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MARKETING
UNIT FIVE PRESENTATION
Chapters 12-15


Selling
CHAPTER 12 – PREPARING FOR THE SALE
 Personal Selling – any form of direct contact
  between the salesperson and the customer
 Retail Selling

 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)
 Telemarketing – making a cold call to sell a
  product
GOALS OF SELLING
 To help customers make satisfying buying
  decisions, which create ongoing, profitable
  relationships between buyer and seller
 80/2

 Consultative Selling – providing solutions to
  customers’ problems by finding products that meet
  their needs – very deep in B-to-B sales
FEATURE BENEFIT SELLING
 Matching characteristics of a product to a
  customer’s needs and wants
 Product Features – basic, physical, or extended
  attributes of the product or purchase
 Customer Benefits – advantages or personal
  satisfaction a customer will get from a good or
  service
BUYING MOTIVES
 Rational Motive – conscious, logical reason for a
  purchase
 Emotional Motive – a feeling experienced by a
  customer through association with a product
CUSTOMER DECISION MAKING
 Extensive Decision Making – used when there
  has been little or no previous experience with an
  item
 Limited Decision making – used when a person
  buys goods and services that he or she has
  purchased before but not regularly
 Routine Decision Making – used when a person
  needs little information about a product

   END OF 12.1
THE PRE-APPROACH
 Pre-Approach – preparation for the face-to-face
  encounter with potential customers
 Product Information – Found through: direct
  experience, written publications, other people, and
  formal training
 Industry Trends
PROSPECTING
 Prospect – a potential customer – very important
  in B2B
 Employer Leads

 Directories

 Newspapers

 Commercial Lists

 Customer referrals – the names of other people
  who might buy the product given to the salespeople
  by the customer
 Cold Canvassing – potential customers are
  selected at random (door to door
PREPARING FOR THE SALE B2B
 Making inquiries from other salespeople who have
  previously dealt with the customer
 Competition inquiry
PREPARING FOR THE SALE - RETAIL
 Prep work is centered on the work area
 See page 270
COMPANY POLICIES AND TRAINING
 Training – explanation, demonstration, trial, and
  critique
 Sales Quota - dollar amount or unit amount sales
  goals set for staff to achieve
 Sales Ethics - Dishonest scales are an abomination
  to the LORD,
       But a just weight is His delight. – Proverbs 11:1

END OF CHAPTER 12
CHAPTER 13 – THE SALES PROCESS
 Approaching the Customer – greeting face to face
  (retail vs. B2B)
 B2B – Usually by appointment

 Retail – Service approach, greeting approach,
  merchandise approach

End of 13.1
DETERMINING NEEDS IN SALES
 Must determine as early in the sales process as
  possible
 Nonverbal Communication

 Observing

 Questioning

 Listening
OPEN ENDED QUESTIONING
   Questions that require more than a yes or no
    answer

   See “do’s and don’ts for questioning on page 287



END OF CHAPTER 13
CHAPTER 14 – PRODUCT PRESENTATION
 When     presenting a product or service, the following
     questions must be answered:

1.    Which products do you show?
2.    What price range should you offer?
3.    How many products should you show?
4.    What do you say?
MAKE THE PRESENTATION COME ALIVE
 One must plan their presentation to be effective
 Displaying and Handling the Product

 Demonstrating the product

 Using sales aides when actual demonstration is
  impractical
MAKE THE PRESENTATION COME ALIVE –
(CONTINUED)
 Involve the customer in the presentation
 Hold the Customer’s Attention



Complete Questions 1-4 on page 300
CHAPTER 14.2 - OBJECTIONS
 Objections- are concerns, hesitations, doubts, or
  other honest reasons a customer has for not
  making a purchase
 Excuses- are resons for not buying or not seing the
  salesperson
 Objection Analysis Sheet- list the common
  objections and prepare a response to those
  objections
COMMON OBJECTIONS BASED ON:
 Need
 Product

 Source

 Price

 Time
FOUR-STEP PROCESS FOR HANDLING
OBJECTIONS
 Listen Carefully
 Acknowledge the Objections

 Restate the Objections (paraphrase)

 Answer the Objections
METHODS FOR RESPONDING TO OBJECTIONS
   Substitution Method – recommend a different product
    more suitable for the customer’s needs
   Boomerang Method – Take the objection and highlight
    it as a benefit (if appropriate)
   Question Technique – ask questions to facilitate the
    customer’s thought process to further investigate their
    own objection
   Superior Point Method – acknowledge objections as
    valid, but still offer the consumer benefits that are
    “superior” to their objections
   Denial or Demonstration
   Third party – using a previous customer or neutral party
    who can give testimony about the product
END OF CHAPTER 14
   Complete Questions 1-4 – page 307
CHAPTER 15 CLOSING THE SALE
   Closing the Sale – is obtaining an agreement to by
    from the customer
TIMING THE CLOSE
 Buying Signals – things the customers do or say
  to indicate a readiness to buy
 Trial Close – is an initial effort to close the sale
CLOSING THE SALE
 Recognize Closing Opportunities
 Help Customers make a decision

 Create and Ownership Mentality

 Do Not Talk too Much and Do not Rush
EFFECTIVE CLOSING TECHNIQUES
 Which Close – encourages a customer to make a
  decision between two items
 Standing-room-only close – when a product is in
  short supply or when the price will increase in the
  near future
 Direct Close – is a method in which you ask for the
  sale (used in conjunction with a very strong buying
  signal)
 Service Close – a closing method in which you
  explain services that overcome obstacles or
  problems (gift wrapping or delivery)
 Service closes in B-to-B vs. Retail
FAILURE TO CLOSE THE SALE
 Not every presentation yields a sale
 Get Feedback

 Maintain an optimistic attitude

 Use what you learned to help you in the future

 Practice makes better



Complete 1-4 on page 319
CUSTOMER SATISFACTION AND RETENTION
 Suggestion selling – selling additional goods or
  services to the customer
 Rules for Suggestion Selling:

1. Use only after they have committed to buy, but
   before they have paid
2. Make the suggestion definite

3. Focus on the customer’s needs, not your
   commission
4. Show the item you are suggesting

5. Make the suggestion positive
SUGGESTION SELLING METHODS
 Offering Related Merchandise
 Recommending larger quantities

 Calling attention to Special Sales opportunities



Read Pages 323-27 and complete 1-4 on page 327
END OF UNIT 5
   Half-way home!

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Unit 5

  • 2. CHAPTER 12 – PREPARING FOR THE SALE  Personal Selling – any form of direct contact between the salesperson and the customer  Retail Selling  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)  Telemarketing – making a cold call to sell a product
  • 3. GOALS OF SELLING  To help customers make satisfying buying decisions, which create ongoing, profitable relationships between buyer and seller  80/2  Consultative Selling – providing solutions to customers’ problems by finding products that meet their needs – very deep in B-to-B sales
  • 4. FEATURE BENEFIT SELLING  Matching characteristics of a product to a customer’s needs and wants  Product Features – basic, physical, or extended attributes of the product or purchase  Customer Benefits – advantages or personal satisfaction a customer will get from a good or service
  • 5. BUYING MOTIVES  Rational Motive – conscious, logical reason for a purchase  Emotional Motive – a feeling experienced by a customer through association with a product
  • 6. CUSTOMER DECISION MAKING  Extensive Decision Making – used when there has been little or no previous experience with an item  Limited Decision making – used when a person buys goods and services that he or she has purchased before but not regularly  Routine Decision Making – used when a person needs little information about a product  END OF 12.1
  • 7. THE PRE-APPROACH  Pre-Approach – preparation for the face-to-face encounter with potential customers  Product Information – Found through: direct experience, written publications, other people, and formal training  Industry Trends
  • 8. PROSPECTING  Prospect – a potential customer – very important in B2B  Employer Leads  Directories  Newspapers  Commercial Lists  Customer referrals – the names of other people who might buy the product given to the salespeople by the customer  Cold Canvassing – potential customers are selected at random (door to door
  • 9. PREPARING FOR THE SALE B2B  Making inquiries from other salespeople who have previously dealt with the customer  Competition inquiry
  • 10. PREPARING FOR THE SALE - RETAIL  Prep work is centered on the work area  See page 270
  • 11. COMPANY POLICIES AND TRAINING  Training – explanation, demonstration, trial, and critique  Sales Quota - dollar amount or unit amount sales goals set for staff to achieve  Sales Ethics - Dishonest scales are an abomination to the LORD, But a just weight is His delight. – Proverbs 11:1 END OF CHAPTER 12
  • 12. CHAPTER 13 – THE SALES PROCESS  Approaching the Customer – greeting face to face (retail vs. B2B)  B2B – Usually by appointment  Retail – Service approach, greeting approach, merchandise approach End of 13.1
  • 13. DETERMINING NEEDS IN SALES  Must determine as early in the sales process as possible  Nonverbal Communication  Observing  Questioning  Listening
  • 14. OPEN ENDED QUESTIONING  Questions that require more than a yes or no answer  See “do’s and don’ts for questioning on page 287 END OF CHAPTER 13
  • 15. CHAPTER 14 – PRODUCT PRESENTATION  When presenting a product or service, the following questions must be answered: 1. Which products do you show? 2. What price range should you offer? 3. How many products should you show? 4. What do you say?
  • 16. MAKE THE PRESENTATION COME ALIVE  One must plan their presentation to be effective  Displaying and Handling the Product  Demonstrating the product  Using sales aides when actual demonstration is impractical
  • 17. MAKE THE PRESENTATION COME ALIVE – (CONTINUED)  Involve the customer in the presentation  Hold the Customer’s Attention Complete Questions 1-4 on page 300
  • 18. CHAPTER 14.2 - OBJECTIONS  Objections- are concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase  Excuses- are resons for not buying or not seing the salesperson  Objection Analysis Sheet- list the common objections and prepare a response to those objections
  • 19. COMMON OBJECTIONS BASED ON:  Need  Product  Source  Price  Time
  • 20. FOUR-STEP PROCESS FOR HANDLING OBJECTIONS  Listen Carefully  Acknowledge the Objections  Restate the Objections (paraphrase)  Answer the Objections
  • 21. METHODS FOR RESPONDING TO OBJECTIONS  Substitution Method – recommend a different product more suitable for the customer’s needs  Boomerang Method – Take the objection and highlight it as a benefit (if appropriate)  Question Technique – ask questions to facilitate the customer’s thought process to further investigate their own objection  Superior Point Method – acknowledge objections as valid, but still offer the consumer benefits that are “superior” to their objections  Denial or Demonstration  Third party – using a previous customer or neutral party who can give testimony about the product
  • 22. END OF CHAPTER 14  Complete Questions 1-4 – page 307
  • 23. CHAPTER 15 CLOSING THE SALE  Closing the Sale – is obtaining an agreement to by from the customer
  • 24. TIMING THE CLOSE  Buying Signals – things the customers do or say to indicate a readiness to buy  Trial Close – is an initial effort to close the sale
  • 25. CLOSING THE SALE  Recognize Closing Opportunities  Help Customers make a decision  Create and Ownership Mentality  Do Not Talk too Much and Do not Rush
  • 26. EFFECTIVE CLOSING TECHNIQUES  Which Close – encourages a customer to make a decision between two items  Standing-room-only close – when a product is in short supply or when the price will increase in the near future  Direct Close – is a method in which you ask for the sale (used in conjunction with a very strong buying signal)  Service Close – a closing method in which you explain services that overcome obstacles or problems (gift wrapping or delivery)  Service closes in B-to-B vs. Retail
  • 27. FAILURE TO CLOSE THE SALE  Not every presentation yields a sale  Get Feedback  Maintain an optimistic attitude  Use what you learned to help you in the future  Practice makes better Complete 1-4 on page 319
  • 28. CUSTOMER SATISFACTION AND RETENTION  Suggestion selling – selling additional goods or services to the customer  Rules for Suggestion Selling: 1. Use only after they have committed to buy, but before they have paid 2. Make the suggestion definite 3. Focus on the customer’s needs, not your commission 4. Show the item you are suggesting 5. Make the suggestion positive
  • 29. SUGGESTION SELLING METHODS  Offering Related Merchandise  Recommending larger quantities  Calling attention to Special Sales opportunities Read Pages 323-27 and complete 1-4 on page 327
  • 30. END OF UNIT 5  Half-way home!