This document provides a summary of chapters 12-15 from a marketing unit five presentation. It covers the topics of: - Preparing for a sale including prospecting, determining customer needs, and handling objections. - The sales process including approaching customers, asking questions, and presenting products. - Closing the sale by recognizing buying signals, using effective closing techniques, and suggestion additional items. - Maintaining customer satisfaction through feedback, retaining an optimistic attitude after failed closes, and focusing on customer needs with suggestion selling.

1. MARKETING
UNIT FIVE PRESENTATION
Chapters 12-15
Selling

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!