Golden Rules of Selling

skills
Dr.Elsayed fathy
‫القواعد الذهبية في المهارات البيعية‬
‫ السيد فتحي‬/ ‫الدكتور‬

Golden Rules of Selling Skills 1

Learning Objectives
✔ What the difference between
Marketing & selling ?
✔ Facts about selling process
✔ 7 roles of salesman
✔ Advantages & drawback of this job
✔ Types of salesman
✔ Titles of salesman
✔ Criteria of Medical rep.
✔ Communication skills

Golden Rules of Selling Skills 2

 Learning Objectives

✔ Define the terms advertising, personal

selling, sales promotion, public
relations and publicity
✔ Explore into the 3 stages of selling
✔ Define the term promotional mix.
✔ List the five elements of the
promotional mix.
✔ List the advantages and disadvantages
of each of the four promotional mix
elements
✔ List the principal goals of promotion.
✔Golden
What is personal selling?
Rules of Selling Skills
Golden Rules of Selling Skills 33
‫‪Learning Objectives‬‬
‫مراحل التسويق وكيف نشأ؟‬
‫حقائق عن مهنة البيع‬
‫مهارة حفظ أسماء العملء من الزيارة‬
‫الولى كيف ؟‬
‫قاعدة باريتو ‪20/80‬؟‬
‫هرم ماسلو‬
‫ماهو السوق ؟‬
‫تعريف التسويق‬
‫عملية البيع‬
‫خطوات عملية البيع‬
‫المزيج التسويقي‬
‫والقوة‬
‫‪Golden Rules‬‬ ‫والرغبة‪of Selling‬‬
‫‪Skills‬‬ ‫الفرق بين الحاجه‬ ‫‪4‬‬
 Golden selling skills rules

Marketing Evolutions

What the difference between Marketing &

selling ?

4 p’s

Golden Rules of Selling Skills 5

 Three Marketing Evolution
• Product approach
1850- 1900

• Selling approach
1900 – 1950

• Customer approach
1950-2008

Golden Rules of Selling Skills 6

 Three Marketing Concepts
‫مفاهيـم التسـويق الثـلثة‬
• Product approach ‫الس لوب الموجه‬ 
‫نحو المنتج‬
1850- 1900

‫الس لوب الموجه‬

• Selling approach

‫نحو البيع‬
1900 – 1950

‫الس لوب الموجه‬ 

• Customer approach ‫نحو العميل‬

1950-2008

Golden Rules of Selling Skills 7

‫‪Product Approach‬‬
‫السلوب الموجه نحو المنتج‬
‫‪• Focuses on‬‬ ‫يركز على المنتج وعملية‬ ‫‪‬‬
‫‪product and‬‬ ‫النتاج أكثر من تركيزه على‬
‫‪production more‬‬ ‫التسويق؛‬
‫‪than marketing‬‬ ‫يفترض أن المنتج عالي الجودة‬ ‫‪‬‬
‫يبيع نفسه؛‬
‫‪• Assumes that a‬‬ ‫يكون مفيدا عندما يزيد الطلب‬ ‫‪‬‬
‫‪good product will‬‬ ‫على المنتج عن العرض‪،‬‬
‫‪sell itself‬‬ ‫وعندما تكون تكلفة إنتاج المنتج‬
‫‪• Useful when‬‬ ‫مرتفعة ويؤدي تحسن النتاجية‬
‫أو زيادة حجم النتاج إلى‬
‫‪demand exceeds‬‬ ‫خفض هذه التكلفة؛‬
‫‪its supply, and‬‬ ‫لم يثبت في معظم الحالت‬ ‫‪‬‬
‫‪when product is‬‬ ‫نجاح هذا السلوب في‬
‫‪expensive to‬‬ ‫التسويق‪.‬‬
‫‪produce and‬‬
‫‪improved‬‬
‫‪productivity or‬‬
‫‪Golden Rules of Selling Skills‬‬ ‫‪8‬‬
‫‪Selling Approach‬‬
‫السلوب الموجه نحو البيع‬
‫‪• Focuses on selling‬‬
‫‪• Assumes that a‬‬
‫‪good sales team‬‬
‫‪will sell whatever‬‬
‫‪they produce‬‬
‫‪• Assumes that‬‬
‫‪customers will like‬‬
‫‪what they buy‬‬
‫‪(poor assumption ，‬‬
‫)?‪why‬‬
‫‪• Useful for products‬‬
‫‪customers do not‬‬
‫‪normally consider‬‬
‫‪Golden Rules ofbuying,‬‬
‫‪Selling Skills or when‬‬
‫يركز على البيع؛‬ ‫‪o‬‬
‫يفترض أن فريق المبيعات‬ ‫‪o‬‬
‫الناجح سوف يبيع أي منتج‬
‫تنتجه الشركة؛‬
‫يفترض أن العملء سوف‬ ‫‪o‬‬
‫يكونون راضين عن مشترياتهم‬
‫(فرض ضعيف‪ ،‬لماذا؟)؛‬
‫يكون مفيدا في حالة المنتجات‬ ‫‪o‬‬
‫التي ل يفكر العملء عادة في‬
‫شرائها‪ ،‬أو عندما يزيد النتاج‬
‫عن الطلب؛‬
‫لم يثبت أيضا نجاح هذا‬ ‫‪o‬‬
‫السلوب في التسويق‪.‬‬
‫‪9‬‬
Customer Approach
‫السلوب الموجه نحو العميل‬
• Focuses on
‫يركز على تلبية احتياجات‬ 
fulfilling customers’ ‫العملء؛‬
needs ‫يوجه جهود التسويق نحو‬ 

• Aligning marketing ‫إرضاء العملء؛‬

effort to satisfy ‫يتحقق الربح نتيجة لرضاء‬ 

customers ‫العميل؛‬
‫يركز على إقامة علقات‬ 
• Profit is considered ‫طويلة المدى بالعملء؛‬
as a result of ‫يهدف إلى تحقيق نمو‬ 
customer .‫متواصل في حجم العمال‬
satisfaction
• Focuses on building
long-term
relationships with
Golden Rules of Selling Skills 10
customers
• 4 Elements for New Business
• Money
• Man power ( human resource )
• Production
• Marketing

Golden Rules of Selling Skills 11

 ,MONEY
HUMAN RESOURCE
PRODUCTION

Golden Rules of Selling Skills 12

 ‫ دور التسويق‬MARKETING
Golden Rules of Selling Skills 13
Turning Suspects Into
Bona (true) Prospects ‫العميل‬
‫اليجابي‬
• Identify MAD Customers
– Money to Buy ( Purchasing Power )
( p.p. )
– Authority to Buy ( Decision making )
– Desire to Buy ( Need )
Qualified Customer
Golden Rules of Selling Skills 14
 ‫ما هو الســوق؟‬
‫السوق هو مجموعة من المشترين الحاليين “‪‬‬
‫والمرتقبين الذين لديهم حاجات أو رغبات غير‬
‫مشبعة ولديهم القدرة والرغبة فى الشراء‬
‫والذين يمكن خدمتهم واشباعهم من جانب‬
‫المنشأة “‬
‫رغبة فعليــــــة‪‬‬
‫قدرة شرائية‪‬‬
‫سلطة اتخاذ القرار الشرائى ‪‬‬
‫‪Golden Rules of Selling Skills‬‬ ‫‪15‬‬
• Explain the difference between a
customer’s needs, wants, and
demands ??
•Need ‫ الحاجه‬, Want ‫ الرغبة‬,
Demand ‫? طلباته‬

Golden Rules of Selling Skills 16

Golden Rules of Selling Skills 17
 Theory of Abraham
Maslow
• The basic human needs, according to Maslow,
are:
– physiological needs (Lowest need) as
hunger,thirt, sleep.etc
– safety needs; as security,protection from
danger.
– love needs; as belonging, love,frindship.
– esteem needs; as self respect,status
recognation
– self-actualization needs (Highest)is
achieved by few as Nageeb Mahfowz self
actualised as the first arabic person to win
the Nobel Prize for stories in 1988.
• unsatisfied needs equal motivator
• when one need is satisfied he aspires for the
Golden Rules next
of Sellinghigher
Skills one. 18
Wants
‫الرغبـات‬
• “Wants” are
those things
that people in a
specific region
believe will
satisfy a need

‫الجـوع‬
Hunger

Golden Rules of Selling Skills 19

Golden Rules of Selling Skills 20
 Needs, Wants and
Demands?
• Needs: state of felt deprivation for
basic items such as food and clothing
and complex needs such as for
belonging. i.e. I am hungry.
• Wants: form that a human need takes
as shaped by culture and individual
personality. i.e. I want a hamburger,
Golden Rules of Selling Skills 21
• Need & want refers to
people
• Demand refers to goods&
services

‫الطلبات هي ”رغبات“ مدعومة بقوة شرائية‬

Golden Rules of Selling Skills 22

20% don’t have need
20% don’t have Authority
30% don’t have p.p.

• U have to discover need & focus on

Want

Golden Rules of Selling Skills 23

 ‫إحصائية تهمك‬
‫تشير الدراسات الى أنه من بين كل (‪ )10‬أفراد من العملء‬
‫‪:‬المتوقعين يوجد‬
‫‪.‬ل يمتلكون الرغبة فى الشراء (‪)2‬‬

‫‪.‬ل يمتلكون القدرة على الشراء (‪)3‬‬

‫‪.‬ل يمتلكون السلطة الكافية للشراء (‪)2‬‬

‫ويعني ذلك أن نحو ‪ %70-65‬من المكالمات أو التصالت‬

‫‪.‬البيعية تتم مع شخصيات غير مستهدفة‬
‫‪Golden Rules of Selling Skills‬‬ ‫‪24‬‬
Golden Rules of Selling Skills 25
Competitive Advantage ( why to
change)
• Someone can copy your business strategy

• Someone can copy your product

• Someone can copy your manufacturing

capabilities

• Someone can copy your market access

No one can copy your knowledge

and relations with your customers
Golden Rules of Selling Skills 26
The Four Ps of the
Marketing Mix

Product Place

C
Price Promotion

Golden Rules of Selling Skills 27

 Definition of
Marketing
•Marketing is the total system
of business activities designed
to plan, price, promote, and
distribute want-satisfying goods
, services, and ideas ( products )
to target markets in order to
achieve organizational
objectives
Golden Rules of Selling Skills 28
 What is Marketing?

American Marketing Association Definition

Marketing is the process of planning and

executing the conception, pricing, promotion,
and distribution of ideas, goods, and services
to create exchanges that satisfy individual and
organizational goals.

Golden Rules of Selling Skills 29

Definitions of Marketing
‘Marketing is the
management process
that identifies, and
satisfies customer
requirements profitably’

The chartered institute of marketing

Golden Rules of Selling Skills 30
 The
Marketing Concept:
Satisfy customer needs and wants

AND

Make a profit

Golden Rules of Selling Skills 31

 Product, in the
Right Place, at
the Right Time,
and at the Right
Price’
Golden Rules of Selling Skills 32
‘Marketing Is the
Human Activity
Directed at
Satisfying Human
Needs and Wants
Through an
Exchange Process’
Golden Rules of Selling Skills 33
 ‫ما هو التسويق ؟‬
‫‪ ‬النشاط الذى يحكم التدفق القتصادى للسلع والخدمات للمستهلكين‬
‫‪‬النشاط الخاص بتسعير وترويج السلع والخدمات والفكار التى‬
‫تسعى الى اشباع رغبات الفراد والمنشآت‬
‫‪ ‬الجهود التى يبذلها الفراد والجماعات فى اطار ادارى واجتماعى‬
‫معين للحصول على حاجاتهم ورغباتهم من خلل ايجاد وتبادل‬
‫المنتجات والقيم مع الخرين‬
‫‪‬هو عملية خلق وانتاج مستحضر وتسعيرة وترويجه وتوزيعه‬
‫لشباع حاجة المستهلك وتحقيق ربحية للشركة في بيئة متغيرة‬

‫‪Golden Rules of Selling Skills‬‬ ‫‪34‬‬

Golden Rules of Selling Skills 35
The 4Ps of Marketing Mix

Product Price

Place Promotion

Golden Rules of Selling Skills 36

 Strategy Decision Areas
Organized by the Four Ps
Product Place Promotion Price
Physical Goods Objectives Objectives Objectives
Service Channel Type Salespeople Flexibility
Features Market Exposure Kind Discounts
Quality Level Kinds and Number Allowances
Accessories Locations of Selection
Warranty Stores Training
Product Lines How to Handle Motivation
Advertising
Packaging Transporting Targets
Branding and Storing Kinds of Ads
Media Type
Sales Promotion
Publicity

Golden Rules of Selling Skills 37

Marketing Mix
Product

People Price
Marketing

Physical mix
evidence
Place

Process Promotion

Golden Rules of Selling Skills 38

SERVICES MARKETING MIX ) 7 p’s(:

➫Product
➫Price
➫Promotion
➫Place
➫People in Services
➫Physical Evidence in
Services
➫Process in Services
Golden Rules of Selling Skills 39
 Promotion
• communication of
information
• influence the buyer

Golden Rules of Selling Skills 40

Three Principal
Goals of Promotion
■To inform.
■To persuade.
■To remind.
Golden Rules of Selling Skills 41
Promotional objectives
• To support sales increases
• To encourage trial
• To create awareness
• To inform about a feature or
benefit
• To remind
• To reassure
• To create an image
• To
Golden modify
Rules of Selling Skills attitudes 42
 Four Promotional Mix
Elements
Communications and the
Promotional Mix
■Advertising
■Personal selling (sales)
■Public relations and
publicity
■Sales promotion
Golden Rules of Selling Skills 43
Factors that Affect the
Promotional Mix
 Target markets
 Marketing objectives
 Competition and promotional
practices
 Promotional budget available

Golden Rules of Selling Skills 44

 Mass Selling
• communicating with large numbers of potential
customers
• “non”-personal selling
• used when the target market is large and
dispersed
•Advertising is a form of Mass Selling
:Advertising
Any paid form of non-personal
( communication ) presentation of ideas,
goods, or services by an identified sponsor.
( the main form of mass selling ) eg. TV
commercial
Golden Rules of Selling Skills 45
 Definitions of Individual
Promotional Mix Elements

Personal selling:
■Oral conversations, either by telephone or
face-to-face, between sales persons and
prospective customers.

Golden Rules of Selling Skills 46

Definitions of Individual
Promotional Mix Elements

Sales promotion:
■Approaches other than
advertising, personal selling,
and public relations and
publicity where customers are
given a short-term inducement
to make an immediate purchase.
Golden Rules of Selling Skills 47
 Definitions of Individual
Promotional Mix Elements

Public relations &Publicity:

■ All the activities that a hospitality and
travel organization engages in to maintain
or improve its relationship with other
organizations and individuals.
■ One public relations technique that
involves non-paid communication of
information about an organization’s
services.

Golden Rules of Selling Skills 48

PROMOTION MIX
• ADVERTISING
• PUBLIC RELATION
• SALES PROMOTION
• PERSONAL SELLING

Golden Rules of Selling Skills 49

 What is Selling?
Helping customers
make satisfying
buying decisions by
communicating how
products and their
features match
customers’ needs
and wants.
Golden Rules of Selling Skills 50
Exchange process between
sales man & customer

Golden Rules of Selling Skills 51

 What is Selling?

 Art to persuade a person or a group of people to

exchange money for something to may intend to
buy
goal directed-1
Persuasive -2
communication-3
‫هو عملية مساع دة العميل على اتخاذ قرار شراء‬
… ‫ خدم ة ما‬/ ‫سلعة‬
‫هوة علقة تبادلية بين البائع والمشتري من أجل‬
‫الحصول على المنتج او الخدمة مقابل الثمن‬
Golden Rules of Selling Skills 52
 ES
A L BUILD

E S A LONG

T H TERM

IN S
S
P CE S CLOSE
E THE SALE
ST PRO
E N OVERCOME
V OBJECTIONS
SE SATISFY
THE NEED

MAKE INITIAL
CONTACT
PLAN THE
INTERVIEW
Locate
Customer

Golden Rules of Selling Skills 53

The difference in
Marketing, and Selling
Marketing Is..
• A way of doing business
• Complete process
• In everyone’s job description

Golden Rules of Selling Skills 54

 ‫التسويق والبيع‬ ‫•‬
‫البيع جزء من التسويق هوة مرحلة من مراحل التسويق‬ ‫•‬
‫التسويق يشمل كل مراحل النتاج البيع يشمل مرحلة ما بعد النتاج وهو تصريف ما تم‬ ‫•‬
‫إنتاجه فقط‪.‬‬
‫كلمة تسويق أشمل وأعم وأوسع من كلمة البيع ويعتبر البيع وظيفة من وظائف التسويق‬ ‫•‬
‫التسويق الب والبيع هوة البن‬
‫التسويق يتجه نحو اكتشاف رغبات واحتياجات المستهلكين وترجمتها الى سلع وخدمات‬ ‫•‬
‫تتاح لكبر عدد من المستهلكين‬
‫البيع يركز على مبادلة السلع والخدمات بالنقود وتصريف المنتجات البيع وهوة جانب‬ ‫•‬
‫تنفيذي اتنشط بالدعايه بالعلن من الول‬
‫كلمات تعكس معنى كل التسويق ) ) ‪Creation Marketing‬‬ ‫•‬
‫‪ :‬البيع ) ) ‪– Influence Selling‬‬ ‫•‬
‫التسويق ‪:‬أبحاث ‪ ،‬دراسات ‪ ،‬تخطيط ‪ ،‬تنفيذ ‪ ،‬إشراف ‪ ،‬مراجعة وتقييم ‪ ،‬تصويب‬ ‫•‬
‫البيع ‪:‬التخطيط ‪ ،‬التنفيذ ‪ ،‬الشراف ‪ ،‬جمع بيانات‬ ‫•‬
‫مدير التسويق هوة اللي بيرأس مدير البيع‬ ‫•‬
‫خطة التسويق بتكون خطة طويلة الجل وأكثر شموليه من خطة البيع وبتبقه شاملة كل‬ ‫•‬
‫أنشطة التسويق إنما البيع أكثر تفصيل وبيتركز على النشطة البيعيه‬
‫التسويق هوة المخ هوة الفكر البيع تنفيذ هوة العضلت بتنفذ برنامج التسويق‬ ‫•‬
‫‪Golden‬معنى‬
‫ليس له‬ ‫البيع من غير التسويق محدود الفاعليه والتسويق من غير البيع ل جدوى له‬
‫‪Rules of Selling Skills‬‬ ‫‪55‬‬
‫•‬
 ‫‪Golden Rules of Selling‬‬
‫‪skills‬‬
‫القواعد الذهبية في المهارات البيعية‬
‫الدكتور ‪ /‬السيد فتحي‬
‫الجزء الول‬

‫‪Golden Rules of Selling Skills‬‬ ‫‪56‬‬