Lesson 1

Fundamental of Professional Selling

Nature of Professional Selling

 A form of direct marketing - the original and oldest one.

 Look for prospects, turn them into customers, and make the company grow thru this customers.
 A person-to-person marketing communications where salespeople tailor-fit the benefits of their offering to the
particular needs of the customers developing long-term relationships.

Salespeople act on behalf of the company by doing the following:

Creating Value for Customers

Basically, the product itself delivers VALUE. The company, too, adds value to product or service enhancements. However,
only through salespeople is true value created for the buyer.

HOW? By understanding the needs of their customers and then create solutions to meet those demands.

Salespeople can adapt the offering so that is easier for the customer to understand and make the right decision.

Managing Relationships with Customers

Salespeople’s time is too limited that they must choose which of their accounts are the most likely to turn into big
accounts and which are the most money-spinning.

Such choice will lead a salesperson to pursue the account, work out and execute a strategy to make a sales happen.

For salespeople, the intention is to create “customers for life”.

Convey Customer and Market Information Back to their Companies

Besides acting on behalf of their companies, salespeople also perform representation of their customers, in the form of
requests (ex. faster delivery, a change in product feature, or a negotiated price).

Selling is beneficial to society when professional salespeople are able to represent both buyers and sellers.

Gathering Market Information

Salespeople are able to operate beyond the limits of the company that they serve and in the field. They are the first to
know about the competitor’s new offerings and strategies and then report back to headquarters what the competitors
are doing.

In the same way, salespeople are always in direct interaction with customers. Hence, they are able to gather enormous
deal of helpful information about their needs.

EVOLUTIONOF PROFESSIONAL SELLING

Selling as a profession and a discipline has been said to go through numerous changes during its lifetime. Starting from
the Industrial Revolution’s easy, basic, and seller-focused methods to contemporary time’s value- added selling, its main
concern and environment changed a great deal.

Insurance Companies

Obviously, sales have been around since people were using barter as cavemen. However, professional selling really
started in 1752, the year when Benjamin Franklin created America’s oldest insurance company. During those times,
insurance were considered subscription products. A salesperson would close the sales opportunity and then make
regular house visits to collect the monthly payment.
Hunter and Farmer

Ultimately, the salespeople had no time left for prospecting or selling due to much of their time is concentrated on
collecting monthly payments.

Hence, the industry developed field of specializations from an Account Executive (a.k.a. Hunter), and Account Manager
(a.k.a. Farmer) standpoint. This new sales structure became an immediate success and rapidly spread to other industries.

Snake Oil Liniment

Starting 1849, Chinese immigrants arrived in America to lend a hand constructing the intercontinental road. These
Chinese workers had brought with them a game- changing product called Snake Oil. This was a fake liniment with no
snake extract.

It was Clark Stanley, said to be the original snake oil salesman plus a number of doctors and traveling salesmen who
insistently and deceivingly sell snake oil with its “magic remedies” across America.

This approach created a negative public’s perception of the sales profession. It has been stigmatized as unethical and
unprofessional profession.

International Business Machines (IBM)

Fortunately, Thomas J. Watson Sr. created a new image for the sales profession. He professionalized the sales occupation
with hie newly named company, International Business Machines (IBM), by:

 Creating and executing formal sales training programs

 making use of contests, and innovative commission structures for sales motivation
 recruiting the best and brightest graduates from college

SPIN Selling

SPIN Selling is based on the idea that customers will only be motivated to buy something if they identify there is a need.
The book titled “SPIN Selling” is written by Neil Rackham argues the importance of asking the right questions like open-
ended questions in the sales conversation.

 S-Situation Questions
 P-Problem Questions
 I-Implication Questions
 N-Need Pay-off Questions

SaaS Sales Stack

These days, salespeople have specialized cloud sales apps for each of their workflow processes such as lead generation,
CRM, email automation, and contract management. One of these modern salespeople’s tools is SaaS Sales Stack.

The new generation salespeople need to become tech-savvy in the future as technology and communications change the
field, with new techniques and paradigms. Well-informed and educated salespeople shall dominate the sales field as
sales become more challenging and vital in business operations.

Importance of Professional Selling to the Society:

Converts latest demand

- Converts demand to increase Gross Domestic Product (GDP).

Employment Opportunities

- Opportunities to unemployed people.

Career Growth

- Guarantees attractive career, job satisfaction, security, etc.

Product Standardization

- Makes certain consistency in consumption by selling homogenous products.

Mobility of Salespeople

- Travel and tourism in the country gets endorsed.

Importance of Professional Selling to the Company:

Useful and Flexible Promotional Tool

- Sales presentation is accustomed based on the need and requisites of customers.

Lessens Wastage of Efforts

- Entails the least expenditure of efforts compared to other tools of promotion.

Customer Attention

- The level of customer attention and interest can be assessed effortlessly in professional selling.

Lasting Personal Relationship

- Competitive advantage of a business organization increases with the development of personal relationship
between salesperson and customers, thereby creating a long-term relationship which results to a win-win
situation.

Importance of Professional Selling to the Customers:

Assists in identifying needs

- Much needed assistance in discovering the needs and wants of the customers.

Most recent market information

- Customers are afforded with information about accessibility or scarcity of products, introduction of new
products, and so on.

Professional Advice

- Professional advice and guidance can be give to the customers as they buy different good and avail services.

Encourages Customers

- Professional Selling encourages customers to purchase the latest products in order to fulfill their needs in a
better manner.

Professional Salesmanship is a profession that deals with people. It’s a people business, not a selling job.

- Sivaprakash Sidhu
 Lesson 2

The Professional Seller

TYPES OF SELLING APPROACHES

Basically, there is NO ONE best sales approach. The personality and background of the salesperson will determine which
type of sales techniques is most effective for him. Even if he has a methodology that works well, it is a good thought to
attempt a different approach from time to time.

Trying to innovate methods keeps the salesperson updated, and he may be amazed by how well a new sales approach
works for him. Actually, many salespeople do best through making use of mixture of several approaches.

1. THE INSTANT BUDDY

People feel comfortable with buying from someone they like better. Salespeople who apply the Instant Buddy
approach are essentially warm and friendly. They normally ask questions and demonstrate interest in their
prospects. They attempt to connect using emotion with each potential customer.

This approach can only be effective if you are genuine. Prospects will be able to smell it from a mile away if
salespeople are faking it, which will make them unhappy and lose their trust to the salesperson.

2. THE GURU
The Guru approach is best for salespeople who prefer a more logical and less emotional approach. However, they
need to become experts in anything and everything related to their industry.

A salesperson using this approach needs to position himself as a thought leader, a problem-solver, and a subject -
matter expert with wide-ranging credibility.

If he do this well, prospects will trust him, will come for his advice and recommendations, and will perceive him as an
exceptional resource.

3. THE CONSULTANT
Consultative selling is particularly useful in technical sales. It includes the buddy and guru approaches as well as
solutions selling. The consultant approach requires him to be an expert while having the customer’s best interest. He
must build trustworthiness through his proficient understanding, knowledge, experience, and ability to make
emotional connection with his prospects. He knows all about his company’s products and by asking his prospects a
few questions, he is able to analyze the customer’s problem and recommend an adequate solution.

4. THE NETWORKER
Networking can be a huge support for any salesperson. The committed networker needs to spend a great deal of
time cultivating people. He is required to set up and maintain a web of friends, co-workers, salespeople from other
companies, customers, former customers, and anyone else he meets.

This approach is highly effective techniques for salespeople who take pleasure in attending different events, parties,
and so on and meeting new people. Obviously, a strong network creates an ongoing flow of warm leads.

On the other hand, it is necessary for salesperson to respond by doing favors and sending leads back to people who
have helped him in their turn.
5. THE HARDSELLER
Hard selling entails insisting someone to buy a product even though the prospect does not want or even need it. The
Hard Seller approach is what gives salespeople a bad reputation, because of the perception that they “scare the
prospect into buying” their product. This method could be demonstrated through:

 Bullying - “Buy this now, or you’ll feel stupid tomorrow”

 Manipulation - “If you don’t buy from me, I’ll lose my job”
 Outright deception - “This product has a much better safety record than the competition”

Sadly, there are still salespeople who employ this type of sales approach. Clearly, the result is a customer who never
buys again, and it will be a dreadful reputation for the company.

6. THE SOLUTION SELLER

Solution Selling is a sales approach where the salesperson focuses on the customer’s problems and addresses the
issue with appropriate offerings instead of merely promoting and existing product. It entails asking the appropriate
questions and keenly listening to the customer in order to get the source of the problem.

Solution sellers are great students. They have an innate curiosity that compels them to excavate deeper and discover
more.

These types of salespeople probes for what lies underneath the surface. They continue asking until they completely
understand the customer’s condition and how they can put in the most value.

7. CUSTOMER PERSONALITY SELLER

Customer Personality Selling actually encompasses different kinds of sales approaches, depending on the type of
buyer a salesperson has in front of him.

A salesperson first pinpoints a buyer’s personality type and then tailors his approach to match his. These buyer’s
traits
will help him identify what type of customers he is interacting with. Whether he is analytical, amiable, expressive,
driver, or a mix of these personalities, he needs to make certain to expertise a convincing pitch purposely fitted to
their preferences.

TYPES OF CUSTOMER PERSONALITIES

ANALYTICAL

- Analytics prefer to have a deeper familiarity about the issue prior to getting convinced on a particular matter.
They validate each information and applies most of their logical thinking instead of their emotional side in
decision-making.
- When facing this type of customer, the salesperson needs to use qualitative and statistical data that illustrates
precise presentations of facts to draw attention and arouse interest.
- These customers are information-oriented and have a keen eye for details, hence, questions and clarifications
are expected. However, this is also a positive indicator of their interest.

AMIABLE

- Amiable customers are respectful, sociable, and trustworthy. They are good listeners ad relationship builders.
They are more interested in doing business with people who meet their buying expectations. Their decision
depends on the company manages to value their interest in relationship-building.
 - Hence, a salesperson should make a good likable impression and be recognizing their presence. He is required to
ask questions that prove his interest which adds personal touch to his pitch. This makes them feel valued, which
cultivates relationship with them.

EXPRESSIVE

- People with expressive personalities mainly use their creative side to accent their opinions on a specific subject.
When presented with facts, they choose to share their own viewpoint instead of asking supplementary
information. Expressive individuals are quick decision-makers.
- Salespeople should tell stories that are related to the topic and to each concerned individual. They should
connect with them and set up a deeper level of a relationship using their emotions. While facts and other date
can lend a hand, this type of customers set their minds in making and fulfilling decisions that people will love.

DRIVER

- Buyers with this personality are typically self- centered and prejudiced. They find enjoyment in manipulating a
pitch that identifies them as sensible and dependable. They are commanding in nature and desire instant
answers and solutions. They also give importance to competence as much as they value proficiency and
preparation. Drivers are also quick decision makers.
- Salespeople should cautious and straight to the point in providing facts and shreds of evidence to help them
easily understand their message. Mentioning immaterial or pointless information will waste both time and effort.

QUALIFICATIONS AND SKILLS REQUIRED OF A PROFESSIONAL SELLER

Selling is a multifaceted and demanding line of work. Hence, a professional salesperson requires possessing a number if
qualifications and skills besides a particular educational background. Sales skills do not always come naturally to
salespeople. Unfortunately, sales leaders often feel they do not have the time or mastery to adequately coach their
salespeople. Basically, there are numerous sales skills that every salesperson needs to know and master.

PRODUCT KNOWLEDGE

- An effective salesperson must completely understand the product he is selling. Basically, the initial lesson to
teach new salespeople is product training. They must know by heart what business value the product offers and
the reasons it appeals to company’s best customers.

STRATEGIC PROSPECTING SKILLS

- It is time to start some prospecting once salespeople have the product knowledge to sell. Strategic Prospecting is
looking for referrals through present connections for new prospects that match the target buyer or best
customer profile. It is also vital for salespeople to revisit those prospects they already prior conversations and
strive to revive them.

RAPPORT BUILDING ON CALL

- Some salespeople have to do cold-calling, however, it is always vital for them to meet their prospects face-to-
face. It is very difficult for the prospects to establish connection with strangers, especially if done over the
phone. Fortunately, there are salespeople who have the innate ability to make instant connection and rapport
with a prospect. They only need to refine this ability.

BUYER-SELLER AGREEMENT

- Salespeople must know how to craft a Buyer- Seller Agreement to set tone for all calls and meetings. Such
unwritten agreements at the start of the sales process that would outline mutual expectations to make both
parties more comfortable specifically the prospects. For instance, a salesperson may ask the prospect of the
possibility of asking a few questions about his business and then request time for a product demonstration.
ACTIVE LISTENING

- Salespeople feel comfortable talking to prospects. However, they are required to listen to the stories of their
possible customers. They must listen with a strict focus and ask smart follow-up questions. Most people
appreciate a good listener. Smart people are able to tell if someone is really listening or merely thinking about
what salespeople say next.

COMMUNICATION SKILL

- In the sales profession, the manner of saying things to a prospect is above important than what is said. The tone
of voice, volume, and tempo of a salesperson are vey vital. The salesperson must try as possible to emulate the
tone of voice and style of talking of the prospect. When creating rapport, a salesperson must speak clearly, not
too inaudibly, and obviously, not in a monotone.

QUALIFICATION QUESTIONING

- Salespeople are required to begin every sales conversation through asking questions during the discovery phase
in order to make a need analysis of the business. Salespeople should try to investigate profoundly in order to find
out the business pain of the prospect. This investigation should be done by asking qualifying questions on how
the salesperson’s product can help them solve it.

TIME MANAGEMENT

- Effective salespeople must be able to manage their time effectively more than other salespeople. Good time
management skill is an essential input to being highly productive. A salesperson should be skillful in finding out
from leads which are the most promising ones. He must not waste his time on a deal that will not prove
anything.

OBJECTION PREVENTION

- The manner of sales approach could actually reduce some of the most basic objections. It is much better to
prevent objections rather than manage them. They must know ahead through learning the most typical
objections that could probably happen in most cases. Typically “I don’t have time for this”, or “Call me again in a
few months” are some of these common objections of salespeople.

WAYS TO PREVENT OBJECTIONS:

Strong selling skills will help keep prospects thinking about why they should buy the company’s products instead of why
they should not.

SELL VALUE

- What matters most for the customers is what they get for their money. Salespeople ought to sympathize with
prospects’ budget concerns. However, they must emphasize the versatility, reliability, and durability of the
product they are selling which is well worth its price.

SET PRICE TAGS ON BENEFITS

- Salespeople should highlight to their prospects all the things their company’s products can do, the problems it
can solve, and the goals it can help them meet. Through comparing the one-time price of the product against the
benefits of a prospect could get after years of using it, it is very easy to determine the product’s great value.

SELL TO PEOPLE

- It is people who make the buying decision. Decision- makers are interested to know personally the benefits of
buying the product which could further boosted with specific examples or testimonials.
APPEAL TO EMOTION

- People is vulnerable to the power of their emotions instead of logic when making buying decisions. Hence,
salespeople must know the emotional picture plus the positive feelings of their prospects in using the product of
their company. It must always be a win-win situation for everyone when making decisions.

OBJECTION HANDLING

Salespeople need to be well-prepared for objection handling once they hear one. Always, it is vital to be sensitive ad
alert in order to understand genuinely the core concern of the prospect.
QUALIFICATIONS AND SKILLS REQUIRED OF A PROFESSIONAL SELLER

DEMO SKILLS

- For many B2B products, the demo is critical to starting a sales process. Sales reps not only need to understand
the product but must be able to show off its capabilities through a demo. Demos are challenging in that reps
need to first discover what benefits will be most important to solving a prospect’s pain, and highlight the those
value during demo. Throwing off too many features is a bad tactic and can overwhelm and confuse them.

CLOSING TECHNIQUES

- Once the salesperson has convinced the prospect that their company needs the product, it is high time to close.
Salespeople need to be trained on how to push prospects, ask for the order and get it signed fast. Let the
prospect understand that he is missing out a revenue by not having the product in place now. Having a correct
mixture of pressure and value offered, salespeople can be trained to close deals sooner.

POST-SALE RELATIONSHIP MANAGEMENT

- Salespeople must learn to thank customers and carry on building and continuing the relationship following the
sale. It is common sense and courtesy to appreciate the customer’s business with the company. This is the best
way for salespeople to mature professionally and become masters of their craft.

SKILLS REQUIRED IN THE DIGITAL AGE

In this fast-paced digital world traditional sales techniques are no longer interesting and convincing to digitally-savvy
customers. The Internet and mobile device explosion have opened up a new and extremely effective opportunity for
professional salespeople. In order to excel, sales professionals should sharpen a number of must-have key skills:

1. DIGITAL RESEARCH
They need to identify market trends and influencing factors affecting customers within their industry both digitally
and
socially. By doing digital research, they are able to easily target the right audience in the most useful and engaging
way possible on the right channel.
2. CONTENT CREATION AND CURATION
Content, when shared on social media platforms can be very effective and useful for a salesperson. Today, most
companies make use of content marketing. However, to obtain the best results, it is essential to identify clearly what
to share, how to share it, and when to share it.
3. SOCIAL PLATFORM KNOW-HOW
It is vital for salespeople to identify which amongst the so many social media channels available would work with
their targeted audience. Essentially, salespeople should be where the prospects are. Statistically, on the average
Facebook have 1.86 billion monthly active users and 1.23 billion daily active users.
4. ANALYTICAL EXPERTISE
Most e-commerce companies strategize using their collected data to their advantage. It is safer and more accurate
to forecast future buying behaviors of customers once their buying habits and lifestyle preferences are identified.
5. TRUST BUILDING
Even online, trust is an important factor in relationship building. Majority of customers are valuing transparency
on top of everything. The following tactics could help salespeople in trust building:

Personalized communication - this can be done through e-mails, newsletters, etc.

Video - alongside simple welcome videos, how-to videos or FAQ-oriented videos is also important.

Testimonials - People love personal recommendations and testimonials which helps showcase the experience of other
customers.

Case studies - These studies endorse previous high- profile and prominent clients to prove credibility and success.

Press Release - This is a feature in an article or quote in an industry publication or key media title.

6. PROBLEM SOLVING
Most purchases by customers are done to solve problems. In turn, this helps shape a positive brand image online and
make prospects into real customers.

Salespeople who are able to suggest a workable solution to a problem by putting themselves in the customer’s shoes
and ask the right questions will triumph in obtaining trust and respect. Basically, it is nicer and economical to retain
loyal customers, and they are worth up to 10 times as much as their first purchase.

“ESCAPE COMPETITION THROUGH AUTHENTICITY.” - Naval Ravikant

 Lesson 3

Trust and Sales Ethics

In today’s increasingly skeptical business environment, the strength of character and the depth of confidence are
essential for the sales profession. Buyers are now more intelligent and sensitive that they know when salespeople are
being deceitful, manipulative, or thoughtless. The character of salespeople speaks louder than words.

TRUST

- TRUST is a solid and strong belief in the reliability, truth, ability, or strength, of someone or something. Everyday,
everyone exercises trust in so many ways. The absence of trust is doubt and enough doubt leads to fear and
suspicion.
- However, once trust is established, both salesperson an prospect can settle down and work collaboratively on
making certain the product or service fits the need.

CUSTOMERS TODAY

- Modern day’s customers are more sophisticated and well-informed. They are fully-aware of the manipulative, pushy,
and aggressive tactics of traditional salespeople. In order to be competitive, it is imperative to build a beneficial
mutual relationship with their customers.

Trust makes a customer believe that the promise of low price, best features, quality or performance shall be delivered.
Sometimes, quality or performance is foregone due to a low price. At times, advanced features may bring in unforeseen
difficulty of use or incompatibility with other devices. Apparently, advanced features will be rendered useless. It is
basically disappointing for customers to trust sellers or providing low cost at the start then later spend continuous
expenses to correct, upgrade, or repair problems of the product, software, process, or service.

Deception and misrepresentation destroy confidence and corrode trust.

The very clear and precise definition of the offering is essential to establish credibility and authenticity. Sincerity is
demonstrated through being truly dedicated to the welfare of one’s customers.

Sometimes it is actually too difficult to be honest when salespeople need to convey news about mistake, a failure, a
mishap, or a failure to carry out according to expectation.

Communicating mistakes is an honest and best way to do to be trusted.

Acknowledging risk before the sale is important as communicating honestly and effectively after the sale.

Salespeople need to admit risk, the identified countermeasures and preventive measures to make obvious his
commitment to being a trusted supporter for their customers.

Few customers do not consider the importance of integrity or credibility and instead make use of price in purchasing
decisions. Customers such as this can be easily swayed by changes in price; hence no loyalty is expected from them.

Salespeople should have the reputation for being trustworthy. They must learn to be committed and credible.

They should also center their focus on how to help customers become successful. Surely these customers will return the
commitment to loyalty and referrals.

Salespeople ought to create their personal brand founded on genuineness and truthfulness. Later on, they will find it
easier to develop future sales with dedicated customers.

“How to Build Customer Trust: The Nine Rules”

1. Be Oneself
 Must not act or sound like people in sales. The meeting with customers ought to be treated just like an ordinary
conversation with the prospect.
2. Value the Relationship
Salespeople need to believe that customer relationship is important and they must have something of value to offer
them.
3. Curiosity about people
Customers are magnetized t professional salespeople who demonstrate an interest in them.
4. Consistency
Salespeople should always be persistent in whatever they promise to their customers
5. Seek the Truth
Showing genuine interest in finding the best solution to the customers’ needs must be the basis of their sales
strategy.
6. Keep an open mind
Salespeople must show their customers that they have the best concern for them through opening other alternative
solution.
7. Have a Real Dialogue
Salespeople should listen attentively to their customers while in a conversational mode of meeting. Real business
issues need to be discussed and not just having a sales presentation.
8. Be professional
Salespeople must be serious in whatever they do. They must focus, pay attention, and take time to learn everything
about their customers and industries.
9. Demonstrate Real Integrity
Salespeople need only to promise what they can deliver

Knowledge Bases Help Build Trust and Relationships

Trust and relationships are easily built through knowledge bases. For instance, having more profound product
knowledge, salespeople are more able to display their expertise, more precisely matched solutions to needs and provide
more impactful contributions.

Hard selling by pushing product is already gone. A lot of information about customers’ options is already available
through the Internet.

Six Aspects of Knowledge Bases that help Build Trust and Relationships

Knowledge of the Customer

- It includes an understanding of their business and everyday aspects of their job. This is how salespeople decide what
aspects of their service to endorse as being capable of solving their customer’s problems.

Knowledge of the Industry

- It involves finding out what the competition offers and the market as a whole and the position of the customer’s
company in the overall industry.

Knowledge of the Product

- It is more than just knowing what the company offers in terms of product or service, but the different applications it
has and how it is normally used and how it can likely provide service to the customer or the customer’s clients. It is
also about what the product can and cannot do.

Knowledge of Customer’s Company

- Salespeople must know their customer types by market such as manufacturers, wholesalers, retailers, financial
companies, government, education or medical companies, etc.
Knowledge of Promotion and Price

- Salespeople should be fully knowledgeable about the promotional programs of their company. These programs must
be explained to customers in order to the correct order size during promotion period. Since salespeople are
responsible for price quotation and discounting they must be well-informed about the pricing policies of their
companies

Knowledge of Customer’s Company

- Salespeople of today have the luxury of using cellphones, voiceemail, E-mails, social media and other similar
applications and gadgets. Technology provides ease in virtually communicating with customers and prospects.

Ethical Issues in Sales

Many people enjoy working in sales because of the autonomy to make decisions, leverage deals and satisfy customers.
However, with freedom comes the responsibility to act in ethical ways. This bring some of the common ethical issues
that salespeople face in their professional lives:

Ethical Problems Faced in Dealing with Salespeople

Ethical Problems Faced in Dealing with Employers
Ethical Problems Faced in Dealing with Customers

Common Ethical Problems Faced in Dealing with Salespeople

1. Levels of Sales Pressure - Managers are responsible for group goals. There is a natural tendency to place pressure on
salespeople so that the manager’s goals are achieved. However, managers should set realistic and obtainable goals.

2. Decisions affecting Territory - Management makes decisions that affect sales territories and salespeople. For
example, the company might increase he number of sales territories, which often necessitates splitting a single
territory. A salesperson may have spent years in building the territory only to have customers taken away.

3. To tell the Truth - It is often a dilemma for sales managers to tell salespeople about their being a marginal
performers or they might be transferred to the poorest territory in the company. However, sales managers ought to
tell the truth. It is very difficult for the sales manager to fire a trying-hard and honest salesperson.

4. The ill salesperson - Many companies oblige salespeople who are alcoholic, drug-addicted, or physically or mentally
ill to seek professional help. However, when the illness has a harmful consequence in business, the salesperson is
removed from the territory.

5. Employee rights - Employee rights are rights desired by employees about their job security and the treatment
administered by their employers while doing their jobs, irrespective of whether those rights are presently protected
by law or collective bargaining agreements of labor unions.

Common Ethical Problems Faced in Dealing with Employers

1. Misuse company assets - Misusing a company credit card or expense account means using the company’s funds to
go out to dinner, see a show, or stay at a hotel. It could even mean bringing a spouse or friend on a business trip
without permission. When an employee completes an expense report, he is essentially attesting to the validity of
the purchases he made throughout the period.
2. Moonlight - The same goes for reporting inaccurate working hours. For many salespeople, the job leaves plenty of
time away from direct supervision. With all that freedom, it may be tempting to take a few hours to oneself to
explore and enjoy a new city, but this would be theft of time.

3. Cheat - The question is whether the salesperson is cheating the company out of time and effort. Some argue that a
salesperson who is paid straight commission (paid by the sale) is not stealing anything from the company, but others
argue that even in that instance, the company is being deprived of possible sales that would be gained if the
salesperson was working.

4. Affect other salespeople - Often it is the unethical practices of one salesperson can affect other salespeople within
the company. Someone who cheats on winning a contest is taking money and prizes from other salespeople. A
salesperson also may not split commissions with coworkers or may take customers away from coworkers.

5. Attempt technology theft - A salesperson or sales manager quits, or is fired, and takes the organization’s customer
records to use for his future employer’s benefits. It is in reality very possible and easier to do these days because
more and more companies provide their sales personnel with computers, software, and date on their customers.

Common Ethical Problems Faced in Dealing with Customers

1. Bribes - The concern is whether the gift is so extravagant that it is considered a bribe. In most companies, buyers are
not permitted to accept as much as a free cup of coffee from a salesperson. They wanted every salesperson to have
free access to sale opportunities and earn business on their values, not their freebies.

2. Misrepresentation - Misrepresentation can consist of manipulation, or declare a product does something which in
reality it does not. It can also comprise of keeping important information in secrecy, using hard-selling techniques,
and other unfair sales tactics.

3. Price discrimination - Price discrimination could happen in instances such as not giving a discount to all who ask.
Certainly, customers would be upset once they found out that discount benefit has exclusivity.

4. Tie-in sales - A company engages in tied selling when it makes the purchase of one or more goods or services
provisional on the purchase of others. This can be done in two ways: Either making an obvious condition of purchase
or through some type of inducement like a price for the bundle of tied goods lower than the total amount of the per
piece prices of the goods if bought individually. For instance, in order to purchase a unit of mouthwash from a
supplier, a consumer must purchase two sachets of toothpaste from the same suppliers.

5. Exclusive dealership - In exclusive dealing, a manufacturer or marketers disallows channel members from carrying
and selling competitive products.

6. Reciprocity - Reciprocity refers to buying a product or service from someone if that person or business agrees to buy
in return.

Managing Sales Ethics

Selling is perceived to be an unprofessional profession by a lot of people. This belief is brought about by customers who
have had awful dealings with a real estate salesperson, a hateful telemarketer, or an unscrupulous or wicked car
salesperson.

Here are several ways of managing sales ethics in the company:

1. Sales ethics cannot be an implied sales process. It must be verbalized and demonstrated sales process. A sales
manager must communicate his expectations and what he considers unacceptable. He should set the standard for all
to be measured by.
2. Develop a detailed presentation sheet to be used for product demonstrations and have prospects sign off on what
the demonstration covered.
3. Management must use a trickle-down ethical approach and reveal the standards they suppose their salespeople
stick on. This includes not accepting illicit freebies, or allowing salespeople to be basic in their description of the
company’s product or service capabilities
4. When hiring salespeople, make them affix their signature in a business clause on ethics in their job description.
5. There must be proper communication with your salespeople on a monthly basis on what is expected of them with
regard to selling what they have, not what they desire to sell.
6. Do not at all times suppose that a salesperson is unethical just because a customer complains. Prospects frequently
do not know how to buy and then blames the salesperson instead of accepting responsibilities themselves.

Selling is a respectable and lucrative profession.

- Like other professions, there are occasions when individuals “stretch the truth” to generate income for themselves or
noticeable achievement in front of others. When this takes place, this is an intentional act of unethical behavior.

“Success without honor is worse than fraud.” - Cynthia Boris

 Lesson 4

COMMUNICATION SKILLS IN SELLING

A salesperson’s success is oftentimes linked to his ability to communicate clearly, concisely, and openly, while maintaining
positive relationships.

This involves strong presentation skills, the ability to engage in business conversations with customers at all levels, and
negotiating for a win-win position. Furthermore, it is critical for salespeople to adapt their message to the needs and
preferences of their customers.

SHARED COMMUNICATIONS IN SALES CONVERSATIONS

The world of sales conversations is too complicated and requires complete attention even to the smallest details,
particularly those which may have an immense impact. Each sale conversation word articulated may change the results
of the discussion. The manner and the length of discussion a certain topic may make a lot of distinction.

THE FORMAL PROCESS IN SALES CONVERSATIONS

People make purchases based on perception of VALUE. It is not how they perceive the products or services. The real
value is in the salespeople themselves. People buy from people. Especially those they trust.

There are six stages in the sales conversation process that helps, guide, and facilitate better discussion with prospective
customers in a complex sale. Here are the steps:

1. SET THE AGENDA - the initial meeting which is all about:

 solving the problem together
 exploring possibilities
 discovering reasons for the unresolved problems
 discussion of the current situation, exploring challenges, and outlining new directions

2. COLLECT ASSUMPTIONS - Involves eliciting assumptions coming from the potential customer using questioning. He
must be trained and practiced in questioning, so that he may not jump into solutions very quickly lacking the
complete understanding of the problems. The intention is to make certain that the full and whole picture of the issue
is covered, and not just a portion. Here are some examples for the sales conversations:
 What is taking place in your business right now?
 What are the challenges in the way?
 Why are we working on this specific project?
 What happens if you don’t do this?
 Who are the important people in the process and what would they say?
 What have you explored/ tried in the past?
 If it has not worked, why not? What are the risks?
 Why is now a good time to be considering this?
 What has been holding you back? What are your instincts saying?

3. DISCOVER THE TRUTH - Determining the facts behind the assumptions and getting rid of the pointless information.
The intention is to have a smart synopsis of what is really vital to the prospective customer. The role of the
salesperson is to explore deeper into the assumptions by clarifying what has been said:
 Is this assumption indeed true?
 Is this really the most important point to consider?
 How do we know that this is true?
 Do we have any proof to support this?
  Is there anyone we need to speak to that has more data we should explore?

Prospective customers will be more clarified on some issues once they work through information this way. Through
unearthing the truth, the salesperson is able to guide the meeting and relieve his prospective customer from worries.
This has also made obvious the value of the salesperson and a nice way to proceed with the sale.

4. NODS OF UNDERSTANDING (PARAPHRASE) - Good salespeople are well-versed at questioning, listening, and
paraphrasing. However, effective salespeople make use of these skills in making prospect the hero through replaying
their stories. Salespeople must prevent themselves from jumping into sharing that solution outright. Helping connect
the dots in a way that echoes in the ears of the prospective customer is the best means to do this. This is the power
of paraphrasing with a story. Most of the times, people communicate by a story and formulate decisions from
emotions. Making use of these stories in selling is one of the best skills of winning salespeople.

5. DISCUSS SOLUTIONS - In this stage, the salesperson can already demonstrate his insights, provide information about
his company, products, services, and pricing. The salesperson is on his way to a sale once he is able to bring a
solution here that meets the needs of the prospective customer that is within their acceptable price range.

6. ACTION AND NEXT STEPS - This is the most critical of all the steps. The salesperson should make certain that he has
done a great job of all the steps above. The prospective customer will surely love to progress with the sale if properly
guided by the salesperson.

Verbal Communication: Questioning

People normally gather information as a basic human activity. Information is very useful in learning, solving problems, in
making decisions and understanding others more clearly.

Questioning is a critical input to gather information. Well-developed questioning, vocal, and conversational skills could
help gain trust and establish credibility by building on a strong first impression.

ASSESSMENT QUESTIONS

- These are wide- ranging and basic knowledge questions intended to be non-intimidating and to ignite conversations.

DISCOVERY QUESTIONS

- These questions bring to light and explore for more details required for clarification and knowing the customer’s
problems, interpretations, perceptions, feelings, and opinions.

ACTIVATION QUESTIONS

- These questions may assist the customer to reasonably assess the complete force of the implied need. These are
intended to stimulate the interest of the customer in resolving the exposed problems through providing insights on
the real outcomes of the problem.

PROJECTION QUESTIONS

- These questions are the follow-ups of the activation questions. These questions intend the prospects to foretell the
results if the problems are not addressed. These questions center on the benefits to be obtained from solving the
problems.

Verbal Communication: Vocal Skills

Excellent communicators know what they say is often less significant than the manner they articulate it. For salespeople
to be effective requires being excellent communicators. Their voices must create an impact by:
 regulating their pitch to got with their conversation
 regulating the volume to guarantee clarity and suit customer’s hearing needs
 speaking in stable tone to demonstrate calmness and self-reliance
 changing the quality and intensity of voice to show enthusiasm, common
 sense, interest, and gravity
 speaking words plainly

Verbal Communication: Listening Skills

Listening is the most sophisticated form of communication. Listening is both complex process and a learned skill. It
requires a conscious and intellectual and emotional effort.

Three Levels of Listening:

The Non-Listener - A person may be forges attention while he is off daydreaming

The Marginal Listener - a person is hearing words but not really listening.

The Active Listener - The most effective level of listening; requires listening for substance and for emotions in a message.
An active listener is also an excellent questioner.

Non-Verbal Communication

It is often said 93% of communication is non-verbal. This means that only 7% of what has been said is understood.
Simply, more than voice or even words, nonverbal communication offers cues as to what the other person is thinking and
feeling.

Body language is as important to conveying meaning as a spoken language, so if a person listens but does not look he
will ignore half of the message.

SPACE

Space considerations are important for salespeople to reflect on. Violations of territorial space without consent may
generate the customer’s defense mechanism and produce an obstacle to effective communications, and consequently
the sale.

Types of Distances:

1. Intimate (up to 18 inches) - approximately an arm’s length, is the most sensitive zone. This is considered reserved for
lovers, children, close family members, friends, and pets.
2. Personal (18 inches to 4 feet) - This space is used for conversations with friends, to chat with associates, and in
group discussions.
3. Social (4 to 8 feet or 1.2m - 2.4m) - reserved for strangers, newly formed groups, and new acquaintances. Social
space is the area normally used for business pitching. Standing while facing seated prospective customer, may
potentially communicate to the customer that the salesperson seems too dominating. This suggests then that the
salesperson must as a rule remain seated to express a relaxed manner.
4. Public (greater than 8 feet) - It includes anything more than 8 feet (2.4m) away, and is used for speeches, lectures,
and theater. Public distance is essentially that range reserved for larger audiences.

APPEARANCE

Appearance is also a factor of non-verbal communication. Although, personal appearance is an often disregarded part of
communication and presentation skills. First impressions are usually made in the first 20 seconds of meeting someone,
and personal appearance is part of that.
Appropriate dress is an essential factor in developing a good impression of the salesperson. Common sense prevails in
that a smart and clean appearance implies efficiency. Appearance communicates information about age, sex, height,
weight, physical characteristics, and personality. The hairstyle can be an important factor. A lot of people in business
prefer the traditional approach, which is clean-shaven and conservative haircuts for men, and simple, businesslike, short-
length hairstyles for women. Wardrobe ought to be conservative and serious, portraying professionalism and just the
right amount of authority, and longing to satisfy the customer.

HANDSHAKE

A firm handshake is more intense and indicative of greater fondness and warmer feelings. A prolonged handshake is
more personal than a brief one and may cause the customer uneasiness particularly with a prospect. Here are the
general rules:

1. Extend the hand first, though international etiquette may need to be followed in some situations.
2. Sustain eye contact during the complete time-span of the handshake
3. Grip the other hand tightly.

BODY MOVEMENTS

in sales, it is vitally important to read body language. Body movements generally send three types of messages:

1. Acceptance Signals - indicate that the customer is favorably inclined toward the salesperson and his presentation.
Ex., body angle leaning forward, smiling, direct eye contact, positive voice tones, etc.
2. Caution Signals - customers are skeptical or neutral toward the salespeople. Ex., leaning away, puzzled or indeed no
facial expression, no eye contact, questioning tone of voice, negative body languages such as arms or legs tensely
crossed, or fidgeting.
3. Disagreement Signals - tense, wrinkled face and brow with little eye contact indicates disagreement in sales. This
tells the salesperson making presentation to stop it and quickly adjust to the situation by directly asking the
prospective customer of the matter of disagreeing.

Effective communication is essential in making a sale. Nonverbal communication signals are important part of the total
communication process between customer and salespeople. Professional salespeople seek to learn and understand
nonverbal communication to increase their sales success.

“The most important thing in communication, is to hear what isn’t being said” - Peter Drucker