What is sale ?

1- Def

Goal of sales : solving for the customer

• Activities that lead to the selling
• Broken up into different teams
• Based on the region they're selling to

2- Personal selling

https://www.toppr.com/guides/business-studies/marketing/personal-selling/ 

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• It is two-way communication : get instant feedback from the prospective buyer
• it helps build trust with the customer.
• more persuasive form of marketing
• direct selling helps reach the audience that we cannot reach in any other form

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• expensive method
• extremely labor intensive method
• very time consuming and costly process
• can only reach a limited number of people 

3- 10 success factors in selling 

• Personable
• Interactive
• Focused
• Listening skills
• Information retention
• Verbal and written skills
• Organised
• Able to overcome objections
• Adaptive
• Determination 

Charactéristics of selling

4- Charactéristics of modern selling : ASUBDS

• Adding Value
• Solution selling
• Use of social media
• Building customer relationships
• Database and product knowledge management
• Selling the product

Industry & academic types of selling

5- 10 types of sales in the industry

• Inside Sales

Sales teams engage with prospects remotely, more automated

• Outside Sales

Broker F2F deals with the prospect

Allow freedom and flexibility

• B2B Sales

Sell products to other businesses

Higher Value Sale, More Complex

• B2C Sales

Transaction between company & individual consumer

Can involve multiple deals with multiple customers

• Business Development Sales

BDM generate new business and qualify leads for the sales reps.

Sales reps then close the deal

• Agency Sales

Bringing on board a client so the agency can manage the project, Sales cycle typical 31-90 days

• Consultative Sales

Focus- build trust with customer

Solve for the customer do not focus on features only

• eCommerce Sales

Can the customer research your product, determine if they want it & purchase it online without needing to engage with the company?

• Direct Sales

Companies sell directly to consumers outside of traditional retail environments

Sellers may earn a commission

• Account Based Sales

Companies sell directly to consumers outside of traditional retail environments.

Sellers may earn a commission

6- Academic Types of Selling

 Order Takers 

inside Order Takers : without sales person, transactional, telemarketing sales teams : internet or phone

Outside-Order Takers : visit customers

Order creators

Missionary salespeople : educate and build goodwill, convince

Order guetters

Technical support salespeople : complex sales, sales support to frontline salespeople

Merchandisers : sales support in retail&wholesale, negotiation

B2B & B2C

7- Selling B2B and B2C

• B2B

Large, powerful buyers, Complex sales

Product that they are buying is usually critical to company

• Derived demand

• Demand for capital equipment for company’s own use (machinery, tools, IT, cars)

Types of submarket within B2B markets:

1.Market for supplies and consumables

2.Market for retail distribution

3.Market for capital equipment

4.Market for business services

• B2C

Purchasing for personal use – motive is personal

Number of different submarkets within B2C

1.FMCG – product bought often, non-durable, relatively low cost

2.Semi Durable Consumer Goods

3.Durable Consumer Goods-

8- Characteristics/Traits you need to be a good salesperson

• Empathy.
• Confidence.
• Honesty.
• Persistence. ...
• Understanding of Value.
• Patience.

Selling orientation

Def:

Problem: customers who are looking to buy, are met with many suppliers to chose from. This situation is made worse when demand is low (small number of customers for this product but a lot of suppliers)

9- Production orientation

• Focused on producing goods/services, high production efficiency through large scale production of standardised items

• Thought process- customers will buy products if they are a reasonable quality and available in large quantities at a low price

• Initiated by Henry Ford

• poor quality products may fail in the market when compared to quality products/products with greater benefits

10- Product orientation

• Quality and performance, innovation

• Problem:

oCould price itself out of market, could be forced to match competitors and additional features and benefits on offer may not be wanted or required by existing or potential customers

11- Marketing orientation

• find what the customer wants and then make it”

• Customer-led approach

• It is the only approach that favours an “outside-in” perspective

•This approach is underpinned by 3 key elements: customer focus, competitor focus and internal co-ordination

12- Service orientation

• Moves from product to servicing the customer

• Intangible element

• Satisfying external agents

Goal : main source of competitive advantage in a service orientated company