UNDERSTAND THE IMPORTANCE OF SELLING

Selling is…  Any form of direct, personal communication between a salesperson and a prospective customer  Communication between the salesperson and the customer

Purpose of Selling  The purpose and goal of selling is to help customers make satisfying buying decisions and to establish ongoing, profitable relationships  The goal can be achieved by  Consultative selling  Feature-benefit selling

Consultative selling  Finding product solutions to customers’ problems  For example: A salesperson suggesting a wireless network to a customer who travels frequently

Feature-Benefit Selling  Matching the characteristics of a product to a customer’s needs and wants  Customers do not buy products, they buy what a product can do for them  Customers buy BENEFITS

Product features  Basic, physical, or extended attributes of the product or purchase  The most basic feature of a product is its intended use For example, a customer purchases a watch to tell time.  Features help to provide the reasons for price differences among products For example, a car with satellite radio will cost more than the same car with a basic AM/FM radio.

Customer benefits  The advantages or personal satisfaction a customer will get from a good or service  The benefit should be a value to the customer  Salespeople must analyze the product features from the customer’s point of view to determine the benefits  A salesperson must answer two questions about each product feature How does the feature help the product’s performance? How does the performance information give the customer a personal reason to buy the product?

Information Flexibility Feedback Persuasion Follow-up Advantages of Selling

Information  Salespeople are able to convey more information during the time spent with the customer

Flexibility  Salespeople can tailor presentations based on verbal and nonverbal customer cues

Feedback  Customers provide immediate feedback to the information presented by the salesperson

Persuasion  Salesperson can use the wants and needs of the customer to highlight the superiority of a product

Follow-up  Allows the salesperson to ensure that the customer is satisfied  This is accomplished by the salesperson contacting the customer and ensuring that the customer is happy with the purchase

Disadvantages of Selling  Cost per customer: Relates to the expenses incurred to reach potential customers  Time: In personal selling, it can be time consuming to reach customers  Control: Salespersons are responsible for what is said during the sales presentations, managers have minimal control  Skill: Requires a variety of skills and product knowledge. Salespeople often work long hours, and the ability to work with people is a requirement

Buying Motives  Consumers have conscious, logical, well thought out reasons for making purchases  Product dependability  Time or monetary savings  Health or safety considerations  Service  Quality  Durability  Feelings experienced by the customer through association with a product  Social approval  Recognition  Power  Love  Prestige RationalEmotional *Most consumer buying motives are a combination of rational and emotional

Types of Customer Decision Making  Extensive - Takes place when a customer has had no previous experience with the item  Most likely for goods that involve high risk, are expensive, or have a high value for the customer  Limited - Occurs when a customer has purchased a product before, though not on a regular basis  Routine - Takes place when a customer requires little product information  The product may be inexpensive or purchased regularly

Characteristics of a good salesperson  Effective communication skills  Effective emotional intelligence skills  Solid computer and technical skills  Positive attitude and self-confident  Goal orientated  Empathic to customer situations  Honest with employers and customers  Enthusiastic