| Before I define professional selling. Let's look at some | | | | professional selling: |
| of the related professions. Below are some definitions | | | | - The focus of the sales profession centers on the |
| of professions/occupations that relate to professional | | | | human agents involved in the exchange between |
| selling from Wikipedia: | | | | buyer and seller |
| - Marketing is defined as an ongoing process of | | | | - Effective selling requires a systems approach, at |
| planning and executing the marketing mix (Product, | | | | minimum involving roles that sell, enable selling, and |
| Price, Place, Promotion) for products, services or | | | | develop sales capabilities |
| ideas to create exchange between individuals and | | | | - A specific set of sales skills and knowledge are |
| organizations | | | | required to facilitate the exchange of value between |
| - Advertising is defined as a form of communication | | | | buyers and sellers |
| that typically attempts to persuade potential | | | | Within these three tenets the following definition of |
| customers to purchase or to consume more of a | | | | profession selling is offered by the American Society |
| particular brand of product or service. | | | | of Training and Development (ASTD): |
| - Public relations is defined as the practice of | | | | Professional Selling is: |
| managing the flow of information between an | | | | "The holistic business system required to effectively |
| organization and its audiences. | | | | develop, manage, enable, and execute a mutually |
| - Sales Promotions is defined as the pre-determined | | | | beneficial, interpersonal exchange of goods and/or |
| actions designed to increase consumer demand, | | | | services for equitable value." |
| stimulate market demand or improve product | | | | Note: this definition was published by ASTD in 2009. |
| availability for a limited time (i.e., contests, point of | | | | What does this definition accomplish? |
| purchase displays, rebates, free travel, and sales | | | | First, it creates a definition of world class selling. An |
| incentives.) | | | | organization wishing to benchmark its selling |
| What about the sales profession? | | | | effectiveness can leverage the above definition to |
| Notice in the above definitions, the profession is | | | | clearly understand strengths and weaknesses. |
| *not* defined as the individual. For example, | | | | Without such a definition, most adjustments to the |
| marketing isn't defined as "people who market." Yet, | | | | selling team are arbitrary and subjective. By |
| the sales profession is often explained as "individuals | | | | understanding the system's view required for selling |
| who sell." Therefore, selling shouldn't be defined in this | | | | effectiveness, organizations can look at indidual sales |
| manner. Notice also, that the above professions are | | | | team members as well as sales team processes and |
| *not* defined by the activities of those individuals. In | | | | tools and how they align to the buyer. |
| other words, the profession of advertising isn't | | | | Second, it allows for more consistent results in |
| defined as "placing ads on television." Therefore, | | | | performance through the clear establishment of roles |
| selling shouldn't be defined in this manner. | | | | regarding who is "in" and who is "out" of professional |
| Academically, selling is thought of as a part of | | | | selling. For example, if it doesn't involve a human |
| marketing, however, the two disciplines are | | | | agent, it is not within the sales profession -- it's a |
| completely different. Sales departments often form a | | | | marketing function with a transaction (i.e., a "sale"). |
| separate grouping in a corporate structure, employing | | | | For this definition, sales operations, sales recruiters, |
| individuals who specialize in sale specific roles. While | | | | and sales trainers are "in" the profession because |
| the sales process refers to a systematic process of | | | | they possess unique skills outside of their regular job |
| repetitive and measurable milestones, the definition of | | | | titles. They posses knowledge and skill that is unique |
| the sales "profession" doesn't exist (until now with | | | | to enabling the definition. |
| this article). | | | | Third, the definition lays the foundation for sales |
| So the questions become: | | | | talent management/people strategies. With such a |
| - Who is "in" the profession and who is not? | | | | definition, sales development employees can create |
| - How does selling relate to marketing, advertising, | | | | learning solutions that fit the unique aspects of a |
| promotions, and public relations? | | | | sales culture. At the same time, front-end recruitment |
| - What shared competencies do individuals within the | | | | strategies and more clearly tie to retention strategies. |
| sales profession need? | | | | Fourth, it helps organization on exemplary |
| - How do these competencies align to roles in terms | | | | performance. By setting a bar with such a definition, |
| of focus and differentiation? | | | | organizations don't have to settle for mediocre sales |
| A definition should provide a meaning. To determine | | | | effectiveness. They can use the definition to help |
| the meaning of the sale profession, it is useful to | | | | bridge the gap between sales capacity and sales |
| determine what the sales profession *must* contain. | | | | team competency. |
| The following three tenets are required for | | | | |