SELLING SATISFIES CUSTOMERS CHAPTER 17 7/29/2018 CHAPTER 17 SELLING SATISFIES CUSTOMERS 17-1 The Value of Selling 17-2 Preparing for Effective Selling 17-3 The Selling Process and Sales Support Chapter 17

Chapter 17 Focus Questions: What message does this ad convey? How do instant electronic communication technologies improve the customer/salesperson relationship? What negative effects can those technologies have if they are not used carefully and professionally? ©AVAYA COMMUNICATIONS Chapter 17

17-1 THE VALUE OF SELLING GOALS Define what is meant by the promotional method known as selling. Explain the advantages and disadvantages of personal selling. Describe the need for salespeople to manage themselves, their customers, and information. Chapter 17

The Process of Personal Selling Direct and personal Assess and satisfy Chapter 17

When to Use Personal Selling Advantages Information Time Flexibility Feedback Persuasion Follow-up Disadvantages Cost per customer Time Control Skill Chapter 17

Choosing Personal Selling Complex or expensive products Markets made up of a few large customers New or very unique products with which customers are unfamiliar Customers located in a limited geographic area Complicated or long decision-making process Customers who expect personal attention and help with decision making Chapter 17

Personal Sales Management Self-management Customer management Information management Chapter 17

PREPARING FOR EFFECTIVE SELLING 17-2 PREPARING FOR EFFECTIVE SELLING GOALS Describe the way effective salespeople qualify prospective customers and use their decision-making processes to plan their sales presentations. Explain why salespeople need to know their product thoroughly and how product features will benefit their customers. Demonstrate why it is important to understand the competition’s products and marketing plans. Chapter 17

Understanding Customers Identifying customers Qualifying prospective customers Understanding customer decisions Chapter 17

Mental Stages of Consumer Decision-Making AIDCA Attention Interest Desire Conviction Action Chapter 17

Understanding the Product Product knowledge Information sources Communicating product information Feature Benefit Chapter 17

Understanding the Competition Salespeople need to understand the differences between their product and the competition’s product. Salespeople need to explain the differences to help customers make the comparison. Chapter 17

THE SELLING PROCESS AND SALES SUPPORT 17-3 THE SELLING PROCESS AND SALES SUPPORT GOALS Detail the seven steps of the selling process. Explain why salespeople need support from other areas of the business. Chapter 17

Steps of the Selling Process Approach Determine needs Demonstrate Answer questions Close Suggestion selling Follow-up Chapter 17

Approach Contact customers, gain their attention and interest, and create a favorable first impression Chapter 17

Determine Needs Gather information to determine customers’ needs and how they can be met Chapter 17

Demonstrate Present the product in a way that emphasizes customer benefits Chapter 17

Answer Questions Overcome objections and ensure the marketing mix meets the customers’ needs Chapter 17

Close Obtain a decision to purchase Chapter 17

Suggestion Selling Suggest other products customers may see as valuable Chapter 17

Follow-up Continue contact to ensure satisfaction, determine other needs, and build relationships Chapter 17

Providing Sales Support Marketing-information management Financing Pricing Promotion Product/service management Distribution Chapter 17