Selling/Sales Test #1

The $332,000 Customer

"a customer is not a transaction; a customer is a relationship" Ex: because a loyal lifetime Cadillac customer buys that much from Carl Sewell -suggests that happy lifetime customers generate four or five other happy lifetime customers for you. So in fact, one Cadillac customer is roughly a $1,500,000 customer.

Key Characteristics of Relationship Selling

-discover and understand the customers' problems and needs -partner with your customers and become a valuable resource for information -demonstrate to customers how they can achieve their goals with your product or service -have a true conviction that your company, your product, and your services are the best for your customers -believe in yourself because a positive attitude makes it all work.

The tools in which winning strategies are fashioned are...

-partnerships -maintaining customer relationships -strategic alliances -social networking -global strategies

The Bottom Line

a company's survival will surely be compromised if common values are not established and acted upon if salespeople take casual views of the legal and ethical implications of their behavior. -short-term profits may be maximize by unethical behavior, but the company's very existence could be threatened if it were hit with huge fines or an unwanted exposure in the media -although short-term profits are important for both the company and its salespeople, the long-term success and good name of the company must always be the first priority

Enthusiasm

a distinction must be made between people who are enthusiastic about their product and those who are merely eager to take the prospect's money -enthusiam in salespeople is based on a genuine belief in the product and a conviction that it will serve the needs of the prospect -may be expressed as calm, quiet confidence or as excited activity. -real enthusiasm is highly attractive and reassuring to prospects

Purchase Decision

after evaluating all the alternatives discovered during the search process, the buyer is ready to make the purchase decision--actually, a whole set of decisions -buyers want to minimize their risk and simplify the decision-making process as much as possible. -find out how the product or service fits into the buyer's system by asking questions: who else will use it? How is it to be useful? Where? When? With what other products will it be used? -your role in assisting prospects to reach a satisfactory purchasing decision is what makes relationship selling such a rewarding and fulfilling career

Search for Alternatives

after recognizing the unsatisfied need, the buyer begins to search for information concerning the available alternatives -the search may involve both internal and external sources *internal search*: -makes use of the buyer's previous experiences, learning and attitudes, and often occurs without conscious effort. *external search*: -adds dynamics. it may require an extensive information search or a more limited search for alternatives -online buying provides more options bc customers can research and compare competing products.

Workplace Harassment

any act, including offensive remarks, unfavorable treatment, or creating a hostile work environment, that may also eventually lead to the employee leaving or being fired from the job. -for employees in organizations lacking sound policy practices, the negative impact from sexual harassment--including liability, embarrassment and lost productivity--can be extensive.

Analyticals

ask and control, and they are low in assertiveness and responsiveness. -they are highly task-oriented but soften that style with low assertiveness -dislikes involvement -they ask rather specific questions rather than direct people to do things -they are *technical specialists*, combining personal reserve and emotional control. -they are thinkers; they need time to assess and assimilate what they hear and see; they want to know just how things work and often say they want time to think things over; product information is crucial, know everything possible about your product and don't expect to hear them say much -tend to be highly logical, organized, and unsentimental. (likes organization and structure) -tend to be fact-oriented and value accuracy -they take a logical approach to responsibilities instead of relying on gut feeling or imagination -at their best, they are top flight planners and doers; they are effective for research and planning; valuable in executing logical, painstaking and profitable projects -at their worst, they are overly cautious and conservative (cautious in decisions and action) -they emphasize deliberation over action -wants to be right, so collects much data -works slowly, precisely, and alone -has good problem solving skills

Today's Corporations view sales training as an....

investment. -adequate training generates a desired return in the form of increased gross and net profits as well as improved cash flow. -companies know that it is essential to spend money on training productive salespeople who will be long-term assets to the organization. -buy providing intensive hands-on training programs, companies build confidence in their sales force, enabling them to make superior product presentations.

Goal Direction

the best salespeople stay focused on their goals through the course of their daily activities -have an understanding of how personal sales goals and organizational goals are interrelated, and they work to make both objectives happen. -often respond positively to incentives such as money, prestige, recognition, and pride of accomplishment, which they see as tools they can use to reach their overall goals. (they go all out to win these incentives)

Consumer Behavior

the set of actions that make up an individual's consideration, purchase, and use of products and services -includes both the purchase and the consumption of products or services -your role is vital in this process of matching the organization's offerings to the needs of the prospective buyer Ex: a retail salesperson working at Apple convinces a middle-aged couple to purchase a MacBook Air by emphasizing his parent's own enjoyment of and success with the product

The 85/15 Rule

when things go wrong in the field, there is an 85% chance the system is at fault. Only about 15% of the time can the individual salesperson be blamed. TQM means the organization's culture is defined by and supports the constant attainment of customer satisfaction, through an integrated system of tools, techniques, and training.

Sociocultural Influences

*Culture* -our cultural environment exerts a powerful influence on how messages are both sent and received -a large percentage of americans attach a positive connotation to concepts such as success, competition ,efficiency, freedom, and material wealth; however these are not universal -selling to and dealing with prospects from overseas demands cultural sensitivity *Global Perspective* (customs, physical environment, social class) -foreign cultures adhere to business customs, protocols, and body language used in basic communication that differs greatly from what is used in America. -if you want to sell to international customers, whether here or overseas, you must first establish *rapport* -insensitivity to others customers and ways of communicating may derail your best selling efforts -must be aware of the differences you will encounter with other outside the US and learn how to best use those differences to their advantage -must know how their language and gestures will be interpreted; body talk is not a universal language

Drivers

*Ex: Claire and Jay* tell and control, are high in assertiveness, and low in responsiveness. -they control others by telling them what to do and control themselves by remaining objective. -they are task-oriented and combine personal power and emotional control in relationships with others. -they are *control specialists* -exhibit minimum concern for the feelings of others -they consider yes people to be weak. stand up to drivers. sell to them by showing them what your product can do. -Drivers' feelings are not easily hurt bc they do not take things personally -tend to be intense, competitive, fast-paced, and goal-oriented -they pride themselves on the ability to get things done. they like to make things happen -they are willing to accept risks and want to know the estimated outcome of each option. (convince them that your proposed action works and that it will provide all the benefits you promise; they are more impressed by what they see and hear than by what others say about you or your offering) -they are action driven, resourceful, organized and pragmatic. (also tend to impose high standards on themselves and others; as a result they can see impatient or tireless) -they push to perfect their own skills but also invest time and effort in coaching other people in skill development. -likely to feel that any failure is evidence that others were not loyal enough or willing to work hard enough to make the project a success

Expressives

*Ex: Gloria and Cam* tell and emote. -like drivers, they are highly assertive, but they are also high in emotional responsiveness. -they attempt to tell people what to do, but place more emphasis on their relationships with people than they do on the task itself. -they are *social specialists* -likes involvement -exaggerates and generalizes -tends to dream and get others caught up in those dreams -jumps from one activity to another -works quickly and excitedly with others -seeks esteem and group identification -has good persuasive skills -motivated by recognition, approval, and success (you must compliment them; they desire success, but are recognition motivated; show them how to win; let them talk and they will often sell themselves; tell them who uses your product; testimonials from well known people or people they respect are important) -pride themselves on originality, foresight, and the ability to see the big picture. (they often see new possibilities and present fresh ideas and approaches to problems) -they thrive on spontaneity (their love for risk taking makes it easier for them to take a chance on your product)

Amiables

*Ex: Phil* -supports and actively listens to other -weak in goal setting and self-direction -likes close, personal relationships -they are *support specialists*, combining personal reserve and emotional expression. -submissive, people-oriented and willing to go along with the crowd -they need time to get to know you personally, so allow plenty of warm up time. -undisciplined in the use of time (slow in making decisions or taking actions) -agreeable in nature, they are also easily hurt; they want to be liked. -tend to be perceptive and observant individuals who are concerned with whether they like you, trust you, and can picture a positive long-term relationship with you. -dislikes interpersonal conflict -at their best, they are truly perceptive, skilled in communication, and empathetic listeners (good counseling and listening skills) -belonging to a group is important to them; seeks security

Build or Break a Relationship

*Partnership* is a positive word that makes customers feel that you are looking our for their best interests. -today's sales forces take time to get to know the customer's business situation, needs, cash flow issues, decision making process, and the competitive environment. -relationship salespeople create an information transfer, a support for client goals, and enthusiasm for their success. -the top salespeople have escaped the "selling" mentality and let the customer tell them their needs. *the precise mentality that will insure a company's survival:* -it isn't always about who has the better product or best price, but who can best provide solutions to the customers on a consistent basis, on their terms.

The Relationship Selling Cycle

*Phase One* -identifying a qualified prospect (search for someone with a need for the product or service, the ability to pay for it, and the authority to make a buying decision) -planning preapproach activities (establish a definite purpose for each sales call) *Phase Two* -approaching the prospect (treat prospects like individuals not carbon copies of everyone else; everyone is different; adjust your style and approach to how they act in the opening minutes of meeting them) -discovering needs (create an atmosphere within which an act of trust can occur; you don't talk prospects into a sale, you listen them into a sale) -making the presentation (prospects want to know about benefits rather than features; they won't buy if they are uncertain that what you're saying is true) -handling objections and gaining commitment (verbally clarify and confirm what both you and the client will do to make the solution work) *Phase Three* -service after the sale (what gives you competitive advantage; plenty of satisfied customers don't come back unless you create some kind of trust-bond relationship; clients must sense that you truly care about them; service after the sale is your way of expressing appreciation for their business) -MOST IMPORTANT PART OF THE PROCESS (prospecting, pre approach, approach, problem or need discovery (the interview), making the presentation, welcoming and uncovering objections, closing the sale and beginning the relationship, building loyalty by following up and earning trust)

Consumer Buying Motives vs. Organizational Buying Motives

*When we buy* -alleviate fear -secure social approval -satisfy bodily needs -experience happiness or pleasure -gain an advantage -imitate -dominate others -enjoy recreation -improve health *When organization's buy* -economy -flexibility -uniformity of output -salability -protection -utility -guarantees -delivery -quality

Common Communication Barriers

*Words* -even if you are your prospect use the same words, you are likely putting out different meanings -especially true when it comes to electronic forms of communication where it is difficult for the reader to interpret the true meaning of the words (noise is created when words are inappropriate or are written in a confusing manner) *Distractions* -any element of interruption that may focus the prospect's attention on something other than the message -phone calls, people walking in to ask you questions, and emergencies *Timing* -if a prospect has some sort of reason for not wanting to listen, no amount of communication skill of your part is enough. -some prospects need time to warm up before getting down to business; others want to get right to your proposal and skip the small talk *Technical Erudition* - information overload often complicates a message; prospects need time to process information -avoid using technical terms or jargon without clarification to appear personally knowledgable (this can lead the prospect to fail to see a need for the product or service) *Listening Habits* -if the prospect is a poor listener the salesperson is faced with a huge challenge -if the salesperson is a poor listener, who never picks up the prospect's cues that are the keys to wording the message for quick acceptance -becoming skilled in receiving feedback so that you can adapt your sales presentation to fit each individual buyers requirements

Continuous Quality Improvement: Total Quality Management

*a typical TQM program covers three main areas:* 1. the quality system 2. the process of continuous improvement 3. the development of the staff involved *TQM is an essential building block for relationship selling* -continuous quality improvement is a philosophy, an overall style of management that focuses on customer satisfaction

Trade Selling

*most common form of B2B selling; most predominant* primary responsibility to increase business from present to potential customers through merchandising and promotional assistance. -they usually deal with buyers who are resellers (wholesalers and retailers). -long-term relationships are important for success -in addition to delivering orders and replenishing inventory, this salespersons' tasks involve persuading the customer to provide additional shelf space, setting up product displays in the store, rotating stock as inventory is replenished, and perhaps conducting in store demonstrations or distributing samples to customers. *they are expected to generate increased sales by assisting the customer move a larger volume of inventory*

Order Takers vs. Order Getters

*order taker* -simply responds to requests and the order is a creative problem solver. -reacts to customers' expressed desires -responsive sales jobs may be either inside or outside (inside jobs include retail clerks in department stores; outside jobs are route salespeople who mainly service retail clients to deliver orders or replenish inventory) -may engage in suggestive selling--asking you to purchase an additional item. *Order getter* -creative sellers -requires ingenuity and the ability to generate demand for a product or service among potential buyers. -product may be tangible or intangible -*what we do; finding people that will buy your product and understanding the value they will get fro your product*

The Origin of Ethics

-an ethical standard is an outgrowth of the customs and attitudes of a society. -ethics is a systematic effort to judge human behavior as right or wrong in terms of two major criteria: 1. Truth 2. Justice -a society cannot exist unless people agree fundamentally on what is right and wrong, just and unjust. Ex: Wells Fargo Culture of cheating the customer -Bankers were told to cross-sell to customers and if they reached/open a certain number of accounts then they would be incentivized -Gave them initiative to open and charge accounts that the customers didn't authorize in order to reach the certain goal and get the incentives -Metrics were tied to the wrong incentives; incentivizing for the wrong reasons instead of rewarding for customer relations (Sales goals were not tied to the right outcome...it was about units, and minimally about client satisfaction.)

Ideas to Consider that may foster Ethical Behavior within an organization:

-codes of ethics that are effectively communicated are likely to result in greater ethical behavior -the presence and enforcement of codes of ethics have been found to be associated with higher levels of ethical behavior. -corporate goals and stated policies strongly influence managers' decisions on whether to act ethically or unethically -when a climate is created where ethical values and behaviors are fostered, supported, and rewarded, more ethical behavior will exist.

The Bases for Ethical Systems

-deontological base and teleological approach *Deontological* -the use of specifically stated rules -Ex: Ten Commandments, Golden Rule *Teleological* -in trying to determine a course of action in an ethical dilemma, the individual should assess what good or harm would come to the parties involved and follow the course of action that would have the most positive results for the most people. Ex: if employees perform actions that violate their company's stated rules--their managers would react more harshly if the outcome of the acts were negative rather than positive (punishment is less severe if management saw the outcome as "good")

What's it take to be good at sales?

-enthusiasm, sincerity, and empathy -goal directed -ability to ask questions -resourcefulness -administrative ability -initiative -perseverance -pleasant personality -genuinely caring about helping your clients

countless factors determine whether or not a prospect will make a decision to spend personal or company funds on a purchase:

-for physical products, one major determinant of a brand's competitiveness is how a product's package is perceived. -for organizations that sell a service without tangible packaging, much is then determined by how the company has marketed itself and marketed its list of services. -*the difficulty lies in measuring or projecting the marketplace impact of a particular design or branding system for your product or service* -major decisions to change a brand's appearance are often made on the basis of intuition or in response to competitive activity. In other cases, unnecessary redesigns may waster resources and risk confusing or alienating users. -brand usage and familiarity are powerful forces, and it is vital that your product of brand image appeal to the senses of your prospect, especially for higher priced items. -it does not end with the sale; salespeople must be equally concerned with consumer satisfaction after the sale

Organizations can gain several benefits when they adhere to a core set of ethical values embodied in a code of conduct:

-greater motivation among co-workers -a demonstrated respect for the law -improved business relationships *as a salesperson, you need to know where the company stands and whether its stand is consistent with your own. And the time to do this is before you're hired, not after.*

Attributes of Successful Salespeople

-include extroverts and introverts *Core Characteristics* -Enthusiasm -Empathy -Goal Direction -Ability to Ask Questions -Resourcefulness -Administrative Ability -Initiative -Perseverance -Pleasant Personality

Why do negative perceptions about the profession exist?

-it may be due to the fact that many people have had little opportunity to observe career salespeople at work. -our primary contact with salespeople has been with retail salespeople (many of whom have been put on the floor with little to no sales training), and the telemarketing reps that call you during dinner. (these are the models we see when we think of sales)

Importance of Sales Training

-more and more organizations suffer from a "skills supply chain" challenge. -Not only do more than 70% of organizations cite "capability gaps" as one of their top five challenges, but many companies also say that it takes 3 to 5 years to take a sales professional and make him/her fully productive. *this makes the right sales training is even more important if you want to shorten the amount of time it takes to get up and running in a sales career* *it is imperative for preparing for the future* -neglecting to train today will lead to a decline in economic growth tomorrow. -companies must see the importance of building up each individual salesperson, for the good of the entire organization. -*training is not just a good way to stay competitive, it can serve a bigger purpose by boosting your company's bottom line*

How does TQM fit into relationship selling?

-organizations get the outcomes they seek only when they successfully hardwire excellence across all operational areas, and one way to achieve this is through implementation of Total Quality Management. -TQM has a customer orientation, and it is an outside-in approach to business. -the center of all discussions is the customer, every one inside and outside the company is a customer. -TQM not only focuses on fostering healthy relationships with customers, but also on building connections within organizations. *Main Points* 1. Listen and learn from your customers and your employees 2. Continuously improve the partnership 3. Build teamwork by establishing trust and mutual respect 4. Do it right the first time to ensure customer satisfaction 5. Improve communication in your own company to broaden the utilization of your company's resources. Everybody is involved in the relationship.

Psychological Influences: It's All in Your Head

-perception (we perceive situations according to our own personal needs, values, expectations, past experience, and training) -mood of the moment -attitudes (bc they are used so often, they have become automatic and are used to save the time that would be required to think about a situation and make a decision; negative attitudes are a problem bc they are often unconscious) -self-image (often has a great deal of influence on a prospect's tendency to be a conspicuous consumer); (conspicuous consumption is a relatively new trend where consumers spend money on unnecessary and unproductive leisure expenditures and big-ticket items that are considered more "flashy" than practical; perhaps as a way to compensate for less than positive self image)

What Influences your own personal code of ethics?

-responsibility to self -responsibility to the company -responsibility to competitors -responsibility to customers -operating in a global environment

Classification of Sales Jobs

-sales jobs are so diverse that they fit a wide variety of personal needs and interests. -variety exists from industry to industry. -sales careers vary within the industry as well. Ex: the residential real estate salesperson is in a different world from that of the real estate developer who puts together multimillion-dollar projects office complexes or shopping centers. *4 Types of Selling:* 1. Trade Selling 2. Missionary Selling 3. Technical Selling 4. New Business Selling

Disadvantages of a Sales Career

-some people view a fixed salary as more secure than a commission-based income dependent entirely upon their direct performance in a given time period. (variable income) -some see the fluctuation in the economy as a deterrent to venturing into sales and would rather their own financial well being not be based on the stability of the global economic climate. -others dislike the irregular hours or the travel often required. -others prefer a line of work that doesn't require as much initiative or creative energy in order to get the job done. -being away from family -dealing with challenging people

Are there any fundamentals as to how to do this well?

-the need to *understand* the prospect's problems by asking the right questions at the right time -the need for appropriate *technical* and/or *product* knowledge -the need for *self-discipline* to execute a sales plan -the ability to translate product *features* into *benefits* (wedding ring to one person means something different than it does to the next person) -the desire to follow up effectively and consistently. (make sure clients are happy) *novice salespeople go for the features and the price of the product* -never assume you know anything about anybody (ex: rolex)

As different as sales jobs may be, they all share some basic similarities:

-the need to understand the prospect's problem -the need for appropriate technical and/or product knowledge -the need for self-discipline to relentlessly execute a sales plan -the ability to translate product features into benefits that resolve the prospect's problem

New Business Selling

-the nseeks out and persuades new customers to buy for the very first time. -they are extremely vital to firms putting their focus on sales growth -includes selling new products to existing customers or existing products to new customers -perseverance, empathy, ability to ask questions, initiative, and resourcefulness are vital to sales success for this category of salesperson. *Order Takers vs. Order Getters*

The Heart of Selling

-the sales profession is at risk but it will continue to grow once more salespeople realize that their job descriptions have changed (due to technology). They can no longer simply be order takers. Instead, they must see their role as being the ones to help customers find and develop new opportunities. -today's sales force must assume a far greater role in the success of their customers and clients--and relationship selling is the way to achieve that. -view yourself not as the conveyor of information, but as the developer of opportunities. -in the relationship process, the buyer requires advice and advanced expertise, and it is here that face-to-face selling has been and will continue to be the most effective channel to the customer. (even internet sales companies have created face to face sales forces to reach the segments requiring complex customized products and services) -*this new selling is all about value creation: How the selling process itself can be used to create value for the customer* -positioning yourself as a consultant and partner creates a more equal relationship with prospects and customers. -the willingness and ability to meet each client's needs is the cornerstone of building partnerships

Company Code of Ethics

-those aware of the existence of an ethics code in their organizations viewed their organizations as having more ethical values that those not aware of an ethics code. -respondents showed higher levels of commitment when they were aware of an ethics code in their companies. -implementing a code of conduct statement communicates to salespeople--and their customers--that companies have high moral standards.

Will we always need salespeople?

-widespread use of the internet is only increasing the need for relationship salespeople. -the trend in professional selling today is tower relationship, *problem-solving* selling. New selling is all about value creation: *how the selling process itself can be used to create value for the customer, and TRUST is key* -view yourself not as the conveyor of information, but as the developer of opportunities

Ethics in Modern Society

-you must be clear on your own ethical standards before getting caught up in something that escalates beyond your control. -unethical behavior is self-destructive; it generates more unethical conduct until a business or person hits rock bottom financially, spiritually, and morally.

Whistle Blowing

...sometimes the best policy may be to keep quiet until solid evidence can be accumulated against a wrongdoer -a word of caution....*inaction* can even be grounds for legal action I see something that's going on that isn't right and we need to get this fixed; if you notice something that isn't right you have the opportunity and the right to tell management (and they should fix it but if they don't you have the right to keep going up in the organization to get it handled) If you don't say something that can come back and get you too sometimes

4 Main Areas where fundamental differences exist between consumer purchasing and organizational buying:

1. *Decision Maker* -the ultimate consumer is the decision maker in a purchase -in an organizational setting, decisions are often made by a team, commonly referred to as a buying center -the *buying center* is an ad hoc, cross-departmental, decision-making unit consisting of al l individuals who play a role in formulating the purchasing recommendation 2. *Buying Criteria* -individual consumers have a limited set of factors to weigh in making a buying decision, whereas business markets often require products that are complex, expensive, and purchased in larger quantities 3. *Length of Relationship* -organizational buyers desire to stay with suppliers longer, to reduce the need for frequent negotiation. this interdependence underlies the need to build a long term relationship. as a result, many business buyers and sellers have formed what are referred to as strategic business alliances 4. *Buying Motives* -may be either emotional or rational -individual consumers often buy based on emotion and later attempt to rationalize their decisions -organizational buyers, however, rational motives are dominant though they take emotional motives into account as well

The Buying Center

1. *Initiators* -"we have a need" -Ex: copy machine breaks down and someone says "we need a new one" but they arent in charge of going out and buying a new one 2. *Users* -those who will actually use the product or service purchased -who is going to use the copy machine in the marketing department (as a seller you should be aware bc if they like it they will refer it to others) (Ex: a telemarketing sales force whose members will be the primary users of a proposed new telephone system) 3. *Buyers* -buyers have formal authority to make the purchase, such as the purchasing agent 4. *Influencers* -the individuals who provide information, directly or indirectly, throughout the buying process to members of the buying center. -"if you're looking for this you need to talk to this person, bc ive had experience with them and they're good" (ones that eventually initiate a sale) (Ex: the supervisor for the telemarketing division may suggest certain features needed in a telephone system to make the calling process more efficient) 5. *Gatekeepers* -the information needed in the decision making process if influenced by the gatekeepers--those who control the flow of information into the buying center. -controls flow of information to and from decision makers (making an advising appointment there is a way to get through to them (blackboard, uaconnect)); as a seller we have to get through them in order to get to the people we need to talk to; if they are on our side they'll help us if not we're out of luck 6. *Decision Makers* -those who have the power and authority to choose from among the various suppliers. They make the final decision -say to the buyer we think you should go negotiate your best deal with this person, this person, and the next. (singular or plural: can be one person or multiple and its based on how much the controller will allow us to spend) 7. *Controllers* -the person with the money (or department); who has the checkbook or will tell you how much you can spend (parents)

4 areas of your personality are involved in the nature of selling:

1. *Personal Integrity* -an outstanding salesperson has high values and always operates in the most ethical manner; if you don't you will be out of the job. 2. *Personality Structure* -you have to have a positive self-image and a persevering spirit. -successful salespeople are highly interested in other people and their needs and eager to be of real service to prospects and clients. 3. *Personal Relationships* -companies may spend millions on customer relationship management systems to monitor customer retention and defection, but a vigilant salesperson can just as effectively use the personal touch to solve a problem and keep customers from leaving. 4. *Personal Abilities* -success in sales requires high levels of intellect and developed skills; must be able to understand sometimes quickly and intuitively a customer's business needs and problems; you must interpret these needs and suggest viable solutions even if customers themselves do not have a clear picture of their own needs or cannot verbalize them.

3 Basic Guidelines for Ethical Behavior

1. *Universal Nature* -developed from the Golden Rule. -this sets up a basic level of trust between people and makes life predictable 2. *Truth Telling* -prospects and customers need to believe that what others say is true. -trust facilitates cooperation, buyer commitment, and the development and maintenance of long term, client-salesperson relationship. -don't tell white lies 3. *Responsibility For Your Actions* -if society and we demonstrated a higher level of trust and credibility based on willingness to accept responsibility for our personal actions, our system would work more efficiently and in less suspicious atmosphere.

Advantages of a Sales Career

1. A Sense of Independence and Variety 2. Opportunities for Advancement 3. Professional salespeople are never unemployed 4. Entrepreneurship 5. Personal Satisfaction 6. Salespeople have a direct effect on their income and security through their efforts 7. No set routine

5 Question Ethics Checklist:

1. Is it legal? Look at the law and other standards 2. Is it fair to all concerned? 3. Would I want someone else to act this way toward me? 4. How would I explain my actions to someone else? 5. How will it make me feel about myself? if your truthful answer to any of these damages your self-image or causes you to be troubled by your conscience, then you should probably avoid the action in question.

Make sure sellers operate ethically:

1. making sure top management believes/understands in ethical behavior in workplace 2. have core culture norm in workplace

Social Styles Model

1. the *driver* or *sensing* function of taking in here-and-now sensory information and reacting to it 2. the *expressive* and *intuitive* function of imagination and abstract thought 3. the *amiable* or *feeling* function of personal and emotional reactions to experience 4. the *analytical* or *thinking* function of organizing and analyzing information in a logical fashion. -it is important to recognize that on occasion, people will have the tendency to switch from one pattern to another as their mood, nature or purpose of the purchase changes.

Relationship Builders

1. treat customers like lifelong partners 2. become a solutions provider 3. deliver more service than you promise 4. schedule regular service calls by following up the right way 5. develop open and honest communication (communicate early and often) 6. use the "we can" approach 7. take responsibility for mistakes made and FIX THEM 8. be an ally for the customer's business and the customer

Sales Puffery

>> responsibility to *self* >> responsibility to the *company* -accuracy in expense accounts -honesty in using time and resources -accuracy in filling out order forms >> responsibility to *competitors* Ex: Tyson distributor not giving away secrets about McDonald's to Burger King and vice versa >> responsibility to *customers* -misrepresenting products and services -keeping confidences -giving gifts and entertaining gifts *when a sales person makes a comment about a product, that puffs the value of the product* -Ex: saying a product is the best or how awesome it is -not a legal issue but as soon as you misrepresent the product or service with false information that can be a legal issue You have to understand the culture of the company and what they are allowed to do (Walmart keeping a fine line between buyers and sellers; not even accepting a water bottle)

If the prospect fails to understand the message, the result is called....

Noise -which means that a breakdown in communication has occurred. -this happens when there are barriers to effective communication -*something that keeps you from decoding the message (background, distractions, etc.); message was not received in the way the sellers intended it to* -anything that interferes with or distorts understanding of the intended message is called noise, and it can take many forms that may affect any or all parts of the communication process

When in Doubt, Spell it Out

a sales rep must completely and in the clearest language possible warn the prospect of any potential hazard connected with the use of the product. Ex: "Equipment must be plugged into 115 volts only. If used at a higher voltage, it can fly apart and injure or kill you" -don't be vague, has to be specific in order for the courts to rule it sufficient enough

The Value of Salespeople

a salesperson's job is to *identify customer needs, determine ways those needs could be met by the products or services they offer, and then provide that information to the customer.* -*they also works in the other direction, by *identifying customer needs that cannot be satisfies by their current product line and communicating those needs to their company for consideration in the development of new products.* -salespeople who consistently bring a sincere sale approach to their work build trust and loyalty with customers and become an invaluable resource to their company. *they are facilitators of information that keeps them and their customers competitive. Sales is the most important job in any organization* *salespeople are the catalysts of the economy. They are responsible for keeping goods, services, and ideas flowing.*

The Uniform Commercial Code (UCC)

a set of guidelines that spell out in some detail the conditions under which a sale may be consummated. It is a law that covers virtually all business transactions. 1. an offer to sell may be legally binding if it is made in writing, conveyed electronically or simply stated orally by the salesperson. A distinction is made between a legit offer to sell and an invitation to negotiate or deal. 2. the financing of the product or service must be explained clearly and completely. salespeople must know the legal ramifications of any credit arrangements made with customers. 3. the salesperson must know the legal responsibilities if either party fails to live up to respective contractual obligations 4. warranties and guarantees offered by the seller are basically the same and are governed by the UCC. the code defines both express and implied warranties. to be on the safe side, the salesperson should state what is promised as well as what is not promised. the warranty statement should also set time or use limited and clearly specify who is providing the warranty

Gamesmanship

becoming totally caught up in winning simply for the sheer joy of victory and a dislike of losing. -the typical gamesman in selling looks for shortcuts and is willing to use any technique to sell a product or service. -to the gamesman, winning means doing whatever is necessary to make the sale. -the dangers of gamesmanship are quite clear--the temptation to cross over the line into unethical or illegal behavior. -putting winning first before your customer, will result in you and your company losing (the best salespeople keep customers first and always take care of them)

Responsibility to Customers

behaving honestly and providing quality information and services are the primary ingredients for establishing satisfying relationships with customers. Many opportunities for unethical tactics exist: 1. *overselling or misrepresenting products* -some salespeople persuade customers to buy more than they need bc they need to make a quota or want to win a trip somewhere -lying about the capabilities of a product, the date the company can make delivery, or the nature of the warranty are all unethical ways to win a quick sale while running the risk of legal action or a permanent loss of the customer in the long run 2. *gift giving* -if a gift is a way to get business or a bribe, then it is unethical and may well be illegal. -sometimes a salesperson may even give an "under the table" gift in order to secure an order -the value of the gift in comparison to the sale is also something to consider (ex: in america, no gift should exceed a monetary value of between $25-50) 3. *entertaining clients* -in some industries, entertaining a client with a meal, an excursion, or tickets to the theater or football game is customary. -if the intent is as a means of saying thank you to a customer or of developing a more personal relationship, entertainment may be acceptable and even accepted

Responsibility to Competitors

being honest and refraining from taking unfair advantage are the basic guidelines when dealing with competitors. -making untrue, derogatory comments about competitors or their products is poor business. -in the same sense, pumping a competitor's salesperson for information at a trade show in order to steal their customers is not ethical -some salespeople go as far as to use sabotage, espionage, and dirty tricks to fain under advantage over a competitor. Ex: planting spies in a business to hear sales presentations or persuading a customers to put out a fake request for bids to see what bids competitors would submit. -the basic theme in this area is to gain customers fairly and squarely by providing quality products and superior service.

Influences on the purchase decision process

buying motives cannot be observed directly, but can be inferred from observed behavior. 1. *Behavioral Factors* -can greatly affect problem recognition and decision making -for the most part, people display 3 types of behaviors that affect their decisions: 1. innate behaviors (instinctual), 2. learned behavior (acquired), 3. adaptive behaviors (evolved) 2. *Sociocultural Factors* -such as culture, physical environment, and social class, all influence the nature and scope of the information search 3. *Psychological Factors* -such as the mood of the moment, attitudes, and perception of oneself, combine with sociocultural factors to influence purchase decisions

Body Language

can be conceived of as messages sent without using words -shifts in posture or stance, facial expressions, eye movements, and arm, hand, and leg movements, -through body language, prospects express their emotions, desires and attitudes (bc of this, it is a valuable tool for discovering what the prospect is really saying) *the language of gestures* -body angle; position of hands, arms, legs and the face--especially the eyes and lips. Ex: a prospect sitting with arms crossed may be c communicating doubt or rejection or just sitting comfortably. You have to then observe whether the legs are crossed, the body withdrawn, the eyes glancing sideways, and an eyebrow raised. All these signs taken together, surely suggest doubt or rejection. *body signals* -a hunched figure, rigid posture, restless stance, or nervous pacing may contradict what a person says verbally -prospects allow you to sit closer if they feel comfortable and lean toward you if they like what you are saying and are intent on listening -salespeople in comparison to those who were unsuccessful have smooth and unhurried; there were no jerky motions; every movement was gradual *hand movements* *facial expressions* -the face is a highly reliable indicator of attitude -when stressing the benefits of using the product, maintain direct eye contact -lack of eye contact sends a negative message that neutralizes the impact of the intended benefit.

The Communication Model

communication can be viewed as the verbal and nonverbal passing of information between you (the sender) and your prospect (the receiver) Source (salesperson), Message (actions), Medium, Encoding (implications), Decoding (inferences), Receiver (buyer), Noise *Source* -where the communication begins *Medium* -how to move the message to our clients *Encoding* -the salesperson converts an idea or concept into symbols the buyer can clearly understand -words, pictures, numbers, sounds, physical touch, smell, body movement and taste -effective encoding of your message is based on a thorough knowledge of the prospect's needs -put it in some kind of form that can be transmitted to our target audience (tv, 30 second ad on the radio, etc.) -3 basic reasons for encoding: to influence the attitudes and behavior of the prospect, to move the buyer through a sequence of mind changes until a buying decision is made, and to obtain affirmative action upon 5 fundamental buying decisions: need, product, source, price and time *Message* -the actual message is a blend of symbols that are used to influence a change in a prospect's attitude or behavior, and it involves both verbal and nonverbal elements -nonverbal elements make up the majority of the total impact: it's not what you say, but how you say it *Decoding* -the mental process by which prospects figure out the meaning of a message -the way in which your prospect attempts to translate the symbols used in your presentation into something that relates to their needs -either real communication or misunderstanding can occur here *Receiver* -the target audience (can choose to act on it or not) -noise can occur

Administrative Ability

efficient self-management, especially the management of time, is essential to success in selling. -your most productive time is spent face to face with prospects. -but you are also required to attend meetings, travel, wait, prepare for interviews, read, study, attend to paperwork, and conduct after-sale follow-up and service. -salespeople must engage in a number of non-selling and administrative tasks. This means that only a small portion of their precious time can be spent in direct contact with prospects and clients. -efficient time management can make the difference between success and failure. -time and territory management is one of the most critical issues for salespeople today.

Workplace Discrimination

engaging in acts that prevent people from being hired, from keeping a job, or from receiving an equitable wage based on their age, gender, disability, national origin, pregnancy, race/color, or religion.

Technical Selling

fast-growing class of salespeople (engineers, scientists, and others with the technical expertise to explain the advantages of the company's product.) -these people sell directly to the firms that use their products. -very important in industries such as chemicals and machinery. -they act like management consultants in that they identify, analyze, and solve their customers' problems.

Corporate Social Responsibility

focuses not only on the managerial processes needed to monitor, meet, and even exceed ethical norms within the company, but also the development of products and policies that reflect good corporate citizenship to the client or customer. -this can mean sponsoring fundraising event like a major run, a local team, or a charity, it can also mean choosing products or developing procedures that reflect the company's environmental good will. (this is also called "going green") -a growing number of companies are making CSR a major component of their product pitches. Because products must have key benefits to the consumer, companies are hoping to tap into the consumer's personal concern for the environment. (in green marketing, "doing well by doing good is the new mantra of the socially responsible bottom line")

The latest and best marketing and sales practices are essential in....

gaining new customers and keeping those you currently serve, whether that means checking in with customers and prospects through Facebook or launching an entire social media sales campaign through a combination of the many social networking options that exist today

Ability to Ask Questions

good salespeople ask questions; poor ones just keep talking -when you learn to ask the right kind of questions, you will gain new prospects, discover valuable qualifying information, uncover the prospects' buying motives, and be able to anticipate most objections -questioning is your best tool for keeping the interview on track and moving toward a successful close, while also giving the prospect the feeling of remaining in control of the situation.

Probably the greatest problem faced by every salesperson is...

handling rejection -not every sales presentation produces a sale. -not every prospect needs the service or product, and an ethical salesperson never presses for an order from a prospect whose needs will not be met by that product. -the best salespeople learn quickly that rejection is not directed toward them personally. *Prospects who do not buy are rejecting the product or service--not the salesperson* -salespeople that cannot separate their own personal worth from the product they sell may become too paralyzed by fear to approach another prospect because they face a renewal of rejection

Evaluation of Alternatives

if you can determine the buyer's decision-making criteria, you can tailor the presentation to focus on specific product or service benefits that differentiate your product from those of the competition. -once you have matched the prospect's buying motives with what you have to offer, the determinant attributes come into play: Price, Reputation, Service Capabilities, and Design Components. -identifying the dominant buying motives that determine a particular buyer's behavior in the actual decision-making process is vital to closing the sale

Unethical behavior occurs in sales because...

people forget the real purpose of professional selling--to satisfy the needs of others -nothing creates more direction for employee's decision-making or a better balance for judgment than do ethical guidelines -knowing in advance what can be expected and having a feel for how to balance and integrate them into a personal code of ethics make handling ethical deacons easier for any person.

Empathy

provides salespeople with the sales edge of being able to think and understand "with" the prospect during a sales call. -most useful in the sales process for handling objections and midcourse changes by the prospect. -empathic salespeople can sense changes in prospects and adjust their presentations accordingly. -by careful listening, effective salespeople absorb prospects' reactions, generate an upbeat environment, and sell themselves to prospects. -the combination of sincerity and compassion enables them to tailor the presentation to mesh precisely with the prospect's stated needs

Ethics and How the Company Treats the Salesperson

salespeople are an extremely valuable resource to a company and deserve to be treated fairly, informed of decisions affecting, and protected from situations in which they might be under pressure to make unethical decisions. -if salespeople know their ideas are important and their judgement valued, they feel ownership in the organization and want to do a better job overall. Ex: Google and In N Out have adapted to this new reality that workers need to feel valuable, so they are treating their employees not as forces to be controlled but as individuals to be empowered, in order to unshackle their skills, talents and potential.

Responsibility to the Company

salespeople sometimes rationalize that cheating here or there in dealing with the company would not hurt. After all, the company makes lots of money and what you do would never be noticed. Several areas particularly lend themselves to temptations to be less than ethical: 1. *accuracy in expense accounts* -add extra mileage, submit charges for meal that was actually eaten at a friend's house, or take friends out to dinner and report the change as entertaining customers. -as a practical matter, it unnecessarily increases the costs of the company and may put it at a competitive disadvantage. 2. *honesty in using time and resources* -the temptation to do some shopping between sales called, to linger over a third cup of coffee in a restaurant, and to sleep late in a hotel room are examples of misusing time. -this ultimately hurts both the salesperson and the company bc fewer sales calls are made. -dishonestly in expense accounts and in time and resources can be considered as theft. *"according the the FBI, internal theft is the fastest growing business crime" and is responsible for the failure of 1/3 of businesses.*

Operating in a Global Environment

salespeople today may operate not only in the US but also in a foreign country where norms of behavior may be different. -Salespeople should follow the laws of their country and the rules of their company Ex: in some countries, "grease" or "speed" money makes the wheels of a government agency or a company move faster. Ex: in japan, there is much gift giving in business relationships, and it is viewed as a time-honored tradition rather than a bribe. -a company usually has guidelines for an employee to follow in a foreign country, but bribery is universally condemned and is in fact illegal whether it is practiced at home or abroad -all of us have a responsibility to make sure that our business gifts and entertainment practices are reasonable and consistent with guidelines

Perseverance

setbacks often outnumber triumphs, and when this happens, salespeople must have reserves of strength and resilience to fall back on. Salespeople need perseverance in several areas: -the ability to keep going to another prospect no matter how many said no -the ability to make repeated presentations to the same prospect -the ability to continue asking for an appointment until one is finally granted

A company is not in business until...

somebody makes a sale. -retail salespeople selling you clothes, furniture, phones; auto dealers selling you a car; insurance agent selling you a policy. -waiters selling you on a new entree; politicians sell you on voting for them; family members influence decisions on where to live, who will use the family car one night, etc.

A true sales professional does not succeed on the merits of basic personality traits or skills alone, but on....

the ability to handle change, to harness technology, and to respond to customers' evolving needs. and to help people get what they want and need *human relation skills* are basic selling skills *Introverts* and *Extroverts* can be successful in selling -"Success seems to be connected with action. Successful people keep moving." -(Successful salespeople must keep growing and moving forward) -it is crucial to understand the business world today and know what challenges customers face, so you can truly become a *solutions provider.* -sales professionals demonstrate their value to customers by providing productive information and helping solve problems.

Initiative

the best salespeople have a powerful, unrelenting, internal drive to excel. -cannot be taught -this type of motivation is what keeps great salespeople with their head above water when others are sinking during tough economic times. -successful salespeople are self-motivated. -they are self-starters who exercise initiative. -they do not wait to be told to prospect, to be assigned calls to make, or to be urged to end the presentation with a close. -they see the work that needs to be done and take personal responsibility for doing it

Post-Purchase Evaluation

the buyer evaluates the purchase in terms of pre-purchase expectations and decides whether it has been satisfactory. -sometimes the buyer experiences post-purchase anxiety or cognitive dissonance, also commonly known as buyer's remorse. -you can help lessen this feeling by providing exceptional customer service and follow-up after the sale

Service Quality

the concept has two dimensions: 1. the process of delivering the service, and 2. the actual outcome -first, in order for everyone in your company to become customer-oriented, they must think in terms of the whole process rather than just their own tasks -the goal is to develop a customer and that's a process in which the salesperson is only one player. -it's not left up to you to solve a customer's problem; the whole organization gets behind the effort. Building customer relationships is everybody's responsibility. -prospects and customers notice and think about everyone they come in contact with during the sales encounter. -when you and the customer interact, the quality of the interaction itself is an important part of the relationship. If the customer feels that the salesperson is empathetic during the interaction, it translates more naturally to customer happiness. -most business success stories involve taking an old idea or product and doing a better job wth it than the next company. (Ex: Amazon) *you can get a lot out of a current product or service if you change the processes around it, or change the process by which it is delivered. The objective is to change those processes enough that you are delivering more value to your customers or, at the very least, hold on to those customers by offering a fair price*

Proxemics

the distance individuals prefer to maintain between themselves and others -most people seem to consider the observation of desired distance a matter of courtesy -violations of distance comfort risk closing down the communication process -highly successful salespeople tend to move closer to clients when closing a sale -the difference between how successful and unsuccessful salespeople use physical closeness can be observed in the prospects reaction -carefully test for the existence of comfort barriers; then place yourself just outside those barriers. usually 3 to 6 feet is comfortable for most people (but not always) -4-12 feet could be a good distance to begin a sales interview

Using Your Voice As A Sales Tool

the first impression you make is often based on your voice (a voice that is pleasing and confident is a great asset; your voice and how you use it play an important part in your success in selling) *Articulation* -have separate words and syllables don't jumble your words together, it;; leave prospects confused and bewildered *Volume* -variation in volume enhances the message if it not overdone (stressing a benefit may call for increased volume; lowering your voice may have a dramatic effect and cause your prospect to lean in (signaling agreement or approval) to avoid missing your words. *Silence* -use it to give the prospect time to absorb the full impact of what you have said -slight pauses between major points in the presentation suggest that you are thoughtful, intelligent, and analytical -pauses also give prospects time to comment, ask questions, or think about the idea *Rhythm* -be alert to any changes in your own or the prospect's speech patterns -if the prospect suddenly shifts to a more drawn-out rhythm, the message may be "let me think more about that" or "I don't believe what you're saying" *Rate* -the tempo of your delivery should be comfortable for you as a speaker and for your listener -a moderate pace allows you to enunciate clearly, establish natural rhythmic patterns, and speed up or slow down for proper emphasis of some point.

Executives as Role Models

the likelihood that unacceptable selling practices will occur has much to do with how executives behave. Ex: if a sales manager gives the impression that you must do anything possible to make more sales, salespeople infer that dealing unethically is acceptable in order to succeed. -more than anything, an organization's culture influences sales reps' behavior with clients. That is why sales managers must emphasize ethical selling behavior in words AND actions. -the company's top executives must keep in check the pressure the managers put on their salespeople. Ex: if the CEO comes around once a year with a pep talk on moral behavior but proceeds the rest of the year to use underhanded methods of doing business, salespeople get a mixed message. -ethical conflict may also arise when salespeople's ethical values differ from those perceived to be held by their immediate supervisors or top management.

Selling in a Multicultural World

the multicultural background of your own sales staff is the bridge to developing more meaningful relationships with customers from around the world. -relationships remain at the heart of developing trust and partnerships in a multicultural sales setting. -companies need to focus on ways to make improved relationships with multicultural partners a priority. (this shift needs to happen in a way that reminds customers and employees alike that they are valued as individuals. No one likes to feel that they are simply being used.) Ex: Apple "great ideas push the world forward and they can come from anywhere. at apple, we rely on our employees' diverse backgrounds and perspectives to spark innovation. so we're hiring more inclusively, choosing partner who make diversity a priority, and creating opportunities for the next generation." -once companies have made multicultural relationships a priority they have to make it happen: > employee education is essential > only when you understand, respect, and support salespeople from all backgrounds can you understand and relate well to your customers > the multicultural employees' confidence in their company (as they push diversity and accept them) is seen in their confidence as salespeople, which in turn is reflected in their increased sales.

Groupthink

the pressure on salespeople to be part of the group and not the buck the system--to be team players, no matter what. -being a team player is good if the team has ethical goals and plays by ethical rules -can be either good or bad depending on the situation Ex: 2 salespeople and 3 pharmacists pleaded guilty to their roles in a scheme involving the illegal sales of drug samples to pharmacies in New Jersey and NY. The operation generated more than $1 million in illicit profits for all the parties involved. The salespeople, stole samples from doctors' offices and sold them to the pharmacists. They also paid doctors and office personnel to obtain supplies. Here, a number of people conspired to cheat others and somehow convinced themselves that what they were doing was all right.

Personal Selling

the process of *seeking* out people who have a particular need, *assisting* them to recognize and define that need, *demonstrating* to them how a particular service or product fills that need and *persuading* them to make a decision to use that service or product. >> and confirming that they are satisfied in order to earn trust and develop a long term mutually beneficial relationship (trust is the key) -this definition is broad enough to include any type of selling in which you may engage. -because different prospects have varying needs, interests, ability to pay, and authority to make decisions, selling is different in every situation--and this constant change creates new possibilities and increased income potential. *Long term value of a customer* -a satisfied customer will tell other people about this, leading to more customers and more long term customer relationships (developing and maintaining relationships)

Problem Recognition

the purchase process begins with conscious recognition that a problem or need exists and must be satisfied. -no one takes action until motivated to do so, and this motivation arises from the awareness of a need. -salespeople must recognize needs that are already active or to find a way to create or stimulate recognition of a need of which the prospective buyer has not yet become aware. -regardless of the kind of need, some buyers will not be aware of the nature of their needs until a salesperson brings them out into the open

Relationship Selling vs Traditional Selling

the sales cycle model in the actual face-to-face meeting between the salesperson and the prospect includes these four steps: -the approach -identifying needs -making the presentation -handlind objections and gaining commitment -the relationship salesperson spends the vast majority of time in the first two steps--building trust, asking questions and listening -the traditional salesperson exerts most of the effort and the majority of time on presenting features and trying to close. *the goal is to learn how to communicate with your business partners and establish an alliance that is extensive in scope and relevant to the customer's own vision* -relationship selling is increasing and people buy from people they like *order-takers will vanish, but creative salespeople who know that selling is about building long-term partnerships will flourish*

Missionary Selling

their tasks are largely one of educating those who ultimately decide what product the consumer will use. (selling without actually selling anything directly but they help people sell the product for you) Ex: drug detail salesperson who calls on physicians to introduce and describe the pharmaceutical company's products and persuade them to prescribe their medications for patients who could benefit from them. Ex: food and beverage manufacturers, transportation firms, and public utility companies employ missionary salespeople.

Salespeople are Made, not Born

they read books, take courses, ask questions, study the techniques of successful salespeople, work hard for their customers, and continually strive to outperform themselves. -selling requires a working knowledge of psychology, sociology, communication, and persuasion. It is not a natural process to close a sale. It is a skill to be learned. -success in selling is a constant learning process. you must always be a student of your profession. -*successful people are made, not born, and they are made with concentrated attention, repeated practice, sincere desire and goal-directed action.* -continually adapt and refine your skills throughout your career

The Purchase Decision Process

to understand why an individual makes a certain purchase decision, you must look at events leading up to and then following the purchase act itself. a buyer passes through 5 stages: 1. problem recognition 2. search for alternatives 3. evaluation of alternatives 4. the purchase decision 5. post-purchase evaluation

Resourcefulness

top salespeople are the most resourceful -on the spur of the moment, they can think of new ways to make an old point, new applications and creative uses for products, and unique reasons for a particular prospect to make a buying decision. -they can think on their feet under pressure -in a sales situation, the right word or phrase clears away the fog and reveals the solutions. The wrong word or phrase is like putting a drop of ink into a glass of water: it obscures everything.

Behavioral Styles in Selling

when a behavioral style is used in moderation it is a strength; when overused (that is, when the volume is too high), it becomes a weakness and leads to ineffective communication. -professional selling is all about managing relationships -relationship salespeople take time to think about and understand the people around them. The relationship selling approach will strengthen and enhance your selling style by turning into a relationship-oriented helper. -the emphasis in studying behavioral style characteristics is on surface behavior, not on an in-depth personality analysis.

Attributes of Behavior

when you meet someone for the first time, your mind subconsciously reacts to two main characteristics: *assertiveness and responsiveness* *Assertiveness* -the effort a person makes to influence or control the thoughts and actions of others -very assertive people take a stand and make their position clear to others; they are ambitious, competitive, and quick to take action and express strong opinions. *Responsiveness* -the willingness with which a person outwardly shares feelings or emotions and developed relationships -strongly people-oriented, concerned about relationships, and subjective

"You Are Already Selling"

you are selling yourself, your ideas, and your desire for cooperation and companionship to almost everyone you engage in anything more than the most casual conversation.