1. Personal Selling Marketing Co-Op
“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.”

2. Personal Selling
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

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

4. Types of Selling Business to Business – sales between two businesses
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
Requires that sales representatives contact businesses
Call to make an appointment
Cold Call – show up unannounced

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

6. Goals of Selling
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
Repeat business is crucial to the success of any company

7. Consultative Selling
Providing solutions to customers’ problems by finding products that meet their needs

8. Feature-Benefit Selling
Matching the characteristics of a product to a customers’ needs and wants
How will the product features provide benefit to the customer?

9. Comes in 6 different colors
Product Features
The basic, physical, or extended attributes of the product
Product
Feature
Watch
Made of titanium
Car
Comes in 6 different colors

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

11. Provides Transportation
Product Benefit
The advantages or personal satisfaction a customer will get from a good or service
Product
Feature
Watch
Tells Time
Car
Provides Transportation

12. Feature-Benefit for North Face Jacket
Product Feature
Consumer Benefit
100% Nylon Fabric
Durable, Water/Wind Resistant, Washable
65% polyester & 35% cotton jersey knit lining
Comfortable against skin, Washable
Colors: red, gray, navy, green
Unisex 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 Warranty
Covers defects in the materials and workmanship

13. Assignment
Create your own feature-benefit chart for each of the following products
iPad
TOMS Shoes
Beats by Dre

14. iPad Features Benefits Retna Display Up to 128GB storage Siri
Crisp, clear screen – Higher Resolution
Up to 128GB storage
More room for music, pictures and apps
Siri
Increased ease of use, help finding business locations
Built in apps: iTunes, maps, notes, contact book, music, FaceTime
Increased ease of use, access to valuable apps free of charge
HD Video Recording
Record clearer, better quality videos

15. TOMS Features Benefits Durable Cotton Construction One for One program
Comfortable to wear, form to foot
One for One program
Charitable contribution: One pair of shoes is given to a child in need for each pair of TOMS that is purchased
1 yr Manufacturers Warranty
Products are guaranteed to against manufacturer defects for 1 year. (replaced)

16. BEATS by Dre Features Benefits Steel and Aluminum Construction
Practically indestructible, allows for clearer sound and more intense bass
Heavily padded pivoting ear cups
Noise reduction and increased sound quality
Hinged headband
Allows headphones to fold and fit in a smaller space
Built-in Mic
Allows user to answer incoming calls without taking off headphones

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

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

19. Emotional Motives Examples of Emotional Motives Social Approval
Recognition
Power
Love
Prestige

20. Think About It!
Take a moment to think of a product you have or might purchase with a rational buying motive, and one with an emotional buying motive.

21. Customer Decision Making
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
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
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

22. Types of Decision Making
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

23. Buying Motives Worksheet
Assignment 1
Buying Motives Worksheet

24. Assignment 2
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