1. CHAPTER 1
Developing a Personal Selling Philosophy

2. Learning Objectives To Understand: The definition of personal selling
The 3 prescriptions for a personal selling philosophy
The emergence of relationship selling in the Age of Information
The rewarding aspects of a sales career
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

3. Learning Objectives To Understand:
Different employment settings in selling today
How personal selling skills:
Have become one of the master skills in the Information Age
How personal selling skills contribute to knowledge workers’ work.
The four major sources of sales training

4. Personal Selling: A Definition
Person-to-person communication with a prospect
Personal selling is a process of
Developing relationships
Discovering needs
Matching products with needs
Communicating benefits
A process that adds value

5. Personal Selling: A Philosophy
Involves 3 prescriptions:
Adopt the marketing concept
Value personal selling
Assume the role of problem solver or partner
These are part of the Strategic/Consultative
Selling Model

6. Shift in Emphasis: The Information Age
FIGURE
1.2

7. Shift in Emphasis: The Information Age
Last 50 years economy shifting:
From emphasis on industrial activity
To emphasis on information processing
Four major developments:
Major advances: information technology and electronic commerce
Strategic resource is information
Business defined by customer relationships
Sales process depends on adding value

8. Considerations: Future in Personal Selling
Wide range of employment opportunities
Wide range of tasks = need variety of skills
Freedom to manage time & activities
Above average financial & psychic income
Opportunity for advancement
Opportunities for women

9. Employment Settings in Selling Today
Inside salespeople
Inbound
Outbound
Outside salespeople
Both inside & outside salespeople often work closely together

10. Selling Through Channels
Salespeople selling to consumers = “B2C” or business-to-consumer sales
Salespeople selling to businesses = “B2B” or business-to-business sales

11. Career Opportunities: Service Channel
Involve both “B2C” and “B2B” sales
About 80% of US labor force is employed in service sector.
Examples of service channel careers:
Hotel, motel, convention center
Telecom services
Financial sales
Media sales
Real estate
Insurance
Business services

12. Selling a Service: Verizon
See the Website

13. Career Opportunities: Business Goods Channel
Involve both inside & outside sales
Examples of business goods channel careers:
Industrial salespeople
Sales engineer or application engineer
Field salespeople
Missionary salespeople

14. Career Opportunities: Consumer Goods Channel
“B2C” sales
Includes both retail sales and direct selling
Abound in a number of product areas
Examples of consumer sales careers:
Automotive sales
Jewelry sales
Clothing sales
Computer sales
Any sales position to sales directly to the consumer

15. Selling Consumer Goods: Apple
See the Website

16. Knowledge Workers in the Information Economy
Knowledge workers = work effort is centered around creating, using, sharing, & applying knowledge.
Examples of knowledge workers include:
Managerial personnel
Professionals (Accountants, consultants, lawyers, architects, engineers, etc.)
Entrepreneurs
Marketing personnel and customer service reps

17. Learning to Sell: Four Sources
Corporate-sponsored training
Training provided by commercial vendors
Certification programs
College and university courses
“The principles of selling can be learned and applied by people whose personal characteristics are quite different.”

18. Learning to Sell: Corporate-based Training
Many firms have established programs
Millions spent in training each year
Salespeople among most intensively trained employees
Training for consultative selling = Few months to a year
Some web-based training usedc

19. Learning to Sell: Commercial Vendors
Sales Performance International
Integrity Systems, Inc.
Huthwaite, Inc.
Miller Heiman, Inc.
Achieve Global
Wilson Learning Worldwide
Dale Carnegie Institute, Inc.
Richardson eLearning

20. Learning to Sell: Commercial Vendors
See the Website

21. Learning to Sell: Certificate Programs
See the Website
Many salespeople are returning to the classroom to earn certification in sales or a sales-related area.

22. Learning to Sell: Colleges & Universities
Many community colleges & undergrad business schools offer sales training
Sales training an important part of MBA programs.
The University Sales Center Alliance estab. In 2002 to advance sales profession

23. Key Concept Discussion Questions
Define personal selling
Describe the 3 prescriptions of a personal selling philosophy
Describe contributions of personal selling to the Information Economy
Discuss the different employment settings in selling today

24. Key Concept Discussion Questions
Explain how personal selling skills have become one of the master skills for success in the Information Age
Explain how personal selling skills contribute to the work performed by knowledge workers
Identify the four major sources of sales training

25. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc.  
Publishing as Prentice Hall