SELLING AND THE MANAGEMENT CONCEPT THE SALES FUNCTION

PURPOSE AND GOAL The purpose of selling is to help customers make satisfying buying decisions, with the goal of creating ongoing, profitable relationships with them. The marketing concept has created a customer- centered focus that companies have embraced. Departments coordinate their functions to help the sales function succeed.

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Finding customers and keeping them satisfied Websites and Social Media Customer Loyalty Programs Computer Software Mobile Device Partnerships

SALES MANAGEMENT Establishes the guidelines and policies for the sales team Company Policies Training Compensation and Sales Quotas Legal and Ethical Issues Sales Pressure Sales Concepts Sales Regulations

SALES CAREERS PERSONAL SELLING

Personal selling is any form of direct contact between a salesperson and a customer Two-way communication between seller and the buyer

TYPES OF SALES POSITIONS Retail Industrial and Service Businesses Telemarketing and Non-Profit Internet Web Sites and Sales

STEPS OF A SALE 1. Approach the Customer – greeting the customer face to face 2. Determine Needs – learn what the customer is looking for 3. Present the Product - educating the customer 4. Overcoming Objectives – learn why customer is reluctant to buy 5. Close the Sale – getting agreement to but 6. Suggestion Selling – ad-ons 7. Building Relationships – following up with customers

CUSTOMER DECISION MAKING Extensive Decision Making – used when there has been little or no previous experience with an item, high degree of risk in the purchase Buying a car or your first home Limited Decision Making – used when a person buys goods or services that he or she has purchased before but not regular, moderate degree of risk with the purchase Prom dress, furniture, household appliances Routine Decision Making – used when a person needs little information about a product that he or she is buying Cosmetics, toilet paper, toothpaste

PRELIMINARY ACTIVITIES GETTING READY FOR THE SALE

GETTING READY TO SELL Product knowledge Experience Published materials and Web sites Industry Trends Merchandising

CUSTOMER BUYING MOTIVES Buying Motives – reasons a customer buys a product Rational Motives – conscious, logical reasons for a purchase Dependability, time or monetary savings, quality Emotional Motives – feelings experienced by a customer through association with a product Social approval, fear, power, love, prestige Patronage Motives – reasons for remaining a loyal customer of a company Multiple Motives – most buying decisions involve a combination of motives EX – people buy car tires for dependability (rational) and fear because they care about safety of loved ones (emotional)