Topic 1 - Intro, Sales functions and Sales Toolschatch

Salesman / Saleswoman

A professional who learns and practices specific techniques (“know-how”) to sell products or services.

Importance of the Sales Department

It is essential for every business; without it, business cannot function.

Main Goal of a Company (Peter Drucker)

to create and keep clients

Client-Centered View (Artial, 1997)

The client is the central point of all companies

Sale

To persuade, convince, and exchange value between people.

Rational Part of a Sale

Data, analysis, and logical reasoning.

Emotional Part of a Sale

Risk, fear, willingness, trust, and truth.

Sales Training

Continuous learning and practice are required to reach high performance levels.

Consumer vs Customer

The consumer uses the product; the customer buys it.

Zyman’s Definition of Marketing (1999)

Selling more products to more people, more often, at higher prices, and more efficiently.

4 Requirements of a client

1. Capacity to buy (power and responsibility)

2. Capacity to pay (have enough funds)

3. Decision power

4. A need that can be satisfied by our product/service

SALES PROCEDURE AND STEPS (Simple Sales), Garcia’s (2011) proposal

1. Preparation

2. Verification

3. Coming closer

4. Presentation

5. Reasoning

6. Closing

7. Analysis

Preparation

The first step of simple sales, involving market research to identify potential clients, establish a valid business reason for an interview, distinguish real buyers, know the client and product, set main and secondary goals, and prepare materials and appearance to make the sales interview easier and more effective.

Verification

Focused on checking & confirming the preparation stage by gathering quantitative and qualitative information about the potential client, arriving early, observing and obtaining extra details in the waiting room, and, if necessary, verifying information during the interview (though this is not ideal).

Coming Closer

The initial approach to the client, where the salesperson meets the right decision-maker, uses a strong first impression (eye contact and handshake), controls verbal and nonverbal communication, avoids overreacting, and remains calm, polite, kind, and cautious to build trust.

Presentation

The stage where the salesperson introduces their role and professional background, clearly explains the purpose of the visit and the valid business reason linked to the company, communicates in a clear and persuasive way, may continue verification, and aims to connect with the client and build trust and reliability.

Reasoning

The stage where the salesperson presents well-structured and logical arguments supported by demonstrations or market studies, communicates clearly and realistically, uses simple and coherent storytelling, asks rhetorical questions when appropriate, handles client questions confidently, avoids negative language, demonstrates the product, and acts ethically by being honest, respectful, and knowing when to speak or stay silent.

Closing

The final and often most difficult step of the sales process, where fear of rejection is common; if the client refuses despite correct previous steps, objections must be analyzed to identify the basic problem, closing techniques may be used (assuming delivery, offering choices, making a final offer, referencing other clients, or reviewing advantages), practical details are agreed (payment, merchandising, delivery), and the closing is understood as the beginning of a long-term relationship, not the end.

Analysis

The final step of the sales process, focused on reviewing all previous stages to better understand the outcome, honestly evaluate what was done well and what was not, identify mistakes, and analyze strengths and weaknesses through self-evaluation in order to improve future sales performance.