1. Objective 2.01/.03
SELLING

2. Selling is…
Personal communication between the seller and the buyer

3. WHAT sells?
Goods
Services
Ideas
Experiences

4. Who Sells? Retail – to the consumer Business to Business Individuals
Groups
Agencies

5. WHY customers buy
Purpose: Satisfy buying decisions and establish ongoing, profitable relationships
Rational- conscious, logical
Ex: Purchasing a hybrid car due to increased gas mileage; food because of hunger; clothing for coverage
Emotional – feelings associated with purchase
Ex: Purchasing a Valentine’s gift for a loved one; food because of boredom; clothing for status

6. HOW ARE PRODUCTS SOLD? Direct Indirect Examples:
Doctors sell their services directly to their patients
Farmers sell their produce directly to consumers at roadside stands
Indirect
through intermediaries (wholesalers, retailer, agents, etc.)
Examples:
A real estate agent sells a house
Food lion purchases Pepsi to resale to consumers

7. WHERE selling occurs.
Inside Sales – done from the sellers’ place of business
Retail Sales – businesses that sell to the final consumer
Telemarketing – sales over the phone,
call-centers call you
you call them.
Online – sales on a store website

8. Outside Sales – salesperson comes to buyer
B2B (business to business) Sales – selling goods and services to business
At your door

9. Types of Selling Consultative selling
Finding products that are solutions to a customer’s problems
Feature-Benefit selling
Product Features – basic, physical attributes of product
Customer Benefits – advantages or satisfaction customers get from product

10. ROLE OF SELLING IN OUR ECONOMY
Keeps the economy moving
Flow of buying and selling
Promotes competition
Effect employment
More sales = growing business = more hires
Adds utility ***
Usefulness of the product
Creates a desire for products
Appeal to reasons that customers buy

11. Skills of Effective Salespeople
Communication
Computer and Technical
Positive Attitude
Goal Orientated
Empathy
Honesty
Enthusiasm
Knowledge of Product Features***

12. Customer Service
Customer Service Mindset – an attitude that customer satisfaction always comes first
Customer Service – actions that attract, retain, & build relationships with customers while influencing them to make purchases

13. Customer Service can be a Competitive Advantage over the competition
Poor service is more memorable than good service

14. Factors that influence customer service.
Interaction with ANY employee
Customer-Friendly Policies
Must be Consistent - payment, returns, damages***
Training = Knowledgeable, experienced,
Treatment of Employees
Treat others the way you would want to be treated
Employee Actions are honest, ethical
Handling Problems politely

15. Customer service facilitates sales relationships.
Maintain Relationships
Happy customers will return
More expensive to replace a customer than to maintain one
Create Loyalty through Rewards

16. Pre-sales opportunities for providing customer service
Be aware of who your customer is
Be courteous and respectful
Be of assistance for customer
Provide ample product information***

17. Post-sales opportunities for customer service
Follow-up
Ensure satisfaction, call***, card,
Handle complaints, keep customers satisfied
Ask for referrals
Keep a client file
Evaluate sales efforts
Post Sales Surveys / Comment Cards
Live up to your promises

18. Ensure Repeat Business
Satisfy the customer needs - even if you lose the sale***
Progressive Insurance
May benefit salesperson in the future

19. Sales Person Handbook***
Expense Reports
Sales Logs
Use of company property
Car
Phones
Samples
Policies and procedures – internal reports
Personnel regulations
Dealing with customers

20. SELLING ACTIVITY POLICIES
Selling policies: guidelines for selling.
Tracking sales: Receipt, online, customer information
Customer acquisition costs – limit the amount spent to control expenses and keep company profitable
Transaction documents
Government rules and regulations

21. TERMS OF SALE POLICIES
What conditions apply to each type of sale? (Think airline tickets, e-Bay, close-outs)
Age, condition of customer (think “bar”), single or double occupancy.
Conditions for returns*** (What will be allowed?) What if the dress has been worn?
Deadlines for returning products (used or new car purchases, haircuts)
Method of refund (including money vs. store credit)

22. SERVICE POLICIES guidelines for servicing customers.
What is included in the sale of the product?
Warranties (implied or explicit)
Delivery.
Training.
SERVICE POLICIES

23. WHY ARE SELLING POLICIES IMPORTANT?
Standardize sales
Proves that all customers are treated the same way
Ensures that the company and the customers understand how products are sold.
Enforced with reasonable firmness**
Increases efficiency of the sales people.
Protects the company, legally.

24. EXTERNAL factors City, county, state and/or Federal regulations.
Competitors’ actions.
Changes in customer expectations.
Changes in costs of producing the products.

25. INTERNAL factors that affect selling policies
Sales quotas.
New management.
Financial resources
Changes in goals.
Research efforts***

26. REGULATORY factors affecting sales policies
Federal Trade Commission: protects consumers from unfair/deceptive business
Robinson-Patman Act***: anti-trust regulation regarding customer discounts
Securities and Exchange Commission: sale of stocks and bonds
Sherman Anti-Trust Act: predatory pricing – charging less than product costs to make in order to run someone out of business

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