MKT0005

MODULE #2
Professional Salesmanship & Direct Selling: Summary
Key Aspects of Professional Salesmanship

1. Relationship Building – Build trust and rapport for repeat business and referrals.
2. Product Knowledge – Understand and explain product features and benefits.
3. Communication Skills – Speak clearly, listen actively, and adapt to customers.
4. Negotiation Skills – Find win-win deals to close sales successfully.
5. Prospecting – Identify potential customers through research and referrals.
6. Sales Process – Follow structured steps from prospecting to closing and follow-up.
7. Ethical Practices – Sell honestly, avoid pressure tactics, and prioritize customers.
8. Market Research – Stay updated on trends, competitors, and customer needs.
9. Customer Service – Provide post-sale support for loyalty and repeat business.
10. Technology Utilization – Use CRM, analytics, and digital tools to enhance sales.
11. Target Audience – Apply sales strategies to different industries and markets.
12. Sales Channels – Adapt to various sales platforms (face-to-face, online, phone,
etc.).

Direct Selling Essentials

• Selling directly to consumers outside traditional stores.

• A great opportunity for flexible income, especially for outgoing individuals.
• Low startup costs with established companies.
• Ensure legitimacy by checking DSAP membership before joining.

Key Takeaway: Salesmanship is about building trust, knowing your product,

communicating effectively, and using ethical strategies to drive business success!
MODULE #3
Lesson Summary: Salesmanship & Consumer Behavior
A. Introduction

• Salesmanship is the skill of persuading customers to buy by building relationships,

understanding their needs, and providing solutions.
• Consumer Behavior refers to how people explore, assess, acquire, and use
products/services to meet their needs.

B. Main Lesson

Topic #1: Buying Behavior

Consumers' purchasing decisions are influenced by:

1. Personal Factors – Age, gender, lifestyle, and self-concept.

2. Psychological Factors – Perception, motivation, beliefs, and emotions.
3. Social Factors – Family, friends, social media, and cultural norms.
4. Cultural Factors – Background, traditions, and societal values.
5. Situational Factors – Time, environment, and reasons for purchase.
6. Marketing & Advertising – Branding, promotions, and persuasive messaging.
7. Online & Digital Influence – Reviews, e-commerce, and social media.
8. Decision-Making Process – Problem recognition, research, evaluation, purchase,
and post-purchase review.
9. Perceived Value – Functional and emotional benefits of a product.
10. Price Sensitivity – Budget-conscious vs. premium-seeking buyers.
11. Brand Loyalty – Repeat purchases from familiar brands.
12. Decision-Making Styles – Rational (logic-based) vs. Emotional (impulse-driven).
Topic #2: Types of Consumer Behavior

1. Routine Response Behavior – Quick, habitual purchases (e.g., toothpaste).

2. Limited Decision-Making – Moderate research (e.g., clothes, electronics).
3. Extensive Decision-Making – High-involvement purchases (e.g., cars, houses).
4. Impulse Buying – Sudden, unplanned purchases.
5. Brand Loyalty – Choosing the same brand repeatedly.
6. Price Sensitivity – Switching brands based on price.
7. Social Influence – Buying based on social circles.
8. Cultural Influence – Purchases shaped by traditions and values.
9. Online & Digital Behavior – Researching and shopping online.
10. Environmental & Ethical Considerations – Buying eco-friendly products.
11. Rational vs. Emotional Buying – Logic-driven vs. feeling-driven purchases.
12. Innovators & Early Adopters – First to try new products.
13. Habitual Buying – Buying the same product repeatedly.

Topic #3: 6 Stages of the Customer Buying Process

1. Problem Recognition – Realizing a need or problem.

o Marketing should highlight the problem and offer a solution.
2. Information Search – Looking for product options.
o Customer reviews, word-of-mouth, and digital presence matter.
3. Evaluation of Alternatives – Comparing different options.
o Businesses should highlight their unique selling points.
4. Purchase Decision – Deciding whether to buy.
o Customers may hesitate, so reminders and reassurances help.
5. Purchase – Completing the transaction.
o Ensure a smooth, hassle-free buying experience.
6. Post-Purchase Evaluation – Assessing satisfaction.
o Follow-ups, good service, and fair treatment encourage loyalty.

Key Takeaways:

✔ Salesmanship is about trust, not just selling.

✔ Consumer behavior is shaped by personal, social, and digital influences.
✔ Businesses must understand buying patterns to create effective marketing strategies.
✔ The buying process doesn’t end at the purchase—good service builds loyalty.
MODULE #4

Consumer Behavior & Sales Personality – Simplified Summary

1. Understanding Consumer Behavior & Decision-Making

• Consumer behavior is about how people explore, buy, use, and dispose of
products to meet their needs.
• The consumer decision-making process includes steps like gathering information,
comparing options, and making a purchase.
• Sales personality refers to the traits that help sales professionals connect with
customers and close deals.

2. The Four Buyer Personality Types & How to Sell to Them

Knowing your customer’s personality helps you tailor your sales approach.

1. Analytical (Logical & Data-Driven)

o They love facts, numbers, and details.
o How to sell to them:
▪ Be ready with statistics and proof.
▪ Answer their questions patiently.
▪ Be clear and avoid exaggerated claims.
2. Amiable (Friendly & Relationship-Oriented)
o They value trust and personal connections.
o How to sell to them:
▪ Build a friendly relationship first.
▪ Lead the conversation like a mentor.
▪ Share testimonials and personal experiences.
3. Assertive (Direct & Goal-Oriented)
o They know what they want and decide quickly.
o How to sell to them:
▪ Be professional and confident.
▪ Keep it short—get to the point fast.
▪ Highlight competitive advantages.
4. Expressive (Emotional & Relationship-Focused)
o They make decisions based on feelings and relationships.
o How to sell to them:
▪ Focus on long-term connections, not just one sale.
▪ Show how the product impacts others.
▪ Use storytelling to make the product relatable.
3. Communication Skills to Develop a Strong Sales Personality

To be a great salesperson, master these communication principles:

• Active Listening – Pay attention to the customer’s needs.

• Empathy – Understand and connect with their emotions.
• Clear Communication – Avoid jargon; explain simply.
• Adaptability – Adjust your tone to fit different customers.
• Building Rapport – Find common ground to build trust.
• Confidence – Believe in your product without being pushy.
• Problem-Solving – Show how your product solves their problems.
• Storytelling – Use real-life examples to persuade.
• Asking Open-Ended Questions – Encourage deeper conversations.
• Handling Objections – Address doubts calmly and logically.
• Creating Urgency – Use limited-time offers wisely.
• Follow-up & Relationship Building – Stay in touch after the sale.
• Nonverbal Communication – Use positive body language.
• Listening to Feedback – Learn from customer responses.

Easy Way to Remember:

Think of "AACE" for Buyer Types:

• Analytical → Needs facts.

• Amiable → Needs trust.
• Competitive (Assertive) → Needs efficiency.
• Expressive → Needs connection.
MODULE #5

A. LESSON PREVIEW/REVIEW

Introduction:

To succeed as a top salesman, understanding the product is essential. Product knowledge enables
salespeople to confidently answer questions, address concerns, and align product features with a
prospect’s needs. Knowing the product boosts confidence, enhances first impressions, and
improves the company’s image.

B. MAIN LESSON

Topic 1: Information the Salesman Must Know About the Product**

1. History, Growth, and Development:

- Understand the product’s origins, initial market launch, and growth trajectory.

- Share the product’s humble beginnings to strengthen its appeal.

2. Improvements Made:

- Know recent updates to product features, emphasizing how improvements meet customer
needs.

- Highlight these improvements to help prospects choose your product over competitors.

3. Manufacturing Operations:

- Be familiar with the materials, ingredients, and production processes, including quality
control systems.

- This knowledge helps build trust in the product’s durability and value.

4. Quality and Performance:

- Emphasize product performance and share customer testimonials or your personal

experiences to reassure prospects.
5. Research and Surveys:

- Stay updated on company research and surveys about the product, including lab tests and
customer feedback.

LESSON 2: Sources of Information About the Product**

1. Seminars and Orientations:

- Attend company-sponsored seminars to understand product features and company strategies.

2. Product Clinics and Demonstrations:

- Participate in product demos to learn its use, benefits, and quality firsthand.

3. Company Bulletins and Publications:

- Stay informed through bulletins for updates on new products, enhancements, and promotions.

4. Plant Visits:

- Visit production facilities to better understand the manufacturing process.

5. Sales Meetings and Conferences:

- Use sales meetings to learn about product launches and gain insights from other distributors.

6. Leads from Sales Managers and Supervisors:

- Rely on experienced managers to guide product knowledge and improve sales tactics.
7. Company Advertisements:

- Use ads as additional sources of information to support claims during sales presentations.

8. Product Labels:

- Study product labels to gather essential information like ingredients, instructions, and
expiration dates.

9. Product Brochures and Price Lists:

- Use brochures and price lists to highlight product benefits and confirm pricing during sales
discussions.

10. Feedback from Prospects and Customers:

- Learn from customer feedback to refine the sales approach and handle objections more
effectively.

Topic #3: Importance of Company Knowledge

Understanding the company’s operations and services is crucial to answering questions,

overcoming objections, and presenting a competitive advantage. Knowledge of the company
helps build trust and differentiate from competitors.

Topic #4: Information About the Company a Salesman Must Know

1. Industry Knowledge:

- Understand the industry’s history, size, challenges, and future trends.

2. Company History and Development:

 - Be prepared to share key facts about the company’s growth, achievements, and market
position.

3. Physical Structure and Modern Features:

- Know the company’s facilities, expansion plans, and overall infrastructure.

4. Production Methods:

- Understand the company’s manufacturing processes to emphasize quality and durability.

5. Service and Distribution Policies:

- Be familiar with the company’s customer service offerings, delivery policies, and after-sales
support.

6. Pricing, Discounts, and Delivery Policies:

- Be knowledgeable about the company’s pricing structure, discount offers, and delivery
schedules.

7. Financial and Personnel Aspects:

- Understand the company’s financial stability and the key people involved in its success.

TOPIC 5: IDENTIFYING AND QUALIFYING PROSPECTS

Prospecting:

- The first step in the sales process is identifying potential customers who have the
means, authority, and desire to buy. A good prospect has a genuine need,
purchasing power, and decision-making authority.
Identifying Prospects Methods:

1. Cold Canvassing:

- Direct outreach to potential customers.

2. Present Satisfied Customers:

- Leverage happy customers for referrals.

3. Telephone Directories and Mailing Lists:

- Use directories for lead generation.

4. Spotters:

- Sales trainees help identify prospects.

5. Trade Shows:

- Participate in exhibitions to meet potential buyers.

6. Non-competing Sales Forces:

- Leverage other salespeople’s knowledge of prospects.

7.Bird-dog Method:

- Use third parties like service providers to identify leads.

Qualifying Prospects

1. Money:

- Can the prospect afford the product?

2. Authority:

- Does the prospect have decision-making power?

3. Need:
 - Does the prospect need the product or service?

MODULE #7

Creating a strong Selling and Sales Campaign Presentation requires careful planning,
organization, and a clear understanding of your product and audience.

Main Lesson: Content and Skill-Building

Guide in Preparing the Presentation for a Selling and Sales Campaign

1. Understand Your Product – Know its features, benefits, and unique selling points.
Identify the problem it solves for customers.
 2. Define Your Target Audience– Identify their needs, preferences, and pain points. Tailor
your presentation to address these factors.

3. Set Clear Objectives– Determine your goal (e.g., generating leads, making sales, or
building brand awareness).

4. Create a Compelling Storyline – Structure your presentation with:

- An engaging introduction

- A problem statement

- Your product as the solution

- Features and benefits

- Testimonials or success stories

- A strong call to action

4. Design a Visually Appealing Presentation – Use clean slides, relevant images,

infographics, and minimal text to enhance engagement.

5. Outline the Presentation – Organize content logically with key points and slide titles.

7.Structure Your Slides Properly:

Introduction– Grab attention and introduce your product.

Problem Statement – Highlight customer pain points.

Solution – Show how your product solves these issues.

Features & Benefits – Explain key advantages.

Testimonials– Provide credibility through success stories.

Sales Campaign Details– Present offers, discounts, or promotions.

Call to Action– Clearly state the next step for the audience.

Contact Information– Provide ways to reach out.

7. Make It Engaging – Use storytelling, statistics, and real-life examples to capture interest.
8. Keep It Concise– Avoid overwhelming the audience with too much information. Keep
messages clear and to the point.
9. Practice Delivery – Rehearse multiple times to improve pacing, tone, and confidence.
10. Address Potential Questions – Anticipate inquiries and prepare well-thought-out answers.
11. Provide Visual Aids– Use product samples, prototypes, or interactive demos to enhance
understanding.
12. Rehearse and Gather Feedback – Present to peers for input and refine your content
accordingly.
13. Prepare for Technical Issues– Ensure compatibility with equipment and have backups
ready.
14. Follow Up – Share slides, additional materials, or special offers to maintain engagement
after the presentation.