens
 Girl – “They love each other so much that they’re trying



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to keep each other warm”
Mother – “Actually they’re trying to keep themselves
warm”


The Golden Rule of Personal Selling, cont…

 The Golden Rule is all about trying to keep
somebody else warm, even if it means that
we get cold in the process.

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Salesperson Differences
 Traditional Salesperson
Guided by self-interests

 Professional Salesperson
Takes care of customers

 Golden Rule Salesperson
Others interests most important

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Exhibit 1-3a: Self & Customer Service
Progress

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Exhibit 1-3b: Self & Customer Service
Progress

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Everybody Sells!
 Each of us develops communication techniques
for trying to get our way in life.
 You are involved in selling when you want
someone to do something.
 You use persuasion skills to persuade someone to
act.

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What Salespeople are Paid to Do
 Salespeople are paid to sell – that is their job.
 Performance goals are set for:
 Themselves – in order to serve others, earn a living
and keep their jobs
 Their Employers – so the companies will survive

 Their Customers – to fulfill needs and help
organizations grow

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How Do You Sell Someone and Remain
Friends?

Salespeople need to close sales and at the
same time maintain great relationships with
their customers.
What does this require?
That is what you will learn in this course.

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