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Understanding the Fundamentals of Selling: Nature, Scope, and Customer Connections

This comprehensive overview of selling introduces essential concepts, emphasizing the personal communication between salespeople and customers. It explores the various types of items sold—goods, services, ideas, and experiences—and outlines customer motivations, including rational and emotional factors. The content further examines different selling environments, such as inside and outside sales, B2B sales, and direct versus indirect sales. Key characteristics of successful salespeople, including communication skills and empathy, are also highlighted to illustrate their role in driving sales and fostering profitable relationships.

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Understanding the Fundamentals of Selling: Nature, Scope, and Customer Connections

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Presentation Transcript

  1. Marketing Indicator 2.01 Acquire a foundational knowledge of selling to understand its nature and scope. (foundation)

  2. Selling is… • Personal communication between the salesperson and the customer • Purpose: Satisfy buying decisions and establish ongoing, profitable relationships http://www.youtube.com/watch?v=MSqXKp-00hM

  3. Identify types of items that are sold. • Goods • Services • Ideas • Experiences

  4. Explain reasons that customers buy goods and services. • Feature - Benefit selling - Product Features – basic, physical attributes of product -Customer Benefits – advantages or satisfaction customers get from product • Motives • Rational- conscious, logical For example: Purchasing a hybrid car due to increased gas mileage • Emotional – feelings associated with purchase For example: Purchasing a Valentine’s gift for a loved one

  5. Explain how & where selling occurs. • Inside Sales – done from the sellers’ place of business • Retail Sales – businesses that sell to the final consumer • Telemarketing – sales done over the phone, call-centers call you or you call them. • Online – sales done at a store website

  6. Explain where selling occurs. • Outside Sales – takes place outside the seller’s place of business • B2B (business to business) Sales – selling goods and services to business • At your door http://www.youtube.com/watch?v=5y4b-DEkIps

  7. HOW ARE PRODUCTS SOLD? • Directly to the user • Examples: • Doctors sell their services directly to their patients • Farmers sell their produce directly to consumers at roadside stands • Indirectly through intermediaries (wholesalers, retailer, agents, etc.) • Examples: • A real estate agent sells a house • Food lion purchases Pepsi to resale to consumers

  8. ROLE OF SELLING IN OUR ECONOMY • Keeps the economy moving • Flow of buying and selling • Promotes competition • Affect employment • More sales = growing business = more hires • Adds utility • Usefulness of the product • Helps determine customers needs • Two way communication • Creates a desire for products • Appeal to reasons that customers buy

  9. Explain personal characteristics of salespeople that are essential to selling. • Communication Skills • Emotional Intelligence Skills • Computer and Technical Skills • Positive Attitude • Goal Orientated • Empathy • Honesty • Enthusiasm • http://www.vh1.com/video/movies/494630/repo-men-frank-is-selling-a-customer-an-artificial-pancreas.jhtml#movieId=1630145 • http://www.youtube.com/watch?v=pTaTitRENDM

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