Good afternoon, Professor Argenis. Good afternoon, Professor Carlos.

Well, I think we've heard these days that being a good sell is a gift. However, with the passage
of time and increased competition, the sales process and the seller's function became much
more than a simple gift, because, although the skills are still very important, it is necessary to
study, practice, knowledge and a lot of willingness to act in an increasingly fierce area.

Knowing this, the theme I bring to my presentation today is sales, focusing on the different
sales approaches, as well as the figure of the seller, within an organization.

For starters, let's focus on the basics of the basics: understanding what sales are.

Basically, sales involve 2 factors:

1. an offer of value;

2. a reward for this offer.

Selling is about offering an item of value in exchange for something. That applies to everything.
Even when you need to convince someone of an idea, it's common to say you need to "sell the
idea."

There are two types of sales: simple sales and complex sales.

Simple sales are fast closing ones, as is the case with retail. The seller's goal is to convince the
customer to buy on time, not postpone the decision.

Complex sales are those that involve a larger convincing process, and the purchase usually only
materializes after a series of steps.

The seller needs to understand the customer's problem with him so that, in an advisory way,
he can show how the proposed solution can help him solve his problem.

Any sales team has different strategies and approaches to make the expected impact on their
target audience. After all, every company has its own particularities, preferences and
objectives, right?

What works for a given company will not necessarily work in another segment. Therefore, it is
important to know the concepts of hard and soft sell.

In Hard Sell the focus is the closing of the sale, the seller knows a lot about your product, and
almost nothing about your customer, which forces you to use price strategies such as
discounts and aggressive promotions, which persuade the customer to make the purchase on
impulse just not to miss that opportunity, not taking into account their real need.

An example of hard selling is the street vendor, who has a very short team that does not allow
the explanation of the benefits, the added value of the product and much less the approach
with the customer to understand their needs.

Soft sell has as main function to carry out strategic planning and understanding of the
problems and objectives of the client.
For this the profile of the seller goes from imposing, aggressive to advisory. The goal is to fully
understand the customer's need to offer the best solution that will fit their pains and goals.

The example of selling for this method is that of a luxury car, or a high-end apartment where
you first need to understand what the customer wants, what he expects, in order to be able to
use the right arguments. Here the most important is to add value, and satisfy the customer's
need.

Today, sellers have become a real competitive differential for companies. No for nothing, some
are disputed in the market. When well prepared and qualified, they can really make a
difference when closing a sale. Therefore, to be a good seller take note of the following tips:

Be prepared

Be strategic when submitting proposals

Trade safely and flexibly

Close the deal at the right timing

Create a customer engagement

Learn how to listen and read the customer

Be nice.

Currently selling is not just delivering a product or service, it takes relationship, customer
approach, for this there are two sales models Hard Sell and Soft Sell.

The Hard Sell model compared to Soft Sell has less ethics, because the type of sale needs
agility of speed in closing the business to be able to achieve the highest possible sales volume.

While the Soft Sell model acts fully within sales ethics, respects the customer's need, helps the
customer to choose the best option that reduces complaints and retains the customer.

However, and to conclude no company can be so passive in the sales methodology, so the
ideal is to make a sale with the mixture of the two models, so you are aggressive and ethical at
the same time.

Innovating with a strategy that unites the two Hard Sell and Soft Sell models is certainly the
great differential, or the great challenge of 21st century companies.