Principles of Sales and Marketing: The Power of Ethical Selling (video series)

Key Features

VHS or DVD-R video series

Prices include public performance rights.

ISBN Number: 1-56950-920-4

This series outlines the principles that should underlie all sales and marketing transactions. Each program contains solid advice and concrete lessons that teach effective skills. 8-part series, 19-29 minutes each.

The The Power of Ethical Selling series includes :

• Selling to Yourself
• In Search of Quality
• Tailor the Sale
• The Power of Honesty
• Find Your Niche
• Keep It Simple
• Selling Beyond the Wallet
• A Winning Follow-Through

Selling to Yourself

Before a company can sell successfully to its customers, it must first be sold on itself. This program examines why it is so important that employees understand the purposes and goals of the company for which they work. It looks at the role of proper communication between staff and management, shows why employee input into the decision-making process is critical to a company’s success, and illustrates the significant increase in employee productivity when teamwork is a major company goal. (28 minutes, ISBN Number:  1-56950-893-3)

In Search of Quality

People assess products and services in terms of their individual concepts of quality. This program teaches salespeople to recognize the fact that different people have different ideas about quality and how to use this fact to their advantage when selling to a customer. It shows salespeople how to evaluate the quality of their own product, how to understand the customer’s perception of the product, and how to evaluate and improve the quality of their own service as salespeople. (28 minutes, ISBN Number:  1-56950-894-1)

Tailor the Sale

Each individual has distinct wants and needs. When a salesperson has properly tailored a sale—chosen exactly which points to stress and which to de-emphasize—the customer feels that the salesperson has taken the time to create something that will address his or her particular needs. This program presents concrete methods that show salespeople how to approach the sale, listen to and assess the customer’s needs, tailor the sale to the customer, and "read" the customer for his or her reactions. (24 minutes, ISBN Number:  1-56950-895-X)

The Power of Honesty

Honesty really is the best policy. Not only does a person have to live with himself or herself, but honesty and integrity are not for sale. Success in business depends, not on a quick advantage gained by dishonesty, but on a good reputation. This program explains how the perception of honesty may be elusive, which factors determine whether a business is perceived as honest, and how, when, and to what extent these factors can be controlled. (25 minutes, ISBN Number:  1-56950-896-8)

Find Your Niche

Finding your niche means positioning yourself and your product or service where it uniquely fills a market need. This requires defining as well as anticipating customers’ needs, and recognizing new business opportunities. This program addresses the sometimes problematic subject of establishing, maintaining, and taking advantage of a specific business identity, both for companies in general and for salespeople in particular. It also shows sales executives how to focus and cultivate their company’s identity while finding their own particular niche. (23 minutes, ISBN Number:  1-56950-897-6)

Keep It Simple

Simplicity is often the key to success. Customers are constantly bombarded with all kinds of information, misinformation, or jargon which is used to cover for the absence of information. The successful salesperson is the one who can communicate most directly and simply the benefits to the customer of the product or service being offered. This program explains the advantages of keeping things simple, how to find an information level at which to work with customers, how salespeople can develop a better understanding of their own product, and how they can communicate their own knowledge effectively to their customers. (23 minutes, ISBN Number:  1-56950-898-4)

Selling Beyond the Wallet

Selling price is rarely as effective as selling the product or service. To distinguish a product or service from the competition’s, salespeople must find some aspect or characteristic that is more important or intriguing to the customer than the price—the reason why a customer wants to make the purchase regardless of price. This program examines the importance of pricing in buying, explains how to search for compelling selling points unique to a product, and helps salespeople distinguish their product from a crowd of similar offers. (24 minutes, ISBN Number: 1-56950-899-2 )

A Winning Follow-Through

Really topflight selling doesn’t end when a customer signs on the dotted line, and truly successful salespeople know that their job doesn’t end when the check is in the mail. This program explains why selling is an ongoing process, how to execute effective after-sale selling, and how to develop the kind of business relationship that will ensure repeat business. (29 minutes, ISBN Number:  1-56950-900-X )