What is Selling?
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Why Should People Learn About Advertising Sales?

  • Aids in job search
  • Lucrative
  • The "true" stepping stone for other career possibilities.
  • Skills may be applied to virtually any job.
  • Selling is one of the best and quickest routes to management

What is Selling?

Selling is a process by which one person guides other people's behavior along a path in a desired direction, culminating in the purchase of a product or service.

Selling is NOT a manipulative process

Used to help "clients" solve problems.

The Most Important Principle of Selling Is ...

Success in selling is primarily a function of establishing and managing relationships with customers.

To accomplish this you must:

    Always be sure you have a positive answer to the question: "what's in it for me?"

Types of Selling

Service-Oriented Selling

    The focus is on the product -- communication information about products, merchandise or services.  The sole function of the salesperson is to process sales transactions.  Consumers make their own decisions about how the product satisfies their needs.

    Service sales are the easiest to make.

Developmental Selling

  • The focus is on the customer.  The product is positioned by the salespeople in relation to the needs of prospects.
  • Involves much more creativity than service selling.
  • Requires acquiring knowledge about the market, economy, client, etc


Approaches to Selling

  • Stimulus-Response Selling
  • Formula Selling
  • Needs-Satisfaction Selling


Enhancing Credibility as a Salesperson:
7 Techniques

  • Trustworthy
  • Competent
  • Objective
  • Dynamic
  • Demonstrate expertise
  • Physically attractive
  • Similarity

Qualities that make a salesperson successful

  • Communication skills
  • Empathy
  • Knowledge of the product, industry and market
  • Problem-solving ability
  • Respect
  • Service
  • Personal responsibility for results.

We watched a sales training video "Kraft Miniature Mashmellows" then discussed the strengths and weaknesses of the presentation

Factors that influence a retailer's decision to advertise

  • Economy
  • Legal issues
  • A network of middlemen
  • Size of the market and growth potential.
  • Suppliers and natural resources

No part of this site may be reproduced or used as original work,  without permission in writing from the author.

Copyright © 2000
Published by: Cynthia M. Frisby, Ph. D
University of Missouri-Columbia
Missouri School of Journalism
Department of Advertising
76F Gannett Hall
Columbia, MO  65211