Selling Marketing

Warm-up What characteristics are synonymous with a good salesperson & a bad salesperson. List three of each. Good: ___________, _________________, ______________ Bad: ____________, ________________, ___________________

Objectives / Standards

Objective Explain the nature of selling Explain personal characteristics of a successful salesperson Agenda Warm-up Foundations of Selling Sales Pitch assignment Psychology of Color Complaint Letter

Selling Fun Fact: Selling is: Selling is not advertising Goods & Services must be sold in order for a business to exist Selling is: Responding to customer needs and wants through planned, personalized, communication in order to influence purchase decisions & ensure satisfaction Extends past taking orders & customer service Selling is not advertising Advertising is one-way communication that is geared towards entire market segments Selling is two-way communication geared towards a specific customer

Selling is… Planned Communication Personalized Communication Influence Salespersons must know the product they are selling & the people they are selling it to Research both in order to be effective Personalized Communication Interacting with the customer Influence Help the customer make decisions Satisfaction High satisfaction equals repeat customers 80/20 Rule 80% of sales comes from 20% of customers

Who Sells? EVERY BUSINESS SELLS! Manufacturers sell to wholesalers and retailers Wholesalers sell to retailers Retailers sell to consumers Service- selling organizations

Why Do Customers Buy? To obtain the goods and services they desire or must have to exist (ultimate consumption) A farmer selling vegetables on side of the road A doctor treating a patient A retailer selling a dvd player A hairstylist giving a haircut For resale For use in business operations Used in the production of other goods Used to operate the business

What motivates a customer to make a purchase? Buying Motive Definition Example Rational Buying decisions are based on logic, reason, or sound judgment Durable, Dependable, Inexpensive, Saves time, Emotional Purchases based on feelings, emotions, or impulses Appearance, comfort, fear, pleasure, recognition, social approval, love Patronage Customers are driven to purchase from one company over another Customer Service Friendly Salespeople Product Quality Business Location

v. v. Patronage Rational Emotional

Selling Every business organization sells something More than 12 million Americans work in sales Ideas, goods, & services Goods: (Tangible items) are items that can be touched, tasted, smelled, or even heard Cars, Clothes, Food, etc.. Services: (Intangible items) are the services we pay someone else to perform Dry cleaning, lawn care, health care, etc.. Some items have elements of both Example: Dry Cleaning The act of cleaning is intangible The smell and touch of a clean shirt is tangible

Selling Where does selling occur? How are products sold? Anywhere that person-to-person contact takes place Phone At doorstep Place of business Store Office How are products sold? Products are either sold directly to the consumer or indirectly through an intermediary Direct to consumer is selling something without the use of a retailer or wholesaler You sell magazines, candy, Tupperware, etc… Doctor to patient Indirect to consumer occurs when you use a retailer or wholesaler to distribute a product Target sell dvds, cds, and other items after purchasing them from suppliers An athletes agent gets their client a 5-year contract with a professional sports team

Selling What is the role of selling in our economy? Economy depends on selling because it Keeps the economy moving Flow of buying and selling Promotes competition Affect employment More sales = growing business = more hires Adds utility (Value) Usefulness of the product Helps determine customers needs Two way communication Creates a desire for products Appeal to reasons that customers buy

Selling Creates desire for Products Skilled salespeople create desire for a product Determine customer needs, wants, & buying motives Explain features & benefits of a product If you were a salesperson at Best Buy and a mom comes in with her two children to look at cameras…what would you say to create interest in the product? If an elderly women came into purchase a camera; How might your sales approach differ?

Characteristics of a Good Salesman Product knowledge Ethical standards Selling skills Belief in selling as a service Personal appearance Communication skills Creativity Self-confidence

Characteristic What it Means…… Education & Training Hands-on Experience, company training & a Degree in a business related field Self-Motivation Often “un-supervised” profession. Display Initiative (Shaffer’s favorite word). Don’t have to tell someone to work…they understand what needs to be done & they do it. Self-Confidence Customers tend to trust people with confidence. You believe in products. You stand behind your company. You come across has more educated and enthusiastic. Product Knowledge Need to know product features & benefits. Can anticipate questions & respond to concerns. Customer Knowledge There is no universal customer approach. All customers are different. If working in business-to-business sales research your customer. If consumer sales listen to them & be respectful. Ethics Customers need to be able to trust you. Have integrity. Persistence & Patience Selling is tough. You will be told “No” frequently. Some customers are slower in making up their minds & some sales just take more time. Respect the customer & their time. Keep trying.

Belief in Selling as a Service Characteristic What it Means…… Selling Skills Most salespeople are given training on how to determine customer needs & wants, open & close sales, question customers, handle objections, perform suggestive selling, demonstrate products, & follow-up on sales. Belief in Selling as a Service Avoid “strong arm tactics” Provide accurate information that enable customers to make educated buying decisions. Think of yourself as the middleman between your company & the customer. Communication Skills Be able to express yourself clearly & simply. All the customer wants to know is how the product will meet their needs & benefit them. LISTEN to them. Creativity Be original & inventive in your efforts to sell. Look for a variety of approaches to sell similar products. Build your sales presentation has you go (base it off of their wants & needs) Personal Appearance You only get one chance to make a first impression. You develop an impression of a person within 60 seconds. The way you dress & groom yourself will be judged

Selling Keeps our Economy Moving Businesses buy resources (natural, human, & capital goods) to be used in the production of goods & services. Businesses sell their creations to those that want them Manufacturers, retailers, wholesalers, households, & individuals. Selling keeps our economy moving by enabling us to move the products that come from our factories & farms to the people and businesses that will use them

Selling Promotes Competition Affects Employment All businesses compete for customer dollars (scarce) Businesses that sell the most products at the best prices will succeed Competition brings about three key things New Products Improved Products Lower Prices Affects Employment As businesses grow they have to hire more people to keep up with demand & vice versa Starbucks opened in 1971 Store employees, managers, manufacturers, retailers, have all benefited from their growth More than 10,000 Starbucks locations in 30 countries

Selling Adds Utility Help Customers Determine Needs Selling adds usefulness or value to products Selling allows products to be in the right place at the right time Skilled salespeople will create desire in a product Sell the product & complimentary goods along with it Product: Golf Clubs Complimentary Goods: Golf tees, golf balls, gloves, shoes, clothes, etc.. Sales professionals can point out features & benefits of a product Help Customers Determine Needs Selling is a two-way communication process Customers can ask questions & receive assistance with their buying problems

Selling 1. Define selling. 2. Identify three reasons that goods and services are sold. 3. Distinguish between tangible and intangible products. 4. Where does selling occur? 5. How are products sold? 6. How does selling keep our economy moving? 7. In what way does selling promote competition? 8. Explain how selling affects employment. 9. In what way does selling add utility to goods and services? 10. How does selling help customers determine their needs? 11. How can selling create desire for products?

Selling What makes a successful salesperson? All salespeople make an impression on customers Good salespeople increase company clientele and sales Certain characteristics are synonymous with good sales professionals

Sales Pitch Assignment Select an item at random You will sell product to class using your sales technique Product picked needs original name & new purpose Create a slogan that matches product personality Give three features of product & at least one benefit You will present your product to class or have it filmed Idea is to take on the personality of a salesperson. The audience is your customer (infomercial in nature) Know your product. Be excited about your product. Sell it.

Sales Pitch Assignment You will answer each question and then present to class via live performance or videotaped effort Can work with another group and tape off of cell phone or flip camera Can do it live Grade: ______ / 50 points New product name & purpose (10 pts) Slogan (5 pts) 3 features (7.5 pts) 1 Benefit (2.5 pts) Sales presentation skills (25 pts) Voice, confidence, product knowledge, creative, communicate well

Selling