what is selling!??!?!?!
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What is Selling!??!?!?!. Chapter 12. Why Study Selling?. Selling occurs whenever a person tries to convince another to do something or act in a certain way It is important in every profession?. What is Selling?. HELPS CUSTOMERS MAKE SATISFYING BUYING DECISIONS - PowerPoint PPT PresentationTRANSCRIPT
Chapter 12
What is Selling!??!?!?!
Why Study Selling?• Selling occurs whenever a person
tries to convince another to do something or act in a certain way
• It is important in every profession?
What is Selling?• HELPS CUSTOMERS MAKE
SATISFYING BUYING DECISIONS– This is a salespersons primary goal– Businesses want repeat business, but they
will only get if if customers are happy!
What is Selling?• THROUGH COMMUNICATION OF
HOW PRODUCT FEATURES MATCHES CUSTOMER NEEDS AND WANTS– Must use feature benefit selling!! -
matching the features of a product to the needs/wants of a customer
Types of Selling• Retail• Business to Business (B2B)
– Inside (Wholesaler’s Showroom)– Outside (Customer’s place of business)
• Telemarketing
2 Goals of Selling• To help customers decide on
purchases• To ensure customer satisfaction so the
firm can count on repeat business–Consultative Selling: providing solutions
to customers’ problems by finding products that meet their needs (Use Feature/Benefit Selling)
Feature-Benefit Selling• Product Feature: a physical
characteristic or quality that explains what it is
Feature-Benefit Selling• Customer Benefit: the advantages or
personal satisfaction a customer gets from a product
Feature Benefit Chart• Answer two questions:
– How does the feature help the performance of the product?
– How does the information about the feature help the customer and builds reasons for wanting the product?
• Make a T-chart • ALWAYS make product valuable
4 Sources of Product Info.• Direct Experience (Best Source)• Printed Materials• Other People• Formal Training
Buying Motives
What motivates a customer to buy?
• Rational Motive: a conscious factual reason for a purchase– dependability, savings, convenience, comfort,
safety• Emotional Motive: a feeling of satisfaction a
customer desires– power, love, acceptance, affection, recognition,
prestige
Decision Making Process
P o s tP u rc ha s e B e ha v io r
T h e P u rch a se
E v a lu a tio n o f A le rn a tives
In fo rm atio n S ea rch
P ro b lem A w are n e ss
S tim u lus
Three Types of Decisions• Extensive: used when there has been little or no
previous experience; infrequent purchase• Limited: used when a person buys goods and
services that have used before, but not on a regular basis
• Routine: used when a person needs little information because of prior experience