CHAPTER 6 PREPARATION FOR SUCCESS IN SELLING

CHAPTER 6
PREPARATION FOR
SUCCESS IN SELLING

EXCELLENCE
Is never an accident. Is contagious. Is important because it is everything.	Demands commitment and dedication from organizational leadership. Is inspirational Is an organization's life line.

PREPARING TO SELL
Academic preparation	Orients us to the business world Acquaints us with managerial and organizational styles Acquaints us with various types of problems or opportunities that face corporations
Involves three areas	Product knowledge Motivation and goal setting Knowledge of the sales process

PRODUCT KNOWLEDGE Know everything.
The Product Itself	External characteristics How to use All available options Adaptability
Performance	Life expectancy Tolerance to wear and stress Maintenance and supplies needed.
Manufacturing	How is it made Quality control
Distribution Channels	Distribution strategy. Pricing policies Media support Target markets
Service Available	Service policies Service personnel

Application of Product Knowledge	Know when to use it. Can be a hindrance if you talk too much Don't assume that it is solely the company's responsibility to educate you.
Information About the Company	History Product evolution Present customers
Benefits of Gaining Product Knowledge
Gives you pride self confidence in the product Gives you self assurance Allows you to diagnose the customer's problems Enables better customer service Gives you an air of competence Can sell to experts and to beginners

Knowledge of the Competition Differential Competitive Advantage
Product Superiority		Service Superiority
Versatility Efficiency Storage Handling Time Safety	Appearance Design Mobility Packaging Life Expectancy Adaptability	Delivery Inventory Credit Training	Merchandising Installation Maintenance
Source Superiority		People Superiority
Time Established Competitive Standing Community Image Location Size Financial Soundness Policies and practices		Personal knowledge and skill Knowledge and skill of support people Integrity and character Standing in the community Flexibility of call schedule Interpersonal skills Mutual friends Cooperation

Sales Force Automation - Computers in Selling

85% of the sales force will become automated in the nineties
The Virtual Office is carried on a computer

The Impact of Technology Tools

Personal Productivity	Laptops Pen based computers Palmtops Contact Management Software Mapping programs and GPS Calendar and scheduling Geodemographic segmentation Smart Card Reader
Improved Communication	E mail Internet and videoconferencing Telecommuting
Transactional Processing	Electronic data interchange for order processing Corporate contact management Online databases for ordering
Product Positioning	Marketing strategy built around benefits important to customers. Emphasis on service Focusing on the few attributes that really set you apart means you can’t be all things to all people. Keep an eye on how your competitors are positioning themselves. Positioning: The Battle for Your Mind
Integrated Marketing	A computer system that coordinates the marketing elements and provides feedback for measurement. Using computer databases to coordinate all marketing function Combining demographic characteristics with geographic variables to develop clusters of similar individuals. Modules within a firm use common information to deliver communications tailored to the market needs Account management software facilitates relationship selling because it allows salespeople to match corporate capabilities against the needs of the customer.
Databases	a collection of related records or transactions. storing customer and prospect information on a computer.

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MOTIVATION
The impetus to begin a task The incentive to expend time The willingness to persist until the job is done. Motivation can come from without or within the individual
Fear Motivation
Advantages	Disadvantages
It protects us from self destruction or harm It protects society It is sometimes the quickest way to get a reaction. Easiest form of motivation Gets results because the person will do what you ask for fear of loss	It is external. Take away the source and the fear disappears. It is temporary. It can eventually be tuned out. It is negative if we act to avoid punishment rather than by choice. Motivation based on intimidation. Always results in inner anger and resentment Usually results in “when the cat is away, the mice will play.”
Use if person in power can not create a climate for other types of beneficial motivation. Sometimes the threat of loss or punishment for motivation must be used, but should only be used when all other methods have failed.
Incentive Motivation: money, perks, prizes
Advantages	Disadvantages
If the reward is desirable then sellers will go for it. It is positive.	It is external. Comes from the boss not the self. It is temporary If the reward is not desirable then nothing happens Incentives evolve into rights instead of privileges
CAUSAL MOTIVATION
Occurs when an environment is created that causes people to: WANT to work Be the best they can be. As the title implies, causal motivation is working toward a “cause.” People will work their hardest for something or someone they believe in. There must first be a cause in which your team can believe The environment must be created that will cause the team to want to work toward the vision or goal. Answer the question “What’s in it for me?” People want a return on their investment of time, talent, money, etc. To expect people to work for you cause and your shareholders’ cause, without concern for their dreams and goals, is blindness to the way we are. People do things for their reasons, not yours.
Attitude Motivation: Self Motivation
Advantages	Disadvantages
Internal Based on strong self image. Is the result of choices. Conformity is a decision. No decision is a decision. Permanent

DESIGNING YOUR OWN SELF-MOTIVATION
Personal goals is the single most important tool
Various Perspectives Motivation - Psychological Self-Help Goal SettingTips GOALS AND GOAL SETTING Goal Setting Handbook Goal Setting - Powerful Written Goals In 7 Easy Steps! Goal Setting Articles Time Mananagement Free Tips for 1999 from the G.A.L.S. Goal Setting Workshop Goalmap - Set personal goals to improve and balance your life Where are you going? - 10/15/98 Setting Your Goals Techniques and Strategies for Managers and Supervisors from The Economics Press, Inc. DYNAMICS OF LEADERSHIP, INC. Goal Setting - Strategies for a Balanced Life Goal Exercises - developing personal visio
Sincere Desire differentiates between a wish and a goal.

The Million Dollar Personal Success Plan
Crystallized Thinking	Know exactly what you want Goals must be written and dated
A Written Plan of Action with Deadlines	You know exactly what to do next Gives you the time frame Draws out your potential Helps maintain a positive attitude Helps eliminate distractions
Supreme Confidence	Enables undertaking challenging goals. Converts problems into stepping stones Builds your credibility Is your greatest source of security.
Dogged Determination	Allows you to ignore thoughtless comments Allows you to ignore disapproval Keeps you calling on difficult customers. Gives you creative freedom.
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SUCCESS AND THE TOTAL PERSON
Success	Is the progressive realization of worthwhile predetermined goals Is progressive throughout life Is different for different people
The Wheel Of Life Trying to achieve balance in the areas of	Financial and Career Social and Cultural Physical and Health Mental and Education Family and Home Spiritual and Ethical