Selling Chapter 12.1

Personal Selling Direct contact between salesperson and customer Unlike promotion, there is two-way communication Often in a retail setting

Other Forms of Selling Business-to-business selling Telemarketing Must contact the customer Appointments Telemarketing Contracts, subscriptions, services Regularly purchased items Inbound versus outbound

Feature-Benefit Selling Product Features Intended Use Design Specifics Extended Product Features Customer Benefits How Does The Feature Help Product Performance? How Does That Benefit The Customer?

Customer Buying Motives Rational Motive – conscious, logical reason Dependability, Cost, Safety, Service Emotional Motive – feeling experienced Social Approval, Recognition, Power, Love Usually A Combination Identify Motive, Match Feature And Benefit

Customer Decision Making Extensive Decision Making – no previous experience and high cost, value, or risk Limited Decision Making – previous experience, but still value information Routine Decision Making – little information needed about the product