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FUNDAMENTALS OF SELLING Customers For Life Through Service 12 th Edition Charles M. Futrell

FUNDAMENTALS OF SELLING Customers For Life Through Service 12 th Edition Charles M. Futrell. Sales Knowledge: Customers, Products, Technologies. Chapter. 6. 6. Chapter. The Tree of Business Life: Knowledge. Guided by The Golden Rule :

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FUNDAMENTALS OF SELLING Customers For Life Through Service 12 th Edition Charles M. Futrell

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  1. FUNDAMENTALS OF SELLING Customers For Life Through Service 12th Edition Charles M. Futrell

  2. Sales Knowledge: Customers, Products, Technologies Chapter 6

  3. 6 Chapter

  4. The Tree of Business Life: Knowledge Guided by The Golden Rule: Be an expert on everything associated with your product(s) Use wisdom when applying knowledge Remember, customers rely on you to truthfully provide knowledge and wisdom Realize that people do not care how much you know until they know how much you care T T T Service Ethical T T T T T T T T Builds T r u e Relationships T C I

  5. Sources of Sales Knowledge Sales training Experience

  6. Knowledge Builds Relationships Knowledge increases a salesperson’s confidence Knowledge increases a buyer’s confidence in salesperson More knowledge leads to more sales and more relationships

  7. Know Your Customers Find out all you can

  8. Know Your Company General Company Information Company growth and accomplishment Policies and procedures Production facilities Service facilities

  9. Know Your Product Product knowledge may include: Performance data Physical size and characteristics How the product operates Specific features, advantages, and benefits of the product How well the product is selling in the marketplace

  10. Know Your Resellers Understand the channel of distribution Know as much about each channel member as possible Likes and dislikes of each channel member’s customers Product lines and the assortment each one carries When each member sees salespeople Distribution, promotion, and pricing policies What quantity of which product each channel member has purchased in the past

  11. Advertising Aids Salespeople Main ingredients of a firm’s promotional effort Types of Advertising Differ National advertising Retail advertising Cooperative, or co-op, advertising Trade advertising Industrial advertising Direct-mail advertising Internet advertising

  12. Exhibit 6.2: Advertising and Sales Promotion Information the Salesperson Provides the Buyer

  13. Why Spend Money on Advertising? Companies advertise because they hope to: Increase overall sales and sales of a specific product Give salespeople additional selling information for sales presentations Develop leads for salespeople through mail-ins and ad response Increase cooperation from channel members through co-op advertising and promotional campaigns Educate the customer about the company’s product

  14. Why Spend Money on Advertising?, cont… Inform prospects that a product is on the market and where to buy it Reduce cognitive dissonance over the purchase Create sales or pre-sell customers between sales calls

  15. Sales Promotion Generates Sales Consumer sales promotion Trade sales promotion Point-of-purchase (POP) displays Shelf positioning Shelf facings Premiums Sales promotion on the Internet

  16. What’s It Worth? Pricing Your Product Price refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product

  17. Exhibit 6.4: Examples of Prices and Discounts Salespeople Discuss in Their Sales Presentations

  18. Know Your Competition, Industry, and Economy Understand competitors’ products, policies, and practices

  19. Personal Computers and Selling The top 10 PC applications include: Customer/prospect profile Lead tracking Call reports Sales forecasts Sales data analysis Sales presentation Time/territory management Order entry Travel and expense reports Checking inventory/shipping status

  20. Exhibit 6.6: Top 10 PC Applications

  21. Knowledge of Technology Enhances Sales and Customer Service Personal Productivity Contact management Calendar management Automate sales plans, tactics, and tickets Geographic information system Computer-based presentations

  22. Knowledge of Technology Enhances Sales and Customer Service, cont… Communications with Customers and Employer Word processing E-mail Fax capabilities and support Customer Order Processing and Service Support Salespeople's mobile offices

  23. Exhibit 6.8: Salespeople Rely on Mobile Technology to Serve Their Customers GPS Device Cell Phone PDA

  24. Sales: Internet and the World Wide Web The Internet The World Wide Web Web page Links Surfing the Internet

  25. Web Sites Can Provide Valuable Information to Salespeople

  26. Global Technology Provides Service Increased worldwide interaction

  27. Technology Etiquette • Netiquette – etiquette on the internet • Cell Phones • Voice Mail • Faxes • Speakerphones and Conference Calls

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