Its so new we dont know what it does, but nobody else has it so were selling the hell out of it.

Any form of direct contact between a salesperson and a customer Any form of direct contact between a salesperson and a customer How is it different from other forms of promotion? How is it different from other forms of promotion? The two way communication between the seller and the buyer

Retail Selling – unique because customers have to come to the store Retail Selling – unique because customers have to come to the store Sales person must be available to answer questions about the product or service Sales person must be available to answer questions about the product or service

Business to Business – sales between two businesses Business to Business – sales between two businesses Inside Sales - usually takes place in the manufacturers or wholesalers showroom Inside Sales - usually takes place in the manufacturers or wholesalers showroom Outside Sales – usually takes place in the customers place of business Outside Sales – usually takes place in the customers place of business Requires that sales representatives contact businesses Call to make an appointment Call to make an appointment Cold Call – show up unannounced Cold Call – show up unannounced

Telemarketing – the process of selling over the telephone Telemarketing – the process of selling over the telephone The law prohibits telemarketers from calling any number on the The law prohibits telemarketers from calling any number on the National Do Not Call Registry

The purpose and goals of selling are the same no matter the selling situation The purpose and goals of selling are the same no matter the selling situation Help customers make satisfying buying decisions, which create ongoing, profitable relationships between the buyer and seller Help customers make satisfying buying decisions, which create ongoing, profitable relationships between the buyer and seller Repeat business is crucial to the success of any company

Providing solutions to customers problems by finding products that meet their needs Providing solutions to customers problems by finding products that meet their needs

Matching the characteristics of a product to a customers needs and wants Matching the characteristics of a product to a customers needs and wants How will the product features provide benefit to the customer? How will the product features provide benefit to the customer?

The basic, physical, or extended attributes of the product The basic, physical, or extended attributes of the product ProductFeature WatchMade of titanium CarComes in 6 different colors

Physical features of a product differentiate competing brands and models Physical features of a product differentiate competing brands and models When buying a car one might consider When buying a car one might consider Engine type Engine type Gas consumption Gas consumption Appearance Appearance Stereo system Stereo system Tires Tires Anti-lock brakes Anti-lock brakes Number of passengers it hold Number of passengers it hold VS

The advantages or personal satisfaction a customer will get from a good or service The advantages or personal satisfaction a customer will get from a good or service ProductFeature WatchTells Time CarProvides Transportation

Product FeatureConsumer Benefit 100% Nylon FabricDurable, Water/Wind Resistant, Washable 65% polyester & 35% cotton jersey knit lining Comfortable against skin, Washable Colors: red, gray, navy, greenUnisex colors, offers variety Sizes: Children – xs, s, m, l, xl Adult – xs, s, m, l, xl Covers full age range Meets the needs of all customers Limited WarrantyCovers defects in the materials and workmanship

Create your own feature-benefit chart for each of the following products Create your own feature-benefit chart for each of the following products iPadTOMS ShoesBeats by Dre

FeaturesBenefits Retna Display Crisp, clear screen – Higher Resolution Up to 128GB storage More room for music, pictures and apps Siri Increased ease of use, help finding business locations Built in apps: iTunes, maps, notes, contact book, music, FaceTime Increased ease of use, access to valuable apps free of charge HD Video Recording Record clearer, better quality videos

FeaturesBenefits Durable Cotton Construction Comfortable to wear, form to foot One for One program Charitable contribution: One pair of shoes is given to a child in need for each pair of TOMS that is purchased 1 yr Manufacturers Warranty Products are guaranteed to against manufacturer defects for 1 year. (replaced)

FeaturesBenefits Steel and Aluminum Construction Practically indestructible, allows for clearer sound and more intense bass Heavily padded pivoting ear cups Noise reduction and increased sound quality Hinged headband Allows headphones to fold and fit in a smaller space Built-in Mic Allows user to answer incoming calls without taking off headphones

A salesperson must know what motivates customers to buy A salesperson must know what motivates customers to buy Rational Motives – conscious, logical reason for a purchase Rational Motives – conscious, logical reason for a purchase Emotional Motives – a feeling experienced by a customer through association with a product Emotional Motives – a feeling experienced by a customer through association with a product

Examples of Rational Motives Examples of Rational Motives Product dependability Product dependability Time or monetary savings Time or monetary savings Health or safety considerations Health or safety considerations Service and Quality Service and Quality

Examples of Emotional Motives Examples of Emotional Motives Social Approval Social Approval Recognition Recognition Power Power Love Love Prestige Prestige

Take a moment to think of a product you have or might purchase with a rational buying motive, and one with an emotional buying motive.

Different customers require different levels of assistance when shopping Different customers require different levels of assistance when shopping How they make these decisions is based on several factors How they make these decisions is based on several factors Previous experience with product or company Previous experience with product or company How often they purchase the product How often they purchase the product The importance of the purchase The importance of the purchase The perceived risk involved in the purchase The perceived risk involved in the purchase The time available to make the decision The time available to make the decision Previous experience with product or company How often they purchase the product The importance of the purchase The perceived risk involved in the purchase The time available to make the decision

Extensive – when there has been little or no previous experience with a product or company High degree of risk It is very expensive or has high value Examples – new car, a home, expensive jewelry Limited – when the customer has purchased the product before, but not regularly Moderate degree of risk Customer needs more information before purchasing Examples – furniture, electronics, vacations, house hold appliances Routine – when the customer needs little information about the product Low degree of risk because it is inexpensive It is purchased regularly so the customers trust the product Examples – groceries, newspapers/magazines, personal care items

Buying Motives Worksheet

Chapter 12 (In Orange Marketing Book) 12.1 – pg. 264 Key Terms and Concepts..(1-3) 12.2 – pg. 271 Key Terms and Concepts..(1-3) Chapter Review……..(3-11) You will be held responsible for all red dot terms for the test