1.00 Notes and Practice Questions www.textbookwizards.com/4ps.ppt www.textbookwizards.com/mktg2.00.ppt 1.00 Notes and Practice Questions www.textbookwizards.com/4ps.ppt www.textbookwizards.com/1.00.ppt

1.00 Test Corrections Answer Key www.textbookwizards.com/test1.docx Your answers www.textbookwizards.com/answersmktg.xlsx Find the questions you got incorrect and complete test corrections for each missed question In order to get half the points back you have to explain why the correct answer is the right choice and you have to explain why your answer was incorrect (2 sentences for each question)

Indicator 2.01 – Acquire the foundational knowledge of selling and understand its nature and scope.

BUYING MOTIVES Emotional – based on emotion (ex. Social approval, recognition, power, love, prestige) Rational – conscious, logical reasons for purchase (ex. Saves time or money, quality, service)

Emotional vs. Rational Quiz Get out a piece of paper. Number it 1-10. Put your Lunch Number at the top. Decide if the motive to buy it is emotional or rational. Bread Jewelry I pad 2 Water Flowers Gasoline Soap Chocolate Clothes Rent

Exchange your paper with your neighbor You are going to grade your neighbors paper as we go over the answers. Each question is worth 10 points Write the score on the paper and give it back your neighbor Each grade will be recorded

CUSTOMER SERVICE = RELATIONSHIPS Maintain Relationships Happy customers will return and refer you to their friends It is more expensive to replace a customer than it is to maintain one, so repeat business is crucial. Create Loyalty through Rewards

Examples of Loyalty Programs Harris Teeter Vic Card Food Lion MVP Best Buy Reward Zone Sheetz card American Advantage from American Airlines Thank you points from Citi Bank Lowes Food Card Subway Card

Customer Loyalty Program Open Microsoft Word Use the internet to research the following: Choose any company rewards or loyalty program that you would like to research. What business is the program for? What are the rewards? How can the customer receive these rewards? Is this program an effective way to entice buyers to do business with the company? If so, why?

WHAT IS SELLING? Cornell Notes Responding to a consumer needs and wants through planned, personalized communication in order to influence purchase decisions and ensure satisfaction. Planned – learn about the product Personalized – interaction with the customer Influence – help the customer make decisions Satisfaction – means repeat business WHO SELLS? EVERY BUSINESS SELLS!

CHARACTERISTICS OF A GOOD SALESPERSON Product knowledge – Knowing and understanding the product Ethical standards – Believing in some level of moral values (ex. right vs. wrong) Selling skills – Ability to get people to buy something Belief in selling as a service – Idea that you aren’t selling an item, you’re selling an improvement the buyer’s life Personal appearance – Did they use their appearance to help selling process (Clean-cut, uniform, Doctor’s jacket) Communication skills – Ability to get your message across effectively Creativity – Imagination in the product design or the selling presentation Self-confidence – Belief in one’s self to help promote and sell the product

Famous Sales People Activity Richard Warren Sears Meg Whitman Billy Mays Thomas Edison Ronald Reagan David Hall McConnell Chuck Taylor Steve Jobs Richard Branson Please research each item below in relation to the salesman. (1-8) How did they demonstrate this characteristic? Please give examples. You will create a PowerPoint and Outline about your groups Sales Person. You can only use relevant images and the words listed to the left (1-8) in your PowerPoint! Put the things you will say into a handwritten/typed outline, or in the notes section of your PPT. Product knowledge Ethical standards Selling skills Belief in selling as a service Personal appearance Communication skills Creativity Self-confidence

CUSTOMER SERVICE PROCESS V. FUNCTION Customer Service Process– an attitude that customer satisfaction always comes first Customer Services Function – a department or a function of an organization that responds to complaints from customers

HOW CAN CUSTOMER SERVICE HELP YOU BEAT YOUR COMPETITION? Over time, the quality of products can be easily matched among competitors. Therefore customer service becomes key!

CUSTOMER SERVICE IN THE PRE-SALE Efforts BEFORE the customer is acquired. Obtain/maintain data of customers Gain product knowledge (Learn the features and benefits unique to the brands you sell) Providing ample product information Stay abreast of the market

CUSTOMER SERVICE IN THE POST-SALE Efforts after the sale to ensure the customer is happy. Follow-up Call to make sure the products are satisfactory Ensure satisfaction, call, card, email Handle inquiries and complaints, keep customers satisfies Live up to the promises Post Sales Surveys / Comment Cards

Companies with Great Customer Service Project Zappos.com Southwest Airlines LL Bean Nordstrom Amazon Overstock.com Kohl’s Pick a group of no more than 3 Research the company Create an outline with the company’s background and info (product and business strategies) In the outline, the focus should be on customer-service strategies in detail (Pre-Sale, During the Sale, and Post- Sale). Turn your outline in to a 10 slide PowerPoint using only headers and images (no more than 100 words for the entire presentation). You must elaborate and inform us during your presentation. Email me the finished product at hayesj@gcsnc.com for credit.

Customer Service Quiz LL Bean Nordstrom Amazon Kohl’s Pull out a piece of paper Write down each company and then write down a customer service strategy for each of those companies. Do not talk during the quiz or you will receive a zero!

SELLING ACTIVITY POLICIES Selling policies: guidelines for selling. How will products be sold? Characteristics Enforced with reasonable firmness Not based on status Helps take pressure off of individual salespeople in situations like returns and complaints Keep them consistent, don’t change them repeatedly Terms-of-sale policies: What conditions apply to each type of sale? (Think airline tickets, e-Bay, close-outs) How are sales tracked? What is the customer given at the completion of the transaction? Are there any government rules or regulations that must be followed?

SERVICE POLICIES Service policies: guidelines for servicing customers. WHY ARE SELLING POLICIES IMPORTANT? Selling policies standardize sales (make them consistent). Protects the company, legally in terms of laws like the one below. Robinson-Patman Act  says you can not price discriminate. Everyone pays the same price.

EXTERNAL factors that affect selling policies City, county, state and/or Federal regulations. Competitors’ actions. Changes in customer expectations. Changes in costs of producing the products or getting materials Internal Depends on the Nature of the Business. Research efforts Financial resources Sales quotas. Controlling expenses related to employees Changes in goals.

PROBLEMS with selling policies Policies cover specific circumstances, so some situations will not fit the current policies. Mis-interpretation by a salesperson. Some customers will ask for exceptions to policies in exchange for increased business or because of a history with your company.

Selling Policies www.textbookwizards.com/selling.ppt Read over slides 19-23 and answer the following questions in complete sentences (word document or written on paper for your notebook) You can use personal experiences, class activities, or examples to defend your points. Each answer should be at least 3 well thought out sentences What are some of the purposes of having business policies? Why do these purposes matter? What are some factors that affect a business’ selection of policies to guide its operations? Why do they matter? What is the difference between internal and external? Explain.

ROLES OF SELLING IN OUR ECONOMY Keeps the economy moving Flow of buying and selling Promotes competition Affect employment More sales = growing business = more hires Adds utility Usefulness of the product Helps determine customers needs Two way communication Creates a desire for products Appeal to reasons that customers buy In your opinion, which of these roles of selling is the most important. Write a paragraph (5 to 7) sentences explaining and defending this opinion (word document or written on paper, include in your notebook). You have 10 minutes to complete this.

2.02 – FOSTER positive relationships with customers to enhance company image.

Different Ways employees demonstrate customer-service orientation. Ask the customers when it would be convenient to call them Greet the person promptly and courteously. Pay attention to the person. Ask questions to determine the person's needs. Listen carefully and empathizes with the person's concerns. Offers relevant information. Summarizes to check for understanding. Acts or agrees on a clear course of action. Devote their full attention to customers Tries to do better than expected. Asks questions to check for satisfaction. Follows through. Thanks the individual. Takes surveys to determine people's needs. Is courteous to citizens, clients, patients, etc. Does not "pass the buck.” (Play the “blame” game) Make sure you clearly understand customers' inquiries   Make sure the mistake is corrected

Procedures for reinforcing a service orientation through communication Use customer surveys to pinpoint areas for improvement Use employee surveys to pinpoint areas for improvement Develop a follow up procedure to determine levels of customer satisfaction after the sale

Importance of exhibiting a customer-service mindset Positives: Customer satisfaction = Profit Builds positive relationships with customers Goodwill/positive feelings develop Gathers information about customer buying decisions Negatives (Consequences of failing to do it): loss of sales markdowns and sales returns delays in sales

Search on Google Images for a Job Description

Job Description Search on Google Images for a Job Description Think of a job in Marketing (Look through your Marketing Careers activities from 1.00 for ideas!) Search on Google Images for a Job Description Read slides 26-29 and complete the following activity CREATE your own job description that includes 10 ways or statements that an employee in that role could use to reinforce a service orientation through communication (There are over 20 examples on slide 26 alone). Look at examples online and then craft your own professional Job Description. It can be for any position related to Marketing. This is an individual assignment. You can use Word Templates to help!

Identify beliefs held by employees who have a customer-service mindset Fostering positive customer interactions vs. negative View negative customer interactions as a way to identify customer’s needs View your work through the eyes of the customer Define your functions with the customer in mind

Guidelines for exhibiting customer-service mindset Measure regularly through customer feedback Measure internally for employee satisfaction Customer satisfaction = employee bonuses (incentives) Link customer satisfaction to other business goals

Demonstrate a customer-service mindset Employee shows clear, relentless, unwavering focus on the customers. Internal customer (co-workers) satisfaction is important Service orientation Listening to and understanding the customer. Customer satisfaction is high priority.

2.03 Stew’s Rules Rule #1 – The customer is always right! Rule #2 – If the customer is ever wrong, reread Rule #1

How to deal with difficult customers Disagreeable Domineering/Superior Suspicious Slow/Methodical Dishonest

Disagreeable Customers Domineering/Superior Customers Argumentative – ask, simple polite questions Impatient – agree first on common points Leave-me-alone – be patient Irritable/Moody – be positive Insulting – be neutral Complaining – Listen patiently and try to stay calm Bark orders Want things done THEIR way because they know best Handle them by letting them have their say

Suspicious Customers Slow/Methodical Customers Indifferent Indecisive Handle by not overwhelming them Doubts the salesperson’s knowledge Handle by explaining and demonstrating good service

Dishonest Customers Customers who lie Handle by not jumping to quick conclusions Examples: Switching racks Changing prices Etc.

Procedures for Handling Complaints Listen – completely and openly Take the customer aside – to ease tension Restate the complaint – to show youu nderstand Get help – if needed, from a supervisor Establish a plan – Agree on a plan of action and follow through Activity Form a group of three people Develop a concept for a short skit. Create a script. Everyone in the group must participate in the performance of that skit to receive credit. The skit must show one of the types of customers we discussed, and how a customer-service approach can help in that situation. There was a list of the type of customer issues in the notes, please use those as a guide.

Reasons for customer complaints Genuine error Faulty item Bad service Product quality Misunderstandings Poorly written instructions Suggestions for improvement Etc.

Non-complainers vs. Complainers Are non-complainers a more difficult problem for businesses than complainers?   Write 1 paragraph (5-7 sentences) explaining and defending your opinion. Give an example of a hypothetical situation that justifies your position!

www.textbookwizards.com/selling.ppt Split into five groups. Each group will explain one of the next five slides to the class. (slides 43-47) Get with your group and talk about the slide. Each member of the group has to have something unique to say about that slide. This could be challenging with a short slide, so you have to go deeper than simply restating the slide. Explain it to us so that we understand. Every member of your group gets an individual grade for their presentation and contribution.

Purpose of Adapting communication to a client’s cultural or social community? To avoid offending clients with your lack of sensitivity to their needs. To better assist clients to make the right purchase or deal for their needs.

Reason: Our market is very global and therefore impacts many different cultures socially and geographically. The success of all companies depends on their abilities to understand cultural differences and work with them Communication is key in any relationship Clients could be offended by your lack of understanding of their culture’s typical use of a product.

Skills associated with adapting communication. Empathy – Risk taking – Problem solving Being patient, flexible, and empathetic are key personality traits when dealing with communication barriers.

Aesthetics (what a culture considers valuable or beautiful) Different ways to adapt communication to the cultural or social environment of clients. Language understand the way a country makes products and you will understand how they value the products Aesthetics (what a culture considers valuable or beautiful) Social organization (what is acceptable in a culture) Religious beliefs, attitudes, values, space and time

What is the importance of context in communication? Context is the surrounding story or thought process of a communicated idea. It is what helps get the point across. The wrong context can completely skew the meaning.

10 multiple choice questions 2.01-2.05 Using the notes from this PowerPoint (slides 2-44), create 10 multiple choice questions in a word document. Each question should have 4 answer choices (1-4 or A-D). Please create an answer key as well. Print a copy for your notebook and email me a copy of the word document when you finish at: hayesj@gcsnc.com

In order to receive credit you must: www.textbookwizards.com/selling.ppt Required Cornell Notes are listed on the Notebook Checklist Go back and review/revise your notes In order to receive credit you must: Circle/highlight/underline key terms Create your 3 levels of questions Write your summary in the bottom section

www. textbookwizards. com/selling www.textbookwizards.com/selling.ppt Mandatory Test Corrections (Project Grade, slide 47) Answer Key: Your test answers: Find the questions you got incorrect and complete a test correction for each missed question To complete these, you have to find someone in class who got the question correct. They have to explain why that answer is correct. You write down their explanation and they sign off on it. (All I need is the question number, their explanation, and their signature)

www.textbookwizards.com/selling.ppt Slides 49 – 74 There are 13 questions that the class as a whole had major issues with Every student should be an expert in those concepts after the test corrections project. Prepare an example, experience, or quick demonstration to help explain the concept for the question you are assigned to the class. Each group or person will share their question with the class to help reinforce the concept!

GM HyWire What is the opportunity here? What are the economic and environmental benefits of this new prototype? What are some of the things standing in the way of this prototype? Do you think this is the wave of the future, or is this just a stepping stone? What do you think is next for the automobile industry?

Reflection on Learning for 2.01-2.05 Write at least two paragraphs (6-10 sentences each reflecting on these questions while you summarize) What did you learn in this unit? What activities and projects did we complete that reinforced what you learned? How is study process changing or evolving from Test 1.00 to Test 2.05 (Test 2.05 is today)? How could you apply what we learned outside of the classroom?

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