chapter 12 – preparing for the sale. the 4 p’s of the marketing mix include product, place,...
TRANSCRIPT
The 4 p’s of the marketing mix include product, place, price, and promotion. Unit 5 will help apply these aspects to the process of selling.
Personal Selling Any form of direct contact between a
salesperson and a customer. The key factor that sets it apart from other
forms of promotion is this two-way communication between the seller and the buyer.
Consultative selling Is providing solutions to customers
problems by finding products that meet their needs
Example:A woman comes to a shoe store and says
she is having a problem with feet because she stands all day at work An alert sales person would suggest shoes that
offer comfort and support.
Feature-Benefit sellingMatching the characteristics of a product to
a customer’s needs and wantsMany people believe that customers do not
buy products; rather they buy what the products will do for them.
Product featuresMay be basic, physical, or extended
attributes of the product or purchaseA salesperson needs to learn how a
products features will benefit the customer. Customer Benefits
The advantages or personal satisfaction a customer will get from a good or service.
Rational MotiveA conscious, logical reason for a purchase
Emotional Motive Is a feeling experienced by a customer
through association with a productEmotional Motives are feelings such as:
Social approval, recognition, power, love, or prestige
Many buying decisions involve both
Extensive decision makingUsed 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 makingUsed when a person needs little information
about a product
Pre-ApproachThe preparation for the face to face
encounter with potential customers. Study products, know industry trends and
competitors, research potential customers, review legal and ethical issues for selling situation.
ProspectingOr a lead, is a potential customer
ReferralsThe names of other people who might buy
the product. They open the market to potential customers.
Endless chain methodWhen salespeople ask previous customers
for names of potential customersSome companies will offer discounts and
gifts for referrals Can anyone think of an example? Cold Canvassing
Potential customers are selected at random. Going door to door or through a phone directory for example