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 • 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
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
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