Marketing Principles Unit 11

In This PowerPoint… What is Selling Selling Techniques The Sales Process Building a Clientele Buying Customer-Buying Decisions

Selling 1. What is selling 2. Goals 3. Method 4. Types of Sales Positions 5. Effective Salespeople

What is Selling? Helping customers make satisfying buying decisions Selling involves providing customers with the goods and services they wish to buy. One of the oldest and most-valued businesses forms Selling takes place in many different situations.

Goals of Selling To help customers decide on purchases Business to make a profit To ensure customer satisfaction To have repeat business and happy customers

Methods of Selling Personal Selling – any form of selling that happens one on one between a sales person and a customer. Personal selling is the method we are most familiar with Business to Business Selling – may take place in a manufacture’s or wholesale showroom (inside sales) or a customer’s place of business (outside sales) Telemarketing – Selling over the telephone

Types of Sales Positions Retail sales personnel - Sales clerks and sales associates. Professional sales - Requires extensive training and product knowledge. Telemarketers - Sell products over the telephone.

Effective Salespeople? Good Communication Skills Good Interpersonal Skills Solid Technical Skills Positive Attitude and Self-Confidence

Effective Salespeople? Goal Oriented Empathy Honesty Enthusiasm

The Sales Technique The Steps of a Sale Getting Ready to Sell Approaching the Customer  In Retain Sales  In Industrial Sales

Getting Ready to Sell Finding new customers by prospecting Retail sales not prevalent because the customers come into the store. Important for the salesperson to open new accounts to generate sales volume.

Sources and Methods of Prospecting Employer Leads Telephone Directories Trade and Professional Directories Newspapers Commercial Lists Customer Referrals Cold Calls (Canvassing)

Preparing for the Sale Industrial Sales Analyze past sales records. View notes about the personal aspects of the customer. Revisiting previous customers; selling add-ons. Inquire with other salespeople of non- competing lines.

Preparing for the Sale Industrial Sales Ask questions in a pre-visit phone call. Make appointments to see the prospective customers in order to have time to explain the features of the product.

Preparing for the Sale Retail Sales The customer comes to the place of business, so that most of the preparation is in the retail store. Stock-keeping and housekeeping duties are important. Learn about the merchandise and the prices of the merchandise.

Approaching the Customer First impressions count; if a customer is turned off by the approach it will be difficult to win him or her over Be alert to what interests the customer Establish a good impression Be aware of the customer’s buying style. Follow good guidelines for establishing a positive relationship with customers.

The Approach: Industrial Sales 1. Greet the customer and engage in small talk to build a relationship with the customer. 2. Comment on important things to keep the customer interested in the product. 3. Make the sales pitch only AFTER the customer seems interested in buying 4. If the customer does not seem interested, continue to speak on the positives of the product 5. If the customer decides not to buy, ALWAYS thank them for their time

The Approach: Retail Sales Service Approach Method Always greet customers and ask if you could be of service to them If the customer is not in a hurry, or if you are not an order taker, engage in small conversations with the customer to build a customer relationship

The Approach: Retail Sales Greeting Approach Method “Good afternoon, welcome to _____” or an appropriate personal comment. This approach begins conversation and establishes a positive rapport. Do not focus on the merchandise immediately.

The Approach: Retail Sales Merchandise Approach Method The salesperson makes a comment or asks questions about a product of the customer’s interest. Usually this is the most effective approach as there is immediate focus on the merchandise.

The Steps of a Sale 1. Pre-approach 2. Approaching the customer 3. Determining needs 4. Presenting the product 5. Handling questions and objections 6. Closing the sale 7. Suggestions selling 8. Reassuring and following up

Building a Clientele The number one factor that keeps customers coming back is good customer service and treatment Good First Impressions Good Products, Services, or Goods Good Customer Referrals Good Customer Reviews

Buying Customer-Buying Decisions Rational vs. Emotional Reasons Extensive Decision Making Limited Decision Making Routine Decision Making

Customer-Buying Decisions Salespeople must study what motivates customers to buy and what decisions customers make before finally purchasing a product.

Customer Buying Decisions Rationale Motives Product dependability Time or monetary savings Convenience Comfort Recreational value Emotional Motives Social approval Recognition Power Love / Attachment Prestige

Customer Buying Decisions Extensive Decision Making Used when little or no previous experience with the item occurs because of infrequent purchases.

Customer Buying Decisions Limited Decision Making Used when a person buys goods and services purchased before, but not on a regular basis.

Customer Buying Decisions Routine Decision Making Used when a person needs little information about a product because of a high degree of prior experience or low- perceived risk.

Summary Slide What is Selling Selling Techniques The Sales Process Building a Clientele Buying Customer Buying Decisions