Golden Rules of Selling Skills Golden Rules of Selling Skills 1 1

Golden Rules of Selling

skills
Dr.Elsayed fathy
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Golden Rules of Selling Skills Golden Rules of Selling Skills ( (

Learning Objectives
Learning Objectives
What the difference between
What the difference between
Marketing & selling ?
Marketing & selling ?
Facts about selling process
Facts about selling process
7 roles of salesman
7 roles of salesman
Advantages & drawback of this job
Advantages & drawback of this job
Tpes of salesman
Tpes of salesman
Titles of salesman
Titles of salesman
!riteria of Medical rep"
!riteria of Medical rep"
!ommunication skills
!ommunication skills
Golden Rules of Selling Skills Golden Rules of Selling Skills ) )

Learning Objectives
Learning Objectives
Define the terms advertising, personal
Define the terms advertising, personal
selling, sales promotion, public
selling, sales promotion, public
relations and publicity
relations and publicity
Explore into the 3 stages of selling
Explore into the 3 stages of selling
Define the term promotional mix.
Define the term promotional mix.
ist the five elements of the
ist the five elements of the
promotional mix.
promotional mix.
ist the advantages and disadvantages
ist the advantages and disadvantages
of each of the four promotional mix
of each of the four promotional mix
elements
elements
ist the principal goals of promotion.
ist the principal goals of promotion.
!hat is personal selling"
!hat is personal selling"
!hat steps of personal selling #orks"
!hat steps of personal selling #orks"
Golden Rules of Selling Skills Golden Rules of Selling Skills * *

Learning Objectives
Learning Objectives
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selling ? selling ?
Marketing 'volutions Marketing 'volutions
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Golden Rules of Selling Skills Golden Rules of Selling Skills , ,
Three Marketing Evolution
Three Marketing Evolution
Product approach
Product approach

1850- 1900
1850- 1900
Selling approach
Selling approach
1900 1950
1900 1950
u!to"er approach
u!to"er approach
1950-#008
1950-#008
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Three Marketing oncept!
Three Marketing oncept!


Product approach
Product approach

1850- 1900
1850- 1900
Selling approach
Selling approach
1900 1950
1900 1950
u!to"er approach
u!to"er approach
1950-#008
1950-#008

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Product $pproach


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product and product and
production "ore production "ore
than "arketing than "arketing
bssumes bssumes that a that a
good product %ill good product %ill
!ell it!el& !ell it!el&
cseful cseful %hen %hen
de"and e'ceed! de"and e'ceed!
it! !uppl() and it! !uppl() and
%hen product i! %hen product i!
e'pen!ive to e'pen!ive to
produce and produce and
i"proved i"proved
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greater volu"e can greater volu"e can
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bssumes bssumes that a that a
good !ale! tea" good !ale! tea"
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bssumes bssumes that that
cu!to"er! %ill like cu!to"er! %ill like
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u!to"er $pproach
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need! need!
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cu!to"er! cu!to"er!
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Man po%er , hu"an re!ource .
Production
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Marketing
Marketing
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f f!antsg are !antsg are
those things those things
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specific region specific region
believe #ill believe #ill
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Golden Rules of Selling Skills Golden Rules of Selling Skills (0 (0
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Needs:
Needs:
state of felt deprivation for
state of felt deprivation for
basic items such as food and clothing
basic items such as food and clothing
and complex needs such as for
and complex needs such as for
belonging. i.e. h am hungry.
belonging. i.e. h am hungry.

Wants:
Wants:
form that a human need takes
form that a human need takes
as shaped by culture and individual
as shaped by culture and individual
personality. i.e. h #ant a hamburger,
personality. i.e. h #ant a hamburger,
arench fries, and a soft drink.
arench fries, and a soft drink.

Demands:
Demands:
human #ants backed by
human #ants backed by
buying po#er. i.e. h have money to
buying po#er. i.e. h have money to
buy this meal.
buy this meal.
Lhat are on!u"er/!
Lhat are on!u"er/!
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2eed Y %ant re&er! to
people
people

8e"and re&er! to good!Y

8e"and re&er! to good!Y
!ervice!
!ervice!
Golden Rules of Selling Skills Golden Rules of Selling Skills () ()
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#0Z don/t have need
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[0Z don/t have pFpF
6 have to di!cover need Y &ocu! on
6 have to di!cover need Y &ocu! on
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change.
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Someone can copy your business strategy Someone can copy your business strategy
Someone can copy your product Someone can copy your product
Someone can copy your manufacturing Someone can copy your manufacturing
capabilities capabilities
Someone can copy your market access Someone can copy your market access
No one can copy your knowledge
and relations with your customers
Golden Rules of Selling Skills Golden Rules of Selling Skills (- (-
The 0our P! o& the
The 0our P! o& the
Marketing Mi'
Marketing Mi'
Product PIace
Price Promotion
C
Golden Rules of Selling Skills Golden Rules of Selling Skills (. (.
8e&inition o&
8e&inition o&
Marketing
Marketing

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earketing
i! the total !(!te"
i! the total !(!te"
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to plan) price) pro"ote) and
to plan) price) pro"ote) and
di!tri*ute %ant-!ati!&(ing good!
di!tri*ute %ant-!ati!&(ing good!
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idea! , product! .
idea! , product! .

to target "arket! in order to
to target "arket! in order to
achieve organiWational
achieve organiWational
o*\ective!
o*\ective!
Golden Rules of Selling Skills Golden Rules of Selling Skills (/ (/
Lhat i! Marketing-
Lhat i! Marketing-
American Marketing Association Definition
Marketing is the process of pIanning and
executing the conception, pricing, promotion,
and distribution of ideas, goods, and services
to create exchanges that satisfy individuaI and
organizationaI goaIs.
Golden Rules of Selling Skills Golden Rules of Selling Skills )0 )0
8e&inition! o& Marketing
8e&inition! o& Marketing
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]
Marketing i! the
Marketing i! the
"anage"ent proce!!
"anage"ent proce!!
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that identi&ie!) and
!ati!&ie! cu!to"er
!ati!&ie! cu!to"er
reXuire"ent! pro&ita*l(/
reXuire"ent! pro&ita*l(/
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)1 )1 Golden Rules of Selling Skills Golden Rules of Selling Skills
The
The
Marketing Concept:
Marketing Concept:
Satisfy customer needs and wants
Satisfy customer needs and wants
AND
Make a profit
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The 7ight
The 7ight
Product) in the
Product) in the
7ight Place) at
7ight Place) at
the 7ight Ti"e)
the 7ight Ti"e)
and at the 7ight
and at the 7ight
Price/
Price/
Golden Rules of Selling Skills Golden Rules of Selling Skills )) ))
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Marketing 9! the
Marketing 9! the
5u"an $ctivit(
5u"an $ctivit(
8irected at
8irected at
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Sati!&(ing 5u"an
2eed! and Lant!
2eed! and Lant!
Through an
Through an
E'change Proce!!/
E'change Proce!!/
Kotler 1980
Kotler 1980
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Product Price
Place Promotion
Golden Rules of Selling Skills Golden Rules of Selling Skills )- )-
*roduct
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-ualit .evel
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/randing
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0bjectives
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Strateg( 8eci!ion $rea!
Strateg( 8eci!ion $rea!
+rganiWed *( the 0our P!
+rganiWed *( the 0our P!
Golden Rules of Selling Skills Golden Rules of Selling Skills ). ).
Marketing Mi'
Marketing Mi'
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zeople in Services
zeople in Services

zhysical Evidence in
zhysical Evidence in
Services
Services

zrocess in Services
zrocess in Services
Golden Rules of Selling Skills Golden Rules of Selling Skills *0 *0
zromotion

communication of
information

influence the buyer

Golden Rules of Selling Skills Golden Rules of Selling Skills *1 *1
Three Principal
Three Principal
;oal! o& Pro"otion
;oal! o& Pro"otion
I
To inform.
To inform.
I
To persuade.
To persuade.
I
To remind.
To remind.
Golden Rules of Selling Skills Golden Rules of Selling Skills *( *(
Pro"otional o*\ective!
Pro"otional o*\ective!
To !upport !ale! increa!e!
To !upport !ale! increa!e!
To encourage trial
To encourage trial
To create a%arene!!
To create a%arene!!
To in&or" a*out a &eature or
To in&or" a*out a &eature or
*ene&it
*ene&it
To re"ind
To re"ind
To rea!!ure
To rea!!ure
To create an i"age
To create an i"age
To "odi&( attitude!
To "odi&( attitude!
Golden Rules of Selling Skills Golden Rules of Selling Skills *) *)
0our Pro"otional Mi'
0our Pro"otional Mi'
Ele"ent!
Ele"ent!
o""unication! and the
o""unication! and the
Pro"otional Mi'
Pro"otional Mi'
I
$dverti!ing
$dverti!ing
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Per!onal !elling ,!ale!.
Per!onal !elling ,!ale!.
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Pu*lic relation! and
Pu*lic relation! and
pu*licit(
pu*licit(
I
Sale! pro"otion
Sale! pro"otion
Golden Rules of Selling Skills Golden Rules of Selling Skills ** **
0actor! that $&&ect the
0actor! that $&&ect the
Pro"otional Mi'
Pro"otional Mi'

Target "arket!
Target "arket!

Marketing o*\ective!
Marketing o*\ective!

o"petition and pro"otional

o"petition and pro"otional


practice!
practice!

Pro"otional *udget availa*le

Pro"otional *udget availa*le
Golden Rules of Selling Skills Golden Rules of Selling Skills *+ *+
Mass ,elling

communicating with large numbers of potential

customers

non-personal selling

used when the target market is large and

dispersed

Advertising is a form of Mass Selling

6Advertising
6Advertising
An paid form of non7personal
An paid form of non7personal
8 communication 9 presentation of ideas:
8 communication 9 presentation of ideas:
goods: or services b an identified sponsor"
goods: or services b an identified sponsor"
8 the main form of mass selling 9 eg" T;
8 the main form of mass selling 9 eg" T;
commercial
commercial
Golden Rules of Selling Skills Golden Rules of Selling Skills *, *,
8e&inition! o& 9ndividual
8e&inition! o& 9ndividual
Pro"otional Mi' Ele"ent!
Pro"otional Mi' Ele"ent!
*ersonal selling6
*ersonal selling6
I
0ral conversations: either b telephone or
0ral conversations: either b telephone or
face7to7face: between sales persons and
face7to7face: between sales persons and
prospective customers"
prospective customers"
Golden Rules of Selling Skills Golden Rules of Selling Skills *- *-
Definitions of hndividual
Definitions of hndividual
zromotional eix Elements
zromotional eix Elements
Sale! pro"otionT
Sale! pro"otionT
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$pproache! other than
$pproache! other than
adverti!ing) per!onal !elling)
adverti!ing) per!onal !elling)
and pu*lic relation! and
and pu*lic relation! and
pu*licit( %here cu!to"er! are
pu*licit( %here cu!to"er! are
given a !hort-ter" induce"ent
given a !hort-ter" induce"ent
to "ake an i""ediate purcha!eF
to "ake an i""ediate purcha!eF
Golden Rules of Selling Skills Golden Rules of Selling Skills *. *.
8e&inition! o& 9ndividual
8e&inition! o& 9ndividual
Pro"otional Mi' Ele"ent!
Pro"otional Mi' Ele"ent!
Public relations &Publicity:
Public relations &Publicity:
I
All the activities that a hospitality and
All the activities that a hospitality and
travel organization engages in to maintain
travel organization engages in to maintain
or improve its relationship with other
or improve its relationship with other
organizations and individuals.
organizations and individuals.
I
One public relations technique that
One public relations technique that
involves nonpaid communication of
involves nonpaid communication of
information about an organization!s
information about an organization!s
services.
services.
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What is Selling
What is Selling
!elping customers
!elping customers
make satisfying
make satisfying
"uying decisions "y
"uying decisions "y
communicating how
communicating how
products and their
products and their
features match
features match
customers# needs
customers# needs
and wants$
and wants$
Golden Rules of Selling Skills Golden Rules of Selling Skills +1 +1
Exchange process bet#een
sales man } customer
Golden Rules of Selling Skills Golden Rules of Selling Skills +( +(

Art to persuade a person or a group of peopIe to

exchange money for something to may intend to
buy
goaI directed-1
Persuasive -2
communication-3
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SeIIing is just one of many marketing components

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