What is Selling?

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What is Selling?
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What is Selling?

• Helping Customers make satisfying buying
  decisions - The kind they will be happy with
  after the sale.

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Why is customer satisfaction so important?

• Companies want repeat business.
• Companies will get repeat business if they are
  happy enough with their purchases to return.

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Goals of Selling

• To help customers decide on purchases.
• To ensure customer satisfaction so the firm can
  count on repeat business.

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Feature - Benefit Selling

• The concept that a salesperson needs to match the
  features of each product to a customers needs
  and wants.

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Features Vs. Benefits

• Features
• A physical characteristic or quality of a good or
  service what is its intended use?

• Benefits
• Advantages or personal satisfaction a customer
  will get from a good or service features that
  have been made into customer benefits are selling
  points.

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Product Information

• Knowing about the price, composition, care, and
  manufacturing process allows a salesperson to
  explain why one product is better than another.

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Where can you find information about a product?

• Direct experience - Use the product!
• Printed Material - User manual, manufacturer
  warranties, catalogs, labels, boxes, promotional
  material.

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Where can you find information about a product?

• Other people - Friends, relatives, and customers
  who have experience with the product.
• Formal Training - Attending classes and observing
  experienced sales representatives before going
  out on their own.

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Customer Buying Decisions

• Salespeople must study what motivates customers
  to buy and what decisions customers make before
  finally purchasing a product.

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Customer Buying Decisions

• Rationale Motives
• product dependability
• time or monetary savings
• convenience
• comfort
• recreational value

• Emotional Motives
• social approval
• recognition
• power
• love
• affection
• prestige

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Customer Buying Decisions

• Extensive Decision Making
• Used when little or no previous experience with
  the item because it is infrequently purchased.

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Customer Buying Decisions

• Limited Decision Making
• Used when a person buys goods and services he or
  she has purchased before but not on a regular
  basis.

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Customer Buying Decisions

• Routine Decision Making
• Used when a person needs little information about
  a product because of a high degree of prior
  experience or low perceived risk.

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How can selling skills be helpful to you?

• As a consumer?
• You as a product?
• In a position other than sales in business?

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Types of Sales Positions

• Retail sales personnel - Sales clerks and sales
  associates.
• Professional sales - Require extensive training
  and product knowledge.
• Telemarketers - Sell products over the telephone.

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Characteristics of Effective Salespeople

• Good Communication Skills
• Good Interpersonal Skills
• Solid Technical Skills
• Positive Attitude and Self-Confidence

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Characteristics of Effective Salespeople

• Goal Oriented
• Empathy
• Honesty
• Enthusiasm