Sales Chapter 1

Selling Today
Fourteenth Edition
Chapter 1
Developing a Personal
Selling Philosophy
ALWAYS LEARN IN G Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved
Learning Objectives (1 of 2)
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.
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved
Learning Objectives (2 of 2)
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.
Personal Selling: Definition and Philosophy
• Personal selling occurs when a company
representative interacts directly with a customer or
prospective customer to present information about
a product or service.
• The development of a personal-selling
philosophy includes three prescriptions:
– Adopt marketing concept
– Value personal selling
– Become a problem solver/partner
Figure 1.1 Strategic/Consultative Selling
Model
Figure 1.2 Emergence of Relationship Selling
in the Information Economy
Major Developments Affecting Selling
• Major advances in information technology and
electronic commerce.
• Strategic resource is information.
• Business is defined by customer relationships.
• Sales success depends on creating and adding
value.
Careers in Personal Selling
• Wide range of employment opportunities
• Activities performed by salespeople
• Freedom to manage one’s own time and activities
• Above average income
• Above average psychic income
• Opportunity for advancement
• Opportunities for women
Figure 1.3 How Salespeople Spend Time
Titles Used in Selling Today (1 of 2)
• Account Executive (AE)
• Account Representative
• Account Manager
• Relationship Manager
• District Representative
• Marketing Partner
• Regional Account Manager (RAM)
• Key Accounts Manager (KAM)
• Strategic Accounts Manager (SAM)
Titles Used in Selling Today (2 of 2)
• Sales Consultant
• Business Development Representative (BDR)
• Sales Associate
• Marketing Representative
• Territory Manager
• Channel Partner
• National Accounts Manager (NAM)
• Global Accounts Manager (GAM)
• Account Development Representative (ADR)
Sales Force Compensation
Table 1.1 Sales Force Compensation
Blank LOW AVERAGE TOP

PERFORMERS PERFORMERS PERFORMERS
Salespeople $57,403 $73,213 $101,629
Sales Managers $68,887 $84,525 $111,922
Strategic Account
$99,133 $121,246 $161,627
Managers
Source: Ahearne, Michael, Jeffrey Boichuk, Craig Chapman, and Thomas Steenburgh, “The 2012 Earnings Management
Practices in Sales and Strategic Accounts Survey,” Strategic Account Management Association, April 2012, p. 43.
Employment Settings in Sales Today:
Inside versus Outside Sales
• Inside salespeople • Outside salespeople
are those who travel to meet
perform selling prospects and
activities at the customers in their
employer’s location. places of business or
residence.
Figure 1.4 Selling through Channels:
Services Channel (1 of 3)
Career Opportunities: Service Channel
• Hotel, Motel, and Convention Center Services
• Telecommunication Services
• Financial Services
• Media Sales
• Real Estate
• Insurance
• Business Services
Career Opportunities: Business
Goods Channel
• Industrial Salespeople
• Sales Engineer or Applications Engineer
• Field Salespeople
Career Opportunities: Consumer
Goods Channel
• Retail Selling
• Direct Salespeople
Customer Relationship Management
(CRM) Systems (1 of 2)
• Many technology tools are available to today’s
salespeople.
• Customer relationship management (CRM) is a
software that records in one place the extensive
information necessary to understand a customer
and their needs and expectations.
Customer Relationship Management
(CRM) Systems (2 of 2)
• Leading CRM software company websites
include:
– Salesforce.com
– Netsuite.com
– Sugarcrm.com
– Saleslogic.com
– Siebel.com
Selling Skills: One of the
“Master Skills for Success” (1 of 2)
• People spend 40 percent of their time in
“nonsales selling” which involves persuading,
influencing, and convincing others in ways that do
not involve a purchase.
• Knowledge workers add value to information and
are focused on creating, using, sharing, and
applying knowledge.
Selling Skills: One of the
“Master Skills for Success” (2 of 2)
• Personal-selling skills
contribute in a
significant way to four
groups of knowledge
workers:
– Managerial personnel
– Professionals
– Entrepreneurs
– Marketing personnel
Learning to Sell: Four Sources
of Sales Training
• Corporate sponsored
training
• Training provided by
commercial vendors
• Certification programs
• College and university
courses
Sources of Sales Training
1.Corporate sponsored training. Hundreds of business
organizations, such as Apple Computer, IBM, Maytag,
Western Electric, and Zenith, have established training
programs.
2.Commercial vendor training. The programs designed by

firms specializing in the development of sales personnel
are another source of sales training. Some of the most
popular courses are offered by Richardson E Learning,
Acclivus Corporation, Wilson Learning Corporation, Miller
Heiman Inc., Dale Carnegie Training, and AchieveGlobal.
Sources of Sales Training
3. Certification programs. The trend toward increased professionalism
in personal selling has been the stimulus for this third type of training and
education.
Many salespeople are returning to the classroom to earn
certification in a sales or sales-related area.
For example, the Certified Medical Representatives Institute has
been empowering sales representatives who call on medical
professionals. The CMR certification program is designed to increase
sales performance.
4. College courses. The fourth source of sales training is personal-

selling courses offered by colleges and universities
Review (1 of 2)
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.
Review (2 of 2)
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.

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Selling Today

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2.Commercial vendor training. The programs designed by

4. College courses. The fourth source of sales training is personal-

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