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Selling
Selling skills
can be very useful to you in your
personal life. For example, have
you
ever wanted to use someone
else
’
s car? You had to use
selling skills to
persuade
the owner to let you use it. When you
apply for a job
, you should
really be trying to
persuade the
employer that
you will be a
good
employee.
If
you run
for an elected
office in an organization, you are
really trying to sell yourself to others. You are
trying
to
convince
people that you
have good ideas and will provide the type of
leadership
needed by that organization.
Selling involves persuading others to accept your
ideas
or your advice.
Selling
skills
are
also
important
in
most
jobs.
Business
managers
want
to
hire
people
who
are
creative,
who
work
well
with
others,
and
who
contribute
to
the
success of their business. In the world
of business, selling is a very important function.
Business owners use selling skills to
gain acceptance from customers and employees
about store policies and procedures.
Successful salespeople use selling skills to
assist
customers in making wise buying
decisions.
What Is Selling?
Selling
involves
the
art
of
communicating
effectively
with
people---simply
explaining
how
a
product
or
service
will
benefit
the
customer.
Customers
will
not
purchase
a
product
or
service
until
they
are
convinced
that
they
will
benefit
from
owning that product or
service. The salesperson needs to explain, advise
and generally
help the customer. In
fact, his most important job is to assist the
customer in making a
wise buying
decision. The word selling is defined as:
1.
assisting the
customer, and
2.
helping the customer make a wise buying
decision
Assisting the
Customers
Business
in
America
today
is
very
competitive.
In
our
free
enterprise
system
,
there are
many businesses that sell similar products
and services.
For example,
you
can
purchase
a
pair
of
jeans
from
a
department
store,
a
women
’
s
or
men
’
s
apparel
shop,
a
specialty store
, or
a
discount store
. Because customers can
purchase the same
product
or
service
from
more
than
one
business,
it
is
important
that
businesses
provide polite,
friendly service to
customers.
If customers do not receive polite and
capable
help
from
salespeople
at
a
business,
they
may
decide
to
purchase
from
another business. Salespeople make sure
they provide the help customers expect.
Helping the Customer Make a
Wise Buying Decision
The most important
responsibility of any salesperson is to help
customers make
wise
buying
decisions.
Customers
have
made
wise
buying
decisions
when
they
receive
benefits from the products or services they have
purchased. These benefits are
called
buyer benefits
. A buyer
benefit is the gain or personal benefit customers
receive
from the products or services
they purchase. The
salesperson
’
s job is to make
sure his
customers purchase the
products or services which will most benefit them.
1
The Importance of Selling
Selling is important to our economy, to
business, and to the American people. In
order
to
understand
its
importance,
you
need
to
be
familiar
with
some
basic
facts
about each
segment
of the American
economy.
The economy of our country is
divided into three phases: production, marketing,
and
consumption.
Production
refers
to
the
physical
creation
of
goods
and
services.
Farming,
mining,
fishing,
lumbering,
and
manufacturing
make
up
the
production
phase
of
our
economy.
Thousands
of
goods
and
services
are
produced
each
year.
These goods and
services, however, do not sell themselves. After
goods and services
have
been
produced,
they
must
be
made
available
to
consumers
for
purchase.
Marketing
is the process
through which goods and services flow from the
producer to
the
consumer.
Wholesalers
and
retailers
make
up
the
marketing
phase
of
our
economy.
Selling
is
the
most
important
marketing
function
performed
by
retail
and
wholesale businesses. Wholesalers buy
from producers and sell to retailers. Retailers
buy from producers and wholesalers and
sell to consumers. Consumers are the users
of goods and services in our society.
The process of using goods and services is called
consumption
.
What contribution does
selling make to our economy? The role of selling
in our
society is to
identify
and provide the
goods and services that will
satisfy
the needs and
wants
of
the
consumer
.
Manufacturers,
wholesalers,
and
retailers
all
depend
on
customers
to
purchase
products
and
services.
When
a
business
’
s
sale
declines
,
the
company usually reduces
the number of its employees. The jobs of the many
people
who
produce
and
provide
goods
and
services,
therefore,
depend
on
successful
salespeople.
When
customers
purchase
products
and
services,
they
help
create
employment
in
manufacturing,
wholesaling,
and
retailing.
Full
employment
in
our
country
creates
additional
purchasing
power
for
our
consumers.
Selling,
therefore,
assists
in
maintaining the high standard of
living
enjoyed in our country.
What
contribution
does
selling
make
to
a
business?
The
role
of
business
in
society
is
to
provide
the
types
of
products
and
services
which
consumers
need
and
want.
It
is
the job
of the
salesperson, as
the
business
’
s representative,
to
satisfy the
customers
’
needs
and
wants.
Salespeople,
and
the
manner
in
which
they
treat
customers, can really determine the
success or failure of most business.
What contribution does selling make to
the American consumer? Salespeople are
often
the
only
contact
a
customer
has
with
a
business.
Salespeople
represent
the
business
to
the customer.
They should
offer sincere, honest,
friendly, and
courteous
service to customers. The
salesperson
’
s job is to make
sure the customer benefits from
purchasing a product or service.
Salespeople can save customers time and money by
providing
product
information,
showing
how
a
product
or
service
will
benefit
the
customer, and making sure customers
purchase the products and services which will
best meet their needs and wants.
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