Marketing Solutions and Internet Marketing Strategies
to increase sales and revenue and
make your business a success.

Introduction to the
Creative Sales Process

An important ingredient in the successful retail or service business is good selling. Without it, many sales are lost -- sales that may mean the difference between success and failure. This publication tells you how you can train yourself and your employees to become creative sales people.

To many customers, the salesperson is the business. Therefore, if the sales personnel are good, the business is good. But if the sales personnel are bad, then so is the firm. Although important to all businesses, effective sales personnel are especially important to small businesses. Why? Because it is difficult for a small business to compete with the big firms on things like assortment, price, and promotion. Selling effort, on the other hand, is one place where the small product or service retail business can compete with larger competitors -- and win.

Effective selling doesn't happen by accident. The small entrepreneur must work to achieve a high level of sales effectiveness in his or her business. In order to work toward
this goal, the businessperson should be aware of the different types of salesperson, the selling process, and the attributes of effective salespersons. Applying such knowledge to a business situation should result in the desired goal of effective sales personnel -- the competitive edge.

It is important to note that retailing may involve selling services instead of products. Appliance repair, beauty shop, lawn service, and photography studio are all examples of service retailing. Even though services are intangible, personal, nonstandardized, and perishable when compared to products, they are sold by retailers either alone or in conjunction with products. The effective selling of services has the potential to give a business a competitive advantage.

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