CHAPTER 1 :
SELLING AS A
PROFESSION
BY : NORLIZA BINTI RAMLI
SALES & EVENT MANAGEMENT
After studying this chapter, you should be able to:
Understand Appreciate Know Identify Recognize
Understand the Appreciate why Know where Identify the Recognize the
implications of selling generally selling fits into responsibilities role of selling as
production, has a negative the marketing of sales a career
sales and image mix management
marketing
orientation
Negative Image of Selling
1. Selling is not a worthwhile career
2 Good products will sell themselves and thus the
selling process adds unnecessarily to costs
3 There is something immoral about selling, and one
should be suspicious about those who earn their
living from this activity
Interactive: questions can be answered, and
objections overcome
Adaptive: presentations can be changed to
Strengths and meet customer needs
weaknesses of Complex arguments can be developed
personal selling
Relationships can be built because of its
personal nature
Provides the opportunity to close the sale
1. Customer retention and deletion: According to the Pareto Principle, 80 per cent of
a company’s sales come from 20 per cent of its customers.
2. Database and knowledge management: The modern sales force needs to be
trained in the use and creation of customer databases, and how to use the internet
to aid the sales task (e.g. finding customer and competitor information).
Characteristic 3. Customer relationship management: Customer relationship management requires
s of modern that the sales force focuses on the long term and not simply on closing the next sale.
The emphasis should be on creating win–win situations with customers so that both
selling parties to the interaction gain and want to continue the relationship.
4. Marketing the product: The modern salesperson is involved in a much broader
range of activities than simply planning and making a sales presentation.
Characteristics of modern selling
5. Problem solving and system selling: much of modern selling, particularly in business-
to-business situations, is based upon the salesperson acting as a consultant working with
the customer to identify problems, determine needs and propose and implement
effective solutions.
6. Satisfying needs and adding value: the modern salesperson must have the ability to
identify and satisfy customer needs. Some customers do not recognize they have a need.
It is the salesperson’s job in such situations to stimulate need recognition.
Characteristic
s of modern
selling
Success factors in selling
1. Listening skills
2. Follow-up skills
3. Ability to adapt sales style from situation to situation
4. Tenacity - sticking to the task
5. Organizational skills
6. Verbal communication skills
7. Proficiency in interacting with people at all levels within an
organization
8. Demonstrated ability to overcome objections
9. Closing skills
10. Personal planning and time management skill
Types of
Selling
Types of Selling
a) Order-Takers
1. Inside order-takers
Here the customer has full freedom to choose products without the presence of a salesperson. The sales
assistant’s task is purely transactional – receiving payment and passing over the goods. Another form of
inside order-taker is the telemarketing sales team who support field sales by taking customers’ orders over
the telephone.
2. Delivery salespeople
The salesperson’s task is primarily concerned with delivering the product. In the UK, milk, newspapers and
magazines are delivered to the door. There is little attempt to persuade the household to increase the milk
order or number of newspapers taken: changes in order size are customer-driven. Winning and losing orders
will be dependent on reliability of delivery and the personality of the salesperson.
3. Outside order-takers
These salespeople visit customers, but their primary function is to respond to customer requests rather than
actively seek to persuade. Outside order-takers do not deliver, and to a certain extent they are being replaced
by more cost-efficient telemarketing teams.
b) Order-Creators
1. Missionary salespeople
The sales task is not to close the sale but to persuade the customer to specify the seller’s
products. For example, medical representatives calling on doctors cannot make a direct sale since
the doctor does not buy drugs personally but prescribes (specifies) them for patients. Similarly, in
the building industry, architects act as ‘specifiers’ rather than buyers, and so the objective of a
sales call cannot be to close the sale. Instead, in these situations the selling task is to educate and
build goodwill.
2. Order-getters
Consists of those in selling jobs where a major objective is to persuade customers to make a
direct purchase. These are the front-line salespeople and in many ways this type of selling
represents the most challenging of the different types of selling. Order-getting demands several
skills on the part of the salesperson including, for example, the ability to identify new prospects,
persuading and negotiating, and ultimately building new and profitable business in the face of
often fierce competition.
3. Technical support salespeople
This type of salesperson is to provide sales support to front-line salespeople, so they are
normally considered to belong in the order-getters group. Where a product is highly technical
and negotiations are complex, a salesperson may be supported by product and financial
specialists who can provide the detailed technical information required by customers. This
may be ongoing as part of a key account team or on a temporary basis with the specialists
being called into the selling situation as and when required.
4. Merchandisers
These people provide sales support in retail and wholesale selling situations. Orders may be
negotiated nationally at head office, but sales to individual outlets are supported by
merchandisers who give advice on display, implement sales promotions, check stock levels
and maintain contact with store managers.
Business to business (B2B) and business to
consumer (B2C) marketing and selling
Business to consumer (B2C) market :
1. Fast moving consumer goods (FMCG):
FMCG markets are markets where customers are purchasing products, which
generally involve relatively low financial outlays. These goods are bought frequently
and are generally non-durable. They include products such as toothpaste,
confectionery, cigarettes, grocery products and cosmetics.
Business to consumer (B2C) market :
2. Semi-durable consumer goods:
Semi-durable consumer goods markets include products such as
clothing and shoes, soft furnishings and jewelry. As the term
suggests these are products that are bought less frequently than
FMCG products. They tend to last longer. The customer tends to
spend more time choosing between different competitive
offerings.
Business to consumer (B2C) market :
3. Durable consumer goods:
Durable consumer goods include products such as refrigerators, cars
and computers. These are purchases that are made less frequently.
They often involve considerable outlays. The customer is committed
to the product purchased for some time. As such, the customer will
often take considerable care in choosing between different product
offerings. They will be looking for lots of information and help in
purchasing. These products can also be referred to as high-
involvement products
Business to business (B2B) market
Types of sub-markets within B2B markets.
The main ones are as follows:
1.Markets for supplies and consumables (e.g. raw materials,
semi-manufactured goods)
2.Markets for capital equipment (e.g. plant, machinery)
3.Markets for business services (e.g. consultancy, technical
advice; these are more service orientated)
Personal Selling: People Power
Personal selling uses in-person interaction to sell products and
services. This type of communication is carried out by sales
representatives, who are the personal connection between a
buyer and a company or a company’s products or services.
Salespeople not only inform potential customers about a
company’s product or services, but they also use their power of
persuasion and remind customers of product characteristics,
service agreements, prices, deals, and much more.
Common personal selling tools and techniques
•Sales presentations: in-person or virtual presentations to inform prospective
customers about a product, service, or organization
•Conversations: relationship-building dialogue with prospective buyers for
the purposes of influencing or making sales
•Demonstrations: demonstrating how a product or service works and the
benefits it offers, highlighting advantageous features and how the
offering solves problems the customer encounters
•Addressing objections: identifying and addressing the concerns of
prospective customers, to remove any perceived obstacles to making a
purchase
•Field selling sales calls by a sales representative to connect with
target customers in person or via phone
•Retail selling: in-store assistance from a salesclerk to help customers find,
select, and purchase products that meet their needs
•Door-to-door selling offering products for sale by going door-to-door in a
neighborhood
•Consultative selling: consultation with a prospective customer, where a
sales representative (or consultant) learns about the problems the customer
wants to solve and recommends solutions to the customer’s
particular problem
•Reference selling: using satisfied customers and their positive experiences
to convince target customers to purchase a product or service
Selling as a career
Key qualities that are generally recognized as being
important :
1. Empathy and an interest in people
2. Ability to communicate
3. Determination
4. Self-discipline and resilience
The Characteristics of Effective Sales
Managers
Roles of Sales Function
Determining sales force objectives and goals;
Forecasting and budgeting;
Sales force organization, sales force size, territory design and
planning;
Sales force selection, recruitment and training;
Motivating the sales force;
Sales force evaluation and control.
Discussion
1. Discuss the role and function of selling.
2. How does the role of selling tend to differ between:
(a) industrial products (B2B)?
(b) consumer products (B2C)?
3. Differentiate between product, production, sales,
marketing and service orientations.
4. Discuss the role of sales management.
Discussion
Question-based on group number.
1. How does the role of selling tend to differ between:
(a) industrial products (B2B)?
(b) consumer products (B2C)?
2. Differentiate between product, production, sales,
marketing and service orientations.
3. Discuss the role of sales management.
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