Selling Marketing I What is Selling Any form

Selling Marketing I

What is Selling? • Any form of direct contact between a salesperson and a customer. • Two-way communication! • Salesperson is knowledgeable and helps lead the customer to an informed and satisfactory buying decision

Types of Selling • Retail Selling- sales process takes place with final user or consumercustomer often comes to a store • Business to Business- sales process takes place in business officecustomer is a business who will use the product for re-sale OR as part of their business operation

Importance of Customer Service in selling • Part of selling process • Creates loyalty and repeat sales • Instills confidence in mind of customer • Generates more business through referrals • Increases likelihood of making the sale

Customer Buying Motives • Rational Buying Motive- concerned with convenience, safety, savings, durability, and quality • Emotional Buying Motive- appearance, social status, image, guilt, and fear • Patronage Buying Motive- services, policy, brand loyalty, ambiance, personnel, and location

Sales Process ( Steps of A Sale) 1. 2. 3. 4. 5. 6. 7. 8. Pre-Approach Determine Needs Present Product (Features and Benefits) Handle Objections Closing Suggestion Selling Relationship Selling

Sales Process 1 Pre-Approach- developing product knowledge and/or prospecting (looking for new customers) 2 Approach- Greet customer face to face; sets the mood or atmosphere for the rest of the steps of the sale; establish a relationship 3 Determine Need- uncover the customer’s reason for wanting to buy; Observe non-verbal clues; Listen; Ask open ended questions

Sales Process 4 Presenting the Product- apply information gathered when determining needs; deliver a “show and tell” about the product that emphasizes the features of the products and the benefit that the features provide to the customer Use FAB Approach- Features, Advantages, and Benefits 5 Overcome Objections- objections can occur any time during the presentation; use objections to help refine and understand the customer’s needs; Use the following process to successfully overcome objections: Listen Acknowledge the Objection Restate the Objection and then Answer the Objection

Sales Process • 6 Closing the Sale-obtaining an agreement to buy from the customer; Recognize when the customer is ready to buy; look for buying signals including facial expressions, body language, and comments. Consider the following types of closes: Standing Room Only- used when product is in short supply Direct Close- ask for the sale- use this technique only when the situation honestly calls for it Service Close-offer services that may accompany the product and will overcome an objection- such as “return policy allows for return if not satisfied”

Sales process 7 Suggestion Selling-selling additional goods or services to the customer; usually product that compliments or goes with the item being purchased (computer paper for a laser printer) 8 Relationship Building- considered “After Sales Activities”- keeping customers satisfied; building loyalty; developing relationship

Class Project • Students will complete the class project individually or with a partner. • Assignment: You will select a unique product / new innovation to sell to the class. Your job as a salesperson is to follow ALL of the steps in the sales process to sell the product to your classmates and process the sale. Assigned: Tues. May 10 th; Complete in class Thurs. May 12 th; Presentations May 16 th and May 18 th