1. Chapter 13 - What is Selling? What is Selling?

2. Chapter 13 - What is Selling? What is Selling? n Helping Customers make satisfying buying decisions - The kind they will be happy with after the sale.

3. Chapter 13 - What is Selling? Why is customer satisfaction so important? n Companies want repeat business. n Companies will get repeat business if they are happy enough with their purchases to return.

4. Chapter 13 - What is Selling? Goals of Selling n To help customers decide on purchases. n To ensure customer satisfaction so the firm can count on repeat business.

5. Chapter 13 - What is Selling? Feature - Benefit Selling n The concept that a salesperson needs to match the features of each product to a customer’s needs and wants.

6. Chapter 13 - What is Selling? Features Vs. Benefits Features n A physical characteristic or quality of a good or service; what is it’s intended use? Benefits n Advantages or personal satisfaction a customer will get from a good or service; features that have been made into customer benefits are selling points.

7. Chapter 13 - What is Selling? Product Information n Knowing about the price, composition, care, and manufacturing process allows a salesperson to explain why one product is better than another.

8. Chapter 13 - What is Selling? Where can you find information about a product? n Direct experience - Use the product! n Printed Material - User manual, manufacturer warranties, catalogs, labels, boxes, promotional material.

9. Chapter 13 - What is Selling? Where can you find information about a product? n Other people - Friends, relatives, and customers who have experience with the product. n Formal Training - Attending classes and observing experienced sales representatives before going out on their own.

10. Chapter 13 - What is Selling? Customer Buying Decisions n Salespeople must study what motivates customers to buy and what decisions customers make before finally purchasing a product.

11. Chapter 13 - What is Selling? Customer Buying Decisions Rationale Motives n product dependability n time or monetary savings n convenience n comfort n recreational value Emotional Motives n social approval n recognition n power n love n affection n prestige

12. Chapter 13 - What is Selling? Customer Buying Decisions Extensive Decision Making n Used when little or no previous experience with the item because it is infrequently purchased.

13. Chapter 13 - What is Selling? Customer Buying Decisions Limited Decision Making n Used when a person buys goods and services he or she has purchased before but not on a regular basis.

14. Chapter 13 - What is Selling? Customer Buying Decisions Routine Decision Making n Used when a person needs little information about a product because of a high degree of prior experience or low perceived risk.

15. Chapter 13 - What is Selling? How can selling skills be helpful to you? n As a consumer? n You as a product? n In a position other than sales in business?

16. Chapter 13 - What is Selling? Types of Sales Positions n Retail sales personnel - Sales clerks and sales associates. n Professional sales - Require extensive training and product knowledge. n Telemarketers - Sell products over the telephone.

17. Chapter 13 - What is Selling? Characteristics of Effective Salespeople n Good Communication Skills n Good Interpersonal Skills n Solid Technical Skills n Positive Attitude and Self- Confidence

18. Chapter 13 - What is Selling? Characteristics of Effective Salespeople n Goal Oriented n Empathy n Honesty n Enthusiasm