1. Selling
Marketing

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

3. Objectives / Standards

4. 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

5. 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

6. 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

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

8. 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

9. 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

10. v v.
Patronage
Rational
Emotional

11. 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

12. 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

13. 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

14. 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?

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

16. 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.

17. 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

18. 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

19. 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

20. 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

21. 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?

22. 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

23. 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.

24. 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

25. Selling