Personal Selling Marketing Co-Op “It’s so new we don’t know what it does, but nobody else has it so we’re selling the hell out of it.”

Personal Selling Any form of direct contact between a salesperson and a customer How is it different from other forms of promotion? The two way communication between the seller and the buyer

Types of Selling Retail Selling – unique because customers have to come to the store Sales person must be available to answer questions about the product or service

Types of Selling Business to Business – sales between two businesses Inside Sales - usually takes place in the manufacturer’s or wholesaler’s showroom Outside Sales – usually takes place in the customer’s place of business Requires that sales representatives contact businesses Call to make an appointment Cold Call – show up unannounced

Types of Selling Telemarketing – the process of selling over the telephone The law prohibits telemarketers from calling any number on the National Do Not Call Registry

Goals of Selling The purpose and goals of selling are the same no matter the selling situation Help customers make satisfying buying decisions, which create ongoing, profitable relationships between the buyer and seller Repeat business is crucial to the success of any company

Consultative Selling Providing solutions to customers’ problems by finding products that meet their needs

Feature-Benefit Selling Matching the characteristics of a product to a customers’ needs and wants How will the product features provide benefit to the customer?

Comes in 6 different colors Product Features The basic, physical, or extended attributes of the product Product Feature Watch Made of titanium Car Comes in 6 different colors

Product Features Physical features of a product differentiate competing brands and models When buying a car one might consider Engine type Gas consumption Appearance Stereo system Tires Anti-lock brakes Number of passengers it hold VS

Provides Transportation Product Benefit The advantages or personal satisfaction a customer will get from a good or service Product Feature Watch Tells Time Car Provides Transportation

Feature-Benefit for North Face Jacket Product Feature Consumer Benefit 100% Nylon Fabric Durable, Water/Wind Resistant, Washable 65% polyester & 35% cotton jersey knit lining Comfortable against skin, Washable Colors: red, gray, navy, green Unisex colors, offers variety Sizes: Children – xs, s, m, l, xl Adult – xs, s, m, l, xl Covers full age range Meets the needs of all customers Limited Warranty Covers defects in the materials and workmanship

Assignment Create your own feature-benefit chart for each of the following products iPad TOMS Shoes Beats by Dre

iPad Features Benefits Retna Display Up to 128GB storage Siri Crisp, clear screen – Higher Resolution Up to 128GB storage More room for music, pictures and apps Siri Increased ease of use, help finding business locations Built in apps: iTunes, maps, notes, contact book, music, FaceTime Increased ease of use, access to valuable apps free of charge HD Video Recording Record clearer, better quality videos

TOMS Features Benefits Durable Cotton Construction One for One program Comfortable to wear, form to foot One for One program Charitable contribution: One pair of shoes is given to a child in need for each pair of TOMS that is purchased 1 yr Manufacturers Warranty Products are guaranteed to against manufacturer defects for 1 year. (replaced)

BEATS by Dre Features Benefits Steel and Aluminum Construction Practically indestructible, allows for clearer sound and more intense bass Heavily padded pivoting ear cups Noise reduction and increased sound quality Hinged headband Allows headphones to fold and fit in a smaller space Built-in Mic Allows user to answer incoming calls without taking off headphones

Customer Buying Motives A salesperson must know what motivates customers to buy Rational Motives – conscious, logical reason for a purchase Emotional Motives – a feeling experienced by a customer through association with a product

Rational Motives Examples of Rational Motives Product dependability Time or monetary savings Health or safety considerations Service and Quality

Emotional Motives Examples of Emotional Motives Social Approval Recognition Power Love Prestige

Think About It! Take a moment to think of a product you have or might purchase with a rational buying motive, and one with an emotional buying motive.

Customer Decision Making Different customers require different levels of assistance when shopping How they make these decisions is based on several factors Previous experience with product or company How often they purchase the product The importance of the purchase The perceived risk involved in the purchase The time available to make the decision Previous experience with product or company How often they purchase the product The importance of the purchase The perceived risk involved in the purchase The time available to make the decision

Types of Decision Making Extensive – when there has been little or no previous experience with a product or company High degree of risk It is very expensive or has high value Examples – new car, a home, expensive jewelry Limited – when the customer has purchased the product before, but not regularly Moderate degree of risk Customer needs more information before purchasing Examples – furniture, electronics, vacations, house hold appliances Routine – when the customer needs little information about the product Low degree of risk because it is inexpensive It is purchased regularly so the customers trust the product Examples – groceries, newspapers/magazines, personal care items

Buying Motives Worksheet Assignment 1 Buying Motives Worksheet

Assignment 2 Chapter 12 (In Orange Marketing Book) 12.1 – pg. 264 Key Terms and Concepts..(1-3) 12.2 – pg. 271 Key Terms and Concepts..(1-3) Chapter Review……..(3-11) You will be held responsible for all red dot terms for the test