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

2. 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 legislation prohibits calls on National Do Not Call List

3. 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

4. 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

5. 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?

6. 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.

7. 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

8. 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

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