1. Introduction to Selling

2. What is Selling?
The AMA defines Selling as “the personal or impersonal process of assisting and/or persuading a prospective customer to buy a commodity or a service or to act favourably upon an idea that has commercial significance to the seller.”

3. Selling is persuasion
One has to sell when one does not have the direct power to compel a person to do something

4. Leadership requires persuasion
All great leaders are great sales persons

5. Selling is more than a profession
It is a way of life. We are all in the field of selling

6. Selling is a necessity.
Because of competition. Society has determined that sales people must be offering something of value; otherwise it would have eliminated salespeople. In fact the nature of selling has changed over the years.

7. Why choose a selling career?
Wide variety of selling jobs available?
Freedom of being on your own
The challenge of selling
The opportunity of advancement
Rewards from a sales career

8. The nature of selling has changed
Salesmen duties are forever changing. If they do not change they could find themselves non-essential

9. “You may finish school, but you can never finish your education”
Education does not guarantee a successful career. Adaptability, flexibility, coping with change, embracing technology are some of the parameters for a successful selling career.

10. Things that you might have to do in selling
Convince
Persuade
Inform
Argue
Cajole
Guide
Lead
Negotiate
Solve
Provide

11. Role of a Sales person in Society
Intelligence Agent
Possessor of technical knowledge
Dispenser of innovation
Catalytic agent in consumption process
Service Function

12. Myths about selling Sales people are born, not made
Good sales people are good talkers
The good sales people can sell anything
A good sale person can sell to anyone
Selling is living is ‘one big party’
The good sales person never takes ‘No’ for an answer
The locker room syndrome
Selling is a bag of tricks
People don’t want to buy
The ‘get rich quick’ illusion

13. Characteristics of a good salesperson
Appearance – Clothing, grooming
Voice and Conversation habits – friendliness, warmth, personality, talking too fast, mumbling, monotonous, overuse of slang, unenthusiastic, earnestness
Manners and mannerisms – shaking hands, nervous gestures, common courtesies, smoking
Some helpful personality elements – intelligence, tact, ‘sales sense’, dependability, assertiveness, self-confidence, vocabulary, imagination, determination, self-management, responsibility
Listening Skills – ‘Talking is sharing; but listening is caring’. Listening gets us reciprocity.

14. Some personality traits and habits to overcome
Criticism of others
Arguing
Clumsy attempts at humour
Laziness
impatience

15. Product Knowledge Customers buys benefits, not products
Product applications as required in the customer’s sphere of activities.
Knowledge inspires confidence, and confidence inspires confidence in customers
You must be a walking encyclopaedia on your product
“The typical prospect is interested in just one thing – what the item you are selling will do for him or her.”

16. No Selling without Buying
A sale is made not in the mind of the sales person, not over the counter or desk, but in the mind of the buyer