Explain the nature & scope of the selling functionMarketing 1.02A Notes

What is Selling? Selling is responding to consumer needs

and wants through planned, personalized communication in order to influence purchase decisions and ensure satisfaction. Planned communication Personalized communication Influences purchase decisions Should ensure customer satisfaction

Individuals that sell A farmer sells produce at

a roadside stand An artisan sells handmade

baskets at a craft show A doctor treats a patient A retailer sells a DVD

player A hairstylist gives a

haircut An accountant prepares a

customer’s tax forms

Groups that sell Department stores buy shoes to resell to

customers Wholesaler buys candy to resell at a

grocery store College bookstore buys books to resell

to students

Organizations/Agencies that sell for use in operations Some are used to produce other goods

Pizza restaurant buying pepperoni for its pizza Furniture manufacturer buys fabric to use on

its chairs/sofas Some are used for general operating

purposes Pizza restaurant purchases ovens to bake its

pizzas in Furniture manufacturer purchases trucks for

delivering its products to wholesalers and retailers

Types of Items Sold Tangible products are those items that

can be touched, smelled, tasted, seen or heard. Clothes Houses Food DVDs

Types of Items Sold Intangible products are productive

activities that we pay someone else to perform

They are services provided to customers Dry cleaning Lawn care Health care

Tangible & Intangible Items Tangible products have intangible

aspects to them Intangible products have tangible

aspects attached to them as well A diamond engagement ring is tangible,

but it signifies many intangible feelings and emotions, such as love and commitment.

Where Selling Occurs Selling happens anywhere person-to-

person contact is made. Over the phone On the doorstep of a person’s home At a customer’s place of business In a store or office

How Products Are Sold Some goods and services

are sold directly to the consumer or user without the use of a wholesaler or retailer. Selling magazines door-to-

door Selling candy to friends and

relatives to raise money for a student organization

Selling products such as cosmetics and Tupperware through home shows

How Products Are Sold Goods and services sold indirectly to the

consumer by intermediaries (wholesalers & retailers) Video stores purchase from suppliers and

then sell or rent DVDs to customers An athlete’s agent gets him/her a five-yr

contract with a professional sports team

Role of Selling in a Market Economy Selling keeps our economy moving

Businesses buy resources (natural, human, capital) to be used in the production of goods and services and sell to the market that wants them Manufacturers Wholesalers Retailers Individuals and households

Role of Selling in a Market Economy Individuals sell their resources to

businesses to help in the production of goods and services

No economic flow Keeps our economy moving

Role of Selling in a Market Economy Selling promotes competition

All businesses compete for scarce customer dollars

Sell the most products + satisfy customer needs + best prices = success

Develop new or improved products to make more sales than their competitors

Roles of Selling in a Market Economy Selling affects employment

Jobs depend on making sales Businesses grow, more salespeople are

hired to keep up with the demand of products Example: Starbucks

Roles of Selling in a Market Economy Selling adds utility.

Products can be “in the right place at the right time”

Creating customer desire Suggest accessories to go with an outfit

Selling helps customers determine needs Enables customers to receive help with their

buying problems Customers can determine their needs and

select products that are right for them

Roles of Selling in a Market Economy Selling creates desire for products

Create desire for new or established products Determine customers’ needs, wants, and

buying motives Explaining product features and benefits to

customers Heightening their desire through the use of

demonstrations

Characteristics of a Successful Salespeople Education and Training Self-Motivation Self-Confidence Product Knowledge Customer Knowledge Ethics Persistence and Patience Selling Skills

Characteristics of Successful Salespeople Belief in selling as a service Communication Skills Creativity Personal Appearance

WHY DO CONSUMERS BUY?To obtain the goods

and services they desire or must have to exist (ultimate consumption)

For resaleFor use in business

operations Used in the production

of other goods Used to operate the

business

BUYING MOTIVESEmotional – based on

emotion (ex. Social approval, recognition, power, love, prestige)

Rational – conscious, logical reasons for purchase (ex. Saves time or money, quality, service)

Motive?

Explain the role of customer service as a component of selling relationships.

CUSTOMER SERVICEPROCESS V. FUNCTION

Process– customer satisfaction always comes first

Function–responds to complaints from customers

CUSTOMER SERVICE HELP YOU BEAT COMPETITION?

Quality of products can be easily matched among competitors.

Therefore customer service becomes key!

FACTORS of customer service expectations:

Past Experiences same or higher

quality than before

Word-of-Mouth same quality service

others have received

Advertising you to make good on

advertising claims of quality service

Personal Needs “reading” customers

and cater to their personal needs

CUSTOMER SERVICE =

RELATIONSHIPS Maintain Relationships

Happy customers return and refer friends It’s more expensive to replace customers than it

is to maintain them Create Loyalty through Rewards

PRE-SALE (Customer Service)

all of the effort needed to prepare to make a sale BEFORE the customer is acquired.

Obtain/maintain data of customers Gain product knowledge Stay abreast of the market

Efforts after the sale to ensure the customer is happy.

Follow-up Handle inquiries and complaints, keep customers satisfies Ensure satisfaction, call, card, email Ask for referrals Keeping a client file Evaluate sales efforts

Post Sales Surveys/ Comment Cards

Post-SALE (Customer Service)

Explain company selling policies.

SELLING POLICIES guidelines for selling. How will products be sold?

How are sales tracked? • Receipt, manual files, or online database

What is the customer given at the completion of the transaction?• Receipts, email, or conformation code

Are there any government rules or regulations that must be followed?

TERMS OF SALE POLICIESWhat conditions apply to each type of sale? (Think airline tickets, e-Bay, close-outs)

Age, condition of customer, single or double occupancy.

Conditions for returns• What will be allowed? • What if the dress has been worn?

Deadlines for returning products • used or new

Method of refund • money vs. store credit

SERVICE POLICIES

guidelines for servicing customers. What is included in the sale?Warranties (implied or explicit)DeliveryTraining

WHY ARE SELLING POLICIES IMPORTANT?

Standardize salesCompany / Customers understand how

products are sold.Protects the company legallyAll customers are treated the same

way Increases efficiency

EXTERNAL Factors(selling policies)

City, county, state and federal regulations.

Changes in customer expectationsChanges in production costsCompetitors’

Sales quotasNew managementChanges in goals

INTERNAL Factors(selling policies)

The distribution channel requires specific policies in order to use it

EX: e-Bay Implicit warranties

REGULATORY Factors(selling policies)

PROBLEMS with selling policies

Policies cover specific circumstances, so some situations will not fit the current policies.

Misinterpretation by a salesperson.Some customers will ask for exceptions to

policies in exchange for increased business or because of a history with your company.