SellingLAP 117

The Nature and Scope of Selling

Sell Away

Selling LAP 117

A

B

Explain the nature of selling.

Explain personal characteristics of successful salespeople.

The Nature and Scope of Selling

Sell Away

A Explain the nature of selling.

What does selling have to do with you?

Goods and services must be sold for business to exist.

Selling:

Why learn about the nature and scope

of selling?

Creates millions of careers

Builds essential skills

Planned communication

Personalized communication

Influences purchase decisions

Enhances future business opportunities

Selling Defined

To obtain goods/services they need and want

• Sold directly to consumers for ultimate consumption

• Sold to organizations for resale

• Sold to organizations for use in business operations

Why Do Customers Buy?

Bulk Pepperoni

Every Business Organization Sells

Entrepreneurs sell ideas to banks to obtain financing.

Manufacturers sell goods to wholesalers and retailers.

Wholesalers resell goods to retailers.

Retailers and service providers sell goods and services to customers.

Tangible Can be touched,

smelled, tasted, seen, or heard

Clothes, houses, food, smartphones

Tangible and Intangible Products

Tangible and Intangible Products

Intangible Productive activities

we pay someone else to perform

Dry cleaning, lawn care, health care

Lines can be blurry.

Anywhere person-to-person contact is made

• Over the phone

• On a person’s doorstep

• At a customer’s place of business

• In an office

• Online

Selling Doesn’t Just Happen in Stores

How Products Are Sold

Directly to the consumer without the use of a wholesaler or retailer

Indirectly to the consumer or user through the use of intermediaries (wholesalers or retailers)

The Role of Selling in Our Economy

Keeps economy moving

Promotes competition

Affects employment

Adds utility

Helps customers determine needs

Creates desire for products

Explain personal characteristics of successful salespeople.B

Characteristics of Successful Salespeople

Education and training

Self-motivation

Self-confidence

Product knowledge

Customer knowledge

Ethics

Success

Characteristics of Successful Salespeople

Persistence and patience

Selling skills

Belief in selling as a service

Communication skills

Creativity

Personal appearance

Think back to the interactions you’ve had in the past week.

What did you “sell” to someone?

Does this change your perception of your “sales” ability?

Sam works at an electronics store.

He needs to make the sale.

Is it ethical to “push” a customer to buy?

Acknowledgments

Original Developers:

Kerry Winfrey andLelia Ventling, MBAResearch

Version 2.0

Copyright © 2014MBA Research and Curriculum Center

Acknowledgments

Original Developers:

Kerry Winfrey andLelia Ventling, MBAResearch

Version 2.0

Copyright © 2014MBA Research and Curriculum Center

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