Sales Lecture
Notes
1. The field of professional
selling including the history; contributions made by salespeople to
society, employers, and customers; professional selling
approaches, and an overview of the
2. The concept of trust, distinguishing characteristics of trust-based
selling, trust-builders
including an important discussion of sales ethics in
this time of ethical dilemma in business.
3. The activities of
buyers (individual and teams) common to each phase of the buying decision
process and the corresponding roles and activities
practiced by successful sales people in
4. Building upon an
understanding and mastery of collaborative, two-way relational sales
communication through verbal (questioning, listening,
responding), nonverbal application and
meaningful interpretation, and written dimensions
with emphasis on developing quality sales
5. Understanding the sales process
of prospecting, gathering pre-call information.
6. Planning the
presentation and approaching the customer including review of different sales
presentation formats. Pre-call information and
planning the initial sales call.
7. Establishing a
productive buyer-seller dialogue through understanding how to communicate
benefits including the use of sales aids. Emphasis is
placed on the importance of questioning
skills and discovering buyer needs.
8. Handling objections
and earning commitment in a professional, ethical manner continuing to
develop a trust-based relationship.
9. Building the
relationship after the sale while maintaining open, two-way communication
adding value through mutually rewarding
opportunities.
10. Understanding the
concepts and processes of leadership in sales.