1. 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

2. 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

3. 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.
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4. The Process of Personal Selling
Direct and personal
Assess and satisfy
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5. When to Use Personal Selling
Advantages
Information
Time
Flexibility
Feedback
Persuasion
Follow-up
Disadvantages
Cost per customer
Time
Control
Skill
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6. 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
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7. Personal Sales Management
Self-management
Customer management
Information management
Chapter 17

8. 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.
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9. Understanding Customers
Identifying customers
Qualifying prospective customers
Understanding customer decisions
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10. Mental Stages of Consumer Decision-Making
AIDCA
Attention
Interest
Desire
Conviction
Action
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11. Understanding the Product
Product knowledge
Information sources
Communicating product information
Feature
Benefit
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12. 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.
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13. 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.
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14. Steps of the Selling Process
Approach
Determine needs
Demonstrate
Answer questions
Close
Suggestion selling
Follow-up
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15. Approach
Contact customers, gain their attention and interest, and create a favorable first impression
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16. Determine Needs
Gather information to determine customers’ needs and how they can be met
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17. Demonstrate
Present the product in a way that emphasizes customer benefits
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18. Answer Questions
Overcome objections and ensure the marketing mix meets the customers’ needs
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19. Close
Obtain a decision to purchase
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20. Suggestion Selling
Suggest other products customers may see as valuable
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21. Follow-up
Continue contact to ensure satisfaction, determine other needs, and build relationships
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22. Providing Sales Support
Marketing-information management
Financing
Pricing
Promotion
Product/service management
Distribution
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