Helping customers make satisfying buying decisions What is Selling? Helping customers make satisfying buying decisions

Personal Selling -any form of direct contact between a sales person and a customer Retail Selling- customers coming to the store allowing salesperson to answer any questions about product features. Business-to-business selling-takes place in manufacturers or wholesalers showroom(inside sales) or a customer's place of business (outside sales) Telemarketing-process of selling over the phone. 2003 legislation prohibits calls on National Do Not Call List

Goals of Selling Help customers make satisfying decisions Promote ongoing, profitable relationships between buyer and seller Consultative selling provides solutions to customers’ problems by finding products that meet their needs Analysis of customer needs combined with product knowledge (feature-benefits) is most effective

Feature-Benefit Selling When a salesperson matches a product to a customer’s needs Product Feature- basic, physical, or extended attributes of product Most basic feature is intended use of product tangible-physical characteristics extended product features-not always physical but important to decision

Feature-Benefit Selling Benefits(selling points) advantages or personal satisfaction a customer will get from a good or service How does the feature help the product’s performance? How does the performance information give the customer a personal reason to buy the product?

Buying Motives Rational motives (conscious, factual reason for purchase) Product dependability time /money savings Convenience/comfort health/safety considerations service/quality recreational value Emotional motives (feelings experienced thru an association with a product) social approval/recognition power love affection prestige Effective salespeople determine customers buying motives then suggest the F/B’s that best match those motives.

Customer Decision Making Decisions based on: Previous experience with the product or company How often the product has been purchased The amount of information necessary to make a wise buying decisions The importance of the buying decision Perceived risk in buying purchase (function) Time available to make that decision

Types of Customer Decision Making Extensive(little or no previous experience) high degree of risk expensive/important Limited(purchased b/f but not on a regular basis) not regular purchase need information Routine(high degree of prior experience) little information needed low risk

Effective Salespeople Good communication skills Good interpersonal skills Solid Technical skills Positive attitude Goal Oriented Empathy Honesty Enthusiasm