What is Selling?

Chapter 13 - What is Selling?

 What is Selling?
 Helping
Customers make
satisfying buying
decisions - The
kind they will be
happy with after
the sale.

Chapter 13 - What is Selling?

 Why is customer satisfaction
so important?
 Companies want repeat business.

 Companies will get repeat

business if they are happy
enough with their purchases to
return.

Chapter 13 - What is Selling?

 Goals of Selling
 To help customers
decide on
purchases.
 To ensure customer
satisfaction so the
firm can count on
repeat business.

Chapter 13 - What is Selling?

 Feature - Benefit Selling
 The concept that a
salesperson needs to match
the features of each product
to a customer’s needs and
wants.

Chapter 13 - What is Selling?

 Features Vs. Benefits
Benefits Features
 Advantages or  A physical
personal satisfaction characteristic or
a customer will get quality of a good or
from a good or service; what is it’s
service; features that intended use?
have been made into
customer benefits
are selling points.

Chapter 13 - What is Selling?

 Product Information
 Knowing about the price,
composition, care, and
manufacturing process allows a
salesperson to explain why one
product is better than another.

Chapter 13 - What is Selling?

 Where can you find
information about a product?
 Direct experience - Use the
product!

 Printed Material - User manual,

manufacturer warranties, catalogs,
labels, boxes, promotional material.

Chapter 13 - What is Selling?

 Where can you find
information about a product?
 Other people - Friends, relatives, and
customers who have experience with
the product.
 Formal Training - Attending classes and
observing experienced sales
representatives before going out on
their own.

Chapter 13 - What is Selling?

 Customer Buying Decisions
 Salespeople must study what
motivates customers to buy and
what decisions customers make
before finally purchasing a product.

Chapter 13 - What is Selling?

 Customer Buying Decisions
Rationale Motives Emotional Motives
 product dependability  social approval
 time or monetary  recognition
savings  power
 convenience  love
 comfort  affection
 recreational value  prestige

Chapter 13 - What is Selling?

 Customer Buying Decisions
Extensive Decision
Making
 Used when little or
no previous
experience with the
item because it is
infrequently
purchased.

Chapter 13 - What is Selling?

 Customer Buying Decisions
Limited Decision
Making
 Used when a person
buys goods and
services he or she
has purchased
before but not on a
regular basis.

Chapter 13 - What is Selling?

 Customer Buying Decisions
Routine Decision
Making
 Used when a person
needs little
information about a
product because of a
high degree of prior
experience or low
perceived risk.

Chapter 13 - What is Selling?

 How can selling skills be
helpful to you?
 As a consumer?
 You as a
product?
 In a position
other than sales
in business?

Chapter 13 - What is Selling?

 Types of Sales Positions
 Retail sales personnel - Sales
clerks and sales associates.
 Professional sales - Require
extensive training and product
knowledge.
 Telemarketers - Sell products over
the telephone.
Chapter 13 - What is Selling?
 Characteristics of Effective
Salespeople
 Good Communication Skills
 Good Interpersonal Skills
 Solid Technical Skills
 Positive Attitude and Self-
Confidence

Chapter 13 - What is Selling?

 Characteristics of Effective
Salespeople
 Goal Oriented
 Empathy
 Honesty
 Enthusiasm

Chapter 13 - What is Selling?