1. Selling
Chapter 12.1

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

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

4. 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?

5. 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

6. 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