1. Chapter 12 – Preparing for the Sale
Unit 5 - Selling
Chapter 12 – Preparing for the Sale

2. Marketing Plan
The 4 p’s of the marketing mix include product, place, price, and promotion. Unit 5 will help apply these aspects to the process of selling.

3. Selling Personal Selling
Any form of direct contact between a salesperson and a customer.
The key factor that sets it apart from other forms of promotion is this two-way communication between the seller and the buyer.

4. Consultative Selling Consultative selling Example:
Is providing solutions to customers problems by finding products that meet their needs
Example:
A woman comes to a shoe store and says she is having a problem with feet because she stands all day at work
An alert sales person would suggest shoes that offer comfort and support.

5. Feature-benefit selling
Matching the characteristics of a product to a customer’s needs and wants
Many people believe that customers do not buy products; rather they buy what the products will do for them.

6. Product Features Product features Customer Benefits
May be basic, physical, or extended attributes of the product or purchase
A salesperson needs to learn how a products features will benefit the customer.
Customer Benefits
The advantages or personal satisfaction a customer will get from a good or service.

7. Buying Motives Rational Motive Emotional Motive
A conscious, logical reason for a purchase
Emotional Motive
Is a feeling experienced by a customer through association with a product
Emotional Motives are feelings such as:
Social approval, recognition, power, love, or prestige
Many buying decisions involve both

8. Decision Making Extensive decision making Limited decision making
Used when there has been little or no previous experience with an item
Limited decision making
Used when a person buys goods and services that he or she has purchased before but not regularly
Routine decision making
Used when a person needs little information about a product

9. Questions What is the purpose and goal of selling?
What is consultative selling?

10. 12.2 – Getting Ready to Sell Pre-Approach
The preparation for the face to face encounter with potential customers.
Study products, know industry trends and competitors, research potential customers, review legal and ethical issues for selling situation.

11. Prospecting Referrals Or a lead, is a potential customer
The names of other people who might buy the product. They open the market to potential customers.

12. Can anyone think of an example? Cold Canvassing
Endless chain method
When salespeople ask previous customers for names of potential customers
Some companies will offer discounts and gifts for referrals
Can anyone think of an example?
Cold Canvassing
Potential customers are selected at random. Going door to door or through a phone directory for example

13. Assignment
From the book
Page 273
#19-24
Page 274
#29
Page 275
#32