Selling Selling MARKETING MRS DEMERS What is Selling  Personal selling

							Selling

 MARKETING
MRS. DEMERS
                     What is Selling?

 Personal selling is any form of direct contact between
  a salesperson and a customer. It is two-way
  communication between the seller and the buyer.
 Selling Settings:
    Retail
    Business to business
    Telemarketing
                  Goals of Selling

 The purpose and goals of selling are to help
  customers make satisfying buying decisions, which
  create ongoing, profitable relationships between
  buyers and sellers.
 “RELATIONSHIP MARKETING”
 Repeat business is crucial to the success of any
  company.
 It is easier and less expensive to keep current
  customers happy than it is to generate new
  customers.
                       Types of Selling

 Consultative Selling: Proving solutions to customer’s
  problems by finding products that will meet their
  needs. Analysis of customer needs combined with
  product knowledge is the essence of consultative
  selling.
 Feature-Benefit Selling: Matching the
  characteristics of a product to a customer’s needs
  and wants.
    Features: Basic, physical, or extended attributes of a product.
     The most basic feature of a product is its intended use.
    Benefits: The advantages or personal satisfaction a customer
     will get from a good or service.
                        Special Note

 It is the salesperson’s job to analyze the product’s
  features from the customer’s point of view to
  determine the benefits.
 A salesperson will have to answer two questions
  about each product feature.
    1.   How does the feature help the product’s performance?
    2.   How does the performance information give the customer a
         personal reason to buy the product?
    A feature-benefit chart lists each feature with its
     corresponding customer benefits.
         Cell Phone Feature-Benefit Chart

          Features               Benefits
1.   Variety of ringtones   1.
2.   Touch screen           2.
3.   Text messaging         3.
4.   Camera                 4.
5.   Internet access        5.
             Customer Buying Motives

 Salespeople must understand what motivates
  customers to buy and what decisions customers
  make before the final purchase.
 Customers may have rational or emotional motives
  for making purchases.
    Rational motive: Conscious, logical reason for a purchase.
     Examples – dependability, time savings, money savings,
     health, safety, service, and quality.
    Emotional motive: A feeling experienced by a customer
     through association with a product. Examples – social
     approval, recognition, power, love, prestige
             Customer Decision Making

 How a person makes a buying decision is affected
  by the following factors:
     Previous experience, frequency of purchase, perceived risk,
      information needed, importance of the product, time
      available to make the decision.
 There are three distinct types of decision making:
   1. Extensive – high risk, expensive, high value.
   2. Limited – previous experience but not frequently
      purchased, moderate degree of risk, requires some
      information.
   3. Routine – the perceived risk is low, because the product
      is inexpensive and/or purchased regularly, brand loyalty.
                   Getting Ready to Sell

 The Pre-Approach: The preparation for the face-to-
 face encounter with potential customers.
    Study to obtain product knowledge
    Research industry trends and competitors
    Research potential customers
    Develop understanding of company policies and procedures
    Review ethical and legal issues related to the selling situation.
                        Prospecting

 Prospecting: Looking for new customers.
 Prospect: A sales lead or potential customer
 Prospecting Sources:
   Employer leads

   Directories

   Newspapers

   Commercial lists

   Customers referrals (also called endless chain)

   Cold canvassing (also called blind prospecting)
                       Company Policies
 Sales Training:                    Purchase Order – A legal
     Explanation                     agreement/contract between
     Demonstration                   the buyer and seller for a
     Trial                           purchase.
     Critique
                                     Elements of a contract are:
 Sales Quotas – Dollar or unit          offer,
  sales goals for the sales staff        Acceptance
  to achieve in a certain period         Consideration
  of time.                               competent parties
                                         legal form
 Sales Compensation Types:              legal subject matter.
     Straight commission
     Straight salary
     Salary plus commission