preparing for the sale · selling personal selling –any form of direct contact between a...
TRANSCRIPT
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Preparing for the Sale
Chapter 12(2006 Edition)
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Ch 12.1: What is Selling?What You’ll Learn
The definition and goals of selling
The various sales situations
encountered in the business world
The definition of feature-benefit selling
How customers make decisions and the
difference between rational and
emotional buying decisions
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Selling
Personal Selling – any form of direct contact between a salesperson and a customer
Retail Selling – customers come to the store
Business-to-Business Selling – takes place in a manufacturer’s or wholesaler’s showroom or a customer’s place of business
Telemarketing – selling over the telephone
– National Do Not Call Registry, established by the FTC in 2003
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Goals of Selling
Help customers make satisfying buying
decisions, which create ongoing,
profitable relationships between buyer
and seller.
Repeat business is crucial to the
success of any company
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Consultative Selling
Providing solutions to customers’
problems by finding products that meet
their needs.
Problem – Customer stands all day on
her new job and her feet hurt.
Solution – Salesperson suggests
shoes designed for comfort and
support.
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Feature-Benefit Selling
Customers don’t buy products –
they buy what products can do
for them.
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Product Features
May be basic, physical, or
extended attributes
The most basic feature is the
product’s intended use
Additional features add more value
to the product
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Obvious Feature
This car is a bright shade of red.
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Customer Benefits
The advantages or personal satisfaction a customer will get from a good or service
Benefits become selling points
How does the feature help the product’s performance?
How does the performance information give the customer a personal reason to buy?
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Obvious Benefit
This bright
red car will
attract the
guys/girls
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Unique or Exclusive
Benefits
Our cars are so safe,
we guarantee you
won’t be crushed in a
crash from the side.
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Feature Benefit Chart
A list of a product’s features and
associated benefits.
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Feature Benefit Chart
Choose an item and list at least five
features and benefits
Features Benefits1.
2.
3.
4.
5.
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Customer Buying Motives
What motivates the customer to buy?
Rational Motive – a conscious,
logical reason for a purchase
Emotional Motive – feelings such as social approval, recognition, power, love, or prestige
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Customer Decision Making
Extensive Decision Making –
Used when there has been little or no
previous experience with the item
– High risk items
– Very expensive
– High value to the customer
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Limited Decision Making
When a person buys goods and services that he or she has purchased before but not regularly
– Moderate degree of risk
– Person needs some information before buying the product
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Routine Decision Making –
Person needs little information
about a product
– High degree of prior experience
– Little perceived risk
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Ch 12.2: Preparing for the Sale
Sources for developing product
information
Prospecting sources and methods
How leads are developed
Preparation for the sale in business-to-
business selling and retail selling
What You’ll Learn
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The Pre-approach
There are some steps that a salesperson
follows when preparing to assist customers.
The pre-approach is getting ready for the
face-to-face encounter in a selling situation.
A good salesperson has knowledge of the
following…
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1. Product Information
Direct experience
Written publications
Other people
Formal training
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2. Industry Trends
Read related periodicals
Trade journals
Standard & Poor’s – a
publication that provides
data on industry trends.
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3. Prospecting
A prospect, or a lead, is a potential
customer
Prospecting is especially important in
business-to-business selling situations.
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Sources and Methods of Prospecting
Employer Leads
– Some firms employ entire telemarketing
teams to generate leads
– Some rely entirely on their salespeople to
find new customers
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Sources and Methods of Prospecting
Telephone
directories
Trade and
professional
directories
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Sources and Methods of Prospecting
Newspapers
– Birth announcements
– Reports of business mergers
Commercial Lists
– Salespeople can buy lists of potential
customers
– Email lists
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Sources and Methods of Prospecting
Customer Referrals
– The names of other people who might buy
a product.
– Endless chain method – salespeople ask
previous customers for names of potential
customers.
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Sources and Methods of Prospecting
Cold Canvassing – blind prospecting
– Going door-to-door
– Selecting names from the phone book at
random
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Preparing for the Sale in
Business-to-Business Selling
B2B
The preapproach activities vary depending on whether the sales call is with a previous customer or a new prospect
Research to determine the customer’s needs
Set an appointment for a face-to-face meeting
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Preparing for the Sale in
Retail Selling
Straighten and arrange stock
Adjust price tickets
Learn about stock and it’s location
Arrange displays
Clean the floor, shelves, and selling
area
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Company Policies and Training
Training– Four-step method – explanation, demonstration, trial,
critique
Compensation and Sales Quotas– Often compensated by commission (% of what is sold.)
– Sales quotas are dollar or unit sales goals set for the sales staff to achieve in a specified period of time.
Legal and Ethical Issues– No hard-sell tactics!
– Must fully disclose the facts.