Marketing Part Vii Homework Action Question What Did You Do Results

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PART VII

PERSONAL SELLING

EXPERIENTIAL EXERCISES

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Sell Yourself on a Job Interview

This is an extremely popular exercise with students. They feel it is very worthwhile. There are two

procedures that can be used by the instructor. You can use the typical one–on-one procedure, or you can

use a “panel interview” approach with 2 or more recruiters interviewing a single applicant. We let the

applicant simulate the interview with any organization of their choice. They are asked to write up a short

paper about the organization. This, along with the applicant’s resume, is given to the recruiter a few

minutes before the interviews. The recruiter is also given the following General and Interview

instructions.

Recruiter’s General Instructions

2. Quickly read the description of the organization.

4. When applicant knocks on the door, ask them to come into the room. Greet them and then ask

the person to take a seat.

5. Now start the interview. It is OK to read what you are to say.

Recruiter’s Interview Instructions

Once the applicant is seated, the recruiter says the following to the applicant:

I’m here today just to meet people to see who has a real interest in a sales job with us. We have the

company “information session” tomorrow night, so I will not answer specific questions about the job

today. This is a short, get to know each other meeting. Tonight we will call and invite some of the

people we interviewed today to our “information session.” Let’s begin with this question:

2. What is something you have done in your past that helps me better understand how your

qualifications relate to this job?

3. Ask the three “SITUATION, ACTION, RESULTS QUESTIONS” on the next page. After the

applicant has left the room, or while answering questions, do the following for this question:

a. Write the person’s name at the top of the paper.

4. Ask the “SITUATION QUESTION” on SELLING SKILLS.

a. Also evaluate the answer and provide written feedback.

5. Ask one question about something from the resume.

Now say to the applicant something like:

“This is all the time we have. Thank you very much for coming in today. I really enjoyed talking with

you. We will get in touch with you soon.”

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OBTAINING NEW CUSTOMERS

• Addresses the individual’s willingness and ability to obtain new customers.

……………………………………………………………………………………………

SITUATION QUESTION

Think of a time when you had to contact a stranger and persuade him/her

to do something. What was the situation?

ACTION QUESTION

What did you do?

RESULTS QUESTION

What happened?

NOTES

EVALUATION BASED ON THIS FACTOR ONLY

Unsatisfactory Satisfactory Excellent

1 2 3 4 5 6 7 8 9

Answers show unsatisfactory behavior Answers demonstrate a satisfactory level Answers show outstanding ex–

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NEGOTIATING WITH OTHERS

• Addresses the ability to work out a compromise between the individual and another person so that

both are happy with the outcome.

……………………………………………………………………………………………………

SITUATION QUESTION

One of the most critical activities we perform is negotiating with customers, managers, and fellow

workers. Describe your most memorable experience in working out a settlement with someone such as a

teacher, friend, customer, or employer.

ACTION QUESTION

What did you do?

RESULTS QUESTION

What was the outcome?

NOTES

EVALUATION BASED ON THIS FACTOR ONLY

Unsatisfactory Satisfactory Excellent

1 2 3 4 5 6 7 8 9

Answers indicate little or no Answers show satisfactory experience Answers show exceptional

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CUSTOMER SERVICE

• Addresses the willingness of the applicant to provide a high level of service and ensures that

customers are satisfied with products and service. Relevant skills include the ability to be courteous,

tactful, and attentive to customer needs.

……………………………………………………………………………………………………

SITUATION QUESTION

At times our people have to deal with a customer who is upset or angry. Think

of when someone was angry with you. What was the situation?

ACTION QUESTION

What did you do?

RESULTS QUESTION

What were the results?

NOTES

EVALUATION BASED ON THIS FACTOR ONLY

Unsatisfactory Satisfactory Excellent

1 2 3 4 5 6 7 8 9

Applicants demonstrated little Applicant demonstrated a Response showed excellent

or no ability to provide customer satisfactory level of skills in skills in effectively handling

service. being able to handle customers. customers.

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SELLING SKILLS

• Addresses the individual’s ability to sell. Includes the abilities to “think on one’s feet;” interact

effectively; and communicate in an organized, positive, and effective manner using negotiation and

persuasion skills.

……………………………………………………………………………………………………

SITUATION QUESTION

You’re applying for a sales job. Yet I have never seen you sell anything.

I want you to sell me this___________. (Pencil, pen, chair, coffee cup…)

Hand it to the applicant.

NOTES

EVALUATION BASED ON THIS FACTOR ONLY

Unsatisfactory Satisfactory Excellent

1 2 3 4 5 6 7 8 9

Applicant showed unsatisfactory Response shows satisfactory Excellent ability. Asked

ability to sell. Does not meet our ability to sell. Meets our high questions, was organized,

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Sell Yourself Grading Sheet

Your Score Point Value

_________1. Entered in a positive, enthusiastic manner 3

_________2. Résumé 4

_________3. Portfolio (if required) 3

_________4. Use of your business card 3

_________5. Asked for recruiter’s business card 3

_________6. Completed/turned in appearance questionnaire 3

_________7. Completed/turned in performance critique 2

_________8. Completed/turned in exercise critique 2

_________9. Shook hands while introducing yourself to interviewer 3

________10. Stated, “I’m very interested in working for Name of Organization.” 3

________11. Used resume as a visual aid 3

________12. Used portfolio as a visual aid (if required) 3

________13. Asked Dr. Futrell’s 2-question interview closing sequence 3

________14. Positive non-verbals throughout 3

________15. Follow-up letter 3

________16. E-mail 3

________17. Exited in a positive, enthusiastic manner 3

________Total 50

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WHAT’S YOUR STYLE—SENSER, INTUITOR, THINKER, FEELER?

This is a great exercise to use as either part of the personal selling or sales management class.

Students really enjoy learning about themselves.

For discussing personal selling or sales management issues, it helps show that the

salesperson, as well as the sales manager, should know his/her own personality style. This style

may be in conflict with the prospect or subordinate.