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?