   Chapter 12  Preparing for the Sale Section 12.1  Selling Marketing  Essentials
SECTION 12.1 What You'll Learn <ul><ul><li>The definition and goals of selling </li></ul></ul><ul><ul><li>The various sale...
SECTION 12.1 Selling Why It's Important Learning how to research products and customers is helpful when selling any type o...
SECTION 12.1 Selling Key Terms <ul><ul><li>personal selling </li></ul></ul><ul><ul><li>business-to-business selling </li><...
SECTION 12.1 Selling <ul><ul><li>Personal selling  is direct contact between  a salesperson and a customer. </li></ul></ul...
SECTION 12.1 Selling Knowing Your Product and Your Customer <ul><ul><li>The goal of selling is to help customers make sati...
SECTION 12.1 Selling Feature-Benefit Selling <ul><ul><li>Matching the characteristics of a product  to a customer's needs ...
SECTION 12.1 Selling Product Features <ul><ul><li>Product features  are the basic, physical,  or extended attributes of th...
SECTION 12.1 Selling <ul><ul><li>Customer benefits  are the advantages or personal satisfaction a customer will get from a...
SECTION 12.1 Selling A feature-benefit chart combines a product or extended feature with its corresponding customer benefi...
SECTION 12.1 Selling <ul><ul><li>Salespeople must know what motivates customers to buy and what decisions customers make b...
SECTION 12.1 Selling <ul><ul><li>A  rational motive  is a conscious, logical reason for a purchase, such as dependability ...
SECTION 12.1 Selling <ul><ul><li>There are three distinct types of decision making: </li></ul></ul><ul><ul><ul><li>extensi...
SECTION 12.1 Selling <ul><ul><li>Extensive decision making   is used when  there has been little or no previous experience...
SECTION 12.1 Selling <ul><ul><li>Limited decision making  is used when a person buys goods and services that he or she has...
SECTION 12.1 Selling <ul><ul><li>Routine decision making  is used when a person needs little information about a product. ...
12.1 Graphic Organizer Types of Customer Decision-Making Processes CUSTOMER Expensive  or Highly  Valued Item No  Experien...
End of Section 12.1 Marketing  Essentials
Section 12.2  Preparing for the Sale Marketing  Essentials
SECTION 12.2 What You'll Learn <ul><ul><li>Sources for developing product information </li></ul></ul><ul><ul><li>Prospecti...
SECTION 12.2 Preparing for the Sale Why It's Important As a salesperson, you will need to prepare for the sale by learning...
SECTION 12.2 Preparing for the Sale Key Terms <ul><ul><li>preapproach </li></ul></ul><ul><ul><li>prospect </li></ul></ul><...
SECTION 12.2 Preparing for the Sale The  preapproach  is getting ready for the  face-to-face encounter in a selling situat...
SECTION 12.2 Preparing for the Sale Product Information Product knowledge is essential for success in selling. The followi...
SECTION 12.2 Preparing for the Sale Industry Trends Sales representatives read periodicals related to their trade to gain ...
SECTION 12.2 Preparing for the Sale Sources and Methods of Prospecting <ul><ul><li>A  prospect , or a lead, is a potential...
SECTION 12.2 Preparing for the Sale <ul><ul><li>Employer Leads  Most businesses try to generate prospects but also rely on...
SECTION 12.2 Preparing for the Sale <ul><ul><li>Trade and Professional Directories  These can  help B2B salespeople locate...
SECTION 12.2 Preparing for the Sale <ul><ul><li>Customer Referrals  Satisfied customers refer their friends and relatives....
SECTION 12.2 Preparing for the Sale If the sales call is with an existing customer, the salesperson analyzes past sales re...
SECTION 12.2 Preparing for the Sale <ul><ul><li>If the sales call is with a new customer, the salesperson must research an...
SECTION 12.2 Preparing for the Sale <ul><ul><li>Since the customer comes to you, retail preparation includes:  </li></ul><...
SECTION 12.2 Preparing for the Sale <ul><ul><ul><li>Taking inventory. </li></ul></ul></ul><ul><ul><ul><li>Arranging displa...
End of Section 12.2 Marketing  Essentials
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-Chapter 12 Powerpoints

  1. 1.  Chapter 12 Preparing for the Sale Section 12.1 Selling Marketing Essentials
  2. 2. SECTION 12.1 What You'll Learn <ul><ul><li>The definition and goals of selling </li></ul></ul><ul><ul><li>The various sales situations encountered in the business world </li></ul></ul><ul><ul><li>The definition of feature-benefit selling </li></ul></ul><ul><ul><li>How customers make decisions and the difference between rational and emotional buying decisions </li></ul></ul>Selling
  3. 3. SECTION 12.1 Selling Why It's Important Learning how to research products and customers is helpful when selling any type of product or idea. Learning how to find customers is also essential. In this chapter you will be exposed to key selling concepts that link products to customers.
  4. 4. SECTION 12.1 Selling Key Terms <ul><ul><li>personal selling </li></ul></ul><ul><ul><li>business-to-business selling </li></ul></ul><ul><ul><li>telemarketing </li></ul></ul><ul><ul><li>feature-benefit selling </li></ul></ul><ul><ul><li>product feature </li></ul></ul><ul><ul><li>customer benefit </li></ul></ul><ul><ul><li>rational motive </li></ul></ul><ul><ul><li>emotional motive </li></ul></ul><ul><ul><li>extensive decision making </li></ul></ul><ul><ul><li>limited decision making </li></ul></ul><ul><ul><li>routine decision making </li></ul></ul>
  5. 5. SECTION 12.1 Selling <ul><ul><li>Personal selling is direct contact between a salesperson and a customer. </li></ul></ul><ul><ul><li>Business-to-business selling may take place in a manufacturer's or wholesaler's showroom (inside sales) or a customer's place of business (outside sales). </li></ul></ul><ul><ul><li>Telemarketing is the process of selling over the telephone. </li></ul></ul>Knowing Your Product and Your Customer Slide 1 of 2
  6. 6. SECTION 12.1 Selling Knowing Your Product and Your Customer <ul><ul><li>The goal of selling is to help customers make satisfying buying decisions. </li></ul></ul><ul><ul><li>Salespeople accomplish this by solving customers’ problems and by understanding their needs and wants. </li></ul></ul>Slide 2 of 2
  7. 7. SECTION 12.1 Selling Feature-Benefit Selling <ul><ul><li>Matching the characteristics of a product to a customer's needs and wants is called feature-benefit selling . </li></ul></ul><ul><li>Example: A computer is purchased to increase productivity. </li></ul>
  8. 8. SECTION 12.1 Selling Product Features <ul><ul><li>Product features are the basic, physical, or extended attributes of the product: </li></ul></ul><ul><ul><ul><li>Basic features are a product’s intended use. </li></ul></ul></ul><ul><ul><ul><li>Physical qualities differentiate it from competing brands and models. </li></ul></ul></ul><ul><ul><ul><li>Additional features add value and justify price differences between models. </li></ul></ul></ul>
  9. 9. SECTION 12.1 Selling <ul><ul><li>Customer benefits are the advantages or personal satisfaction a customer will get from a good or service. To determine customer benefits, salespeople need to answer two questions about each product feature: </li></ul></ul><ul><ul><ul><li>1. How does the feature help the product’s performance? </li></ul></ul></ul><ul><ul><ul><li>2. How does the performance information give the customer a personal reason to buy the product? </li></ul></ul></ul>Customer Benefits
  10. 10. SECTION 12.1 Selling A feature-benefit chart combines a product or extended feature with its corresponding customer benefit to create selling points. One without the other is not sufficient. Feature-benefit charts help customers make buying decisions. Feature-Benefit Chart
  11. 11. SECTION 12.1 Selling <ul><ul><li>Salespeople must know what motivates customers to buy and what decisions customers make before the final purchase. Customers' motives fall into the following categories: </li></ul></ul><ul><ul><ul><li>rational </li></ul></ul></ul><ul><ul><ul><li>emotional </li></ul></ul></ul>Customer Buying Motives Slide 1 of 2
  12. 12. SECTION 12.1 Selling <ul><ul><li>A rational motive is a conscious, logical reason for a purchase, such as dependability or time savings. </li></ul></ul><ul><ul><li>An emotional motive is a feeling experienced by a customer through association with a product, such as social approval, recognition, power, or prestige. </li></ul></ul>Customer Buying Motives Slide 2 of 2
  13. 13. SECTION 12.1 Selling <ul><ul><li>There are three distinct types of decision making: </li></ul></ul><ul><ul><ul><li>extensive </li></ul></ul></ul><ul><ul><ul><li>limited </li></ul></ul></ul><ul><ul><ul><li>routine </li></ul></ul></ul><ul><ul><li>Decisions are based on a person’s previous buying experience and the importance and perceived risk of the purchase. </li></ul></ul>Customer Decision Making
  14. 14. SECTION 12.1 Selling <ul><ul><li>Extensive decision making is used when there has been little or no previous experience with an item. </li></ul></ul><ul><ul><ul><li>Extensive decision making is used when there is a high degree of perceived risk. </li></ul></ul></ul><ul><ul><ul><li>It is usually used for goods and services that are very expensive or have high value to the customer. </li></ul></ul></ul>Extensive Decision Making
  15. 15. SECTION 12.1 Selling <ul><ul><li>Limited decision making is used when a person buys goods and services that he or she has purchased before but not regularly. </li></ul></ul>Limited Decision Making <ul><ul><ul><li>In limited decision making, there is a moderate degree of perceived risk. </li></ul></ul></ul><ul><ul><ul><li>When making this type of decision, the customer often needs some information before buying. </li></ul></ul></ul>
  16. 16. SECTION 12.1 Selling <ul><ul><li>Routine decision making is used when a person needs little information about a product. </li></ul></ul>Routine Decision Making <ul><ul><li>In routine decision making, there is a high degree of prior experience. </li></ul></ul><ul><ul><li>It is usually used for goods and services that have a low perceived risk (because an item is inexpensive, is bought frequently, or satisfaction with the product is high). </li></ul></ul>
  17. 17. 12.1 Graphic Organizer Types of Customer Decision-Making Processes CUSTOMER Expensive or Highly Valued Item No Experience with Item Information Needed Some Experience with Item High Product Satisfaction Much Prior Experience with Item High Perceived Risk Moderate Perceived Risk Low Perceived Risk Extensive Decision Making Limited Decision Making Routine Decision Making
  18. 18. End of Section 12.1 Marketing Essentials
  19. 19. Section 12.2 Preparing for the Sale Marketing Essentials
  20. 20. SECTION 12.2 What You'll Learn <ul><ul><li>Sources for developing product information </li></ul></ul><ul><ul><li>Prospecting sources and methods </li></ul></ul><ul><ul><li>How leads are developed </li></ul></ul><ul><ul><li>Preparation for the sale in business-to-business selling and retail selling </li></ul></ul>Preparing for the Sale
  21. 21. SECTION 12.2 Preparing for the Sale Why It's Important As a salesperson, you will need to prepare for the sale by learning about the industry and the products you will be selling. In specific sales situations, you may also need to find customers. The tools and techniques for accomplishing these tasks are covered in this section.
  22. 22. SECTION 12.2 Preparing for the Sale Key Terms <ul><ul><li>preapproach </li></ul></ul><ul><ul><li>prospect </li></ul></ul><ul><ul><li>referrals </li></ul></ul><ul><ul><li>endless chain method </li></ul></ul><ul><ul><li>cold canvassing </li></ul></ul>
  23. 23. SECTION 12.2 Preparing for the Sale The preapproach is getting ready for the face-to-face encounter in a selling situation. Salespeople do the following to prepare for the sale: The Preapproach <ul><ul><ul><li>Study their products. </li></ul></ul></ul><ul><ul><ul><li>Keep abreast of industry trends. </li></ul></ul></ul><ul><ul><ul><li>Research potential customers. </li></ul></ul></ul><ul><ul><ul><li>Develop familiarity with their company's policies and procedures. </li></ul></ul></ul>
  24. 24. SECTION 12.2 Preparing for the Sale Product Information Product knowledge is essential for success in selling. The following are some of the ways salespeople find product information: <ul><ul><ul><li>Direct experience—using the product </li></ul></ul></ul><ul><ul><ul><li>Written publications—manuals, warranties, catalogs </li></ul></ul></ul><ul><ul><ul><li>Other people—previous users, supervisors, manufacturer's representatives </li></ul></ul></ul><ul><ul><ul><li>Formal training </li></ul></ul></ul>
  25. 25. SECTION 12.2 Preparing for the Sale Industry Trends Sales representatives read periodicals related to their trade to gain insight into the industry. All industries have trade publications related to their industry.
  26. 26. SECTION 12.2 Preparing for the Sale Sources and Methods of Prospecting <ul><ul><li>A prospect , or a lead, is a potential customer. There are seven main methods for developing prospects: </li></ul></ul><ul><ul><ul><li>employer leads </li></ul></ul></ul><ul><ul><ul><li>telephone directories </li></ul></ul></ul><ul><ul><ul><li>trade and professional directories </li></ul></ul></ul><ul><ul><ul><li>newspapers </li></ul></ul></ul><ul><ul><ul><li>commercial lists </li></ul></ul></ul><ul><ul><ul><li>customer referrals </li></ul></ul></ul><ul><ul><ul><li>cold canvassing </li></ul></ul></ul>Slide 1 of 4
  27. 27. SECTION 12.2 Preparing for the Sale <ul><ul><li>Employer Leads Most businesses try to generate prospects but also rely on salespeople to find new customers. </li></ul></ul><ul><ul><li>Telephone Directories The White Pages is a list of names and phone numbers of potential customers. The Yellow Pages can be useful for B2B prospecting. </li></ul></ul>Sources and Methods of Prospecting Slide 2 of 4
  28. 28. SECTION 12.2 Preparing for the Sale <ul><ul><li>Trade and Professional Directories These can help B2B salespeople locate customers by industry. </li></ul></ul><ul><ul><li>Newspapers Birth announcements provide leads for insurance salesmen. Notices of mergers and new businesses provide leads for B2B salespeople. </li></ul></ul><ul><ul><li>Commercial Lists Some companies specialize in providing lists of potential customers categorized by education, income, etc. </li></ul></ul>Sources and Methods of Prospecting Slide 3 of 4
  29. 29. SECTION 12.2 Preparing for the Sale <ul><ul><li>Customer Referrals Satisfied customers refer their friends and relatives. This is called the endless chain method. </li></ul></ul><ul><ul><li>Cold Canvassing Potential customers are selected at random, such as by going door-to-door or through the phone book. </li></ul></ul>Sources and Methods of Prospecting Slide 4 of 4
  30. 30. SECTION 12.2 Preparing for the Sale If the sales call is with an existing customer, the salesperson analyzes past sales records and reviews notes about the customer's personality, family, and interests. Preparing for the Sale in Business-to-Business Selling Slide 1 of 2
  31. 31. SECTION 12.2 Preparing for the Sale <ul><ul><li>If the sales call is with a new customer, the salesperson must research answers to the following questions, usually through a phone call to the customer: </li></ul></ul><ul><ul><ul><li>Does the prospect need this product or service? </li></ul></ul></ul><ul><ul><ul><li>Does the prospect have the financial resources to pay? </li></ul></ul></ul><ul><ul><ul><li>Does the prospect have the authority to buy? </li></ul></ul></ul>Preparing for the Sale in Business-to-Business Selling Slide 2 of 2
  32. 32. SECTION 12.2 Preparing for the Sale <ul><ul><li>Since the customer comes to you, retail preparation includes: </li></ul></ul><ul><ul><ul><li>Straightening, rearranging, and replenishing the stock. </li></ul></ul></ul><ul><ul><ul><li>Adjusting price tickets before and after special sales. </li></ul></ul></ul><ul><ul><ul><li>Learning where stock is located and how much is available. </li></ul></ul></ul>Preparing for the Sale in Retail Selling Slide 1 of 2
  33. 33. SECTION 12.2 Preparing for the Sale <ul><ul><ul><li>Taking inventory. </li></ul></ul></ul><ul><ul><ul><li>Arranging displays. </li></ul></ul></ul><ul><ul><ul><li>Vacuuming the floor, dusting the shelves, and keeping the selling area neat and clean. </li></ul></ul></ul><ul><ul><li>These activities keep you familiar with the merchandise and makes it easier to find things for customers. </li></ul></ul>Preparing for the Sale in Retail Selling Slide 2 of 2
  34. 34. End of Section 12.2 Marketing Essentials

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