MKTG- Sales Presentation Unit 1 SELLING Foundations of Business and Marketing for Work Based Education

MKTG- Sales Presentation Unit 2 Objectives §Define selling. §Discuss types of selling positions. §List characteristics of effective salespeople. §List the steps in selling. §Describe rational and emotional buying motives. §Evaluate buyer behavior. §Explain how to use the marketing concept in selling. §Create product FABs. §Explore and illustrate the sales process: preapproach, approach, determining needs, presentation, objections, close, servicing, and follow-up.

MKTG- Sales Presentation Unit 3 Definition of Selling §Selling is providing customers with goods and services they want to buy.

MKTG- Sales Presentation Unit 4 Types of Selling Positions §Retail Sales §Industrial Sales §Business to Business Sales §Telemarketing §Customer Service

MKTG- Sales Presentation Unit 5 Characteristics of Effective Salespeople §Possesses Good Communication Skills §Demonstrates Good Interpersonal Skills §Possesses Solid Technical Skills §Has a Positive Attitude §Radiates Self-Confidence §Goal Oriented §Empathetic §Honest §Enthusiastic

MKTG- Sales Presentation Unit 6 Steps in Selling §Preapproach §Approach §Determining Needs §Product Presentation §Handling questions and Objections §Closing the Sale §Suggestion Selling §Reassuring and Follow-up

MKTG- Sales Presentation Unit 7 Buyer Behavior - Motives §Rational buying behavior l conscious factual reason for a purchase - dependability- health - time- safety - monetary savings- comfort -convenience- recreational value -quality- service

MKTG- Sales Presentation Unit 8 Buyer Behavior -Motives §Emotional buying behavior l Feelings experienced from association with the product -social approval- affection -recognition- prestige -power- pleasure -love

MKTG- Sales Presentation Unit 9 Buyer Behavior §Mental Buying Steps §Influential Forces l Personal l Psychological l Social §Buying Situations

MKTG- Sales Presentation Unit 10 Marketing Concept Selling §Consultative-Style Selling §Feature-Benefit Selling l Feature product characteristics l Advantage product performance l Benefit customer gains from purchase

MKTG- Sales Presentation Unit 11 Developing Product FABS §How does the feature help the product’s performance? §How does product performance provide satisfaction for the consumer? §How does product performance give the customer a personal reason to buy the product?

MKTG- Sales Presentation Unit 12 Preapproach §Prospecting l Employer Leads l Telephone Directories l Trade & Professional Directories l Newspapers l Commercial Lists l Customer Referrals l Cold Canvassing

MKTG- Sales Presentation Unit 13 Preapproach §Product Knowledge l Product/firm history l Research & development l Manufacturing processes l Quality controls l Product applications l Maintenance & care l Price & delivery

MKTG- Sales Presentation Unit 14 Preapproach §Product Knowledge l Product literature l Sales meetings l Factory tours l Product itself l Competing products l Trade publications l Technical data l Customers

MKTG- Sales Presentation Unit 15 Preapproach §Benefits l Ability to satisfy customer needs l Improved sales and self confidence l More enthusiasm l Better prospecting l Improved sales presentation l Ability to answer objections l Close more sales l Return customers

MKTG- Sales Presentation Unit 16 Approach §Service Approach §Greeting Approach §Merchandise Approach §Combination Approach §Approach Techniques

MKTG- Sales Presentation Unit 17 Determining Needs §Observation §Listening §Questioning l Do ask open-ended questions to encourage customers to do the talking. l Do ask clarifying questions to make sure you understand customers’ needs. l Don’t ask too many questions in a row. l Don’t ask questions that might embarrass customers or put them on the defensive.

MKTG- Sales Presentation Unit 18 Product Presentation §Purposes of the Presentation §Selecting and Explaining Products l Which products to show l What price range to offer l How many products show l What to say §Presentation Mix

MKTG- Sales Presentation Unit 19 Handling Questions & Objections §Definition §Points to Consider §Objection Analysis Sheet §Common Objections §Handling Objections 1. Listen carefully3. Restate 2. Acknowledge4. Answer

MKTG- Sales Presentation Unit 20 Closing the Sale §Preapproach Activities §Considerations During the Presentation §Buying Signals §Timing §Techniques §Keys to Successful Closing

MKTG- Sales Presentation Unit 21 General Rules for Closing §If you think the customer is ready to make a buying decision stop talking about the product. §When a customer is having difficulty making a buying decision, stop showing additional merchandise. §Help a customer decide by summarizing the major features and benefits of a product. §Don’t rush a customer into making a buying decision.

MKTG- Sales Presentation Unit 22 General Rules for Closing §Use words that indicate ownership, such as you and your. §Use major objections that have been resolved to close the sale. §Use effective product presentations to close the sale. §Look for minor agreements from the customer on selling points that lead up to the close.

MKTG- Sales Presentation Unit 23 Suggestion Selling §Offering Related Merchandise §Recommending Larger Quantities §Calling Attention to Special Opportunities

MKTG- Sales Presentation Unit 24 Rules for Suggestion Selling §Do suggestion selling after customer has made a commitment to buy but before payment. §Make your recommendation from the customer’s point-of-view and give at least one reason for your suggestion. §Make the suggestion definite. §Show the item you are suggesting. §Make the suggestion positive.

MKTG- Sales Presentation Unit 25 Servicing the Sale §Follow-Up with customer after the sale §Call to check on customer satisfaction §Contact when other products are on sale that may interest this customer §Send thank you card §Send maintenance reminders