Skill Enhancement Course (SEC)

Syllabus for Faculty of Commerce & Management as per

NEP Effective from June 2024
SEMESTER-3
Course Title: ADVERTISING AND PERSONAL SELLING-1

Chapter 2
Career in Selling

David Mackenzie Olgilvy, the father of advertising, once said“We sell

orelse”.What he meant was that the ultimate purpose of business is to sell
something to someone and establish exchange transaction. Without
selling the whole purpose of establishing the business remains
incomplete. Selling is so prominent for business that in spite of growing
digital marketing and e–commerce, it is the effort of sales force of the
business that has an impact on virtually every other area of business.
Despite new technologies, tools, and business models, the skills and
competencies of sales people will always be crucial for building
relationships, closing deals, and finding new opportunities. Selling is an
honourable, challenging, and rewarding career.
Selling is not just for sales professionals; it is a skill everyone of us needs
to learn. Even if we never actually hold a sales job, we do need to sell
during a range of activities like selling an old car or selling yourself in a
job interview. The competitive world today demands good interpersonal
skills and, the lack of selling capability can put anyone at a disadvantage.
The skills and knowledge gained from a selling course can be used by a
student who plans to go into virtually any field, such as law, medicine,
journalism, or the military, or by those who start their own business.
 Characteristics of Salesperson

1. Physical Qualities
A salesman should be healthy and should possess an attractive
personality. For creating a favourable impression on the customers,
good appearance, posture, sound health, pleasing voice. etc., are
required. As a salesman is required to travel a lot, he should be
physically capable of travelling.

2. Knowledgeable
A salesman should have complete knowledge of the product and its
features, knowledge about the organisation, its philosophy, policies,
motto, customers, competitors, etc.

3. Mental Attributes
A high degree of intelligence and imagination are essential qualities for
a successful salesman. He should be in a position to understand
customers and read their minds quickly. For effective selling, he should
have a creative imagination, keen observation, sharp memory, and good
judgement ability.
4. Vocational Attributes
The salesperson should be highly ambitious and enthusiastic, as
salesmanship is a highly skilled vocation. He should be optimistic and
should have creative ability and an urge for excellence.

5. Courtesy
In order to win the trust of customers, a salesman should be polite,
sympathetic and courteous. If the language of the salesman is polite,
then he can win the buyer’s confidence.

6. Tactfulness
As a salesman has to deal with humans, who differ in aptitudes,
viewpoints, requirements, etc., he must be tactful. He must have the
ability to adjust to the circumstances and needs of the customers.

7. Self-confidence
Self-confidence is an essential quality to be a successful salesman. He
should have firm determination and take every objection or obstacle as a
challenge.

8. Enthusiastic
A salesman should be enthusiastic and should work with zeal. He should
focus on achieving the selling objectives by accepting the challenge of
making a positive sale to the customer.

9. Honesty
The policy of honesty should be practiced by the salesman. He should
not try to win customers through false and misleading representations.

10. Persistent
A salesman should be persistent. He should try to convince the
prospects with persistent efforts. He should not give up on the customers
soon. Regular and willing customers for the company can be won by the
persistent efforts of the salesman.
11. Good Communication Skills
The success of the sales depends upon the communication skills of the
salesman, as selling is a two-way communication process. The salesman
should have a controlled voice and demand over the language. He
should clearly communicate what he wants to communicate. Moreover,
he should not be only a good speaker but also a good listener.

 Career opportunities in Sales

A career in sales offers a wide range of opportunities across various

industries, providing room for growth, personal development, and
financial success. Here’s a detailed breakdown of the career paths and
roles you can find in sales, from entry-level positions to leadership roles.

1. Entry-Level Sales Roles

These positions typically require less experience and serve as the
foundation for a sales career, focusing on learning the fundamentals of
selling and customer relationship management.

 Sales Development Representative (SDR)/Business Development

Representative (BDR):
- Responsible for lead generation and outreach, contacting
potential clients, qualifying leads, and setting up meetings for
account executives.
- Skill Focus: Cold calling, email outreach, research,
communication, and learning about the product or service.

 Inside Sales Representative:

- Primarily responsible for selling products or services via
phone,email, or online meetings, with less face-to-face
interaction.
- Skill Focus: Remote selling, CRM management, product
knowledge, and negotiation.
 Retail Sales Associate:
- Works directly with customers in retail environments, assisting
them in selecting products and completing transactions.
- Skill Focus: Customer service, product presentation, and upselling.

 Field Sales Representative:

- Works in a specific geographical area to sell products or services
meeting with potential customers in person.
- Skill Focus: Territory management, direct sales, relationship
building, and networking.

2. Mid-Level Sales Roles

These positions are focused on handling larger accounts, managing more
complex sales cycles, and delivering results. They typically require a few
years of sales experience.

 Account Executive:
- Manages the entire sales process from prospecting to closing deals,
handling both new clients and existing accounts.
- Skill Focus: Full-cycle sales, closing deals, relationship
management, and sales forecasting.

 Sales Consultant:
- Acts as a subject matter expert, consulting with clients to
understand their needs and offering customized solutions.
- Skill Focus: Consultative selling, technical product knowledge, and
needs analysis.
 Sales Engineer:
- Works closely with the sales team to provide technical expertise and
support for complex sales, particularly in industries like software or
engineering.
- Skill Focus: Product demonstrations, technical knowledge, and
solution selling.

 Account Manager:
- Responsible for maintaining relationships with existing customers,
ensuring client satisfaction, and identifying opportunities for
upselling or cross-selling.
- Skill Focus: Relationship management, customer retention, and
post-sale service.

3. Senior-Level Sales Roles

These positions involve managing a team, larger portfolios, or specialized
sectors. Individuals in these roles typically have significant experience
and are responsible for driving revenue and strategy.

 Sales Manager:
- Leads a sales team, sets targets, monitors performance, and
develops strategies to achieve sales goals.
- Skill Focus: Team leadership, sales strategy, performance
management, and coaching.

 Regional Sales Manager:

- Manages sales in a particular region or territory, overseeing
multiple sales reps and ensuring regional sales targets are met.
- Skill Focus: Territory management, leadership, regional strategy,
and multi-location coordination.
 National Sales Manager:
- Oversees sales strategies and targets at a national level, working
closely with regional managers to ensure overall company goals are
met.
- Skill Focus: National strategy, high-level negotiation, large account
management, and leadership.

 Enterprise Sales Executive:

- Focuses on high-value, complex sales to large corporations, often
involving lengthy sales cycles and multiple stakeholders.
- Skill Focus: Enterprise-level selling, complex negotiations, and
managing relationships with Chief -level executives.

4. Leadership and Executive-Level Roles

At the executive level, sales professionals focus on strategic direction,
company growth, and leading large teams. These roles often involve
working with other senior leaders to align sales with overall business
goals.

 Director of Sales:
- Responsible for managing the entire sales department, including
developing strategies, managing budgets, and ensuring sales teams
meet targets.
- Skill Focus: Strategic planning, departmental leadership, budgeting,
and revenue generation.

 VP of Sales (Vice President of Sales):

- Oversees sales operations across multiple regions or divisions,
responsible for long-term strategy, growth, and ensuring
alignment with company objectives.
- Skill Focus: High-level sales strategy, cross-functional leadership,
market analysis, and revenue scaling.
 Chief Sales Officer (CSO):
- The highest-ranking sales executive in a company, responsible for
all sales-related activities and aligning them with the organization’s
strategic objectives.
- Skill Focus: Executive leadership, overall sales vision, market
positioning, and business development.

5. Specialized Sales Roles

In addition to the more traditional roles, there are specialized sales careers
that focus on specific industries or areas.

 Real Estate Sales:

- Real estate agents and brokers help clients buy, sell, or rent
properties. These roles often require specific licensing and deep
market knowledge.
- Skill Focus: Real estate laws, negotiation, property valuation, and
client management.

 Pharmaceutical Sales Representative:

- Focuses on selling medications and healthcare solutions to
doctors, hospitals, and clinics.
- Skill Focus: Medical knowledge, relationship building with
healthcare professionals, and regulatory compliance.

 SaaS (Software as a Service) Sales:

- Involves selling cloud-based software solutions to businesses. This
field is growing rapidly with the expansion of digital
transformation across industries.
- Skill Focus: Technology fluency, subscription-based selling, and
consultative selling.
 Media Sales:
- Focuses on selling advertising space in print, broadcast, or digital
media, including TV, radio, websites, and social media platforms.
- Skill Focus: Media strategy, client account management, and
advertising knowledge.

6. Entrepreneurship and Consultancy Opportunities

With experience, sales professionals can transition into independent roles
or start their own businesses.

 Sales Consultant:
- Offers expert advice to businesses on how to improve their sales
strategies, processes, or team performance.
- Skill Focus: Market research, sales strategy consulting, and
coaching.

 Entrepreneur:
- Many experienced sales professionals start their own businesses,
leveraging their network and sales skills to grow their company.
- Skill Focus: Business development, market penetration, leadership,
and strategy.

 Measures for making selling an attractive career

Sales is the backbone of any business, playing a critical role in driving
growth and profitability. However, the profession is often associated with
high pressure, rejection, and stress, which can deter talented individuals
from pursuing a sales career. To make sales an attractive career option,
companies are implementing innovative strategies to create an
environment where salespeople can thrive and develop rewarding careers.
1. Offer Comprehensive Training and Development Programs
Providing well-structured and ongoing training programs is essential for
building confidence and skill in new sales hires. Companies can offer
mentorship, real-world sales simulations, and continuous education on
products, market trends, and sales techniques to enhance performance and
job satisfaction.
Example: IBM has developed one of the most comprehensive sales
training programs in the world. Their "Global Sales School" offers a
structured onboarding process, complete with mentorship, hands-on
practice, and development in various selling techniques. The training is
designed to empower salespeople with the knowledge, confidence, and
tools to succeed in their roles. This approach not only equips sales teams
with the skills they need but also helps build a positive culture where
employees feel supported and invested in.

2. Provide Clear Career Progression Paths

Career advancement is a significant motivator in any profession, and
sales is no exception. Salespeople should have a clear understanding of
how they can grow within the organization, with defined paths for
promotions and leadership opportunities.
Example: Salesforce is renowned for providing a clear and well-defined
career progression framework for their sales professionals. Starting as a
Sales Development Representative (SDR), employees can progress to
Account Executive, Senior Account Executive, and Sales Manager, all the
way up to leadership roles like VP of Sales or Chief Revenue Officer
(CRO). By offering these well-documented career paths, Salesforce
motivates their sales teams to stay within the company, fostering a culture
of growth and loyalty.

3. Create a Performance-Based Reward System

Salespeople are highly motivated by recognition and financial rewards.
Companies that offer performance-based incentives, such as bonuses,
commissions, trips, and other rewards for achieving and exceeding
targets, can boost motivation and job satisfaction.
Example:Microsoft’s sales team is driven by a highly competitive,
performance-based reward system. They offer lucrative commission
structures and bonus incentives for top performers, often including
international travel and recognition at company-wide events. This system
creates an environment where the harder sales professionals work, the
more they are rewarded, ensuring a high level of engagement and
ambition within the team.

4. Emphasize Work-Life Balance and Flexibility

Sales can be demanding, but companies that prioritize work-life balance
and offer flexibility in working hours are likely to attract and retain top
talent. Remote working options, flexible schedules, and a focus on mental
health can make sales a much more attractive career option.
Example: HubSpot has implemented a flexible working policy,
allowing sales professionals to work from home or adjust their working
hours to suit their personal schedules. They are known for their strong
focus on maintaining a healthy work-life balance, offering unlimited
vacation time, mental health days, and access to wellness programs. This
creates a culture where employees feel trusted and valued, reducing
burnout and increasing job satisfaction.

5. Leverage Technology to Support Sales

Modern sales careers are greatly enhanced by technology, making the role
more efficient and less cumbersome. Companies that provide their sales
teams with advanced CRM systems, AI-driven analytics, and automation
tools help streamline processes, allowing salespeople to focus on building
relationships and closing deals.
Example: Oracle equips its sales teams with cutting-edge technology,
including AI-driven insights through its CRM system, Oracle CX Cloud.
This tool helps sales reps track customer interactions, predict sales
opportunities, and automate routine tasks like data entry, freeing up time
for selling and strategic decision-making. The integration of technology
has made sales roles at Oracle more attractive by enabling salespeople to
be more efficient and effective in their roles.
6. Create a Positive and Collaborative Sales Culture*
Sales does not need to be cutthroat or hyper-competitive. Companies that
foster a team-oriented environment, where sales reps work together to
achieve common goals, are far more likely to retain talent. Collaboration
should be encouraged with the use of team-based incentives and
recognition.
Example: At Google Cloud, the sales team collaborates closely with
engineers and marketing teams to deliver solutions. Their shared success
culture has contributed to a highly attractive sales environment.

7. Recognition and Rewards for Success

Recognizing the efforts and successes of sales professionals can have a
significant impact on job satisfaction. Companies that make it a point to
celebrate wins, whether small or large, foster a sense of accomplishment
and motivation.
Example: PepsiCo's sales teams receive various forms of recognition,
such as quarterly awards for top performers, international travel
incentives, and even chances to interact with executives for high
achievers.