THE SALES FUNCTION SELLING AND THE MANAGEMENT CONCEPT

THE SALES FUNCTION SELLING AND THE MANAGEMENT CONCEPT

PURPOSE AND GOAL • The purpose of selling is to help customers make satisfying buying decisions, with the goal of creating ongoing, profitable relationships with them. • The marketing concept has created a customer-centered focus that companies have embraced. • Departments coordinate their functions to help the sales function succeed.

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) • Finding customers and keeping them satisfied • • • Websites and Social Media E-Mail Customer Loyalty Programs Computer Software Mobile Device Partnerships

SALES MANAGEMENT • Establishes the guidelines and policies for the sales team • • Company Policies Training Compensation and Sales Quotas Legal and Ethical Issues Sales Pressure Sales Concepts Sales Regulations

SALES CAREERS PERSONAL SELLING

PERSONAL SELLING • Personal selling is any form of direct contact between a salesperson and a customer • Two-way communication between seller and the buyer

TYPES OF SALES POSITIONS • • Retail Industrial and Service Businesses Telemarketing and Non-Profit Internet Web Sites and Sales

STEPS OF A SALE 1. Approach the Customer – greeting the customer face to face 2. Determine Needs – learn what the customer is looking for 3. Present the Product- educating the customer 4. Overcoming Objections – learn why customer is reluctant to buy 5. Close the Sale – getting agreement to buy 6. Suggestion Selling – ad-ons 7. Building Relationships – following up with customers

CUSTOMER DECISION MAKING • Extensive Decision Making – used when there has been little or no previous experience with an item, high degree of risk in the purchase • Buying a car or your first home • Limited Decision Making – used when a person buys goods or services that he or she has purchased before but not regular, moderate degree of risk with the purchase • Prom dress, furniture, household appliances • Routine Decision Making – used when a person needs little information about a product that he or she is buying • Cosmetics, toilet paper, toothpaste

PRELIMINARY ACTIVITIES GETTING READY FOR THE SALE

GETTING READY TO SELL • Product knowledge • Experience • Published materials and Web sites • Industry Trends • Merchandising

CUSTOMER BUYING MOTIVES • Buying Motives – reasons a customer buys a product • Rational Motives – conscious, logical reasons for a purchase • Dependability, time or monetary savings, quality • Emotional Motives – feelings experienced by a customer through association with a product • Social approval, fear, power, love, prestige • Patronage Motives – reasons for remaining a loyal customer of a company • Multiple Motives – most buying decisions involve a combination of motives • EX – people buy car tires for dependability (rational) and fear because they care about safety of loved ones (emotional)

PROSPECTING • Looking for new customers is called prospecting. • A prospect is a potential customer.