1. Marketing Indicator 2.01
Acquire a foundational knowledge of selling to understand its nature and scope. (foundation)

2. Selling is…
Personal communication between the salesperson and the customer
Purpose: Satisfy buying decisions and establish ongoing, profitable relationships

3. Identify types of items that are sold.
Goods
Services
Ideas
Experiences

4. Explain reasons that customers buy goods and services.
Feature-Benefit selling
- Product Features – basic, physical attributes of product
-Customer Benefits – advantages or satisfaction customers get from product

5. Explain reasons that customers buy goods and services.
Motives
Rational- conscious, logical
For example: Purchasing a hybrid car due to increased gas mileage
Emotional – feelings associated with purchase
For example: Purchasing a Valentine’s gift for a loved one

6. Explain how & where selling occurs.
Inside Sales – done from the sellers’ place of business
Retail Sales – businesses that sell to the final consumer
Telemarketing – sales done over the phone, call-centers call you or you call them.
Online – sales done at a store website

7. Explain where selling occurs.
Outside Sales – takes place outside the seller’s place of business
B2B (business to business) Sales – selling goods and services to business
At your door

8. HOW ARE PRODUCTS SOLD? Directly to the user
Examples:
Doctors sell their services directly to their patients
Farmers sell their produce directly to consumers at roadside stands
Indirectly through intermediaries (wholesalers, retailer, agents, etc.)
Examples:
A real estate agent sells a house
Food lion purchases Pepsi to resale to consumers

9. ROLE OF SELLING IN OUR ECONOMY
Keeps the economy moving
Flow of buying and selling
Promotes competition
Affect employment
More sales = growing business = more hires
Adds utility
Usefulness of the product
Helps determine customers needs
Two way communication
Creates a desire for products
Appeal to reasons that customers buy

10. Explain personal characteristics of salespeople that are essential to selling.
Communication Skills
Emotional Intelligence Skills
Computer and Technical Skills
Positive Attitude
Goal Orientated
Empathy
Honesty
Enthusiasm

11. Distinguish between customer service as a process and customer service as a function.
Customer Service Mindset – an attitude that customer satisfaction always comes first
Customer Services – are actions should attract, retain, & build relationships with customers while influencing them to make purchases

12. Describe how businesses can use customer service to beat their competition.
Customer Service can be a Competitive Advantage over the competition
Competitive Edge
Poor service is more memorable than good service

13. Discuss factors that influence customer expectations of customer service.
Interaction with ANY employee
Customer-Friendly Policies
Must be Consistent - payment, returns, damages
Training
Knowledgeable, experienced
Treatment of Employees
Treat others the way you would want to be treated
Employee Actions
Honest, Ethical
Handling Problems

14. Explain how customer service facilitates sales relationships.
Maintain Relationships
Happy customers will return
It is more expensive to replace a customer than it is to maintain one
Create Loyalty through Rewards

15. Identify pre-sales opportunities for providing customer service that can facilitate sales relationships.
Be aware of who your customer is
Be courteous and respectful
Be of assistance for customer
Provide ample product information

16. Identify post-sales opportunities when customer service can be provided to facilitate sales relationships.
Follow-up
Ensure satisfaction, call, card,
Handle inquiries and complaints, keep customers satisfies
Ask for referrals
Keeping a client file
Evaluate sales efforts
Post Sales Surveys / Comment Cards