The Role of

Selling
NADEEM AHMED
OBJECTIVES
After studying this chapter, you should be able to:

1. Understand the implications of production, sales, marketing and service

orientations
2. Appreciate why selling generally has a negative image
3. Know where selling fits into the marketing mix
4. Identify the responsibilities of sales and the sales role
5. Recognise the significance of selling as a career
Background
Nature and Role of Selling
Characteristics of Modern Selling
Characteristics of Modern Selling
1. Customer development, retention and deletion

2. Information management

3. Customer relationship management

4. Marketing the product

5. Problem solving and system selling

6. Satisfying needs and adding value

7. Selling today
Characteristics of Selling
 Success Factors for Professional
Sales People
1. Personable

2. Interactive

3. Focused

4. Listening skills

5. Information retention

6. Verbal and written skills

7. Organised

8. Able to overcome objections

9. Adaptive

10. Determination
Types of Selling
1. Order-takers

2. Order-creators

3. Order-getters
Types of Selling
1. Order-takers
1. Inside order-takers
2. Outside order-takers
Types of Selling
2. Order-creators
1. Missionary salespeople
Types of Selling
2. Order-getters
1. Technical support salespeople
2. Merchandisers
Image of Selling
1. Selling is not a worthwhile career

2. Good products will sell themselves and thus the selling process adds unnecessarily to costs

3. There is something immoral about selling, and one should be suspicious about those who
earn their living from this activity
The Nature and Role of Sales
Management
Sales and Marketing Orientations
1. Selling orientation

2. Production orientation

3. Product orientation

4. Marketing orientation

5. Service orientation
Conclusions
Your best quote that reflects your
approach… “It’s one small step for
man, one giant leap for mankind.”

- NEIL ARMSTRONG