What is Selling?

Allison Lewis BA, DipM, MCIM,

Chartered Marketer, MSc Marketing
(Distinction)
The Sales Profession

 One of the oldest and most valued businesses.

 Compete for their share of the market to realize profit.

 Essential in a free enterprise system

What is Selling?
 Providing customers
with products they wish
to buy.

 Helping Customers
make satisfying buying
decisions by
communicating how
products and their
features match their
wants and needs.
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.
Goals of Selling

 Tohelp customers decide on

purchases.

 To ensure customer satisfaction

so the firm can count on repeat
business.
Types of Selling

 Indirect selling – any form of selling that does not involve a sales person. (Ex:
advertising, promotion, displays, signage)

 Direct Selling – when there is contact between a salesperson and the customer.
Methods of Selling
 Personal selling – any form of direct contact between a salesperson
and customer

 Business to Business – may take place in a manufacturers showroom

(inside sales) or in the field (outside sales).

 Telemarketing – selling over the phone

Feature - Benefit Selling

The concept that a salesperson needs

to match the features of each product
to a customer’s needs and wants.
Product Information

Knowing about the price, composition, care,

and manufacturing process allows a
salesperson to explain why one product is
better than another.
Features Vs. Benefits

Benefits Features
 Advantages or personal A physical
satisfaction a customer characteristic or
will get from a good or
quality of a good or
service; features that have
been made into customer service; what is it’s
benefits are selling points. intended use?
Where can you find information about a
product?
Direct experience - Use the product!

PrintedMaterial - User manual, manufacturer

warranties, catalogs, labels, boxes,
promotional material.
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.
Customer Buying Decisions

Salespeople must study what motivates

customers to buy and what decisions
customers make before finally purchasing a
product.
Customer Buying Decisions

Rationale Motives Emotional Motives

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

Extensive Decision Making

 Usedwhen little or no previous
experience with the item
because it is infrequently
purchased.
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.
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.
How can selling skills be helpful to you?

As a consumer?
You as a product?
In a position other than
sales in business?
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.
Characteristics of Effective
Salespeople

Good Communication Skills

Good Interpersonal Skills
Solid Technical Skills
Positive Attitude and Self-
Confidence
 Characteristics of Effective
Salespeople

Goal Oriented
Empathy
Honesty
Enthusiasm