Marketing Indicator 2.01

1. Marketing Indicator 2.01 Acquire a foundational knowledge of selling to understand its nature and scope. (foundation)

2. Selling is… • Personal communication between the salesperson and the customer • Purpose: Satisfy buying decisions and establish ongoing, profitable relationships

3. Identify types of items that are sold. • Goods • Services • Ideas • Experiences

4. Explain reasons that customers buy goods and services. • Feature-Benefit selling - Product Features – basic, physical attributes of product -Customer Benefits – advantages or satisfaction customers get from product

5. Explain reasons that customers buy goods and services. • Motives • Rational- conscious, logical For example: Purchasing a hybrid car due to increased gas mileage • Emotional – feelings associated with purchase For example: Purchasing a Valentine’s gift for a loved one

6. Explain how & where selling occurs. • Inside Sales – done from the sellers’ place of business • Retail Sales – businesses that sell to the final consumer • Telemarketing – sales done over the phone, call-centers call you or you call them. • Online – sales done at a store website

7. Explain where selling occurs. • Outside Sales – takes place outside the seller’s place of business • B2B (business to business) Sales – selling goods and services to business • At your door

8. HOW ARE PRODUCTS SOLD? • Directly to the user • Examples: • Doctors sell their services directly to their patients • Farmers sell their produce directly to consumers at roadside stands • Indirectly through intermediaries (wholesalers, retailer, agents, etc.) • Examples: • A real estate agent sells a house • Food lion purchases Pepsi to resale to consumers

9. ROLE OF SELLING IN OUR ECONOMY • Keeps the economy moving • Flow of buying and selling • Promotes competition • Affect employment • More sales = growing business = more hires • Adds utility • Usefulness of the product • Helps determine customers needs • Two way communication • Creates a desire for products • Appeal to reasons that customers buy

10. Explain personal characteristics of salespeople that are essential to selling. • Communication Skills • Emotional Intelligence Skills • Computer and Technical Skills • Positive Attitude • Goal Orientated • Empathy • Honesty • Enthusiasm

11. Distinguish between customer service as a process and customer service as a function. • Customer Service Mindset – an attitude that customer satisfaction always comes first • Customer Services – are actions should attract, retain, & build relationships with customers while influencing them to make purchases

12. Describe how businesses can use customer service to beat their competition. • Customer Service can be a Competitive Advantage over the competition • Competitive Edge • Poor service is more memorable than good service

13. Discuss factors that influence customer expectations of customer service. • Interaction with ANY employee • Customer-Friendly Policies • Must be Consistent - payment, returns, damages • Training • Knowledgeable, experienced • Treatment of Employees • Treat others the way you would want to be treated • Employee Actions • Honest, Ethical • Handling Problems

14. Explain how customer service facilitates sales relationships. • Maintain Relationships • Happy customers will return • It is more expensive to replace a customer than it is to maintain one • Create Loyalty through Rewards

15. Identify pre-sales opportunities for providing customer service that can facilitate sales relationships. • Be aware of who your customer is • Be courteous and respectful • Be of assistance for customer • Provide ample product information

16. Identify post-sales opportunities when customer service can be provided to facilitate sales relationships. • Follow-up • Ensure satisfaction, call, card, email • Handle inquiries and complaints, keep customers satisfies • Ask for referrals • Keeping a client file • Evaluate sales efforts • Post Sales Surveys / Comment Cards