retailsellingskillssession 2 - role of sales person, trading environment

SESSION 2 - ROLEOF SALES PERSON

+ TRADINGENVIRONMENT

Sales

Marketing Growth Communications

Personal Selling in Marketing Mix

Personal Selling

Personal selling involves the two-way flow of

communication between a buyer and seller, often in

a face-to-face encounter, designed to influence a

person’s or group’s purchase decision.

two-way??

face to face??

When to use Personal Selling

Some data on Personal

Salesmen

20% of the salespeople make 80% of the sales and 80%

of the commissions

10% of salespeople open 80% of new accounts

(“hunters”)

The top 10% of sales professionals today earn 5X, 10X,

15X and even 20X the average of the other 80%-90%.

They sell the product people want.

They convince people they want

the product they have to sell.

80% of Sales success is psychological.

Top salespeople are OPTIMISTS.

They have a positive mental attitude.

Successful Personal Sales people

Who would you hire??Joe has a 4.0 g.p.a.Also, he is a “slug”.

He is slovenly—conceited—surly--doesn’t bathe

too frequently—has no friends---yet his grades are

tops.

Bill has a 3.0 g.p.a.He is personable—well liked

—outgoing—a good listener—enjoys working with

others—and he bathes frequently.

Optimism is the result of 7 key

qualities of top sales people

1. They are ambitious.

A strong desire to gain a

particular objective;

specifically, the drive to

succeed or to gain fame,

power wealth, etc.

2. They are courageous.

Everyone is afraid.

The best salespeople do it

anyway! Ask for the sale…

The top people confront their

fears.

3. They are committed.

Caring is the key element in

successful selling.

Selling has often been defined

as a “transfer of enthusiasm”.

The more you believe in what

you sell, the easier it is for you

to convince someone else.

4. They see themselves more as

consultants than as salespeople.People accept you at the way you present

yourself.

Act like a consultant in everything you do and

say.

What does a consultant do?

F orbidden Phrases: “I DON’T KNOW.”

“NO.”

“WHY DO YOU NEED TO KNOW?”

“THAT’S AGAINST COMPANYPOLICY.”

“YOU’RE WRONG.”

“YOU’LL HAVE TO.”

“THAT’S NOT MY JOB.”

“WE’VE NEVER DONE IT THAT WAY.”

1% Die

3% Move Away

5% Seek alternatives

9% Go to the competition

14% Dissatisfied with product/service

68% Upset with the treatment they receive

Why Do Customers Stop Being

Customers?

5. They are prepared.

Pre-call research – do your homework-

mentally prepare.

Pre-call objectives –what are your goals?

Starting out? Break it down.

Post-call analysis –write down every

detail. When to re-contact.

Think what other approach could be used

to advance your prospect of success.

Three Keys to Preparation in Selling

6. They engage in continuous learning.

Read one hour in selling each day.

Listen to audio tapes in your car.

Take all the training you can get.

7. They are responsible.

1.Be ambitious.

2. Be courageous.

3. Be committed

4. Be professional.

5. Be prepared.

6. Engage in continuous learning.

7. Be responsible.

Seven Qualities of Top

Salespeople-summary

GAME.......YOUR ORDER,PLEASE

Stages of Personal Selling

Trading Environment

Megatrends Affecting Personal Selling

in Retail

1.Fitment with Employer

2. Grasping Customer's Attention

3. Dynamic Customer Expectations

4.Stock Location & Presentation

5.Customer Behavior & Layout

6. Merchandise Attraction & Impulse Purchase

7. Technology