“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.”

 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

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

 Business to Business – sales between two businesses Inside Sales - usually takes place in the manufacturer’s or wholesaler’s showroom 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 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

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

 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 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

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

 Matching the characteristics of a product to a customers’ needs and wants  How will the product features provide benefit to the customer?

 The basic, physical, or extended attributes of the product ProductFeature WatchMade of titanium CarComes in 6 different colors

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

 The advantages or personal satisfaction a customer will get from a good or service ProductFeature WatchTells Time CarProvides Transportation

Product FeatureConsumer Benefit 100% Nylon FabricDurable, Water/Wind Resistant, Washable 65% polyester & 35% cotton jersey knit lining Comfortable against skin, Washable Colors: red, gray, navy, greenUnisex 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 WarrantyCovers defects in the materials and workmanship

 Create your own feature-benefit chart for each of the following products Microwave Microwave Recordable CDs Recordable CDs Mechanical Pencils Mechanical Pencils

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

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

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

 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 Previous experience with product or company How often they purchase the product How often they purchase the product The importance of the purchase The importance of the purchase The perceived risk involved in the purchase The perceived risk involved in the purchase The time available to make the decision 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

 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

Imagine you are buying a new car. Consider the different life scenarios and the buying motives associated with the lifestyle. Write a paragraph explaining the car you would choose, whether your buying decisions would be rational or emotional and what type of decision making you would use. (You are to write a short paragraph for each) A teenager buying their first car A single 30 something with a great job A parent with 3 children A retired golfer that lives in Florida

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