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Chapter 13 - What is Selling? What is Selling?. Chapter 13 - What is Selling? What is Selling? n Helping Customers make satisfying buying decisions -

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Presentation on theme: "Chapter 13 - What is Selling? What is Selling?. Chapter 13 - What is Selling? What is Selling? n Helping Customers make satisfying buying decisions -"— Presentation transcript:

1 Chapter 13 - What is Selling? What is Selling?

2 Chapter 13 - What is Selling? What is Selling? n Helping Customers make satisfying buying decisions - The kind they will be happy with after the sale.

3 Chapter 13 - What is Selling? Why is customer satisfaction so important? n Companies want repeat business. n Companies will get repeat business if they are happy enough with their purchases to return.

4 Chapter 13 - What is Selling? Goals of Selling n To help customers decide on purchases. n To ensure customer satisfaction so the firm can count on repeat business.

5 Chapter 13 - What is Selling? Methods of Selling Personal Selling – any form of selling that happens one on one between a sales person and a customer. Personal Selling – any form of selling that happens one on one between a sales person and a customer. Personal selling is the method we are most familiar with Personal selling is the method we are most familiar with Business to Business Selling – may take place in a manufactures or wholesale showroom ( inside sales) or a customers place of business (outside sales) Business to Business Selling – may take place in a manufactures or wholesale showroom ( inside sales) or a customers place of business (outside sales) Telemarketing – Selling over the telephone Telemarketing – Selling over the telephone

6 Chapter 13 - What is Selling? Cold Calling n Trying to see a customer with out making an appointment before showing up.

7 Chapter 13 - What is Selling? Feature - Benefit Selling n The concept that a salesperson needs to match the features of each product to a customers needs and wants.

8 Chapter 13 - What is Selling? Features Vs. Benefits Features n A physical characteristic or quality of a good or service; what is its intended use? Benefits n Advantages or personal satisfaction a customer will get from a good or service; features that have been made into customer benefits are selling points.

9 Chapter 13 - What is Selling? Product Information n Knowing about the price, composition, care, and manufacturing process allows a salesperson to explain why one product is better than another.

10 Chapter 13 - What is Selling? Where can you find information about a product? n Direct experience - Use the product! n Printed Material - User manual, manufacturer warranties, catalogs, labels, boxes, promotional material.

11 Chapter 13 - What is Selling? Where can you find information about a product? n Other people - Friends, relatives, and customers who have experience with the product. n Formal Training - Attending classes and observing experienced sales representatives before going out on their own.

12 Chapter 13 - What is Selling? Customer Buying Decisions n Salespeople must study what motivates customers to buy and what decisions customers make before finally purchasing a product.

13 Chapter 13 - What is Selling? Customer Buying Decisions Rationale Motives n product dependability n time or monetary savings n convenience n comfort n recreational value Emotional Motives n social approval n recognition n power n love n affection n prestige

14 Chapter 13 - What is Selling? Customer Buying Decisions Extensive Decision Making n Used when little or no previous experience with the item because it is infrequently purchased.

15 Chapter 13 - What is Selling? Customer Buying Decisions Limited Decision Making n Used when a person buys goods and services he or she has purchased before but not on a regular basis.

16 Chapter 13 - What is Selling? Customer Buying Decisions Routine Decision Making n Used when a person needs little information about a product because of a high degree of prior experience or low perceived risk.

17 Chapter 13 - What is Selling? How can selling skills be helpful to you? n As a consumer? n You as a product? n In a position other than sales in business?

18 Chapter 13 - What is Selling? Types of Sales Positions n Retail sales personnel - Sales clerks and sales associates. n Professional sales - Require extensive training and product knowledge. n Telemarketers - Sell products over the telephone.

19 Chapter 13 - What is Selling? Characteristics of Effective Salespeople n Good Communication Skills n Good Interpersonal Skills n Solid Technical Skills n Positive Attitude and Self- Confidence

20 Chapter 13 - What is Selling? Characteristics of Effective Salespeople n Goal Oriented n Empathy n Honesty n Enthusiasm

21 Chapter 13 - What is Selling? Questions n Give an example of a business that uses personal selling. n Give an example of a business that uses business to business selling. n What is the difference features and benefits of a product? Give an example of each.

22 Chapter 13 - What is Selling? Questions Page 2 n Give an example of a product that you would purchase using a Rational Motive. n Give an example of a product that you would purchase using an emotional motive. n What is an example of a product that the average person would have limited decision making?

23 Chapter 13 - What is Selling? Questions Page 3 n What is an example of a product that the average person would have extensive decision making? n What is an example of a product that the average person would have Routine Decision Making? n What characteristics do you have that would make you a good salesperson?


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