PRDV217: Introduction to Sales

A primary feature that distinguishes the sales context is its degree of relationship establishment and development. In many sales positions, you only meet your client once – there is no need to establish a long-term relationship. This kind of transactional sales interaction requires basic, good customer service skills and a positive attitude. However, as we move from a transactional to a more relational context, there is a greater emphasis on building relationships, meeting needs, and building partnerships.

Learning how to communicate effectively in these different environments means learning good customer service and relationship development skills, in addition to teamwork, motivational, and persuasive presentation skills! Let’s take a step back and deepen our understanding of these different sales relationships and contexts.

In addition to different types of customer relationships, there are two essential distinctions in sales. Inside sales (sometimes called online sales) focuses on using electronic communication (such as phone calls and email). Outside sales (sometimes called personal sales) focuses on a more personal approach. It usually involves meeting customers in person and engaging in an interactive, dynamic relationship.

Let’s explore the skills sales professionals need to succeed. The texts in this section introduce a range of communication skills. As you study the materials, think about your current abilities, the skills you should refine, and those you need to begin building. We will return to these essential communication skills later in the course to gain a better sense of what they are and how they work.