Sales 1

TRƯỜNG ĐẠI HỌC FPT CẦN THƠ
Session 1:
Chapter 1. Development and role of selling in marketing

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
SangVM.S1.C1.MKT301.SANGVM
Characteristics of modern selling
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 .
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 standardise input and human behaviour as people,
whether consciously or not, can be inconsistent
 Training can be costly and it needs to be ongoing (e.g. new employees
need training, while experienced employees may have picked up bad
habits and hence need to be monitored; all employees must be updated
in terms of new skills and expertise required)
Figure 1.1 Characteristics of modern selling
Success factors
for professional salespeople
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. Organisational 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.
Types of selling
Selling as a career
Key qualities that are generally recognised as being important:
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.
Selling as a career
Key qualities that are generally recognised as being important:
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.
Skills succeed in selling
Listen without an agenda, it’s not
Sincerity
about your needs
Serve others by asking Don’t try to talk

questions that will assist someone into
Skills to
them in making a wise succeed in something, listen to
buying decision selling what they want
SEA
Asking Ethics
The nature and role of
sales management
Table 1.3 the characteristics of effective sales managers
The marketing concept
The four main business philosophies are:
1. Selling orientation: consumers will not buy enough of the organisation’s products
unless the organization undertakes a large-scale selling and promotion effort.
2. Production orientation: Consumers will favour products that are available and highly
affordable, and that management should therefore focus on improving production and
distribution efficiency.
3. Product orientation: Consumers will favour products that offer the most quality,
performance and features, and that the organisation should therefore devote its
energy to making continuous product improvements’.
4. Marketing orientation: which holds that achieving organisational goals depends on
determining the needs and wants of target markets and delivering the desired
satisfactions more effectively and efficiently than competitors do.
The marketing concept
The marketing mix
The marketing mix and proposed extensions of the 4Ps

Source: Gummesson, 1994:8
The product life-cycle
Product adoption and diffusion
Relationship between sales and marketing
Company organisation chart, sales orientated company:
Company organisation chart, marketing orientated company:
Figure 1.10 Marketing

strategy and management
of personal selling (P.39)
Table 1.4 Marketing strategy and sales management
Figure 1.11 Sales buy-in of marketing strategies:
TRƯỜNG ĐẠI HỌC FPT CẦN THƠ
All best for You!

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TRƯỜNG ĐẠI HỌC FPT CẦN THƠ

Chapter 1. Development and role of selling in marketing

1. Understand the implications of production, sales and

Serve others by asking Don’t try to talk

The marketing mix and proposed extensions of the 4Ps

Company organisation chart, sales orientated company:

Company organisation chart, marketing orientated company:

Figure 1.10 Marketing

Table 1.4 Marketing strategy and sales management

Figure 1.11 Sales buy-in of marketing strategies:

All best for You!

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