What is Selling Chapter 13 What is Selling

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What is Selling? Chapter 13 - What is Selling?

What is Selling? Chapter 13 - What is Selling?

What is Selling? n Helping Customers make satisfying buying decisions - The kind they

What is Selling? n Helping Customers make satisfying buying decisions - The kind they will be happy with after the sale. Chapter 13 - What is Selling?

Why is customer satisfaction so important? n Companies want repeat business. n Companies will

Why is customer satisfaction so important? n Companies want repeat business. n Companies will get repeat business if they are happy enough with their purchases to return. Chapter 13 - What is Selling?

Goals of Selling n n To help customers decide on purchases. To ensure customer

Goals of Selling n n To help customers decide on purchases. To ensure customer satisfaction so the firm can count on repeat business. Chapter 13 - What is Selling?

Feature - Benefit Selling n The concept that a salesperson needs to match the

Feature - Benefit Selling n The concept that a salesperson needs to match the features of each product to a customer’s needs and wants. Chapter 13 - What is Selling?

Features Vs. Benefits n Advantages or personal satisfaction a customer will get from a

Features Vs. Benefits n Advantages or personal satisfaction a customer will get from a good or service; features that have been made into customer benefits are selling points. Chapter 13 - What is Selling? Features n A physical characteristic or quality of a good or service; what is it’s intended use?

Product Information n Knowing about the price, composition, care, and manufacturing process allows a

Product Information n Knowing about the price, composition, care, and manufacturing process allows a salesperson to explain why one product is better than another. Chapter 13 - What is Selling?

Where can you find information about a product? n Direct experience - Use the

Where can you find information about a product? n Direct experience - Use the product! n Printed Material - User manual, manufacturer warranties, catalogs, labels, boxes, promotional material. Chapter 13 - What is Selling?

Where can you find information about a product? Other people - Friends, relatives, and

Where can you find information about a product? Other people - Friends, relatives, and customers who have experience with the product. n Formal Training - Attending classes and observing experienced sales representatives before going out on their own. n Chapter 13 - What is Selling?

Customer Buying Decisions n Salespeople must study what motivates customers to buy and what

Customer Buying Decisions n Salespeople must study what motivates customers to buy and what decisions customers make before finally purchasing a product. Chapter 13 - What is Selling?

Customer Buying Decisions Rationale Motives n n n product dependability time or monetary savings

Customer Buying Decisions Rationale Motives n n n product dependability time or monetary savings convenience comfort recreational value Chapter 13 - What is Selling? Emotional Motives n n n social approval recognition power love affection prestige

Customer Buying Decisions Extensive Decision Making n Used when little or no previous experience

Customer Buying Decisions Extensive Decision Making n Used when little or no previous experience with the item because it is infrequently purchased. Chapter 13 - What is Selling?

Customer Buying Decisions n Limited Decision Making Used when a person buys goods and

Customer Buying Decisions n Limited Decision Making Used when a person buys goods and services he or she has purchased before but not on a regular basis. Chapter 13 - What is Selling?

Customer Buying Decisions Routine Decision Making n Used when a person needs little information

Customer Buying Decisions Routine Decision Making n Used when a person needs little information about a product because of a high degree of prior experience or low perceived risk. Chapter 13 - What is Selling?

How can selling skills be helpful to you? n As a consumer? n You

How can selling skills be helpful to you? n As a consumer? n You as a product? n In a position other than sales in business? Chapter 13 - What is Selling?

Types of Sales Positions n Retail sales personnel - Sales clerks and sales associates.

Types of Sales Positions n Retail sales personnel - Sales clerks and sales associates. n Professional sales - Require extensive training and product knowledge. n Telemarketers - Sell products over the telephone. Chapter 13 - What is Selling?

Characteristics of Effective Salespeople n Good Communication Skills n Good Interpersonal Skills n Solid

Characteristics of Effective Salespeople n Good Communication Skills n Good Interpersonal Skills n Solid Technical Skills n Positive Attitude and Self. Confidence Chapter 13 - What is Selling?

Characteristics of Effective Salespeople n Goal Oriented n Empathy n Honesty n Enthusiasm Chapter

Characteristics of Effective Salespeople n Goal Oriented n Empathy n Honesty n Enthusiasm Chapter 13 - What is Selling?