The Power of Selling

In the past, people have had a negative image of the sales process as a high-pressure interaction between a salesperson and a customer. A good professional salesperson will involve the customer in the interaction to assess their needs and help them find solutions to their problems with their products and services. A good salesperson will listen to customers' needs and strive to maintain a long-term, mutually beneficial relationship. The advancement of business technologies like the internet and social media create new means for reaching customers and maintaining relationships with them. Read this chapter and answer the review questions.

Review and Practice

Test Your Power Knowledge Answers

  1. Getting into the school of your choice, convincing your parents of something, getting the job you want (as well as other situations you may name).

  2. The four characteristics of a brand are the fact that it is unique, consistent, and relevant and has an emotional connection with its customers.

  3. "Each salesperson supports an average of 12.9 other jobs within the company" means that the level of sales that is generated by each salesperson is enough to fund the salaries and benefits of almost thirteen people in the organization in departments such as human resources, marketing, operations, finance, and others. Without the sales, the company would not be able to pay for the other jobs.

  4. Sales is considered a line function because salespeople are part of the daily operations of the company.

  5. Sales 2.0 is a term that applies to the ever-changing world of technology, communication, and relationships in selling. The evolution of the Internet has led to a change in the balance of power in the selling process. Now, customers may have more information than a salesperson due to the research they are able to do on Web sites, through communities, and user-generated content. (In other words, both good and bad news travel fast.) Salespeople have to focus on collaboration inside their companies and with their customers to deliver the best solution to meet their customers' needs.

  6. All of the characteristics are important when you are selling your personal brand. It's important to define your brand by developing the three most important brand points that best describe you.

  7. The organizational chart in a customer-centric organization has the customer at the center so that all functions focus on meeting the needs of the customer rather than working in silos.