SELLING UNIT.

SELLING UNIT

SELLING UNIT Chapter 12 Chapter 13 Chapter 14 Chapter 15 Section 12.1
The Sales Function Section 12.2 Sales Careers Section 13.1 Preliminary Activities Section 13.2 First Steps of a Sale Section 14.1 Product Presentation Section 14.2 Objections Section 15.1 How to Close a Sale Section 15.2 Customer Satisfaction

The Steps of the Sale In groups ,come up with a poem, rap or a jingle to help you remember these steps!

Chapter 12 selling overview Section 12.1 The Sales Function
Sales Careers

REFLECT When have you had to convince someone to do something?
The Sales Function Section 12.1 REFLECT When have you had to convince someone to do something?

The Sales Function Group 1
Section 12.1 Explain the purpose and goal of the selling function. Discuss how selling is related to the marketing concept. Describe Customer Relationship Management. Analyze sales trends and techniques. Summarize sales management responsibilities. Explain legal and ethical sales issues.

The Sales Function Section 12.1 The marketing concept comes alive in the sales function with the help of emerging trends and technology. Customer Relationship Management (CRM) and sales management efforts help to achieve the purpose and goal of selling.

The Sales Function customer relationship management (CRM) call report
Section 12.1 customer relationship management (CRM) call report sales quota

Selling and the Marketing Concept
The Sales Function Section 12.1 Selling and the Marketing Concept Purpose of Selling Goal of Selling To create ongoing, profitable relationships with customers. To help customers make satisfying buying decisions. The marketing concept has created a customer-centered focus.

The Sales Function Section 12.1 Selling and the Marketing Concept Customer relationship management (CRM) has flourished due to new computer technology. customer relationship management (CRM) A system that involves finding customers and keeping them satisfied.

The Sales Function Section 12.1 Selling and the Marketing Concept Web Sites and Social Media Customer Loyalty Programs Sales Trends and Technology Computer Software Mobile Devices Partnerships

The Sales Function Sales Management
Section 12.1 Sales Management Sales personnel may be required to complete call reports each time they visit a customer. call report A written report that documents a sales representative’s visit with a customer, including the purpose and outcome of the visit.

The Sales Function Section 12.1 Sales Management Regardless of the method of compensation, sales managers often establish sales quotas. sales quota A dollar or unit sales goal set for the sales staff to achieve in a specified period of time.

Legal and Ethical Issues
The Sales Function Section 12.1 Sales Management Sales Management Considerations Legal and Ethical Issues Sales Pressure Sales Contracts Sales Regulations

The Sales Function 1. Explain the purpose and goal of selling.
Section 12.1 Section 12.1 1. Explain the purpose and goal of selling. The purpose of selling is to help customers make satisfying buying decisions with the goal of creating ongoing, profitable relationships with them.

The Sales Function Section 12.1 Section 12.1 2. Discuss which trends and technologies help businesses with customer management. Company Web sites, targeted customer s, customer loyalty programs, computer sales software, mobile devices, and partnerships between businesses help with CRM.

The Sales Function Section 12.1 Section 12.1 3. Explain the role that sales management plays in the sales process. Sales management establishes the guidelines and policies under which sales people function. Sales managers plan, organize, and control the sales function.

CONNECT What type of product would you enjoy selling? Why?
Sales Careers Group 2 Section 12.2 CONNECT What type of product would you enjoy selling? Why?

Sales Careers Define personal selling. Identify sales positions.
Section 12.2 Define personal selling. Identify sales positions. List the steps in the sales process. Analyze how customers make buying decisions. Evaluate selling as a career option.

Sales Careers Section 12.2 An understanding of the purpose of selling and the different levels of customer decision making can help salespeople determine how they will perform the steps of a sale.

Sales Careers personal selling organizational selling cold call
Section 12.2 personal selling organizational selling cold call telemarketing extensive decision making limited decision making routing decision making

What is personal selling?
Sales Careers Section 12.2 Personal Selling What is personal selling? personal selling Any form of direct contact between a salesperson and a customer.

What is organizational selling?
Sales Careers Section 12.2 Personal Selling What is organizational selling? organizational selling Sales exchanges that occur between two or more companies or business groups.

Sales Careers Personal Selling What is a cold call? cold call
Section 12.2 Personal Selling What is a cold call? cold call A sales visit without an appointment.

The Do Not Call Registry has had an impact on telemarketing.
Sales Careers Section 12.2 Personal Selling The Do Not Call Registry has had an impact on telemarketing. telemarketing Telephone solicitation to make a sale.

Sales Careers Section 12.2 Personal Selling The Steps of a Sale

Sales Careers Personal Selling Customer Decision Making
Section 12.2 Personal Selling Customer Decision Making Extensive Decision Making Limited Decision Making Routine Decision Making extensive decision making A type of customer decision making used when there has been little or no previous experience with an item offered for sale. limited decision making Used when a person buys goods and services that he or she has purchased before but not regularly. routine decision making A type of customer decision making used when a person needs little information about a product he or she is buying.

Car allowances and expense accounts Benefits for being a top seller
Sales Careers Section 12.2 A Career in Sales Sales Career Benefits Career advancement Car allowances and expense accounts Commission on sales Benefits for being a top seller

Characteristics of Successful Salespeople
Sales Careers Section 12.2 A Career in Sales Characteristics of Successful Salespeople Honesty Interpersonal skills Problem-solving

Sales Careers Section 12.2 Section 12.2 1. Explain how personal selling differs from other forms of promotion. Personal selling involves two-way communication between the buyer and seller; other forms of promotion are one way.

Sales Careers Section 12.2 Section 12.2 2. Identify the types of sales position in which a salesperson would visit a customer’s place of business. Field (outside) sales involves a salesperson visiting a customer’s place of business. Manufacturing, wholesaling, and some service businesses employ field sales representatives.

Sales Careers Section 12.2 Section 12.2 3. Discuss the reasons why there are so many sales career opportunities in different types of businesses. Since all companies make money by selling products and/or services, sales career opportunities can be found virtually everywhere. Because being a good salesperson requires specialized skills, there are always positions open for successful individuals.

Chapter 12 selling overview Section 12.1 The Sales Function
End of Chapter 12 selling overview Section 12.1 The Sales Function Section 12.2 Sales Careers

Chapter 13 beginning the sales process Section 13.1
Preliminary Activities Section 13.2 First Steps of a Sale

Preliminary Activities
Group 3 Section 13.1 CONSIDER Do you think everyone who buys an item has the same reasons for buying it? Why or why not?

Section 13.1 Explain how salespeople get ready to sell. List sources of product information. Explain feature-benefit selling and how it creates selling points. Identify consumer buying motives. List prospecting methods and explain how prospects are qualified.

Section 13.1 Getting ready to sell involves preliminary activities that help salespeople with the sales process, such as learning about the product, industry, and customer, to develop effective selling points.

Section 13.1 merchandising feature-benefit selling product features physical features extended product features customer benefits selling points buying motives rational motives emotional motives patronage motives prospect referrals endless-chain method cold canvassing

Section 13.1 Getting Ready to Sell Product Knowledge Published Materials and Web Sites Experience Training

Section 13.1 Getting Ready to Sell Industry Trends and Competition Trade Periodicals Standard & Poor’s Research Competition

Section 13.1 Getting Ready to Sell Merchandising Give-Aways Signs and Displays Location merchandising Coordinating sales and promotional plans with buying and pricing.

Section 13.1 Feature-Benefit Selling What is feature-benefit selling? feature-benefit selling Matching the characteristics of a product to a customer’s needs and wants.

Section 13.1 Feature-Benefit Selling Product Features Extended Product Features Basic Feature Physical Features product feature Basic, physical, or extended attribute of a product or purchase. physical feature Tangible attribute that helps explain how a product is constructed. extended product feature Intangible attribute related to the sale of a product that customers find important.

Section 13.1 Feature-Benefit Selling It is the salesperson’s job to analyze a product and determine customer benefits. customer benefit Advantage or personal satisfaction a customer will get from a good or service.

Section 13.1 Feature-Benefit Selling A well-designed catalog will identify important selling points. selling point The function of a product feature and its benefit to a customer.

Section 13.1 Feature-Benefit Selling buying motive A reason a customer buys a product. Customer Buying Motives rational motive A conscious, logical reason for a purchase. Rational Motives emotional motive A feeling expressed by a customer through association with a product. Emotional Motives Patronage Motives patronage motive A reason for remaining a loyal customer of a company. Multiple Motives

Section 13.1 Feature-Benefit Selling What is prospecting? What is a prospect? prospecting Looking for new customers. prospect A sales lead; a potential customer.

Section 13.1 Feature-Benefit Selling Prospecting Techniques Customer Referrals Cold Canvassing Employer Sales Leads referral A recommendation of another person who might buy the product being sold. endless-chain method When salespeople ask previous customers for names of potential customers. cold canvassing The process of locating as many potential customers as possible without checking leads beforehand.

Section 13.1 Section 13.1 1. List three things that salespeople do to get ready to sell. To get ready to sell, salespeople must gather information about their products, industry trends, and the competition.

Section 13.1 Section 13.1 2. Explain how a customer might use a combination of rational, emotional, and patronage buying motives when purchasing a hybrid automobile. A sample explanation: rational motive–buying a hybrid automobile will help save on gas consumption and cost less money to operate; emotional motive–buying a hybrid automobile will help save the environment for my children and grandchildren; patronage motive–I’ve been very satisfied buying cars from this manufacturer for years; I expect their hybrid will be good quality.

Section 13.1 Section 13.1 3. Identify three prospecting techniques. Prospecting techniques include customer referrals, cold canvassing, and employer sales leads.

First Steps of a Sale Group 4 Section 13.2 PREDICT Why is asking a customer “May I help you?” not an effective way to begin in a retail environment?

First Steps of a Sale Section 13.2 Demonstrate how to properly approach a customer to open a sale. Differentiate between organizational and retail approaches. List three retail approach methods. Discuss when and how to determine customer needs.

First Steps of a Sale Section 13.2 The actual sales presentation begins when you approach customers to open the sale and determine their needs.

nonverbal communication open-ended question
First Steps of a Sale Section 13.2 greeting approach service approach merchandise approach nonverbal communication open-ended question

First Steps of a Sale The Approach The Effective Sales Opening
Section 13.2 The Approach The Effective Sales Opening Treat customers as individuals. Be aware of the customer’s personality and buying style. Show interest in customer with eye contact and friendliness. Learn the customer’s name. Incorporate a theme in the approach. Know that approaches differ in organizational selling and retail selling.

First Steps of a Sale The Approach Organizational Selling
Section 13.2 The Approach Organizational Selling Arrive early. Be aware that first impressions count. Be conversational to put the customer at ease. Use information you gathered during prospecting. Explain how you can reduce costs, increase productivity, or improve profits.

First Steps of a Sale The Approach Retail Selling Approaches
Section 13.2 The Approach Retail Selling Approaches Greeting Approach Service Approach Merchandise Approach greeting approach A retail approach method in which the salesperson welcomes the customer to the store. service approach A retail-selling method in which salespeople ask customers if they need assistance. merchandise approach A retail-sales method, also called the theme approach, in which the salesperson makes a comment or asks a question about a product in which the customer shows an interest.

A good salesperson can read nonverbal communication.
First Steps of a Sale Section 13.2 Determining Needs A good salesperson can read nonverbal communication. nonverbal communication Expressing oneself without the use of words, such as with facial expressions, eye movement, and hand motions.

First Steps of a Sale Section 13.2 Section 13.2 1. Discuss the importance of knowing how to ask the right questions. Asking the right questions gets the customer talking and allows the salesperson to zero in on the customer’s needs and wants.

First Steps of a Sale List three retail approach methods.
Section 13.2 Section 13.2 2. List three retail approach methods. Retail approach methods include the greeting approach, the service approach, and the merchandise or theme approach.

First Steps of a Sale Section 13.2 Section 13.2 3. Identify when salespeople should determine customers’ needs. In organizational sales, the needs should be determined when qualifying a prospect. In retail sales, the needs should be determined during or immediately after the approach.

Chapter 13 beginning the sales process End of Section 13.1
Preliminary Activities Section 13.2 First Steps of a Sale

Chapter 14 presenting the product Section 14.1 Product Presentation
Objections

Product Presentation Group 5 Section 14.1 CONNECT When have you had to effectively present something to an audience?

Product Presentation Describe the goal of the product presentation.
Section 14.1 Describe the goal of the product presentation. Explain how products are selected for the presentation. Explain what to say during the product presentation. List techniques that help create effective product presentations.

Product Presentation Section 14.1 The product presentation step of the sales process allows a salesperson to share product knowledge with customers. Customers’ needs and wants should be matched with product features and benefits. layman’s terms

Organizing the Product Presentation
Section 14.1 Organizing the Product Presentation Show and Tell Which Products Do You Show? What Price Range Should You Offer? How Many Products Should You Show? What Do You Say? Choose samples that match needs When in doubt, offer a moderate price range and move up or down based on feedback Show no more than three products at a time Present selling points Avoid generalized descriptions Avoid slang Use appropriate jargon “How much do you want to spend?” Use layman’s terms layman’s terms Words that the average customer can understand.

Presentation Planning the Product Presentation Demonstration Display
Technology Participate Page 323

Using Displays and Sales Aids
Page 323

Product Presentation Section 14.1 Section 14.1 1. Explain how to identify which priced product you should show when you cannot determine a customer’s intended price range. Show the medium-priced item so you can go up in price or down in price once you get feedback from the customer.

Product Presentation Section 14.1 Section 14.1 2. Explain how you might involve the customer in a product presentation about a high-tech product. After giving a basic demonstration, have the customer use the product. Give directions and have the customer follow them so they can see and feel how the product operates.

Product Presentation Section 14.1 Section 14.1 3. Describe how to involve a customer in the product presentation when selling fresh bread and pastries to a restaurant. To sell fresh bread and pastries to a restaurant, you must have the customer taste the products.

CONNECT When have you had to respond to an objection?
Objections Group 6 Section 14.2 CONNECT When have you had to respond to an objection?

Objections Distinguish objections from excuses.
Section 14.2 Distinguish objections from excuses. Explain why you should welcome objections in the sales process. Explain the five buying decisions on which common objections are based. Demonstrate the general four-step method for handling customer objections. List seven methods of answering objections and identify when each should be used.

Objections Section 14.2 Objections are helpful in the sales process because they provide an opportunity to further determine customers’ needs and problems. Objections are easily managed when you know the basis for them.

Objections objections excuses objection analysis sheet
Section 14.2 objections excuses objection analysis sheet substitution method boomerang method superior-point method third-party method

Understanding Objections
Section 14.2 Understanding Objections Tips for Understanding Objections Anticipate and plan potential answers to objections. Objections can be presented as questions or statements. Be polite when faced with excuses. Do not insist if the client refuses to see a salesperson. objection A concern, hesitation, doubt, complaint, or other reason a customer has for not making a purchase. excuse A reason given when a customer has no intention of buying in retail-sales situations.

Objections Plan for Objections Tips for Planning for Objections
Section 14.2 Plan for Objections Tips for Planning for Objections Objections help you redefine customer needs. Complete an objection analysis sheet. Incorporate anticipated objections into your product presentation. objection analysis sheet A document that lists common objections and possible responses to them.

Acknowledge the Objections
Section 14.2 Plan for Objections Four-Step Method for Handling Objections Restate the Objection Answer the Objections Listen Carefully Acknowledge the Objections

Objections Plan for Objections Answering Objections
Section 14.2 Plan for Objections Substitution Method substitution method Recommending a different product that would still satisfy the customer’s needs. Answering Objections

Objections Plan for Objections Answering Objections Boomerang Method
Section 14.2 Plan for Objections Substitution Method Boomerang Method boomerang method A method of answering objections by bringing the objection back to the customer as a selling point. Answering Objections

Objections Plan for Objections Answering Objections Question Method
Section 14.2 Plan for Objections Substitution Method Boomerang Method Question Method Answering Objections

Superior-Point Method
Objections Section 14.2 Plan for Objections Substitution Method Boomerang Method Question Method superior-point method A technique of overcoming objections by permitting the salesperson to acknowledge objections as valid, yet still offset them with other features and benefits. Answering Objections Superior-Point Method

Objections Section 14.2 Plan for Objections Substitution Method Boomerang Method Question Method Answering Objections Superior-Point Method Denial Method

Objections Section 14.2 Plan for Objections Substitution Method Boomerang Method Question Method Answering Objections Superior-Point Method Denial Method Demonstration Method

Objections Section 14.2 Plan for Objections Substitution Method Boomerang Method Question Method third-party method A technique that involves using another customer or neutral person who can give a testimonial about the product. Answering Objections Superior-Point Method Denial Method Demonstration Method Third-Party Method

Objections Explain the difference between excuses and objections.
Section 14.2 Section 14.2 Explain the difference between excuses and objections. 1. Excuses are reasons given when a customer has no intention of buying; while objections are concerns, hesitations, doubts, or other honest reasons for not making a purchase.

Objections List what you can do to prepare for objections.
Section 14.2 Section 14.2 2. List what you can do to prepare for objections. To prepare for objections, you can prepare an objection-analysis sheet, which lists common objections and possible responses to those objections.

Objections Describe the four-step method for handling objections.
Section 14.2 Section 14.2 3. Describe the four-step method for handling objections. The four-step method for handling objections is as follows: listen carefully acknowledge the objection restate the objection; and answer the objection.

Chapter 14 presenting the product End of Section 14.1
Product Presentation Section 14.2 Objections

Chapter 15 closing the sale Section 15.1 How to Close a Sale
Customer Satisfaction

How to Close a Sale Group 7 Section 15.1 REFLECT What questions do you ask of a salesperson when you are shopping?

How to Close a Sale Identify customer buying signals.
Section 15.1 Identify customer buying signals. List a few tips for closing a sale. Decide on appropriate specialized methods for closing a sale.

How to Close a Sale Section 15.1 At a certain point in the sales process, your customer will be ready to make a purchase. In this section, you will learn how to close a sale.

How to Close a Sale closing the sale buying signals trial close
Section 15.1 closing the sale buying signals trial close which close standing-room-only close direct close service close

Closing Concepts and Techniques
How to Close a Sale Section 15.1 Closing Concepts and Techniques Closing the sale is helped by the salesperson’s ability to recognize when a customer is ready to buy. closing the sale Obtaining positive agreement from a customer to buy.

Timing the Close How to Close a Sale Closing Concepts and Techniques
Section 15.1 Closing Concepts and Techniques Timing the Close Know Buying Signals Attempt a Trial Close buying signals Things customers say or do to indicate a readiness to buy. trial close An initial effort to close a sale.

Recognize Closing Opportunities Tips for Closing the Sale
How to Close a Sale Section 15.1 Closing Concepts and Techniques Recognize Closing Opportunities Help Customers Make a Decision Tips for Closing the Sale Create an Ownership Mentality Avoid Threatening Words Get Minor Agreements Pace Your Closing

Specialized Closing Methods Standing-Room-Only Close
How to Close a Sale Section 15.1 Closing Concepts and Techniques which close A closing method in sales that encourages a customer to make a decision between two items. Specialized Closing Methods standing-room-only close A closing method in sales used when a product is in short supply or when the price will be going up. Which Close Standing-Room-Only Close direct close A method in which the salesperson asks for the sale, when the buying signal is very strong. Direct Close Service Close service close A closing method in sales in which services that overcome obstacles or problems are explained.

How to Close a Sale Section 15.1 Section 15.1 1. Contrast getting minor agreements with pacing your closing. Getting minor agreements involves having the customer concur with you on selling points that they have noticed. By doing this, you build a foundation of positive interactions throughout the selling process that naturally leads to the closing. Getting minor agreements is a good approach during the time the customer is making the buying decision. However, if you see that the customer is ready to make a buying decision, you should stop using any sales tactics— doing so might annoy the customer, who at this point is ready to proceed with the transaction.

How to Close a Sale Section 15.1 Section 15.1 2. Describe what you would say when closing the sale to create an ownership mentality. To create an ownership mentality, use words like “you” and “your.” You should use language that indicates to the person that the product is already theirs.

How to Close a Sale Section 15.1 Section 15.1 3. Identify the specialized method you would use to close the sale in this situation: A customer is interested in an item but wants to wait to purchase it when it goes on sale. The standing-room-only close should be used. For example, you might say “There is a limited inventory of that item and it may be sold out before the sale even takes place.”

Customer Satisfaction
Group 8 Section 15.2 CONNECT When have you been contacted by a company after making a purchase?

Section 15.2 Explain the benefits of suggestion selling. List the rules for effective suggestion selling. Demonstrate appropriate specialized suggestion-selling methods. Discuss strategies for maintaining and building a clientele. Explain the importance of after-sale activities and customer service. Discuss what salespeople can do to plan for future sales.

Section 15.2 After you close the sale, there are many things you can do to enhance customer satisfaction. Creating a positive relationship with customers will ensure future business. suggestion selling

Section 15.2 Suggestion Selling Benefits of Suggestion Selling The customer wants to return and sales will increase. The salesperson receives positive evaluations. Customers are happy with purchases. The cost of suggestion selling is less than the cost of making the original sale. suggestion selling Selling additional goods or services to the customer.

Section 15.2 Suggestion Selling Rules for Suggestion Selling Use suggestions selling after the customer has made a commitment to buy but before payment is made or the order written. Make your recommendation from the customer’s point of view and give at least one reason for your suggestion. Make the suggestion definite. Show the item you are suggesting. Make the suggestion positive.

Section 15.2 Suggestion Selling Suggestion Selling Methods Calling Attention to Special Sales Opportunities Recommending Larger Quantities Offering Related Merchandise Suggestion Selling

Section 15.2 Maintaining and Building a Clientele Building Clientele Order Processing Follow -Up After-Sales Activities Order Fulfillment Departure

Section 15.2 Maintaining and Building a Clientele Customer Service Online Customer Support and Social Media Special Retail Services Special Vendor Services Customer Training

Section 15.2 Maintaining and Building a Clientele Handling Customer Complaints In B2B sales, complaints should go to the responsible sales representative. Customers expect immediate action. Customers appreciate compassionate understanding. Sometimes, going the extra mile is necessary.

Section 15.2 Maintaining and Building a Clientele Planning Future Sales Keep a Client File Evaluate Your Sales Efforts

Section 15.2 Section 15.2 1. Explain how suggestion selling benefits the salesperson, company, and customer. Suggestion selling benefits the salesperson in that the customer will want to do business with the salesperson again and the salesperson will have higher sales figures. It benefits the company since the time and cost involved in suggestion selling is less than the cost of making the original sales and therefore net revenues will increase. It benefits customers because they will be more pleased with the original purchase because they will have what they need to be able to use it.

Section 15.2 Section 15.2 2. Name three related items that could be used for suggestion selling after a customer’s decision to buy a tent for camping purposes. Accept all reasonable answers. Some related camping items include: sleeping bags, backpacks, camper tools, folding chairs, cots, folding tables, nylon rope, lantern, flashlight, tent fan, and hammock.

Section 15.2 Section 15.2 3. Discuss what a salesperson should do as a follow-up to a sale. As a follow-up to a sale, salespeople should make arrangements to follow through on all promises made during the sales process. They also should check on the customer’s satisfaction with the purchase, as well as delivery of the merchandise and send a thank you note with a business card attached.

Chapter 15 closing the sale End of Section 15.1 How to Close a Sale
Customer Satisfaction

SELLING UNIT.

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