The Sales Connection: Principles of Selling

The Sales Connection: Principles of Selling is a business telecourse designed to provide aspiring salespeople, and those already involved in sales, with the tools and insight they need to compete in the age of long-term, consultative-style selling.

In each program, several of our nation's top sales experts will offer valuable information and advice about identifying sales prospects, as well as developing and maintaining good sales relationships. At the same time, students will be able to see theories and processes put to practical use through the first-hand stories of professional salespeople. These real-life sales specialists—from retail, wholesale, manufacturing, and service industries—will be videotaped "in the trenches" as they go through their normal routine of identifying prospects, setting sales appointments, preparing for presentations, meeting with clients, striving for closure, and servicing their sales. Finally, the information presented in the program will be expanded to other sales areas through several brief "up close and personal" looks at successful sales professionals.

The Sales Connection: Principles of Selling is part of the Business Connection—a series of television-based courses designed to enhance a student's career potential in business. The first phase of the Business Connection consists of courses in business law (Business and the Law, 1989); business math (By the Numbers, 1990); entrepreneurship (Something Ventured, 1991); principles of selling (The Sales Connection, 1992); and, principles of management (Taking the Lead, 1993).

GOALS AND OBJECTIVES

• appreciate the positive impact of personal selling on our market-oriented economy
• identify specific sales career opportunities in the four major employment areas: retail, wholesale, manufacturing, and services
• understand how important person-to-person relationship-building strategies are in building a successful career in personal selling
• recognize the importance of complete and accurate product, company, and competitive knowledge in personal selling
• summarize why and how customers buy and how to identify prospects
• explain the concept of the salesperson as advisor, consultant, and partner to the buyer
• recognize and be able to manage buyer resistance when closing a sale, and appreciate the long-term impact of post-sale service
• explain sales force management techniques; understand time and resource management techniques and how automation can be utilized to maximize efficiency
• understand telemarketing as a sales approach and identify when it is appropriate and productive
• summarize the importance of establishing and maintaining ethical standards from the point of view of the sales manager as well as the salesperson
• appreciate the task of the salesperson in working with and selling to people from other cultural, political, economic, and religious backgrounds as the trend toward a global economy escalates

PROGRAM DESCRIPTIONS

Module I: Selling Today-An Introduction

101) The Sales Engine
This introductory program addresses the ways in which personal selling stimulates economic growth in a market driven economy and traces its evolution from the Production Era to the Selling Era to the Marketing Era.

102) A Seller's World
Through interviews, panel discussions, and business profiles, the opportunities and potential rewards of a career in selling are examined. This program also focuses on the variety of sales training programs available and the way in which they can increase presentation skills and general sales effectiveness.

103) The Big Picture
A career in personal selling offers a broad range of opportunities requiring a wide variety of expertise and skill on the part of the salesperson. This segment analyzes the differences between sales clerks and professional sales consultants, and inside and outside salespeople.

Module II: Developing a Relationship Strategy

104) The Personal Touch
Most successful sales consultants today see themselves as the customer's partner in the sales process rather than the adversary. Developing good sales relationships beginning with a positive self image, is the focus of this program.

105) First Impressions
This program concentrates on the importance of the image that a salesperson projects. Guidelines which help set the stage for success are offered in these areas; body language, surface language, verbal messages and communications style.

106) Sales Talk
Understanding the four basic styles of communication is crucial to success in selling. These styles are examined in depth and the theory of communication style bias is analyzed.

Module III: Developing a Product Strategy

107) In the Know
This lesson looks at the many ways in which a salesperson can gain product knowledge - from understanding its development, applications, and performance data, to knowing company history and market competition.

108) A Good Match
The ability to convert product features into buyer benefits is an integral part of consultative styles selling. Techniques are discussed for matching customer needs with product features that will translate into one or more benefits for the customer.

109) In Position
This program focuses on product positioning within selling strategies based on competition, promotion, and pricing. The life cycle of a product is studied.

Module IV: Developing a Customer Strategy

110) Beneath the Surface
What factors influence a customer to buy or not to buy? This episode looks at the several motives a person may have for purchasing a product, whether it is a personal need, a result of others' influence, of perhaps simply a perception.

111) Step by Step
This segment describes and exemplifies the standard process a customer goes through when making a purchase decision. The need-satisfaction theory is presented as the foundation of the consultative style selling model.

112) Making Connections
Building a prospect base is vital to the sales process and requires planning. Tools and tactics for prospecting are presented, including how to identify prospects through market segmentation, sources for locating prospects, and finally how to qualify them in order to avoid loss of time and unprofitable sales presentations.

Module V: The Pre-approach: Developing a Presentation Strategy

113) Plan of Action
This program emphasizes the importance of preparing for the sales presentation and developing a multiple-objective strategy. Several approaches for capturing a prospect's interest during the actual sales presentation are identified.

114) Going the Distance
The four major parts of preparing a consultative style sales presentation - Need Discovery, Selection of the Product, Need Satisfaction, and Servicing the Sale-are examined in this lesson.

115) Show and Tell
This episode takes a look at the sales demonstration as a proven strategy in strengthening the consultative sales presentation. It offers guidelines to insure an effective demonstration and stimulate interest in a product or service.

Module VI: Closing and Servicing the Sale

116) Breaking Through
Buyer resistance is something a salesperson should anticipate and expect; the challenge is to overcome it. This segment examines how to do so by determining cause of the resistance and adopting an appropriate method of negotiation.

117) On the Dotted Line
Closing a sale is the logical outcome of a well-planned presentation strategy but can sometimes be the most difficult aspect of the process. Guidelines for increasing the odds of a successful close are presented in this lesson.

118) Full Service
In today's competitive sales environment, servicing a sales is as important as closing it in the first place. This program presents ideas for strategically planning customer service that can help set the stage for repeat business and referrals.

119) The Extra Mile
This segment focuses on resolving common post-sale problems and maximizing customer follow-up to maintain positive customer relations.

Module VII: Sales Management

120) Setting the Pace
The role of sales manager is extremely diverse. In this segment, this individual's responsibilities of hiring, training, and directing sales personnel are explored, and key elements to successful managing of a sales staff are studied.

121) Peak Performance
Effective salespeople are an absolute requirement for a successful business. This lesson looks at the methods businesses use to insure their sales staff's best performance including thorough skills training and motivational programs.

122) Personal Best
In this episode the four dimensions of management of self are examined with respect to a sales career. Tips for better management of time, territory, records, and personal stress are presented.

123) On Line
The many advantages which today's computer technology offers the field of sales are explored here: assistance in prospecting, managing sales force activity, and detailed record-keeping.

Module VIII: Selling Today

124) Open Line
Today, many businesses are integrating telemarketing into their marketing strategy to achieve greater efficiency and effectiveness. This program analyzes the various choices a company makes when choosing this low-cost sales alternative.

125) The Right Choice
This program addresses the issue of ethical decision-making within the field of personal selling. Both legally enforced statutes as well as personal ethics are examined.

126) One World
The impact of globalization of business and the economic interdependency of nations is discussed from a sales perspective.