Selling is the way that you help customer

to buy product and services from your

business.The selling process creates a
realationship with customer*, identifying
the customer needs* and wants.

Direct Selling : Sales people directly deal with customer face

to face
Retail selling : Product are offered through a shop that
customers can visit (eg wall mart , superstores etc)
Agency Selling :an agent sells product and services on behalf
of the suppliers e.g. insurance agent
Telesales: product and services are directly sold on telephone
(eg call centres), also known as inside sales.
Door to Door selling :sales people visit potential customer in
their homes and sell them directly.
Business to business selling : business sales directly to
other business.
Mail order and online selling : Product and services are
directly sold on internet. Eg amazon , staples ,ebay , bbsm.

Selling keeps our economy moving

Businesses buy resources (natural, human,
capital) to be used in the production of goods
and services and sell to the market that wants
them

Manufacturers
Wholesalers
Retailers
Individuals and households

Selling promotes competition

All businesses compete for scarce customer
dollars
Sell the most products + satisfy customer needs
+ best prices = success
Develop new or improved products to make more
sales than their competitors

Selling affects employment

Jobs depend on making sales
Businesses grow, more salespeople are hired to
keep up with the demand of products
Example: Starbucks

Selling adds utility.

Products can be in the right place at the right time
Creating customer desire
Suggest accessories to go with an outfit

Selling helps customers determine needs

Enables customers to receive help with their buying
problems
Customers can determine their needs and select
products that are right for them

Selling creates desire for products

Create desire for new or established products
Determine customers needs, wants, and buying
motives
Explaining product features and benefits to
customers
Heightening their desire through the use of
demonstrations

Education and Training

Self-Motivation
Self-Confidence
Product Knowledge
Customer Knowledge
Ethics
Determination and Patience
Selling Skills
Belief in selling as a service
Communication Skills
Creativity
Personal Appearance

The simplest way to think of the nature and role of

selling (traditionally called sales-manship) is that its
function is to make a sale.
Companies spend large sums of money training
their sales personnel in the art of selling.
The reason for this attention to personal selling is
simple: in most companies the sales personnel are
the single most important link with the
customer.
The best designed and planned marketing efforts
may fail because the sales force is ineffective.
This front-line role of the salesperson means that
for many customers the salesperson is the
company.

As there are large costs associated with

recruiting, training and maintaining the sales
force, there are influential reasons for
stressing the importance of the selling task
and for justifying attempts to improve
effectiveness in this area.
The term selling encompasses a variety of
sales situations and activities. For example,
there are those sales positions where the
sales representative is required primarily to
deliver the product to the customer on a
regular or periodic basis.

The emphasis in this type of sales activity is

very different from the sales position where
the sales representative is dealing with
sales of capital equipment to industrial
purchasers.
In addition, some sales representatives deal
only in export markets whilst others sell
direct to customers in their homes.
One of the most striking aspects of selling is
the wide diversity of selling roles.

Mention of the word selling will prompt a

variety of response.
It will remind a high proportion of negative,
including immoral', dishonest, unpleasant,
degrading, wasteful
Is such an unfavorable view justified?
In fact the underlying attitudes to selling
derive from widely held misconceptions
about selling, some of which are outlined
below;

Selling is not a worthwhile career.

Good product will sell themselves and thus
the selling process adds unnecessarily to
costs.
There is something immoral about selling,
and one should be suspicious about those
who earn their living from this activity.

Some of the elements in the sales task that acts as a

demotivators;
1. Rejection and ego punishment
2. Keep the salesperson waiting
3. Psychological risk /loneliness

1.Rejection and ego punishment

Because of their perceived low status, salespersons

are constantly exposed to the possibility of rejection
and often have to suffer ego punishment such as
Being kept waiting
Appointments cancelled at short notice
Put downs from customers to which they cannot
adequately respond as buyers have the power in such
circumstances.

2.Keep the salesperson waiting

In B2B situations in particular, salespersons visit

buyers in their offices, so they are effectively working
in "foreign territory and might sometimes feel
uneasy when entering the premises.
The customer might keep the salesperson waiting,
thus increase discomfort.

3.Psychological risk
o

The salesperson tends to work alone, often staying

away from home for periods.
attraction is independence, but it can be a lonely
existence.
Thus, there is a certain amount of psychological risk
attached to such situations.

Selling is therefore not an easy task, and

those who are concerned to improve its
image must be more determined.
There are always corrupt individuals and
companies ready to trade on the ignorance
and innocence of unsuspecting customers.
These individuals are not salespeople: at
best they are misguided traders and at
worst criminals.

Selling then is not entirely blameless, but

salespeople are becoming more professionals in
their approach to customers.
Some of the worst excess in selling have been
restricted;
some
legally,
but
increasing
voluntarily.
To overcome some of these misconceptions,
selling needs to sell itself and the following facts
about selling should be more universally manner:
1. There is nothing immoral or dishonest
about selling or about those involved in
this activity.
2. Selling is a worthwhile career
3. Good products do not sell themselves

1.There is nothing immoral or dishonest

about selling or about those involved in
this activity.
As we all know that selling provides a
mechanism for exchange and through this
process customers 'needs and wants are
satisfied.
Furthermore, most people, at some stage,
are involved in selling-even if only selling
their skills and personalities in an attempt to
obtain a job.

2.Selling is a worthwhile career

Many of those who have spent a lifetime

in selling have found it to be a challenging,
responsible and rewarding occupation.
certainly a career in selling means meeting
people and working with them, and a selling
job often offers large carefulness in being
able to plan ones own work schedule.

3.Good products do not sell themselves

An excellent product may pass unnoticed unless
its benefits and features are explained to
customers.
What appears to be a superior product may be
totally unsuited to a particular customer.
Selling is unique in that it deals with the special
needs of each individual customer and the
salesperson, with specialist product knowledge,
is in a position to assess these circumstances
and advise each customer accordingly.

Selling has become more professional, so

too has the nature and role of sales
management. The emphasis is on the word
management.
Increasingly those involved in management are
being called upon to exercise in a professional
way the key duties of all managers, namely
planning, organizing and controlling.
The emphasis has changed from the idea that
to be a good sales manager you had to have
the right personality and that the main feature
of the job was ensuring that the sales force
were out selling sufficient volume.

Although such qualities may be admirable,

the duties of the sales manager in the
modern company have both broadened and
changed in emphasis.
Nowadays the sales manager is expected to
play a much more strategic role in the
company and is required to make a key
input into the formulation of company plans.
There is need to be familiar with the
techniques associated with planning,
including
sales
forecasting
and
budgeting.

The sales manager also needs to be familiar

with the concept of marketing to ensure
that sales and marketing activities are
integrated.
In many companies the emphasis is less on
sales volume and more on profits.
The sales manager need to be able to analyze
and direct the activities of sales force towards
more profitable business.
In dealing with a sale force, the sales
manager must be aware of modern
development
in
human
resource
management.

The role of sales manager may seem

difficult,
that
person
must
be
accountant, a planner, a personnel
manager and a marketer.
However, the prime responsibility is to
ensure that the sales function makes the
most
effective
contribution
to
the
achievement of companys objectives and
goals.

In order to fulfill this role, sales managers will

undertake specific duties and responsibilities.
The
determination
of
sales
force
objectives and goals.
Forecasting and budgeting
Sales force organization,salesforce size,
territory design and planning.
Sales force selection, recruitment and
training.
Motivating the sales force
Sales force evaluation and control.

Businesses use marketing in order to

increase sales in the long-term.
While marketing and sales are related in
business, they are not the same thing.
They both play a crucial role in the success
of most businesses and as a business owner
it is important to understand how they work
together.

Marketing is all about bringing people into your

store, to your website or getting them on the
phone.
This discipline involves grabbing the attention
of your customers and getting them to act.
Marketing is about reaching a target audience
and promoting your brand or products.
Marketing does not actually sell any products
but it does get the process started.
This process involves getting your business
message out to the public.

The sales process involves closing the

transaction after marketing begins the
process. With many companies, this part of
the process involves a highly-trained sales
staff.
The sales staff may work with customers who
come in the door or who call over the phone.
This process could also be programmed if
you are dealing with an online business.
The process of sales involves getting the
customer to actually part with their money in
exchange for a product or service.

Even though many advertising agencies

calculate many statistics on the direct
relationship between marketing and sales, it
can vary greatly.
Just because you spend more money on an
advertising campaign, that does not necessarily
mean that you will make more sales.
You might end up spending a lot of money on a
marketing campaign that does not work.
It is important to target only the customers who
you have a better chance of closing the sale
with.

Marketing and sales always have been a close

relationship, so close in fact that many have
confused the two as being the same.
Marketing is the method of bringing
customers to your business as well as making
others aware of your business, product, and
brand.
The sales staff needs to know what the
marketing department is telling the public.
The marketing department needs to know
which ads work the best at bringing traffic.

The marketing department people are seen

serious and analytical, always busy with
statistics and campaigns and meetings.
The sales people are breathless, always on
the go, always on the phone or going to meet
customers, always on the process of some
huge deal, some magic sale that would throw
the company's turnover way over the annual
target.