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. 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. This program concentrates on the importance of the image that a salesperson projects.
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. 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. 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. In Position This program focuses on product positioning within selling strategies based on competition, promotion, and pricing.