Selling Selling by ewghwehws

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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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