Chapter 12

What is Selling!??!?!?!

Why Study Selling?• Selling occurs whenever a person

tries to convince another to do something or act in a certain way

• It is important in every profession?

What is Selling?• HELPS CUSTOMERS MAKE

SATISFYING BUYING DECISIONS– This is a salespersons primary goal– Businesses want repeat business, but they

will only get if if customers are happy!

What is Selling?• THROUGH COMMUNICATION OF

HOW PRODUCT FEATURES MATCHES CUSTOMER NEEDS AND WANTS– Must use feature benefit selling!! -

matching the features of a product to the needs/wants of a customer

Types of Selling• Retail• Business to Business (B2B)

– Inside (Wholesaler’s Showroom)– Outside (Customer’s place of business)

• Telemarketing

2 Goals of Selling• To help customers decide on

purchases• To ensure customer satisfaction so the

firm can count on repeat business–Consultative Selling: providing solutions

to customers’ problems by finding products that meet their needs (Use Feature/Benefit Selling)

Feature-Benefit Selling• Product Feature: a physical

characteristic or quality that explains what it is

Feature-Benefit Selling• Customer Benefit: the advantages or

personal satisfaction a customer gets from a product

Feature Benefit Chart• Answer two questions:

– How does the feature help the performance of the product?

– How does the information about the feature help the customer and builds reasons for wanting the product?

• Make a T-chart • ALWAYS make product valuable

4 Sources of Product Info.• Direct Experience (Best Source)• Printed Materials• Other People• Formal Training

Buying Motives

What motivates a customer to buy?

• Rational Motive: a conscious factual reason for a purchase– dependability, savings, convenience, comfort,

safety• Emotional Motive: a feeling of satisfaction a

customer desires– power, love, acceptance, affection, recognition,

prestige

Decision Making Process

P o s tP u rc ha s e B e ha v io r

T h e P u rch a se

E v a lu a tio n o f A le rn a tives

In fo rm atio n S ea rch

P ro b lem A w are n e ss

S tim u lus

Three Types of Decisions• Extensive: used when there has been little or no

previous experience; infrequent purchase• Limited: used when a person buys goods and

services that have used before, but not on a regular basis

• Routine: used when a person needs little information because of prior experience