What is Selling?

What is Selling?What is Selling?

What is Selling?

The Sales ProfessionThe Sales Profession

One of the oldest and most valued One of the oldest and most valued businesses.businesses.

Compete for their share of the market to Compete for their share of the market to realize profit.realize profit.

Essential in a free enterprise systemEssential in a free enterprise system

What is Selling?

What is Selling?What is Selling? Providing customers Providing customers

with products they with products they wish to buy.wish to buy.

Helping Customers Helping Customers make satisfying make satisfying buying decisions by buying decisions by communicating how communicating how products and their products and their features match their features match their wants and needs. wants and needs.

What is Selling?

Why is customer satisfaction Why is customer satisfaction so important?so important?

Companies want repeat business.Companies want repeat business.

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

What is Selling?

Goals of SellingGoals of Selling

To help customers To help customers decide on decide on purchases.purchases.

To ensure customer To ensure customer satisfaction so the satisfaction so the firm can count on firm can count on repeat business.repeat business.

What is Selling?

Types of SellingTypes of Selling

Indirect selling – any form of selling that Indirect selling – any form of selling that does not involve a sales person. (Ex: does not involve a sales person. (Ex: advertising, promotion, displays, advertising, promotion, displays, signage)signage)

Direct Selling – when there is contact Direct Selling – when there is contact between a salesperson and the between a salesperson and the customer. customer.

What is Selling?

Methods of SellingMethods of Selling Personal selling – any form of direct Personal selling – any form of direct

contact between a salesperson and contact between a salesperson and customercustomer

Business to Business – may take place Business to Business – may take place in a manufacturers showroom (inside in a manufacturers showroom (inside sales) or in the field (outside sales).sales) or in the field (outside sales).

Telemarketing – selling over the phoneTelemarketing – selling over the phone

What is Selling?

Feature - Benefit SellingFeature - Benefit Selling

The concept that a The concept that a salesperson needs to match salesperson needs to match the features of each product the features of each product to a customer’s needs and to a customer’s needs and wants.wants.

What is Selling?

Features Vs. BenefitsFeatures Vs. Benefits

FeaturesFeatures A physical A physical

characteristic or characteristic or quality of a good or quality of a good or service; what is it’s service; what is it’s intended use?intended use?

BenefitsBenefits Advantages or Advantages or

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

What is Selling?

Product InformationProduct Information

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

What is Selling?

Where can you find Where can you find information about a product?information about a product?

Direct experience - Use the Direct experience - Use the product!product!

Printed Material - User manual, Printed Material - User manual, manufacturer warranties, catalogs, manufacturer warranties, catalogs, labels, boxes, promotional material.labels, boxes, promotional material.

What is Selling?

Where can you find Where can you find information about a product?information about a product?

Other people - Friends, relatives, and Other people - Friends, relatives, and customers who have experience with customers who have experience with the product.the product.

Formal Training - Attending classes and Formal Training - Attending classes and observing experienced sales observing experienced sales representatives before going out on representatives before going out on their own.their own.

What is Selling?

Customer Buying DecisionsCustomer Buying Decisions

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

What is Selling?

Customer Buying DecisionsCustomer Buying Decisions

Rationale MotivesRationale Motives product dependabilityproduct dependability time or monetary time or monetary

savingssavings convenienceconvenience comfortcomfort recreational valuerecreational value

Emotional MotivesEmotional Motives social approvalsocial approval recognitionrecognition powerpower lovelove affectionaffection prestigeprestige

What is Selling?

Customer Buying DecisionsCustomer Buying Decisions

Extensive Decision Extensive Decision MakingMaking

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

What is Selling?

Customer Buying DecisionsCustomer Buying Decisions

Limited Decision Limited Decision MakingMaking

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

What is Selling?

Customer Buying DecisionsCustomer Buying Decisions

Routine Decision Routine Decision MakingMaking

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

What is Selling?

How can selling skills be How can selling skills be helpful to you?helpful to you?

As a As a consumer?consumer?

YouYou as a as a product?product?

In a position In a position other than sales other than sales in business?in business?

What is Selling?

Types of Sales PositionsTypes of Sales Positions

Retail sales personnel - Sales Retail sales personnel - Sales clerks and sales associates.clerks and sales associates.

Professional sales - Require Professional sales - Require extensive training and product extensive training and product knowledge.knowledge.

Telemarketers - Sell products over Telemarketers - Sell products over the telephone.the telephone.

What is Selling?

Characteristics of Effective Characteristics of Effective SalespeopleSalespeople

Good Communication SkillsGood Communication Skills Good Interpersonal SkillsGood Interpersonal Skills Solid Technical SkillsSolid Technical Skills Positive Attitude and Self-Positive Attitude and Self-

ConfidenceConfidence

What is Selling?

Characteristics of Effective Characteristics of Effective SalespeopleSalespeople

Goal OrientedGoal Oriented EmpathyEmpathy HonestyHonesty EnthusiasmEnthusiasm