Development and Role of

Selling in Marketing

By: Dr. Waseem Hassan

Objectives
1. Understand the implications of production, sales and marketing
orientation
2. Appreciate why selling generally has a negative image
3. Know where selling fits into the marketing mix
4. Identify the responsibilities of sales management
5. Recognize the role of selling as a career
Nature and Role of Selling
• To make a “Sale”
• How it is done?
• Large Selling Budgets
Reasons are:
• Only link to the customer
• Failure because of Ineffective sales team
• Sales person is the company
• Different task in different situations
Strengths and Weaknesses of Personal Selling
+ Interactive
+ Adaptive ( Can be changed for every customer)
+ Complex arguments can be developed
+ Relationships
+ Opportunity to close the sales

- Sales calls are costly

- Experience and Expertise varies
- No standardization of inputs
- Training Cost
Characteristics of Modern Selling
• Customer Retention and Deletion
• Database and Knowledge Management
• Customer Relationship Management
• Marketing the Product
• Problem Solving and System Selling
• Satisfying needs and Adding Value
Characteristics of Modern Selling
Top 10 Success Factors in Selling
1. Listening skills
2. Follow-up skills
3. Ability to adapt sales style from situation to situation
4. Tenacity – Sticking to the task
5. Organizational skills
6. Verbal communication skills
7. Proficiency in interacting with people at all levels within an organization
8. Demonstrated ability to overcome objectives
9. Closing skills
10. Personal planning and time management skills
Types of Selling
Business to Consumer Markets
• Fast Moving Consumer Goods (FMCG)
Low financial outlays, frequently bought, non durable
• Semi-durable Goods
Financial outlays are higher, less frequency, durable
• Durable Consumer Goods
Considerable outlays, very less frequency, durable
Business to Business Markets
• Often large and powerful buyers
• Derived demand
• Geographically concentrated
• Customer’s high negotiation power
• Markets for supplies and consumables
• Markets for capital equipment
• Markets for business services
Selling as a Career
• Empathy and interest in people
• Ability to communicate
• Determination
• Self discipline and resilience
Image of Selling
• Selling is not a worthwhile career
• Good products sell themselves – No selling required
• Immorality
Demotivators in Sales Task
• Perceived low status
• Heightening Discomfort
• Work alone
The Nature and Role of Sales Management
• Emphasis on word “Management”
• Planning, organizing, leading and controlling
• Determining sales force objectives and goals
• Forecasting and budgeting
• Salesforce organization, salesforce size, territory design and planning
• Salesforce selection, recruiting and training
• Motivating the salesforce
• Salesforce evaluation and control
The Marketing Concept
• Production Orientation
• Sales Orientation
• Marketing Orientation
Implementing the Marketing Concept
Market Segmentation and Targeting
• Identification of market opportunities
• Gap identification
• Product design
• Focus on segments with high potential
The Marketing Mix
• Product
• Promotion
• Price
• Placement
Marketing Strategy and Management of Personal
Selling
Marketing Strategy and Sales Management