Outline for Preparation of Manual
A. Name of product to be sold.
B. Name of company you are selling for.
C. Course name and number.
D. Your name and date.
I. Developing a Personal Selling Philosophy
A. Describe the marketing setting (e.g., retail, wholesale, manufacturing, or service).
B. Describe the role of personal selling in this setting.
C. Describe the typical salesperson’s training to become a consultant/problem-solving type of salesperson.
II. Developing a Relationship Strategy
A. Describe the typical relationship between salesperson and customer in this field.
B. Describe the appropriate salesperson’s attitude.
C. Describe the appropriate salesperson’s appearance.
D. Describe the methods used to strengthen a long-term relationship for repeats and referrals.
E. Describe your communication style.
III. Developing a Product Strategy
A. Description of company
B. Description of product/created product solution
C. Description of technical expertise needed by salesperson
D. Develop feature benefits worksheet. (See Table 6.2)
E. Is this a new and emerging or mature and well-established product?
F. Will you use a price or value-added product strategy?
IV. Developing a Customer Strategy
A. Describe the typical buying motives of prospect.
B. Describe the typical prospect as an individual (and as a company representative, if appropriate).
C. How are prospects identified in most cases?
V. Developing a Presentation Strategy
A. Preparing for the sales presentation.
1. List presentation objectives.
2. Describe a typical sales cycle (how many calls).
3. Describe team versus one person, and group versus individual presentation strategies.
4. Describe ways to achieve a good social contact.
5. Describe methods to achieve good business contact (prepare a business contact worksheet—See Table 10.1).
B. Creating the sales presentation
1. List questions that will determine the prospect’s needs (prepare a need discovery