MKT 005: Professional Salesmanship

Module #7 Student Activity Sheet

Lesson Title: Pure Selling and Sales Negotiation Material: SAS

Learning Targets: Reference:

At the end of the module, students will be able to: Jobber, D. & Lancaster, G. (2019). Selling
1. Describe the elements of pure selling and pure and Sales management.
negotiation
2. Examine the factors in pure selling and sales
negotiation

Productivity Tip:
“I am not telling you it is going to be easy. I am telling you it is going to be worth it.” - Art Williams

A. LESSON PREVIEW/REVIEW

Introduction

Selling is just one of many marketing components. According to Dr. Futrell, author of the book
“Fundamentals of Selling”, selling in traditional definition refers to communication of relevant information about
the products or services to persuade the potential buyers.

Before we start our lessons for this module, please read the learning targets before you proceed to the
succeeding activities. The learning targets are your goals. Remember, you need to achieve your learning
targets at the end of the lesson.

B. MAIN LESSON

Content and Skill-Building

Topic # 1 The difference between Selling and Negotiation

Pure Selling - a process through which the seller identifies how the solutions he offers resolve a buyer’s needs
at a given point in time.

Sales Negotiation - a process through which both parties agree to the terms of a deal, which is better for both
than any other alternative deal

Here are some tips that help you know when to sell and when to negotiate:

● If the customer expresses his needs – you should SELL – by addressing and satisfying these needs

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 MKT 005: Professional Salesmanship
Module #7 Student Activity Sheet

● If the customer expresses objections – you should SELL – by correcting any misunderstandings,
managing any limitations that outweigh the objection and providing documentation, if needed

● If the customer accepts the second fall back proposal – you should SELL – by closing the sale and
taking the order

● If the customer rejects the deal and makes demands – you should NEGOTIATE – by buying time if
needed; analysing the proposal from the perspective of the customer, competition and priorities;
analysing the proposal based on your objective, the negotiable points and non-negotiable points; added
or equivalent value

● If the customer considers your proposal – you should NEGOTIATE – by presenting the best two
options given the client choice and correctly positioning your offering from a value and functional
perspective

● If the customer accepts the best proposal option – you should SELL – by closing the sale

● If the customer rejects the best proposal – you should NEGOTIATE – by having a fall back position
proposal offer

● If the customer accepts the second fall back proposal – you should SELL – by closing the sale.

Check for Understanding

Try to finish the exercise before going through the Answer Key at the last page. This will help in
checking if you have understood the lessons in this module before going to the next module.

Exercise1: Determine if each statement describes a “Pure Selling” or “Sales Negotiation” situation.
Write your answer on the space provided.

_______________1. Anna, the customer, accepts the proposal that jade presented.

_______________2. Mr. Philip is the CEO of famous land quarries called Z Company. He is not
satisfied with the proposal that one of the Land sellers presented instead, he
demanded for other options.

_______________3. John, on the other hand, the Vice president expressed objections to the deal.

_______________4. Jona accepted the best proposal option.

_______________5. Mr. Philip, accepts the second fall back proposal of the Land seller.

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 MKT 005: Professional Salesmanship
Module #7 Student Activity Sheet

Exercise 2: True or False

_____________1. If the customer rejects the deal and makes demands – you should sell – by buying
time if needed; analysing the proposal from the perspective of the customer,
competition and priorities

_____________2. If the customer considers your proposal – you should negotiate – by presenting the
best two options given the client choice and correctly positioning your offering from a
value and functional perspective.

_____________3. If the customer accepts the second fall back proposal – you should sell – by closing
the sale.

_____________4. If the customer expresses interest – you should negotiate – by closing the sale and
taking the order.

_____________5. If the customer expresses his needs – you should sell – by addressing and satisfying
these needs.

C. LESSON WRAP-UP

Frequently Asked Questions

1. What are the types of Sales Jobs?

Selling in retail - a retail salesperson sells goods or services to the customers. There are three types of a
retail seller:

1) In-store salesperson,

2) Direct sellers who do face-to-face away from fixed location, and

3) Telephone salesperson.

Selling for a wholesaler means the salesperson sells products for third parties

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 MKT 005: Professional Salesmanship
Module #7 Student Activity Sheet

2. What are the types of Manufacturer’s Sales representatives?

(a) Account representatives – call on a large number of already established customer

(b) Detail salesperson- concentrate on performing promotional activities in introducing new products
rather than soliciting orders.

(c) Sales engineer- sells products that call for technical know-how.

(d) Industrial products for non-technical salespeople- sell tangible products to industrial buyers.

(e) Service salesperson- sells intangible products such as financial services, promotion and advertising
of the products and services and any other services.

(f) Order taker- gets new and repeat business using creative sales strategy and well-executed sales
preparations.

Thinking about Learning

Congratulations for finishing this module! Shade the number of the module that you finished.

Did you have challenges learning the concepts in this module? If none, which parts of the module helped you
learn the concepts?

_______________________________________________________________________________________
_______________________________________________________________________________________

Some question/s I want to ask my teacher about this module is/are:

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 MKT 005: Professional Salesmanship
Module #7 Student Activity Sheet

Answer Key

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