Selling Second Edition Library of Congress Catalog Number: ISBN X sell, v.t; sold, pt., pp.; selling, ppr. [AS. Sellan, syllan, to give, deliver up.] 1. To give up, for money; to part with for a price. 2. To deal in;. 3. (a) to give up or deliver (a person) to his enemies or into slavery, bondage, etc.; (b) to betray (a country, cause, etc.) 4. To give up (one’s honor, trust, etc.) for profit. 5. To cheat; dupe; hoax. [Slang] to get rid of by selling, especially at low prices. To sell oneself; (a) to exchange one’s services for a price, especially for a dishonorable purpose; (b) [Colloq.] to sell out.

What is the main problem with that definition? For our purposes, we will define selling as finding a consumer who has a need and filling that need with a product or service in such a way that both parties profit.

Feature-Benefit Selling There are two types of product features: Tangible: The physical characteristics of the product (color, size, price). Extended: The quality of goods and services (warranty, service policy, and available financing). * Features add value to a product/service. They help provide reasons for consumers to choose one item over the other.

Customer Benefits: The advantages or personal satisfaction a customer will get from a good or service. When product features are turned into customer benefits, they become selling points.

To be successful in sales, one must have product knowledge. Some sources of product information are 1)direct experience, 2)printed materials, 3)other people, and 4)formal training.

Customer buying motives are either rational or emotional. RationalEmotional Time savingSocial approval EconomicalPrestige ConveniencePower HealthRecognition SafetyLove

There are three types of customer decision making: Extensive: *Little or no previous experience with the product (first home) *High degree of perceived risk *Product/service is expensive Limited:*Goods and services are purchased but not on a regular basis (furniture, computer programs) *Moderate degree of perceived risk *Customer needs some information Routine:*Customer has much prior experience with the product *Low perceived risk (may be low in price) *Brand loyalty comes into play

How do you prepare for Industrial Sales? Know as much about the company as you possibly can – Past sales – Corporate structure – Trivia Know your product/service inside and out. You need to answer 3 main questions before approaching the customer: 1.Does the company need your product/service? 2.Do they have the finances? 3.Does the person you are dealing with have the authority to buy?

How many decision makers does the average U.S. company have? –6–6 How do you prepare for Retail Sales? – Know your product(s)/service(s) – Make your selling area clean and attractive

How should you look when engaging in sales? – Like you are an expert in the product/service that you are selling What are the first five things that people notice about you? 1.Hair 2.Smile 3.Eyes 4.Odor 5.The use of names

What type of approach should you use in industrial selling? You are generally calling on them-be outgoing, friendly, etc. Always be at least 15 minutes early for any appointment. Comment on recent occurrences in the industry.

There are 3 methods for approaching customers in a retail setting: Service approach:*”May I help you?” *Only acceptable when customer is obviously in a hurry, or you are an order taker for routine purchases. What do people commonly say to this approach?

Greeting approach:*”Good morning” *Makes customer feel obligated to respond. *Fosters conversation *Builds rapport

Merchandise approach:*Use only when customer is looking at merchandise. *Discuss features/benefits *Ask questions *This is a good time to suggestive sell.