Transform your R&D process with the personal selling approach for r&d

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[Music] [Applause] [Music] [Applause] thank you well hello everybody this is Mr Wes Moore and I am your instructor for this course on sales strategies I am so excited to teach this course I wanted to teach it for many many years so glad to have you on board let's go ahead and get started the purpose of this course is to introduce you to the career of professional sales and to train you on the key aspects of the role I've been in sales for many years myself so I know quite a bit and I can share a whole lot with you I'm looking forward to that and my goal overall is really twofold is first to give you a snapshot of what sales is really all about so you can decide whether or not you'd want a career in sales and then secondly is to give you the basic tools to carry out the tasks of a professional salesperson should you decide that you want to pursue a career in sales so that's the broad goal of the course and of this video series so now let's look at a road map for what we're going to talk about in our six sessions together the first thing we want to do is introduce the whole concept of personal selling to you and that will do in this first session next video we'll talk about building trust with customers a very very important part of professional and personal selling building trust with customers third session we'll talk about buyers needs and questions we'll get into the issues of what kind of buyers you might be selling to how markets are set up we'll talk about customer needs and how you through questioning can identify those customer needs and then our fourth session in the series we want to talk about what I call the Holy Grail of selling which is customer relationships what we're going to find as we go through this is that this is really about developing relationships with customers personal and professional so that you can better serve their needs so we're going to talk about that in our video session four after that we'll get into the sales call we'll talk about how to prepare for a sales call how to conduct a sales call how to follow up on a sales call everything about sales calls in video number five and then finally we'll talk about finding new prospects in video six afterwards through with the entire sales process we want to look and ask hey how do we find customers how do we find new clients to sell to that's what we want to spend our time on in session number six video number six so let's begin then with Session One introduction to personal selling let's give you a quick roadmap what we want to talk about here today first of all I want to tell you a little bit about my experience and my career in sales I've been in it for a long time as I indicated before and just share a little bit about what I've been through and what I know then we want to talk about sales we want to Define what sales is and we want to talk about the specific type of sales that we're going to focus on in this course after that we'll talk about the core of the sales process itself the sales function which is identifying and meeting needs we'll talk a lot about needs and a lot about value in this course and then finally we want to talk a little bit about the benefits of a sales career why is sales a good career and what kind of people might consider a career in sales so let's get started with my experience let's talk to you a little bit about my sales experience so I've been in sales now for 25 years yeah I know it makes me pretty old but I've been in business to business sales we're going to talk about that a little bit later to find that here in just a moment but I've been in business to business sales for over 25 years the field that I've primarily been in is a Technology field so that would include Technologies like fiber optic cable security systems for commercial businesses audio visual for commercial businesses Wireless systems for cell phone boosting also for life safety security type stuff inside buildings fire safety and that kind of thing and I've worked in all the areas of what we would call the sales channel so I've been with a manufacturer I've been a sales professional for manufacturer I've been a sales professional for a distributor and I've been a sales professional for a contractor I've been in the entire sales Channel selling in one form or another and I'll explain the difference between manufactured distributor and contractor in another video but I've just been in all areas of the business to business sales Channel primarily what I've done is call on Architects engineers end user clients such as hospitals and businesses K-12 education and Technology contractors to sell these kinds of high-tech systems so that's essentially what I do and I even do that right now as I as I record this video my other job is still in technology sales point the point in telling you this is to let you know that I have a very good understanding of this field overall I'm under professional understand professional sales extremely well and I'm going to be able to help you understand this subject far beyond what you could get from just reading a textbook so let me take this time the time now to just encourage you to watch and study these videos as we go along the video content is going to be on the quizzes you'll see that in the syllabus and on online but more than that this is where you're going to learn how to actually be and and do the role of a salesperson a professional business to business sales person so don't skip over these videos don't skip through these videos take the course seriously and take advantage of this material it'll be integral to your learning and it will really help you if you if you pay attention and learn from from me from all of my experience so let's move on now let's talk about the content for our session before we do that let me just note that from a textbook standpoint the basis of this course is cell six by cengage and in future versions of this course I'm sure we'll use the same textbook we might use the next version it might be cell 7 or cell eight so but still that that book is the basis for some of the content now I'm going to integrate a lot of my own experience and expertise as we go along into this video but when we talk about textbook material this is the textbook that we'll be talking about so let's go ahead and let's Define personal selling just what is personal selling let's look at what the cengage textbook says the definition from textbook is this personal selling is an important part of marketing that relies heavily on interpersonal interactions between buyers and sellers to initiate develop and enhance customer relationships now that's a whole lot of words there and a whole lot of three or more syllable words let's go through this here quickly the first thing that they mention is that it's a part of marketing it's a part of Marketing sales so we could talk more in depth about the narrow and Broad definitions of marketing the broad definition of marketing is that marketing is inherent in the entire organization regardless of what you're doing but it seems to be that they're using the narrow definition of marketing here which is pretty much equivalent to advertising and promotion so they're saying that sales personal selling is a part of the company's efforts to Market promote and advertise its products all right that's important okay it's a way that companies promote their products but then they go on and they say that it relies on interpersonal relationships interpersonal interactions and what they're getting at here is that in the professional sales World we're not reaching people in Mass with some big ad we're going to them directly one-on-one with an individual who is employed by our company to do that and so their their job is to interact directly with the customer not just do something from a broad marketing standpoint and then third they talk about uh the goal of personal selling and they say that that is to initiate develop and enhance customer relationships so just look at these terms here initiate a customer relationship so my company may not know anyone at company X so my job as a professional salesperson is to initiate the relationship get it started and then I am to develop that relationship learn more about that customer have them learn more about our business and then I am to enhance that relationship over time I'm looking to build it and expand it sales personal selling really is about one-on-one relationships and that's what they're talking about here but I would say that this is a little bit of a limited view of what the goal of personal selling is because you see I can initiate a relationship I can develop a relationship I can even enhance a relationship with a customer and still not be able to sell them anything I have a number of customers that I call on they just buy a little from us but I I don't get a lot of business from them so so so my goal is not just to know the people to develop a relationship and enhance it that relationship has got to produce something and that is profitable ongoing sales orders that is my job my job as a as a salesperson is to create orders for my company I want that customer to buy something from us and I want to them to buy to buy it in a profitable margin a profitable price and I wanted to them to buy it in an ongoing fashion I have customers every day who email me and call me ones that I've met with in the past that I have a relationship with and they'll say hey I need to order this or I need to add this or I need to order this so but I'm always looking not just to have a relationship I'm looking to have them come to me but I think buy things that I can sell profitably and that I can sell an ongoing continual manner that's really what our goal is okay so let's add that to the definition that the textbook gives us this course focuses on a particular type of personal selling there really are there might be more than than this but in a general sense there are really only two types of personal sellings there's just two various types of it there's retail personal sales and then there's business to business personal sales so let me explain those to you now let's talk about which one we're going to be involved in retail personal selling is when you sell to individuals who do not resell to others this is one you're just selling to an individual a single person that is not a business or an ongoing or an institution or a government entity or an organization you're just selling to the individual and these people are not reselling to any other people their job is not to produce anything for anyone else or sell anything to anyone else they're they're in essence the end user the the last person that's going to touch this product the person who's going to consume it and use it and that'll be that let me give you some examples here of personal sales types of situations let's say a department store let's say you work for a department store maybe like Kohl's or or something like that and it's your job as customers come in to talk to them and find out what they need and to sell them stuff well those those people are coming into a department store are the end user they're not buying that material to sell to anyone else they're not buying it necessarily to use it in their business so that that's really not a business to business sales type of environment that is an individual retails example real estate by and large is another one if you go out and look for a house and you and you hire a real estate agent that agent really just working for you when you buy that home it's yours you're not really selling it to anyone else and you're not using it in a business that kind of thing it's just a one-on-one retail sale and then the third one here is maybe Car Sales you work at a car lot and you're a sales person and people drive on the lot and you talk to them and you're trying to sell them a car that would be considered retail sales but there is another type of sales we've already hinted at it all already in the course and that is business to business sales business to business personal selling and we also we abbreviate this B2B so as we move through the course we're going to start calling this B to b b to B business to business personal selling and business to business personal selling is when you're selling as an individual salesperson you're selling to companies who resell what you use resell it in another product they make or they use it in their business uh to be able to sell stuff to someone else so really this is an individual calling on another business to sell them stuff they use in their business or things they use to make their products that they sell to other people that is B2B or business to business sales now let's take this example these three examples that I just gave you of retail sales and look at how those can be changed to business to business sales let's say that your job is to go into department store chains like Kohl's or Walmart or Target and let's say here that you're selling them the hangers that they use to hang their clothes on you see they're not really they're they're buying that so they can use it in their business they're not buying that directly so maybe they can go home and hang it on their on their you know in their closet so if you work for a company that made hangers and you called on businesses that used hangers in their in their business that would be business to business you see how that works let's say that you were uh you work for a company that does Advertising Signs they do signs and print media and stuff like that so that's a business and you're going to the real estate local real estate offices and you are trying to sell them the signs that they put out in front of the properties that they sell so you're a business selling to a business you're not selling to an end user an individual see that would be business to business sales and then in cars let's say that you work for a technology company that that sold personal computers and you went into a sales a dealer a big dealer in the area and you tried to work with their management team or their I.T team to sell them new computers and and and and you know iPads and things for for their business well now and you're not selling retail you're selling business to business that's how that works okay now in business to business sales B2B sales here's what the salesperson does the salesperson from the selling firm let's take the hangers meets in person with a buyer or decision maker from the other firm that would be the buying or purchasing firm to discuss the needs present product Solutions and negotiate an order that is what a professional personal sales person does in the business to business World they they meet with customers they identify their needs they present product Solutions and they negotiate orders that is the role that is the function of a personal sales uh professional all right now it's very important here early in the course that I tell you that what we're talking about here is not your typical sleazy stereotypical car salesman all right that's not what we're talking about here you've got to get that completely out of your mind now now certainly there are professional car salesmen and I have a friend who you see on a car dealership and he's a man of high integrity and he was very professional so I'm not just saying that car salesmen are sleazy people I'm not saying that I'm just saying that from from what we traditionally think of as a lying manipulative greedy salesperson that's not what we're talking about here all right a professional B2B sales person is just that a professional they tell the truth they care about their customers and they serve a valuable purpose in the market that's the kind of sales that we're talking about that's the kind that I do and that's the kind of profession that we're that we're putting forward for you here in this course as such professional sales people don't focus on themselves first they don't even focus on their own company first they are focused on their customers needs that is really the core of the sales function is to identify needs identify and meet needs the goal of a professional salesperson is to make their customers jobs easier to make their customers companies more productive to make their companies more profitable they're a professional salesperson focused on the customer's needs and then bringing value that their firm has to solve those needs to help overcome those obstacles to help increase productivity to help increase profitability and all of that that's really what a professional salesperson is doing and that is the core function and what we're focused on as salespeople is needs and value needs and value we're not trying to trick people we're not trying to manipulate people we're not trying to use a set of clever questions or a clever process to get them to buy something they don't want to buy that's not what we're doing we're focusing on needs real needs and trying to solve that bring to those needs True Value okay we'll discuss this a lot more as we go along in the course so let's now let's talk about a sales career a sales career because professional sales is so valuable to businesses because of this function that it serves in taking the products to the customer finding out the customer's needs and solving those profitably for the business it's an excellent career to choose it is a career there are a lot of sales jobs that are kind of not real serious jobs and they'll be I'll talk to you about different types of sales as we go along the ones that you want to get and once you don't the types of sales jobs but but a professional sales job that I'm talking about here is a great career the jobs typically pay extremely well they offer a lot of flexibility in terms of schedule and they can include travel if you like travel I've had jobs where I covered up most of the state I've had jobs where I cover just a city or a small area two hour drive there are sales jobs where you fly all over the country there are sales jobs you fly all over the world you don't have to travel there's different different ways but if you like travel then that's something that that that brings to the table a sales career is a good career and it might be right for you so what kind of a person would enjoy a sales career you say well Wes Mr Moore I you know I like what you're saying here but how do I know if I'm kind of in the right mold to do sales because not everybody can do it it's not for everybody well if you like people if you like talking to people interacting with people meeting with people then sales might be for you if you like to solve problems a lot of sales is solving problems you might like a sales career if you don't like getting stuck in an office for 40 hours a week I've always worked you know we're talking now a lot about people working remote working out of their homes I've always done that for 25 years and then so I am out making sales calls I'm back in my office out making sales calls back in my office going on a trip back in my office it's a really Dynamic kind of job if you don't want to sit in an office for 40 hours we want to get out do things move around meet with people than it could be for you if you like learning about products and Technologies new products and Technologies A salesperson is constantly being trained constantly has to learn constantly on the edge of technology and and really whatever field you're in there's going to be some kind of Technology and then if you like being paid for a person who says look I can do this I want to make two hundred thousand dollars a year I want to make 300 000 a year I don't want to cap on my income I don't want anybody I don't want to just punch a clock and get paid an hourly wage and there's nothing wrong with that but if you don't want to do that and if you believe in yourself and you want to get paid for your performance sales is a great place for you to go so this might be a good career for you if these things describe you well that's really session one here briefly a quick introduction to personal selling in our next session we want to talk about building trust with customers the all-important process of building Trust getting them to trust you believe in you count on you and therefore buy from you more and more this is absolute Foundation of success in sales so we'll talk about that next time well I hope you've enjoyed this uh session and we look forward to seeing you in our next video have a great day [Music] [Applause] [Music] [Applause] [Music]