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Selling This unit is to prepare you for employment in sales. Even if you don’t plan to go into sales this unit will benefit you in that you will have the basic skills needed to sale an idea, be elected to political position, and even landing a job. Sales Presentation Upon completion of this unit you will be expected to conduct an actual sales presentation, demonstrating mastery of each step of the sales process. To prepare for this activity, you will need to research a product of your choice and prepare a written feature-benefit chart for it. Key Terms Look up and define the following words • Analyze • Feature • Sale • Benefit • Customer Service • Decision Making • Customer Service • Personal Selling Relationships • Needs • Explain • Wants • Motivation Log in to computer and go to http://news.google.com/news/sectio n?pz=1&cf=all&ned=us&topic=b&ict =ln Complete summary over 1 story Go to my web page Even computers take Career test A Odd computers take Career test B Preparing for the Sale There are 8 steps in the selling process. These 8 steps spell out Padpocsr: Pre-Approach A D P O C S R The first step of the selling process is Pre-Approach Before you can ever sale to anyone you must first know you product and your customer. You will need to know the different types of selling, your products features and benefits, and your customers motives. Selling • Personal Selling – any form of direct contact occurring between the salesperson and the customer. (what sets this apart is that involves two- way communication) • Retail Selling – • Business-to-business customers come to selling – takes place in a store, advertising and show room or displays help to create customer’s place of more traffic, business, salesperson salesperson’s job is to makes contact by offer customer service appointment or cold call (appearing without appointment) •Telemarketing – the process of selling takes place over the telephone The goals of selling are the same no matter what the sales situation. They are to help the customer make satisfying buying decisions, which create ongoing, profitable relationships between buyer and seller. (It is easier and less expensive to keep current customers happy than it is to generate new customers.) You accomplish these goals by understanding your customers wants and needs. By understanding your customers needs and having product knowledge, you should be able to make the sale and please your customer. Feature-Benefit Selling • Feature-Benefit Selling – Matching the characteristics of a product to a customer's needs • Product Features – basic, physical, or extended attributes of the product or purchase. • Customer Benefits – the advantages or personal satisfaction a customer will get from a good or services. When buying a car the features one might look for are: Color, automatic transmission, car stereo, tires, heated seat, air bags, etc… When buying a car the benefits one might consider are: How cool this car makes me look, how comfortable the ride is, how much my grandchildren will enjoy being able to watch movies Customer Buying Motives In order to understand relative consumer benefits for a certain product features, salespeople must develop a knowledge of their customers motives to buy and understand what decisions customers make before the final purchase. • Rational Motive – a conscious, logical reason for a purchase (includes product dependability, time or monetary savings, health or safety considerations, service, and quality) • Emotional Motive – a feeling experienced by a customer through association with a product (feelings such as social approval, recognition, power, love, or prestige) Customer Decision Making Some customers need help making decisions, while others need no help at all. The difference is rooted in 3 types of decision making – extensive, limited, and routine. How a person makes a decision is affected by the following factors: • Previous experience with the product and company • How often the product is purchased • The amount of information necessary to make a wise buying decision • The importance of the purchase to the customer • The perceived risk involved in the purchase (fear that the product will cause financial loss or will not function properly) • The time available to make the decision • Extensive Decision Making – used when there has been little or no previous experience with an item • Limited Decision Making – used when a person buys goods and services that he or she has purchased before but not regularly. • Routine Decision Making - used when a person needs little information about a product that he or she is buying. Limited Routine Limited Routine Routine Extensive Limited Extensive Limited Assignment 1. What is personal selling? 2. Name 3 settings where personal selling may occur. 3. What are the goals of selling? 4. Explain the concept of feature-benefit selling. 5. What are the 3 levels of decision making that customers may use when purchasing goods or services 6. Explain this statement: Customers do not buy products, they buy what the products will do for them.
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