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SAL301 - Chapter 1

The document outlines the development and role of selling within marketing, emphasizing its strengths such as interactivity and adaptability, as well as weaknesses like high costs and variability in salesperson expertise. It also highlights key skills for successful selling, the importance of empathy and communication in sales careers, and discusses modern selling characteristics and marketing strategies. Additionally, it includes learning objectives and group discussion topics related to selling and marketing concepts.

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lethuha150703
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24 views20 pages

SAL301 - Chapter 1

The document outlines the development and role of selling within marketing, emphasizing its strengths such as interactivity and adaptability, as well as weaknesses like high costs and variability in salesperson expertise. It also highlights key skills for successful selling, the importance of empathy and communication in sales careers, and discusses modern selling characteristics and marketing strategies. Additionally, it includes learning objectives and group discussion topics related to selling and marketing concepts.

Uploaded by

lethuha150703
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Development

and
role of selling
in marketing

04/25/2025 PRESENTATION TITLE 1


Learning
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. Recognise the role of selling as a
career
04/25/2025 PRESENTATION TITLE 2
Strengths of personal
selling
 Interactive: questions can be answered and
objections overcome
 Adaptive: presentations can be changed to meet
customer needs
 Complex arguments can be developed
 Relationships can be built because of its personal
nature
 Provides the opportunity to close the sale .

04/25/2025 PRESENTATION TITLE 3


Weaknesses of personal
selling
 Sales calls are expensive compared with other
communications media (e.g. a visit to a business
customer is far more expensive than sending an
email)
 The experience and expertise of salespeople are
varied
 It is difficult to standardize input and human
behavior as people, whether consciously or not, can
be inconsistent
 Training can be costly and it needs to be ongoing
04/25/2025 (e.g. new employees PRESENTATIONneed
TITLE training, while 4
The characteristics of
effective sales managers

04/25/2025 PRESENTATION TITLE 5


Top ten 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 objections
9. Closing skills
10.Personal planning and time management skills.

04/25/2025 6
Selling as a career
1. Empathy and an interest in people: such a skill will help in more
accurately identifying customers’ real needs and problems in terms of
thinking oneself into the other person’s mind and understanding why
the customer feels as they do.
2. Ability to communicate: this means an ability to get a message
across to a customer and, more importantly, an ability to listen and
understand.
3. Determination: although the salesperson must be able to take no for
an answer, this should not come easily to someone who wants to
succeed in selling
4. Self-discipline and resilience: most salespeople spend much of
their time unsupervised and, apart from seeing customers, they are
alone.

04/25/2025 PRESENTATION TITLE 7


Skills succeed in selling
Listen without an agenda, Sincer
it’s not about your needs ity

Serve others by Don’t try to talk


asking questions Skills to someone into
that will assist them
succee something, listen
d in to what they
in making a wise selling
buying decision Aski SEA Ethi want
ng cs
In-class discussion

When we have to listen? (situations, kinds of customer?)

When we have to ask question?

04/25/2025 PRESENTATION TITLE 9


Sales versus market orient
ation

04/25/2025 PRESENTATION TITLE 10


The marketing mix and
proposed extensions of 4Ps

04/25/2025 PRESENTATION TITLE 11


Group Discussion

- Group 1 and 3: Characteristics of modern selling & the product life


circle curve

- Group 2 and 6: Types of selling and the adoption of innovations

- Group 4 and 5: Marketing strategies and Sales management and


the simple break-even chart

04/25/2025 PRESENTATION TITLE 12


Characteristics of modern
selling
80/20 Internet
KAM Research
Information

Innovation
Identification of needs
Salesperson’s roles in Win-Win situation
win-win situation Organizational structure
KAM

The role of a salesperson


Identify problems
Determine needs
Propose
Implement effective solutions
04/25/2025 PRESENTATION TITLE 13
Types of selling

04/25/2025 PRESENTATION TITLE 14


Marketing strategy and
sales management

04/25/2025 PRESENTATION TITLE 15


The product life-cycle curve

04/25/2025 PRESENTATION TITLE 16


The adoption of
innovations

04/25/2025 PRESENTATION TITLE 17


The simple break-even
chart

04/25/2025 PRESENTATION TITLE 18


The demand curve

04/25/2025 PRESENTATION TITLE 19


Thank you

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