What is Selling? Chapter 13 - What is Selling? What is Selling? 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? Companies want repeat business. Companies will get repeat business if they are happy enough with their purchases to return. Chapter 13 - What is Selling? Goals of Selling 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 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 Benefits 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 A physical characteristic or quality of a good or service; what is it’s intended use? Product Information 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? Direct experience - Use the product! 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 customers who have experience with the product. Formal Training - Attending classes and observing experienced sales representatives before going out on their own. Chapter 13 - What is Selling? Customer Buying Decisions 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 product dependability time or monetary savings convenience comfort recreational value Chapter 13 - What is Selling? Emotional Motives social approval recognition power love affection prestige Customer Buying Decisions Extensive Decision Making Used when little or no previous experience with the item because it is infrequently purchased. Chapter 13 - What is Selling? Customer Buying Decisions 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 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? As a consumer? You as a product? In a position other than sales in business? Chapter 13 - What is Selling? Types of Sales Positions Retail sales personnel - Sales clerks and sales associates. Professional sales - Require extensive training and product knowledge. Telemarketers - Sell products over the telephone. Chapter 13 - What is Selling? Characteristics of Effective Salespeople Good Communication Skills Good Interpersonal Skills Solid Technical Skills Positive Attitude and SelfConfidence Chapter 13 - What is Selling? Characteristics of Effective Salespeople Goal Oriented Empathy Honesty Enthusiasm Chapter 13 - What is Selling?
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