Chapter 13 - What is Selling? What is Selling?. Chapter 13 - What is Selling? What is Selling? n...

Chapter 13 - What is Selling?

What is Selling?What is Selling?


What is Selling?What is Selling?

Helping Helping Customers make Customers make satisfying buying satisfying buying decisions - The decisions - The kind they will be kind they will be happy with after happy with after the sale.the sale.


Why is customer satisfaction Why is customer satisfaction so important?so important?

Companies want repeat business.Companies want repeat business.

Companies will get repeat Companies will get repeat business if they are happy business if they are happy enough with their purchases to enough with their purchases to return.return.


Goals of SellingGoals of Selling

To help customers To help customers decide on decide on purchases.purchases.

To ensure customer To ensure customer satisfaction so the satisfaction so the firm can count on firm can count on repeat business.repeat business.


Methods of SellingMethods of Selling

Personal Selling – any form of selling that Personal Selling – any form of selling that happens one on one between a sales happens one on one between a sales person and a customer.person and a customer.

Personal selling is the method we are most familiar Personal selling is the method we are most familiar with with

Business to Business Selling – may take Business to Business Selling – may take place in a manufacture’s or wholesale place in a manufacture’s or wholesale showroom ( inside sales) or a customer’s showroom ( inside sales) or a customer’s place of business (outside sales)place of business (outside sales)

Telemarketing – Selling over the telephoneTelemarketing – Selling over the telephone


Cold CallingCold Calling

Trying to see a customer with out Trying to see a customer with out making an appointment before making an appointment before showing up.showing up.


Feature - Benefit SellingFeature - Benefit Selling

The concept that a The concept that a salesperson needs to match salesperson needs to match the features of each product the features of each product to a customer’s needs and to a customer’s needs and wants.wants.


Features Vs. BenefitsFeatures Vs. Benefits

FeaturesFeatures A physical A physical

characteristic or characteristic or quality of a good or quality of a good or service; what is it’s service; what is it’s intended use?intended use?

BenefitsBenefits Advantages or Advantages or

personal satisfaction personal satisfaction a customer will get a customer will get from a good or from a good or service; features that service; features that have been made into have been made into customer benefits customer benefits are selling points.are selling points.


Product InformationProduct Information

Knowing about the price, Knowing about the price, composition, care, and composition, care, and manufacturing process allows a manufacturing process allows a salesperson to explain why one salesperson to explain why one product is better than another.product is better than another.


Where can you find Where can you find information about a product?information about a product?

Direct experience - Use the Direct experience - Use the product!product!

Printed Material - User manual, Printed Material - User manual, manufacturer warranties, catalogs, manufacturer warranties, catalogs, labels, boxes, promotional material.labels, boxes, promotional material.


Where can you find Where can you find information about a product?information about a product?

Other people - Friends, relatives, and Other people - Friends, relatives, and customers who have experience with customers who have experience with the product.the product.

Formal Training - Attending classes and Formal Training - Attending classes and observing experienced sales observing experienced sales representatives before going out on representatives before going out on their own.their own.


Customer Buying DecisionsCustomer Buying Decisions

Salespeople must study what Salespeople must study what motivates customers to buy and motivates customers to buy and what decisions customers make what decisions customers make before finally purchasing a product.before finally purchasing a product.



Rationale MotivesRationale Motives product dependabilityproduct dependability time or monetary time or monetary

savingssavings convenienceconvenience comfortcomfort recreational valuerecreational value

Emotional MotivesEmotional Motives social approvalsocial approval recognitionrecognition powerpower lovelove affectionaffection prestigeprestige



Extensive Decision Extensive Decision MakingMaking

Used when little or Used when little or no previous no previous experience with the experience with the item because it is item because it is infrequently infrequently purchased.purchased.



Limited Decision Limited Decision MakingMaking

Used when a person Used when a person buys goods and buys goods and services he or she services he or she has purchased has purchased before but not on a before but not on a regular basis.regular basis.



Routine Decision Routine Decision MakingMaking

Used when a person Used when a person needs little needs little information about a information about a product because of product because of a high degree of a high degree of prior experience or prior experience or low perceived risk.low perceived risk.


How can selling skills be How can selling skills be helpful to you?helpful to you?

As a As a consumer?consumer?

YouYou as a as a product?product?

In a position In a position other than sales other than sales in business?in business?


Types of Sales PositionsTypes of Sales Positions

Retail sales personnel - Sales Retail sales personnel - Sales clerks and sales associates.clerks and sales associates.

Professional sales - Require Professional sales - Require extensive training and product extensive training and product knowledge.knowledge.

Telemarketers - Sell products over Telemarketers - Sell products over the telephone.the telephone.


Characteristics of Effective Characteristics of Effective SalespeopleSalespeople

Good Communication SkillsGood Communication Skills Good Interpersonal SkillsGood Interpersonal Skills Solid Technical SkillsSolid Technical Skills Positive Attitude and Self-Positive Attitude and Self-

ConfidenceConfidence


Characteristics of Effective Characteristics of Effective SalespeopleSalespeople

Goal OrientedGoal Oriented EmpathyEmpathy HonestyHonesty EnthusiasmEnthusiasm


QuestionsQuestions

Give an example of a business that uses Give an example of a business that uses personal selling.personal selling.

Give an example of a business that uses Give an example of a business that uses business to business selling.business to business selling.

What is the difference features and What is the difference features and benefits of a product? Give an example benefits of a product? Give an example of each.of each.


Questions Page 2Questions Page 2

Give an example of a product that you Give an example of a product that you would purchase using a Rational Motive.would purchase using a Rational Motive.

Give an example of a product that you Give an example of a product that you would purchase using an emotional would purchase using an emotional motive.motive.

What is an example of a product that the What is an example of a product that the average person would haveaverage person would have limited limited decision making?decision making?


Questions Page 3Questions Page 3

What is an example of a product that the What is an example of a product that the average person would haveaverage person would have extensive extensive decision making?decision making?

What is an example of a product that the What is an example of a product that the average person would have average person would have Routine Routine Decision Making?Decision Making?

What characteristics do you have that What characteristics do you have that would make you a good salesperson?would make you a good salesperson?

Chapter 13 - What is Selling? What is Selling?. Chapter 13 - What is Selling? What is Selling? n...

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