U.S. Small Business Administration
CREATIVE SELLING: THE COMPETITIVE EDGE
While we consider the contents of this publication to be of general merit, its sponsorship by the U.S.
Small Business Administration does not necessarily constitute an endorsement of the views and
opinions of the authors or the products and services of the companies with which they are affiliated.
All of SBA's programs and services are extended to the public on a nondiscriminatory basis.
TABLE OF CONTENTS
TYPES OF SALES PERSONS
CREATIVE SELLING PROCESS
ATTRIBUTES OF A CREATIVE SALESPERSON
APPENDIX: INFORMATION RESOURCES
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 di