Chapter 1.
Selling:
Past, Present, and Future

• Building Relationships Customer Relationships
  Won’t go out of fashion
  New Model of Selling	Coddle the customer Value added services Characterized by repeat sales and referrals Increased customer retention Goal of complete customer satisfaction Everybody’s responsibility

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• Introduction
  Selling can be one of the most exciting and satisfying career choices
  Managing a Sales Force Involves	recruiting, hiring, training, supervising compensating motivating
  Working with people is the key

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• A Historical Perspective on
  Personal Selling

• The Past

  Artisans were some of the first

  Caveat Emptor Sold their own products

  Industrial Revolution

  Mass produced products had to be moved "Anything to get the sale" was the rule Selling first considered an art – born with the right personality

  1950s - The post W.W.II prosperity

  Birth of the marketing concept Birth of professionalism in selling

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• The Present and Future
  Distorted views on personal selling
  Selling	is a job, not a profession or a career. success comes from lying and deceitfulness brings out the worst in people. is for psychologically maladjusted people. is for arrogant and overbearing people is a degrading and disgusting life means pretending all the time. creates repulsive personal relationships. benefits only the seller. is like prostitution. One sells all personal values for money. is no job for a person with talent and brains.

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• The Benefits from Personal Selling

  Introduce new products Provide jobs Provide feedback

  Contributes to the economy and individual customers by:

  Educating the prospect and demonstrating product benefits. Providing savings commensurate with mass production. Meeting the social needs of the public by selling safety features and related product advantages. Assisting the prospect in the decision-making process. Providing mass markets, thus contributing to higher employment. Bringing goods and services to the attention of the prospect, thus providing utility to both buyer and seller. Contributing to mass production capacity, thus providing the industry base for national security. Making new products and services exciting to the prospect, thus building desirability. Adding to competitiveness and encouraging product improvements and innovations. Adding to consumer income by stimulating the consumption-employment-consumption cycle. Adding value to products because of increased knowledge of product uses and benefits. Communicating the changing needs of society to the company and consequently stimulating the company to change or add new products. Exposing the undesirable practices of competitors and thus enhancing the ethics of industry. Generating competitive pressure to improve operating practices and reduce costs.

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• The role of Personal Selling In the Marketing Mix

  Part of "Promotion" Depends on the target market Typically plays the greatest role in business-to-business The elements in the marketing mix and the promotional mix should be utilized in a consistent, congruent manner

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• Opportunities in Personal Selling
  Greater than ever Earnings opportunities are excellent Opportunities for advancement are very good Good starting salary Opportunities for advancement are good
  Dual Career Track	Sales Sales management
  Provides an understanding of the companies: Products Customers

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• Opportunities in Sales Management

  Fast track for college students into management Good opportunities for men and women to move into management Provides an opportunity to work with marketing and human relations skills Often requires the sales manager to run his/her district like a company

  Excellent opportunities for men and women of all ethnicity

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