preparing for the sale ch. 12 me. what is selling? section 12.1
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Preparing for the SaleCh. 12 ME
What is Selling?Section 12.1
Personal Selling – is any form of direct contact between a sales person and a customer Key Factor: two-way communication between the
seller and the buyer Retail Selling – is when customers come to the store Business-to-Business Selling – may take the place in
a manufacturer’s or wholesaler’s showroom or a customer's place
Telemarketing – process of selling over the phone
Selling
Consultative Selling – is providing solutions to customers’ problems by finding products that meet their needs
Consultative Selling
Feature-Benefit Selling - matching the characteristics of a product to a customer’s needs and wants
Product Features – basic, physical, or extended attributes of the product or purchaseCustomer Benefits – are the advantages or personal satisfaction a customer will get from a good or service
Feature-Benefit Selling
Rationale Motive – is a conscious, logical reason for a purchase
Include product dependability time or monetary savings, health or safety considerations, service, and quality
Emotional Motive – is a feeling experienced by a customer through association with a product
Includes social approval, recognition, power, love or prestige
Customer Buying Motives
Extensive Decision Making – is used when there has been little or no previous experience with an itemLimited Decision Making – is used when a person buys goods and services that he or she has purchased before but not regularlyRoutine Decision Making – is used when a person needs little information about a product
Customer Decision Making
Getting Ready to Sell1. Section 12.2
Pre-Approach – is the preparation for the face-to-face encounter with potential customers
The Pre-Approach
Four Main Sources for Product Information: Direct experience Written publications Other people Formal training
Sales representatives read periodicals related to their trade to gain insight into the industry.
Product Information & Industry Trends
Prospect (lead) - is a potential customer Examples of Prospecting
Employer Leads Directories Newspapers Commercial Lists Customer Referrals
Referrals – the names of other people who might buy the product
Endless Chain Method – when salespeople ask previous customers for names of potential customers
Cold Canvassing (Blind Prospecting) – potential customers are selected at random
Prospecting
Pre-approach activities vary depending on whether the sales call is with a previous customer or a new prospect
Retail sales associates are often responsible for merchandising, stock keeping, and housekeeping
Preparing for the Sale
Training A four-step process: explanation, demonstration, trial and critique
Compensation and Sales Quota Sales people are compensated by:
Straight commission – paid only when sold something Straight salary – get paid a set amount, no matter how much they sell Salary plus commission – set salary and lower commission rate
Sales Quota – are dollar or unit sales goals set for the sales staff to achieve in a specified period of time
Legal and Ethical Issues Sales order is a legal binding contract between buyer and seller
Company Policies & Training
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