1. Indicator 2.01 – Acquire the foundational knowledge of selling and understand its nature and scope.
Marketing

2. WHAT IS SELLING?
Responding to a consumer wants and needs through planned, personalized communication in order to influence purchase decisions and ensure satisfaction.

3. Planned
Product knowledge
Customer Knowledge
Not “canned”

4. Interaction with the customer Face-to-face?
Personalized
Interaction with the customer
Face-to-face?

5. Influence a BUYING decision.
Convince the customer to purchase.

6. Satisfaction Ensure customer satisfaction
Satisfaction = REPEAT BUSINESS
Repeat Business = MORE SALES and PROFIT

7. WHAT? Tangible Intangible GOODS
Businesses sell Products. Products are goods or services.
Tangible
GOODS
Can be touched, tasted, seen, smelled, and/or heard
Intangible
SERVICES
Productive activities we pay others to perform

8. WHO? EVERY BUSINESS SELLS! Manufacturers to wholesalers
Manufacturers to retailers
Wholesalers to retailers
Retailers sell to consumers

9. WHY DO CUSTOMERS BUY?
To obtain the goods and services they want or need.
(Ultimate Consumption)
For resale
For use in business operations
Production of other goods (manufacturing)
Business Operations (paper, computers, distribution, travel)

10. WHERE ?
Phone
Internet
Door to door
Store
Office

11. HOW? Direct Distribution To the consumer Example:
Roadside produce stand
Widows Direct sells and installs windows to consumers right from the factory.

12. HOW? Indirect Distribution Through intermediaries
(wholesaler, retailer, agent)
Example:
Food Lion purchases Pepsi to retail to consumers
Best Buy, Dick’s, and Walmart sell products made by manufacterers

13. ROLE OF SELLING IN OUR ECONOMY
Keeps the economy moving
“economic flow”
Competition
Employment
Determine customers needs
Adds utility
Usefulness of the product
Ex: selling additional items
Creates a desire for products

14. CHARACTERISTICS OF A GOOD SALESPERSON
Product knowledge
Ethical standards
Selling skills
Belief in selling as a service
Personal appearance
Communication skills
Creativity
Self-confidence

15. Customer Service Process
Process vs. Function
Customer Service Process
Customer satisfaction always comes first
Service before/during/after the sale
A relationship with the customers
Customer Service Function
Department of an organization respond to customers complaints
Returns/Exchanges/Warranties

16. BEATING THE COMPETITION
Companies offer similar or same products.
Prices are also similar, or the same.
Beat the competition with Customer Service!

17. Customer Expectations.
Customer service = Exceeding Customer Expectations
Past Experiences
Same or higher quality than before
Compare to past service given by your competitors
Word-of-Mouth
Same quality service as others receive
Advertising
Make good on advertising claims of quality service
Personal Needs
“Read” customers and cater to their personal needs

18. CUSTOMER SERVICE = RELATIONSHIPS
Customer Loyalty
More expensive to replace than to maintain
Referrals
Happy customers tell their friends
Rewards Progams

19. CUSTOMER SERVICE: PRE-SALE
BEFORE transaction is complete
Gain product knowledge
Provide product information
Suggestive Selling
Make promises that can be kept

20. CUSTOMER SERVICE IN THE POST-SALE
Ensuring the customer is happy AFTER the transaction
Live up to sales promises
Follow-through (follow-up)

21. Customer Service Opportunities: After the Sale
Follow-through (follow-up)
Credit/Financing
Customer Training
Delivery
Contact after the sale
Technical Assistance
Repairs
Ask for Feedback
Ask for Referrals
Keeping a Client File