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Selling

Selling. Marketing I. What is Selling?. Any form of direct contact between a salesperson and a customer. Two-way communication! Salesperson is knowledgeable and helps lead the customer to an informed and satisfactory buying decision. Types of Selling.

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Selling

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  1. Selling Marketing I

  2. What is Selling? • Any form of direct contact between a salesperson and a customer. • Two-way communication! • Salesperson is knowledgeable and helps lead the customer to an informed and satisfactory buying decision

  3. Types of Selling • Retail Selling- sales process takes place with final user or consumer- customer often comes to a store • Business to Business- sales process takes place in business office- customer is a business who will use the product for re-sale OR as part of their business operation

  4. Importance of Customer Service in selling • Part of selling process • Creates loyalty and repeat sales • Instills confidence in mind of customer • Generates more business through referrals • Increases likelihood of making the sale

  5. Customer Buying Motives • Rational Buying Motive- concerned with convenience, safety, savings, durability, and quality • Emotional Buying Motive- appearance, social status, image, guilt, and fear • Patronage Buying Motive- services, policy, brand loyalty, ambiance, personnel, and location

  6. Sales Process ( Steps of A Sale) • Pre-Approach • Approach • Determine Needs • Present Product (Features and Benefits) • Handle Objections • Closing • Suggestion Selling • Relationship Selling

  7. Sales Process 1 Pre-Approach- developing product knowledge and/or prospecting (looking for new customers) 2 Approach- Greet customer face to face; sets the mood or atmosphere for the rest of the steps of the sale; establish a relationship 3 Determine Need- uncover the customer’s reason for wanting to buy; Observe non-verbal clues; Listen; Ask open ended questions

  8. Sales Process 4 Presenting the Product- apply information gathered when determining needs; deliver a “show and tell” about the product that emphasizes the features of the products and the benefit that the features provide to the customer Use FAB Approach- Features, Advantages, and Benefits 5 Overcome Objections- objections can occur any time during the presentation; use objections to help refine and understand the customer’s needs; Use the following process to successfully overcome objections: Listen Acknowledge the Objection Restate the Objection and then Answer the Objection

  9. Sales Process • 6 Closing the Sale-obtaining an agreement to buy from the customer; Recognize when the customer is ready to buy; look for buying signals including facial expressions, body language, and comments. Consider the following types of closes: Standing Room Only- used when product is in short supply Direct Close- ask for the sale- use this technique only when the situation honestly calls for it Service Close-offer services that may accompany the product and will overcome an objection- such as “return policy allows for return if not satisfied”

  10. Sales process 7 Suggestion Selling-selling additional goods or services to the customer; usually product that compliments or goes with the item being purchased (computer paper for a laser printer) 8 Relationship Building- considered “After Sales Activities”- keeping customers satisfied; building loyalty; developing relationship

  11. Class Project • Students will complete the class project individually or with a partner. • Assignment: You will select a unique product / new innovation to sell to the class. Your job as a salesperson is to follow ALL of the steps in the sales processto sell the product to your classmates and process the sale. Assigned: Tues. May 10th; Complete in class Thurs. May 12th; Presentations May 16th and May 18th

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