Manning SellingToday 7ce ch01

Chapter
01
Relationship Selling
Opportunities in the
Information Economy
Copyright © 2016 Pearson Canada Inc.
Learning Objectives
1) Define personal selling and
describe the three prescriptions of
a personal selling philosophy.
2) Describe the emergence of
relationship selling in the age of
information.
3) Discuss the rewarding aspects of a
career in selling today.
1-2
Learning Objectives
(continued)
4) Discuss the different employment

settings in selling today.
5) Explain how personal selling skills have
become one of the master skills needed
for success in the information age and
how personal selling skills contribute to
the work performed by knowledge
workers.
6) Identify the four major sources of sales
training.
1-3
Personal Selling Today
Involves person-to-person
communication with a prospect
It is a process of:
developing relationships;
discovering customer needs;
matching appropriate products with
those needs; and
communicating benefits through
informing, reminding, or persuading. 1-4
Strategic/Consultative
Selling Model
1-5
Emergence of Relationship Selling
in the Information Economy
Information economy – an
economy where there is an emphasis
on information processing.
1-6
(continued)
Four major developments:

1) Major advances occur in information
technology and electronic commerce
2) Information is a strategic resource
3) Business is defined by customer
relationships
4) Sales success depends on adding
value
1-7
(continued)
Value-added Selling - improving

the sales process to create value for
the customer by:
offering better advice and product
solutions,
carefully managing customer
relationships, and
providing better service after the sale.
1-8
Considerations for a
Future in Personal Selling
One of the largest job posting
categories online
Careers in selling offer:
Financial rewards
Recognition
Security
Opportunities for advancement
Approximately 10% of Canadian
workforce Copyright © 2016 Pearson Canada Inc.
1-9
Employment Settings
in Selling Today
Careers in sales include inside and
outside sales
Inside Salesperson – performs selling
activities at the employer’s location,
typically using the telephone and email
Take orders
Make calls on customers
Provide support for outside salespeople
1-13
Employment Settings
in Selling Today (continued)
Outside Salesperson – travels to meet
prospects and customers in their place of
business or residence
Inside and outside salespeople for

the same company often work
together and rely heavily upon each
other
1-15
Career Opportunities in the
Service Channel
Includes business-to-business and
business-to-consumer sales
Nearly 80% of Canadian labour
force is employed in the service
sector of the economy
Growth rate of service industry is
higher than for goods
1-18
Service Channel (continued)
Opportunities in various settings:
Hotel, motel, and convention centre
services
Telecommunication services
Financial services
Media sales
Real estate
Insurance
Business services
1-19
Business Goods Channel
Manufacturers employ sales and sales
support personnel in a variety of
different positions:
Industrial salespeople
Sales engineers or applications engineers
Field salespeople – regularly visit face-to-
face with new customers and current
customers
Missionary salespeople
1-20
Consumer Goods Channel
Well-trained salespeople can add value
to the traditional shopping experience
Retail salespeople
Direct salespeople – independent
contractors who represents manufacturers
selling products or services directly to
consumers, usually face-to-face but also via
the telephone or Internet
1-21
“Master Skills for
Success”
Emphasis on effective and adaptive
interpersonal interaction
Crucial to professional success
“Nonsales selling” people spend:
40% of time at work persuading,
influencing, and convincing others
inside the company
24 minutes per hour moving others
1-23
Knowledge Workers
Knowledge worker – individuals whose
work effort is centred around creating,
using, sharing, and applying knowledge.
Customer relationship Management:
Managerial Personnel
Professionals
Entrepreneurs
Marketing Personnel and Customer Service
Representatives
1-24
Managerial Personnel
Leaders are constantly involved in
capturing, processing, and
communicating information
Customer information is the most
valuable
Rapid growth in “executive selling”
Executive, Manager, or Administrator
1-25
Professionals
Several million in Canada
Must display good communication skills
and be able to build a relationship based
on trust
Business or client development is expected
 Lawyers  Dentists
 Designers  Counsellors
 Programmers  Doctors
 Engineers  Accountants and more
1-26
Entrepreneurs
People who want to start a new
business frequently need to sell their
plan to investors and others
Once open, owners rely on personal
selling to build their business
1-27
Marketing Personnel and Customer
Service Representatives
Customer Service Representative
(CSR) – knowledge workers who
process reservations, accept orders
by phone or other means, deliver
products, handle complaints, provide
technical assistance, and assist full-
time sales representatives
1-28
Learning to Sell
The principles of adaptive selling,
listening, and customer orientation can
be learned and applied by people whose
personal characteristics are quite
different
Corporate-Sponsored Training
Commercial Vendor training
Certification Programs (CSP)
College and university courses
1-29

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Chapter

4) Discuss the different employment

Four major developments:

Value-added Selling - improving

Inside and outside salespeople for

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