chapter 17: selling satisfies custome rs principles of marketing mrs. piotrowski 1

Chapter 17:Selling Satisfies CustomersPrinciples of Marketing

Mrs. Piotrowski

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SECTION 1:THE VALUE OF SELLINGSECTION 1:THE VALUE OF SELLING

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What message does this ad convey?

How do technologies improve the

customer/salesperson relationship?

What negative effects can they have if not used

carefully?

The Process of Personal SellingThe Process of Personal Selling

• Selling is the direct, personal, communications with prospective customers in order to assess needs and satisfy those needs with appropriate products and services.

• Selling is part of the promotion element of the marketing mix.

• Salespeople provide the link between the customer and the business.

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Personal Selling is…Personal Selling is…• Direct & Personal – personal selling

is used to communicate with one or a few customers.– By listening to the tone of voice and

observing body language a salesperson can personalize the communication.

• Assess & Satisfy – salespeople can tailor the choices of a business’s products to individual customer needs and preferences.

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Evaluating Personal SellingEvaluating Personal Selling

Advantages of Personal Selling

Disadvantages of Personal Selling

More information

More time

Flexible

Uses feedback

Persuasive

Follow-up

Cost per customer

Time required

Less control

Skills required

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Choosing Personal SellingChoosing Personal Selling• Characteristics of products & markets

that indicate the need for personal selling include:– Complex or expansive products– Markets made up of a few large customers– New or unique products– Customers located in a limited geographic

area– Complicated decision-making process– Customers who expect personal attention

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SECTION 2:PREPARING FOR EFFECTIVE SELLING

SECTION 2:PREPARING FOR EFFECTIVE SELLING

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Imagine you are preparing to go on a job interview. You need to sell yourself to the employer; you are the product and the other applicants are the competition.

Make a list of 2 points each about the customer (employer), the product, and the

competition that will determine your chances for success.

Identifying CustomersIdentifying Customers• Just as a business identifies its target

market, salespeople need to identify appropriate customers.

• Some salespeople use a process called cold calling, where they contact large numbers of people without knowing a great deal about the people being contacted.

• Marketing-oriented businesses typically conduct research prior to calling on potential customers, making the selling process a more positive experience. 10

Qualifying Prospective CustomersQualifying Prospective Customers• Qualifying involves gathering

information to determine which people are most likely to buy.

• Three characteristics qualify a person as a prospective customer:– A need for the product– The resources to purchase the product– The authority to make a decision to

purchase

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Understanding Customer DecisionsUnderstanding Customer Decisions• Consumers go through a series of steps

when they make a decision:

• Attention…on the salesperson and the presentation

• Interest…in the product• Desire…to purchase the

product• Conviction…the product is a

good value and the best choice

• Action…actually purchase the product

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Understanding the ProductUnderstanding the Product• The salesperson is responsible for

providing the information needed for the customer to make a good decision.

• Salespeople must:– Possess good product knowledge– Have access to reliable information sources– Be able to communicate product

information

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Communicating Product InformationCommunicating Product Information• A feature is a description of a product

characteristic.• A benefit is the advantage provided to a

customer as a result of the feature.

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“The standard engine in this vehicle is a 3.5 liter V6.”

“Our standard engine offers the best combination of efficiency and power. You will average 29 miles per gallon,

but it will also give you immediate acceleration, so you won’t have trouble

merging into faster traffic when entering the thruway.”

vs.

• Salespeople need to communicate the benefits of important product features based on customer needs.

SECTION 3:THE SELLING PROCESS & SALES SUPPORT

SECTION 3:THE SELLING PROCESS & SALES SUPPORT

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Describe the last time you worked with a salesperson to buy something.

What did the salesperson

convince you to buy?

What could he or she have done

differently to be more effective?

SOLVE

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Steps in the Selling Process Steps in the Selling Process The first contact with the customer; gain their attention and interest, and create a favorable first impression.

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#1:Approach

#2:Determine

Needs

Gather information to determine customers’ needs and how they can be met.

Steps in the Selling Process Steps in the Selling Process

Present the product in a way that emphasizes customer benefits.

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#3:Demonstrate

#4:Answer

Questions

Overcome objections and ensure the marketing mix meets customers’ needs.

Steps in the Selling Process Steps in the Selling Process

Obtain a decision to purchase.

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#5:Close

#6:Suggestion

Selling

Suggest other products customers may see as valuable.

Steps in the Selling Process Steps in the Selling Process

Continue contact to ensure satisfaction, determine other needs, and build relationships.

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#7:Follow-up