The Power of Selling, 2010a

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Bring extra copies of your résumé printed on twenty-four-pound paper (this is also called résumé paper; you can buy it at your campus bookstore or at any office supply store or Web site). It’s best not to use regular copy paper as it is lightweight and doesn’t provide strong nonverbal communication about your brand. You never know when the person with whom you are meeting will ask for an extra copy of your résumé. And, even if she already has a copy, she may not have it handy. [13] This is a perfect opportunity to bring samples of your work. See the Selling Usection in Chapter 6 "Why and How People Buy: The Power of Understanding the Customer" for some tips about how to put together a portfolio that helps you show and sell yourself. If you have had an internship, bring clean samples of any projects you worked on; the same is true for any student organizations, volunteer work, or community service that you have done. You should also include a few key class projects to demonstrate your versatility. Now prepare for the questions. Unlike a regular job interview, you have requested this meeting so you should be prepared to ask the questions. Keep the questions focused on learning about how your interviewer broke into the business and what he can share as a result of his experience. Here are some questions you might consider: How did you decide to go into this field? What was your first job? How did you get to your current position? What was your favorite job? What is the best thing about your current job? What is your least favorite part of your job? What is the single most important attribute someone needs to have to be successful in this industry? What is the typical salary range for an entry-level job in this industry? What advice would you give to someone starting out in the industry? What is the outlook for the industry? [14] In addition to having your questions ready, also be ready to talk about your brand positioning points (review this concept in the Selling U section in Chapter 1 "The Power to Get What You Want in Life"). Use your communication skills to make your experience and interest come alive in the interview. It’s a good Saylor URL: http://www.saylor.org/books Saylor.org 221
idea to offer to show the samples of your work while you are talking about why you are interested in pursuing a career path in the industry. Take the time to print out your questions so you are organized during the interview. Put your questions and spare copies of your résumé in a professional portfolio or folder. Don’t be afraid to refer to your questions and take notes during the interview; it’s an excellent nonverbal cue that you think what the interviewer has to say is important. Wrap up your informational interview by asking for your interviewee’s business card. Also, ask for the names of some other people that you might be able to learn from; for example, “I really enjoyed our conversation today, and I learned so much about the industry. You have helped me realize that I would like to pursue a career in sales. Can you give me the names of some other people I might be able to learn from?” You’ve Got the Power: Tips for Your Job Search Keep in Touch What about after the informational interview? Keep in touch. People who take the time to help students also want to know what is going on with the young job-seeking population. Send an e-mail or touch base by phone at least every four to six weeks. It’s a great way to develop a relationship and network, even after you land your internship or job. Part of networking is providing exchange, and keeping in touch is your part of the bargain. When you keep in touch, your interviewer might be able to help you in the future; or better yet, you might be able to help her and return the favor. When to Ask for an Informational Interview It’s always a good time to meet and learn from experienced people in the industry in which you are interested. However, you should actively pursue informational interviews when you are prepared with your résumé and have compiled some samples of your work. Keep in mind that every contact you make is a selling opportunity for your personal brand so it’s best to be ready as early as possible in your academic career. It’s never too soon to prepare your résumé even as you are building your experience with internships and other jobs. Whenever you meet someone interesting, follow up and ask him for an informational interview so you can learn more about how he got into the business. Where to Have an Informational Interview Saylor URL: http://www.saylor.org/books Saylor.org 222
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This text was adapted by The Saylor
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helping you learn and succeed. In f
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Sales professionals (left to right)
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Andrew Sykes, Pharmaceutical Sales
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Chapter 1 The Power to Get What You
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Pearson-Bernard, the president and
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Mac and fries, and you always know
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Personal selling is a powerful part
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But the bigger story is the fact th
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understand the power of collaborati
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departments, according to Dennis J.
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At times, however, sales and market
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6. [4] Bureau of Economic Analysis,
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Chapter 6 "Why and How People Buy:
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Resource Description information. J
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Choosing a career direction and wri
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managed your costs and time. Every
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Now that you have read this chapter
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2. Write your personal mission stat
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garage in 1976. Jobs said, “I was
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Contrary to popular belief, speakin
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evealed that boomers are more likel
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many can put it all together.” [2
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phone?” No techno-talk, no slick
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A good salesperson does more than s
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18. [13] Margaret Norton, “Is the
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Toshiba to manufacture laptop compu
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Types of B2B and B2C Selling When y
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outside salesperson. Inside salespe
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Title Description Industries manage
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Selling Power Magazine “50 Best C
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You’ve now seen how B2B, B2C, and
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want to focus on making a contribut
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14. [7] Justin Sorkin, “AT&T Urgi
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lasting impression. If you think yo
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Figure 2.8 Standard Résumé Incorp
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Now, it’s time to put your brand
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Step 4: Write Your Bullet Points On
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Consider the difference between the
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1. First paragraph. Introduction an
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Step 3: Write Your Cover Letter Wit
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Saylor URL: http://www.saylor.org/b
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KEY TAKEAWAYS Your résumé and co
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Now it’s time to put what you’v
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The Power of Building Relationships
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ather than what you want to sell he
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single man could and should be nurt
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For example, many companies offer l
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Trust Me “The check is in the mai
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No one likes to deliver bad news. B
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according to Tim Conner, sales trai
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irthday celebration went, or even j
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A solid relationship is essential,
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29. [24] Tom Reilly, “Relationshi
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than your friends? Do you speak to
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opinions in their decision making.
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Expressives are creative and can se
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thanks.” It’s important to note
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16. [13] Barton A. Weitz, Stephen B
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providing an excellent method to ne
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Jon: Have you talked to anyone at U
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down an otherwise promising job can
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Search the social networking job bo
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7. [3] Meredith Levinson, “How to
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Role: Pharmaceutical sales manager
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7. Be professional; focus on facts
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eliefs and moral conduct. [6] Your
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marketing at the University of Notr
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Ethical Dilemmas in Business Not al
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just like personal ethics, mean doi
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attached. You might miss the opport
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Religion Values provide your person
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You learned about creating your per
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These ten things are the principles
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Ludwig, author ofPower Selling, exp
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At some point in your selling caree
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o o Simon Cowell Angelina Jolie 4.
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21. [19] Julie Creswell and Landon
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44. [42] FedEx, “Company Informat
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Conduct, for example, explains when
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Family interests create a conflict
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documents related to that fact, led
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come face-to-face with these differ
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9. [3] Starbucks, Business Ethics a
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Selling Yourself versus Stretching
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Page 174 and 175: Figure 4.4Sample References Letters
Page 176 and 177: Now that you have read this chapter
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Page 184 and 185: Figure 5.3 Letter of Apology from J
Page 186 and 187: you receive the check. Specificity
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Page 190 and 191: Figure 5.4 The Impact of Intonation
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Page 194 and 195: Touch neck: insecurity Crossed legs
Page 196 and 197: extra time to review before you sen
Page 198 and 199: EXERCISES 1. Choose an advertisemen
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Page 206 and 207: The purpose of a business breakfast
Page 208 and 209: Now, we’re seeing a bit of a reve
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Page 212 and 213: Proper etiquette is a necessity in
Page 214 and 215: 10. [4] Kim Richmond, “Poll: Entr
Page 216 and 217: 31. [25] Patrick Welsh, “Txting A
Page 218 and 219: An informational interview is exact
Page 220 and 221: Informational interviews are usuall
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Page 228 and 229: You are meeting with a potential cu
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Page 232 and 233: The science of consumer behavior de
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Page 236 and 237: Although recovery will be going on
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Page 242 and 243: Figure 6.7 Comparison of B2C and B2
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Page 248 and 249: An individual such as a buyer, purc
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Page 252 and 253: The Traditional View of the Seven S
Page 254 and 255: 6. Evaluating proposals. After the
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Page 258 and 259: Norm Brodsky is the owner of an arc
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Page 262 and 263: Figure 6.10 Nutritional Information
Page 264 and 265: Source:http://www.thedailyplate.com
Page 266 and 267: Table 6.3 FAB in Action Product Fea
Page 268 and 269: The traditional B2B buying process
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40. [36] Bryan Eisenberg, “Want T
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Brand Positioning Point Feature Adv
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Choose a few work samples. Select s
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A word of caution: Your professiona
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6. [2] “Job Search: Back Up Your
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You are a salesperson for an advert
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Chapter 7 Prospecting and Qualifyin
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Saylor URL: http://www.saylor.org/b
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If you’re satisfied with his resp
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happens if the customer is not inte
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and prospecting for new customers.
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16. [13] Dave Dolak, “Sales and P
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good fit. Sometimes you aren’t ac
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1. Describe the ideal customer for
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It costs five times more to attract
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If you’re a member of the America
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Forget Google for a minute. It migh
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Database or Directory Good source f
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Business journals such as the Phila
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As a salesperson, you can use trade
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isn’t a qualified prospect. For t
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egin prospecting for another lead a
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latest Google search results based
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KEY TAKEAWAYS Prospecting takes c
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21. [15] Paige Palmateer, “Inaugu
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employment agencies. This is a fair
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you might or might not find later o
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Local business journals, like the P
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Business Directories and Databases
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sites to gather stats. Publicly hel
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3. When a customer says, “It’s
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9. There are several business journ
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service in order to make a decision
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Listing your goals in writing befor
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Sporting Goods, Dick’s Sporting G
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presentation. For instance, you mig
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the company also has a communicatio
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companies or people he has worked w
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13. [7] Marcel Sim, “Leveraging Y
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play MP3s, store a day planner, sur
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for instance—can often be a surpr
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question early on in the sales call
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8. [2] Mark Anthony, “The Psychol
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According to Gary Duncan, principal
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SMART objectives give you the power
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3. Assume you are a financial advis
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order. For example, Szaky knows tha
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2. Assume you are the director of d
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tool, in combination with five othe
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on your part. If one of your target
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SMEI http://smei.associationcareern
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Internships and professional organi
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Use networking sites like LinkedIn
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You can determine SMART precall obj
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TEST YOUR POWER KNOWLEDGE ANSWERS 1
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The Approach: The Power of Connecti
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Communication Customization Collab
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taste in shoes. As long as the appr
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you will read more about the dos an
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included fifteen-second audio spots
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7. [4] Brian Johnson’s Philosophe
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9.2 How to Start Off on the Right F
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Approaching by Telephone Establishi
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uilding up your wardrobe so that yo
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prospect’s name in the heading an
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new contacts: “I thought you migh
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stop by on Tuesday morning so we ca
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in the retail environment as it is
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Customers can’t seem to stop sayi
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1. Take the listening quiz by click
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19. [12] Sharon Drew Morgan, “Thi
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43. [36] Donna Siegel, “Relations
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fewer paper jams than any other cop
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contact you. She thought your compa
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ing out several products for custom
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move straight into a question or cu
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9.4 Overcoming Barriers to Success
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to go through the gatekeeper first.
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2. Imagine that you are a sales rep
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Your elevator pitch is critical bec
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ask the person for their business c
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Power Wrap-Up Now that you have rea
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3. Use your elevator pitch in a pro
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about to connect in an exciting way
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presentations to their prospect’s
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will you have to find a parking gar
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EXERCISES 1. You are preparing for
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to take off a jacket and tie than t
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EXERCISES 1. Review the clothes tha
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A good salesperson can read group d
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keeping an eye on group dynamics du
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When the five executives arrived, W
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It is also important to resist the
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salespeople who are starting out an
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won’t get read. [30] Don’t rely
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A cost-benefit analysis asks the qu
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through but (b) establishing a conn
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2008,http://www.completeselling.com
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36. [29] Geoff William, “The Perf
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prospect you have already met.) [4]
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You: So your IT people have regular
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In smaller sales, obtaining commitm
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unstated needs: situation, problem,
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1. Learn the five steps of a succes
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that shows how outsourcing your bac
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to make sure you understand and hav
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information you are presenting and
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a call to action that asks the pros
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Timing: When to Deliver Your Propos
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The most important ingredient of a
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18. [10] Kelley Robertson, “How t
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10.6 Selling U: Selling Yourself in
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Does this company deal in B2B or B2
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important to be honest when you res
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Interviewers often ask this questio
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Step 8: Prepare Your Wardrobe Your
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A job interview is like a sales pre
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18. [15] Kim Richmond, Brand You, 3
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PUT YOUR POWER TO WORK: SELLING U A
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Chapter 11 Handling Objections: The
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What Are Objections? Objections, al
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what you can deliver and by when. I
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When Prospects Object While you may
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identifying his problem, and presen
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2. Try to sell your professor on co
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11.2 Types of Objections and How to
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Don’t say anything negative about
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When a prospect has a source object
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car has what you want. At this poin
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uild a deeper trust. [18] Just as w
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14. [7] Felice Philip Verrecchia,
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This is another opportunity to refe
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Mention something specific that you
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Do proof your thank-you e-mail or n
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Thank-you notes are a reflection of
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You understand how to use a follow-
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3. A prospect may object at any tim
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salesperson who continues to follow
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Relationship selling doesn’t work
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http://www.bestsampleletters.com/sa
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Web site so unique is that you can
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a negative impact on the company’
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6. Imagine that you are a sales rep
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28. [22] Tamara Monosoff, “Focus
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asking customers what they think ca
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(scores of 7 to 8), reflect poorly
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14. [8] Rob Markey, Fred Reichheld,
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Plan your route. Even though you pr
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1. Assume you just accepted a job o
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You can identify ways to add value
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2. Identify someone who already wor
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unstructured, and sometimes unpredi
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his insights to help you be success
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Procurement or product development
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Figure 14.3 Activities of Salespeop
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Poor planning. Avoid getting caught
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Being successful in sales doesn’t
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one of the components of the compen
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draw. This is an advance against fu
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some performance KPIs and conversio
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KPI Name Calculation KPI Goal Avera
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Activity Color (Red, Yellow, Green)
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Activity Comments Time to complete
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[10] Data from Gerald L. Manning, B
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[32] Jim Kahrs, “Sales Compensati
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passion and desire he played with,
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It may seem counterintuitive, but t
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It’s virtually impossible to be s
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3. Assume you are a designer and yo
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2005,http://kansascity.bizjournals.
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find the right internship to help y
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Your campus career center and facul
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eight hours for every twenty-four-h
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Professional Organization Informati
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8. [5] Kim Richmond, Brand You, 3rd
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7. Is it possible for an employer t
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sites and review the mission, event
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15.1 The Power of Entrepreneurship
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Approximately 75 percent of new job
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These facts reflect the importance
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Tech-savvy teenagers are starting o
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Best Social Entrepreneurs View the
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View Entrepreneur magazine’s list
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2008, http://www.america.gov/st/bus
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43. [40] Scott A. Shane, “Failure
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a business plan are standard. The f
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Private investors may want to have
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When you present your business plan
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Entrepreneur: Noah Lehmann-Haupt Ho
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Entrepreneur: Jeremy Bloom Article:
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Resource Name and Web Site Descript
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Resource Name and Web Site Descript
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You can describe the impact that en
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3. Free market system is an economy
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