2. CHAPTER OVERVIEW: THE GOLDEN
RULE: KNOWLEDGE
• Be an expert on everything associated with your
product(s)
• Use wisdom when applying knowledge
• Remember, customers rely on you to truthfully provide
knowledge and wisdom
• Realize that people do not care how much you know
until they know how much you care
3. JOB SEARCH
I M P L I C AT I O N S
• Pulse provides daily stories
from your industry
• You can follow influencers to
gain a POV
• In an interview, you should
ask more questions than they
do
• Understand their business,
their challenges, before you
even walk in the door
6. KNOWLEDGE
BUILDS
R E L AT I O N S H I P S
• Knowledge increases a
salesperson’s confidence
• Knowledge increases a
buyer’s confidence in
salesperson
• More knowledge leads to
more sales and more
relationships
8. KNOW YOUR
C O M PA N Y
• General Company
Information
• Company growth and
accomplishment
• Policies and procedures
• Production facilities
• Service facilities
10. KNOW YOUR
PRODUCT
• Product knowledge may include:
• Performance data
• Physical size and
characteristics
• How the product operates
• Specific features, advantages,
and benefits of the product
• How well the product is
selling in the marketplace
11. KNOW YOUR RESELLERS
• Understand the channel of distribution
• Know as much about each channel member as possible
• Likes and dislikes of each channel member’s customers
• Product lines and the assortment each one carries
• When each member sees salespeople
• Distribution, promotion, and pricing policies
• What quantity of which product each channel member has purchased
in the past
12. ADVERTISING AIDS
SALESPEOPLE
• Main ingredients of a firm’s promotional
effort
• Types of Advertising Differ
• National advertising
• Retail advertising
• Cooperative, or co-op, advertising
• Trade advertising
• Industrial advertising
• Direct-mail advertising
• Internet advertising
13. WHY SPEND MONEY ON ADVERTISING?
• Companies advertise because they hope to:
• Increase overall sales and sales of a specific product
• Give salespeople additional selling information for sales
presentations
• Develop leads for salespeople through mail-ins and ad response
• Increase cooperation from channel members through co-op
advertising and promotional campaigns
• Educate the customer about the company’s product
14. WHY SPEND MONEY ON
A D V E R T I S I N G ? , C O N T…
• Inform prospects that a product is on the market and
where to buy it
• Reduce cognitive dissonance over the purchase
• Create sales or pre-sell customers between sales calls
15. SALES
PROMOTION
G E N E R AT E S S A L E S
• Consumer sales promotion
• Trade sales promotion
• Point-of-purchase (POP)
displays
• Shelf positioning
• Shelf facings
• Premiums
• Sales promotion on the Internet
16. W H AT ’ S I T
WORTH? PRICING
YOUR PRODUCT
Maximum Profit
• Price refers to the value or
worth of a product that
attracts the buyer to
exchange money or
something of value for the
product
Competitive Pressure
Minimum Price to Break Even
19. B E F O R E S A L E S F O R C E : W H AT
SALESPEOPLE NEED TO BE SUCCESSFUL
• Customer/ Prospect profile.
• Lead tracking.
• Call reports.
• Sales forecasts.
• Sales data analysis
• Sales presentation.
• Time/territory management.
• Order entry.
• Travel and expense report.
• Checking inventory/shipping status.
20. KNOWLEDGE OF TECHNOLOGY ENHANCES
SALES AND CUSTOMER SERVICE
• Personal Productivity
• Contact management
• Calendar management
• Automate sales plans, tactics, and tickets
• Geographic information system
• Computer-based presentations
21. KNOWLEDGE OF TECHNOLOGY ENHANCES
S A L E S A N D C U S T O M E R S E R V I C E , C O N T…
• Communications with Customers and Employer
• Word processing
• E-mail
• Fax capabilities and support
• Customer Order Processing and Service Support
• Salespeople's mobile offices
22.
23. H O W C A N A S A L E S P E R S O N U S E E - S A L E S , D I G I TA L M E D I A
AND SOCIAL NETWORKING TO INCREASE SALES AND
CUSTOMER SERVICE?
• E-Sales is a strategic process of such as discovering the
desires of customers, distributing, promoting, using digital
media and digital marketing
• Digital Sales uses all digital media to develop
communication and exchanges with customers and
prospects
• Social Networking to connect for getting acquainted,
keeping in touch, to build a work-related network
• LinkedIn Ok - others - probably not
24. S I M P LY A S K
• How do you prefer to be contacted?
• Useful for sales
• Useful for in a job search
• Useful in your career
26. TYPES OF PRICES
• List price – standard price
• Net price – after discounts
• Zone price – based on geographical
location
• FOB (Free on Board) shipping point – buyer pays
• FOB destination – seller pays
29. EXHIBIT C: EXAMPLE OF MARKUP ON SELLING
PRICE IN CHANNEL OF DISTRIBUTION
30. W H AT I S T H E P E R C E N T M A R K U P ?
$1.00 = cost to retailer!
$1.00 = dollar markup!
$2.00 = selling price
31. W H AT I S T H E P E R C E N T M A R K U P ? ,
C O N T…
• It depends on whether you use
• Selling Price, or
• Cost
• Dollar markup is divided by either selling price or cost to retailer
• Selling price = 50%
• Cost = 100%
• We use selling price in calculating the percent of markup
