what is selling!??!?!?!
DESCRIPTION
What is Selling!??!?!?!. Chapter 12. 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 - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: What is Selling!??!?!?!](https://reader035.vdocuments.mx/reader035/viewer/2022062815/56816929550346895de06644/html5/thumbnails/1.jpg)
Chapter 12
What is Selling!??!?!?!
![Page 2: What is Selling!??!?!?!](https://reader035.vdocuments.mx/reader035/viewer/2022062815/56816929550346895de06644/html5/thumbnails/2.jpg)
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?
![Page 3: What is Selling!??!?!?!](https://reader035.vdocuments.mx/reader035/viewer/2022062815/56816929550346895de06644/html5/thumbnails/3.jpg)
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!
![Page 4: What is Selling!??!?!?!](https://reader035.vdocuments.mx/reader035/viewer/2022062815/56816929550346895de06644/html5/thumbnails/4.jpg)
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
![Page 5: What is Selling!??!?!?!](https://reader035.vdocuments.mx/reader035/viewer/2022062815/56816929550346895de06644/html5/thumbnails/5.jpg)
Types of Selling• Retail• Business to Business (B2B)
– Inside (Wholesaler’s Showroom)– Outside (Customer’s place of business)
• Telemarketing
![Page 6: What is Selling!??!?!?!](https://reader035.vdocuments.mx/reader035/viewer/2022062815/56816929550346895de06644/html5/thumbnails/6.jpg)
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)
![Page 7: What is Selling!??!?!?!](https://reader035.vdocuments.mx/reader035/viewer/2022062815/56816929550346895de06644/html5/thumbnails/7.jpg)
Feature-Benefit Selling• Product Feature: a physical
characteristic or quality that explains what it is
![Page 8: What is Selling!??!?!?!](https://reader035.vdocuments.mx/reader035/viewer/2022062815/56816929550346895de06644/html5/thumbnails/8.jpg)
Feature-Benefit Selling• Customer Benefit: the advantages or
personal satisfaction a customer gets from a product
![Page 9: What is Selling!??!?!?!](https://reader035.vdocuments.mx/reader035/viewer/2022062815/56816929550346895de06644/html5/thumbnails/9.jpg)
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
![Page 10: What is Selling!??!?!?!](https://reader035.vdocuments.mx/reader035/viewer/2022062815/56816929550346895de06644/html5/thumbnails/10.jpg)
4 Sources of Product Info.• Direct Experience (Best Source)• Printed Materials• Other People• Formal Training
![Page 11: What is Selling!??!?!?!](https://reader035.vdocuments.mx/reader035/viewer/2022062815/56816929550346895de06644/html5/thumbnails/11.jpg)
Buying Motives
![Page 12: What is Selling!??!?!?!](https://reader035.vdocuments.mx/reader035/viewer/2022062815/56816929550346895de06644/html5/thumbnails/12.jpg)
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
![Page 13: What is Selling!??!?!?!](https://reader035.vdocuments.mx/reader035/viewer/2022062815/56816929550346895de06644/html5/thumbnails/13.jpg)
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
![Page 14: What is Selling!??!?!?!](https://reader035.vdocuments.mx/reader035/viewer/2022062815/56816929550346895de06644/html5/thumbnails/14.jpg)
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