Empower your education business with airSlate SignNow's Personal Selling Business for Education

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so hello everybody and welcome to this session on personal selling I'm Dave Roberts I'm on the faculty here at the Business School and I'd like to talk to you today about some experience I've had in this world of personal selling so let me just if I may introduce myself and and cover briefly where I've spent my life and what I've been doing when I was sat where where you are as an undergrad I really thought I was going to be an engineer in fact I was currently studying a bachelor's in in electronic engineering and I went on to do my masters in electronic engineering and so that's what I thought my life was going to be but unfortunately I've discovered that I didn't actually enjoy electronic engineering so that was a bit of a blow as you might imagine so I made a pivotal decision and I think you're all gonna face these pivotal decisions I made a pivotal decision to take my engineering talents such as it was and to apply it in a different way in the commercial world and I joined hewlett-packard as a trainee salesperson I think selling I thought would give me the peace of relationship and people that I was missing in in engineering and I really loved it I spent a number of years with hewlett-packard I was a Salesman I became a sales manager I then got promoted to running one of HP's largest accounts around the world a company called shield a company called British Telecom which I ran out of London we had sales people spread literally around the world I spent a lot of time traveling the world positioning Hewlett Packard products and persuading people that we could bring them value which really is the essence of selling for of us then left who yield pack code and we started a consulting company literally one of those stories where we started a business on our kitchen tables and and grew it we we started in the UK expanded into Europe expanded into into them the rest of the world then sold the whole business to a very large software company on the west coast of the US called Siebel systems doesn't exist anymore it was bought by Oracle quite a few years ago now but during that time I was involved in growing a very small entrepreneurial business to just under 100 million dollars and then selling that business a very different type of selling to her to a large organisation but all about consulting was around to how you grow your top line which really is the essence of selling so we spent 16 years working with very large organizations help then build their top line then I got the opportunity to come here to kenan-flagler and I received a phone call one day from somebody that was aware of me to say that kenan-flagler was looking to build a sales capability and so I came here to to begin a curriculum to design a curriculum mostly for the MBA program specifically in the area of b2b sales and very few schools actually teach sales it's not only a part of marketing as this one is here but very few schools take b2b sales and treat it separately and we've been very lucky here at the other kenan-flagler school that people see the sales is a real discipline is an academic discipline it's not something that I think is in maybe in the minds of many people which is something that bad people do to good innocent people we don't we don't view it that way I think some schools view selling maybe as what they should teach a Hogwarts School of the dark arts like this this nasty manipulative psychologically driven orientation to to to conning people whereas in reality and this is what I want to talk to you about there is a very professional role in the world called personal selling and I want to share with you some of the experiences I've had and talk to you a little bit about what personal selling is what it isn't how it fits in with marketing and hopefully bring some of what you read in the book a little bit alive and help you understand what what this thing called personal selling is so specifically we're going to be working around chapter 14 in the book I'm going to be expanding on it I'm hopefully not going to duplicate the things that you should have already read but maybe just take a little bit further and gave you and give you some examples in terms of agenda for this session I want to start off with what personal selling is I'd then like to talk to you about the different types of personal selling and associated without the different personalities and different people types that would be successful accomplishing those different types of personal selling then we'll talk very briefly about the pros and cons of the different methods for managing and compensating salespeople and I talked a little bit about the mythology around what motivates salespeople I think many people unfortunately get that wrong and then want to talk to you about something that I think many companies are looking at in the current climate which is this thing called the personal selling process what it means to have some science around and some logic around selling and then we'll finish off very briefly covering that three different types of presentation approaches when we're talking about sales people position their company position their capabilities talking about a solution for the customer and so I hope you find benefit from this and in a moment we'll talk about what personal selling actually is