PROFESSIONAL SALESMANSHIP
CHAPTER 1: THE LIFE, TIMES, AND CAREER OF
THEPROFESSIONAL SALESPERSON
WHAT IS SALE?
1. It is a transfer of goods and services by the seller to
the buyer in exchange of money
2. It is the act of selling a product or service in return for
money or other compensation
3. It is an act of completion of a commercial activity.
4. Employment of men and women who determine the
5. needs of potential buyers and attempt to persuade
these prospects to satisfy their needs through the
purchase of products and services.
Salesmanship - is the art or skill in selling.
What is the difference between selling and salesmanship?
Salesmanship is the art of convincing and persuading people
to buy the product, while selling is just transferring the title in
goods, services or ideas with a valuable consideration.
Importance of Salesmanship
1. One can find virtually no occupation or profession that
does not demand this skill
2. The customer usually goes to the seller instead of the
seller seeking out for customers.
What is Personal Selling?
Personal selling is a communication process where a
salesperson interacts directly with potential customers to
understand their needs, present products or services, and
persuade them to make a purchase. It's a dynamic and
personalized approach to selling, as opposed to other
marketing methods like advertising or social media marketing.
II. The Importance of Personal Selling:
1.Building Relationships: Personal selling allows you to build
genuine long-lasting relationships with customers. Trust and
rapport are key in the sales process.
2,=.Customization: Salespeople can tailor their pitch to
individual customer needs, increasing the chances of closing a
deal.
3.Feedback Loop: Direct interaction provides valuable
feedback that can be used to improve products, services, and
marketing strategies.
4.Complex Products: Personal selling is particularly effective
for products or services that require explanation or
demonstration, like high-tech gadgets or financial services.
III. Key Strategies for Effective Personal Selling:
1.Know Your Product: A deep understanding of what you're
selling is essential. Know its features, benefits, and how it
compares to competitors.Understand Your
2.Customer: Research your potential customers. What are
their needs, preferences, and pain points? This knowledge will
help you tailor your pitch.
3.Effective Communication: Develop strong communication
skills, including active listening, empathy, and clear articulation
of your message.
4.Building Trust: Trust is the foundation of successful selling.
Be honest, reliable, and always follow through on promises.
5.Handling Objections: Anticipate and address objections
professionally. Turn them into opportunities to clarify doubts
and build trust.
6.Closing the Deal: Learn various closing techniques, but
remember, it should be a natural progression in the
conversation, not a pushy tactic.
7.Follow-Up: After a sale, maintain the relationship by
providing excellent post-purchase support and follow-up
services.
WHY CHOOSE A SALES CAREER?
I.Diversity of Opportunities:
1.Versatility: Sales careers are incredibly diverse. You can
find opportunities in virtually every industry, from technology to
healthcare, finance to fashion. This diversity allows you to align
your career with your personal interests and passions.
2.Skill Development: Sales is a dynamic field that hones a
wide range of skills, including communication, negotiation,
problem-solving, and adaptability. These skills are not only
valuable in sales but also transferable to many other
professions.
II. Potential for Financial Reward:
1.Earning Potential: Sales professionals often have the
potential for high earning. Many sales positions offer
commission-based or performance-based incentives, allowing
you to directly reap the rewards of your hard work and
success.
2.Career Progression: Sales careers often provide clear
pathways for advancement. Starting as a sales representative,
you can work your way up to positions like sales manager,
regional director, or even vice president of sales.
III. Personal Growth and Development:
1.Building Confidence: Sales roles require you to interact
with a variety of people and handle rejection gracefully. Over
time, this can boost your self-confidence and resilience.
2.Continuous Learning: Sales is an ever-evolving field. You'll
have the opportunity to stay updated with market trends,
customer preferences, and emerging technologies, fostering a
culture of continuous learning.
IV. Impact and Influence:
1.Solving Problems: Sales professionals often act as problem
solvers, helping customers find solutions to their challenges.
This sense of purpose can be deeply fulfilling.
2.Building Relationships: Sales is not just about transactions;
it's about building meaningful, long-term relationships with
clients and customers. This can be personally rewarding as
you see the impact of your work on their businesses and lives.
V. Entrepreneurial Spirit:
1.Independence: Some sales roles, such as being an
independent sales agent or owning a sales-focused business,
offer a degree of independence and entrepreneurship. This
can be appealing to those with a strong entrepreneurial spirit.
VI. Global Opportunities:
1.Global Reach: In today's interconnected world, sales often
transcends geographical boundaries. You may have the
opportunity to work with international clients and explore global
markets.
WHAT IS THE FUTURE OF SALESPEOPLE?
The future of the sales profession is very promising. With the
advancement of technology, sales professionals will have more
tools at their disposal to help them close deals and increase
sales.
Additionally, the global economy is expected to continue to
grow, which will create more opportunities for sales
professionals.
TYPES OF SALESPEOPLE
1. Manufacturer’s Sales People
- They are salespeople who may sell to wholesalers, retailers,
or other middlemen.
- Those who sell to ultimate consumers.
- Those who sell to industrial concerns.
People who work for manufacturers and who sell to the
distributive trades can be further grouped into three major
types:
A.) The Pioneer-Products Sales People
- These are individuals whose function is to secure outlets for a
new product to wholesalers, distributors, and dealers.
- To attain success in this particular field of selling, one must
be self-reliant, self-generating, aggressive, and imaginative.
- There will never be a surplus of individuals in this field. (they
maybe selling computers, dvd players, refrigerators and brand
new watches.
B. The Dealer-Servicing Sales People
- Sales people of this type need not be as aggressive or
imaginative as the first type.
- Persistence, enthusiasm, warmth, and friendliness are
necessary traits for this type of salesman. These sales people
enjoy greater security, steadier income, and less wear-and-tear
on their nervous system.
- They contact retailers or wholesalers at frequent intervals,
offer whatever goods they have, thus preventing his
established group of outlets from an “out-of-stock” situation.
C. The Merchandising, Detail and Missionary Sales People
- They differ from the pioneer-products man and dealer-
servicing man in such way that their chief duty is to promote
sales.
- They are sometimes called “sales promoter” because they
gather latest information about their target market, give advice
and counseling to middlemen and try to favorably influence
sales volume.
2. Wholesaler’s Sales People
- This refers to an individual who acts as the intermediary
between the manufacturer and the retailers or industrial users
and carry thousands of unrelated lines of merchandise in a
warehouse where they are quickly available to dealers.
- The middlemen between the manufacturer and retail
merchant or industrial consumer who serves several usual
functions by carrying thousands of items in a warehouse
where they are quickly available to dealers.
3. Retailer’s Sales People
- They are considered important links in the marketing channel
because they are both marketers and consumers. They are
customer’s of producers and wholesalers.
- There middlemen between the manufacturer and retail
merchant or industrial consumer who serves several usual
functions by carrying thousands of items in a warehouse
where they are quickly available to dealers.
4. Specialty Sales People
- They carry only one complete line of merchandise. The
merchandise they sell are usually higher in prices and call for
personal selection by customer.
- Two classifications of specialty sales people:
A. Consumer goods specialties
This type of sales people handles products such as vacuum
cleaners, refrigerators, encyclopedias, brushes, cosmetics,
greeting cards, books, or pots and pans.
B. Industrial goods specialties
They sell products like cash registers, office machines,
industrial machines and they are trained to render service as
well as to make sales. They are often referred to as trouble
shooters of the company.
CHAPTER 2: RELATIONSHIP MARKETING: WHERE
PERSONAL SELLING FITS
I.Customer Orientation's Evolution:
1.Historical Perspective: In the past, many businesses
followed a product-centric approach, focusing primarily on
manufacturing and distributing their products. Customers were
seen as passive recipients of these offerings.
2.Shift to Customer-Centricity: The evolution of customer
orientation marked a significant shift. Companies began to
realize the importance of understanding and satisfying
customer needs and preferences. This shift was driven by
increased competition, changing consumer expectations, and
advances in technology.
3. Relationship Marketing: At the heart of this evolution lies
relationship marketing, a strategy that places the customer at
the center of business operations. It emphasizes building long-
term, mutually beneficial relationships with customers, rather
than focusing solely on one-time transactions.
B. Marketing's Importance in the Firm:
1. Defining Marketing: Marketing is not just about advertising
and promotion; it encompasses a wide range of activities
aimed at understanding, attracting, retaining, and satisfying
customers. It's a strategic function that drives a firm's success.
2. Creating Value: Marketing's role is to create value for both
customers and the firm. By identifying customer needs and
preferences, marketing helps in the development of products
and services that resonate with the target audience.
3. Market Orientation: Firms that adopt a market-oriented
approach continuously gather customer feedback and market
insights to adapt and innovate, ensuring that their offerings
remain relevant.
C. Essentials of a Firm's Marketing Effort:
1. Segmentation and Targeting: To effectively serve diverse
customer needs, firms segment the market into smaller, more
manageable groups and then target these segments with
tailored marketing strategies.
2. Product Development: Marketing informs product
development by identifying gaps in the market and shaping
product features and benefits to meet customer expectations.
3. Pricing Strategies: Marketing plays a crucial role in
determining pricing strategies that reflect the perceived value
of products or services in the eyes of customers.
4. Promotion and Communication: Marketing is responsible
for creating compelling messages and promotional campaigns
that resonate with the target audience and drive customer
engagement.
D. Relationship Marketing and the Sales Force:
1. Defining Relationship Marketing
2. Role of the Sales Force
3. Customization
4. Feedback Loop
5. Building Trust
1. Defining Relationship Marketing: Relationship marketing
extends beyond individual transactions and focuses on building
long-term customer relationships. It emphasizes trust, loyalty,
and customer satisfaction.
2. Role of the Sales Force: Personal selling is a cornerstone
of relationship marketing. Salespeople are the face of the
company and play a vital role in nurturing and maintaining
customer relationships.
3. Customization: Salespeople interact directly with
customers, allowing them to tailor their approach to individual
customer needs. This customization fosters stronger
connections.
4. Feedback Loop: The sales force serves as a valuable
source of feedback, providing insights from the field that can
inform product development and marketing strategies.
5. Building Trust: Trust is a fundamental element of
relationship marketing, and salespeople play a crucial role in
establishing and nurturing trust-based relationships with
customers.
Chapter 3: Ethics First Then Customer Relationship
A.Social, Ethical, and Legal Influencs:
Defining Ethics:
Ethics are the principles and values that guide an individual's
or an organization's behavior. In business, ethics are the
foundation for building trust, maintaining credibility, and
fostering healthy customer relationships
Legal Influences:
Legal frameworks set the boundaries for ethical behavior in
business. Violating laws not only has legal consequences but
also damages a company's reputation and customer
relationships.
Social Influences:
Society plays a significant role in shaping ethical standards.
Public perception and societal norms greatly affect how
businesses conduct themselves and the ethical expectations
placed upon them.
Ethical Influences:
Ethical influences come from various sources, including the
organization's culture, leadership, and individual values. A
strong ethical culture within a company can positively impact
customer relationships.
B. Management's Social Responsibilities:
Economic Responsibilities:
The first and foremost responsibility of any business is to be
economically viable. However, this should not come at the
expense of ethical and social responsibilities.
Legal Responsibilities
Adherence to local and international laws is a fundamental
aspect of social responsibility. Legal compliance is the bare
minimum for ethical business conduct.
Ethical Responsibilities
Ethical responsibilities go beyond the law. They include
treating employees, customers, and stakeholders with fairness,
honesty, and respect. Ethical businesses build strong and
lasting customer relationships.
Philanthropic Responsibilities
These go beyond economic, legal, and ethical responsibilities
and involve contributing to the betterment of society through
initiatives like corporate social responsibility (CSR) and
philanthropic efforts. Such activities can enhance a company's
reputation and customer loyalty.
C. What Influences Ethical Behavior?
Personal Values and Beliefs
An individual's ethical behavior is influenced by their personal
values and beliefs. These principles guide decision-making
and behavior in a business context.
Organizational Culture
A company's culture, shaped by its leadership and , plays a
significant role in influencing the ethical behavior of employees.
A culture that prioritizes ethical conduct is more likely to foster
ethical behavior among its employees.
Peer Pressure and Norms
Workplace norms and the behavior of colleagues can either
encourage or discourage ethical behavior. The pressure to
conform to a group's behavior can be strong but must be
aligned with ethical standards.
Leadership and Role Models
Ethical leadership sets the tone for an organization. When
leaders model ethical behavior and decision-making, it can
positively influence employees and the business's ethical
culture.
External Pressure and Incentives
Ethical leadership sets the tone for an organization. When
leaders model ethical behavior and decision-making, it can
positively influence employees and the business's ethical
culture.
Chapter 4: Ethics First, Then Customer Relationships
D. Management's Ethical Responsibilities:
Setting the Ethical Tone:
Ethical leadership is the foundation for an organization's ethical
culture. It is crucial for management to lead by example,
displaying integrity, honesty, and fairness in all actions.
Ethical Decision-Making:
Management is often faced with difficult decisions. Ethical
responsibilities involve making choices that prioritize the long-
term welfare of all stakeholders, not just immediate financial
gains.
Creating an Ethical Culture:
Management must work to create an environment where ethics
are valued and upheld throughout the organization. This
involves establishing clear ethical standards, providing ethical
training, and encouraging employees to speak up about ethical
concerns.
Monitoring and Enforcement:
Management is responsible for monitoring the organization's
ethical compliance, and when necessary, taking action against
unethical behavior. Ethical violations should be addressed
promptly and fairly.
E. Ethics in Dealing with Salespeople:
1.Fair Compensation and Treatment:
Companies have an ethical responsibility to provide fair
compensation and treatment to their sales teams. Salespeople
should be rewarded based on their performance, not exploited
through unfair compensation models.
2.Truthful Product Information
Salespeople must provide accurate and truthful information
about the products or services they represent. Misleading
customers, even if it leads to short-term gains, is unethical and
can harm customer relationships.
3.Avoiding Exploitation
Management must ensure that salespeople are not pressured
into unethical practices or pushed to meet unrealistic targets
that encourage unethical behavior.
4.Ethical Sales Training
Companies should provide ethical sales training to equip
salespeople with the skills and knowledge they need to
navigate ethical challenges they may encounter.
F. Ethics in Dealing with Customers:
Honesty and Transparency:
Ethical behavior in dealing with customers involves providing
honest and transparent information about products and
services. This includes disclosing any limitations or potential
downsides.
Respecting Customer Privacy
Companies must respect customer privacy and protect their
data. Ethical behavior means securing customer information
and using it only for its intended purpose.
Fair Pricing and Billing:
Pricing and billing practices must be transparent and fair.
Hidden fees, price gouging, or deceptive billing practices are
unethical and can damage customer trust.
Responsive Customer Service
Ethical behavior extends to customer service. Treating
customers with respect, empathy, and prompt attention to their
concerns is essential for maintaining positive customer
relationships.