Development and Role of Selling

in Marketing (1 of 2)

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 The Nature and Role of Selling
 The simplest way to think of the nature of
selling is that its function is to make a sale
 Characteristics of Modern Selling:
 Customer retention and deletion--80/20 ratio
 Database and knowledge management--new technology internet, mobile
and laptop
 Customer relationship management--long relationship, win to win
 Marketing the products--marketing activities
 Problem solving and system selling--knowledge about any problem
 Satisfying needs and adding value

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Characteristics of Modern Selling

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 Success Factors for Professional
Salespeople
 The top ten success factors in selling:
 Listening skills
 Follow-up skills
 Ability to adapt sales style from situation to situation
 Tenacity – sticking to the task
 Organizational skills
 Verbal communication skills
 Proficiency in interacting with people at all levels within an organization
 Demonstrated ability to overcome objections
 Closing skills
 Personal planning and time management skills

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Types of Selling

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 Types of Selling
 Selling job varies according to the nature of the
selling task.
 They are:
 Order-takers respond to already committed
customers
 Order- creators do not directly receive orders since
they talk to specifiers rather than buyers
 Order- getters attempt to persuade customers to place
an order directly
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 Order- takers: There are three types of order
takers. They are
 Inside order- takers – the sales person’s task is
purely transactional – receiving payments and
passing over the goods, telemarketing
 Delivery salesperson – the sales person’s task is
primarily concerned with delivering the product
example milk, newspaper
 Outside order takers visit customers , but their
primary function is to respond to customer
requests rather than actively persuade (replaced
by telemarketing)
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 Order – creators are called Missionary sales
people, their selling task is to educate and build
good will. Examples Medical representatives
call on the doctors to make them specify their
medicines to the patients, similarly even in the
building industry architects act as specifiers
 Order getters consists of those in selling jobs
where a major objective is to persuade
customers to make a direct purchase

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 Front-line salespeople:
 New business salespeople – whose task is to get
new customers
 Organizational salespeople whose main job is to
maintain close and long-term relationship with
organizational customers. The selling job
involve team selling
 Consumer salespeople sell physical products and
services to individuals example, cars, insurance
and rewarded with commission

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 Sales support salespeople:
 Technical support salespeople are group of order
getters who provide sales support to front- line
sales people
 Merchandisers provide sales support in retail
and wholesale selling situations example, give
advice on display, check stock levels and
maintain contact with store managers

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 Business to Consumer (B2C)
Marketing and Selling
 Consumer markets are markets where the
distinguishing characteristic is that customer is
purchasing products and services their own or
their family’s use.
 Fast moving consumer goods (FMCG)
 Semi-durable consumer goods
 Durable consumer goods
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 Business to Business (B2C)
Marketing and Selling
 Markets are characterized by often large and
powerful buyers, purchasing predominantly for
the furtherance of organizational objectives
 Markets for supplies and consumables
 Markets for capital equipment
 Markets for business services

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THANK YOU

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