Personal Selling Marketing Co-Op

Personal SellingMarketing Co-Op

Its so new we dont know what it does, but nobody else has it so were selling the hell out of it.Personal SellingAny form of direct contact between a salesperson and a customerHow is it different from other forms of promotion?

The two way communication between the seller and the buyer

Types of SellingRetail Selling unique because customers have to come to the store Sales person must be available to answer questions about the product or service

Types of Selling Business to Business sales between two businessesInside Sales - usually takes place in the manufacturers or wholesalers showroomOutside Sales usually takes place in the customers place of business

Requires that sales representatives contact businesses Call to make an appointmentCold Call show up unannounced

Types of SellingTelemarketing the process of selling over the telephone

The law prohibits telemarketers from calling any number on the National Do Not Call Registry

Goals of SellingThe purpose and goals of selling are the same no matter the selling situationHelp customers make satisfying buying decisions, which create ongoing, profitable relationships between the buyer and seller

Repeat business is crucial to the success of any company

Consultative SellingProviding solutions to customers problems by finding products that meet their needs

Feature-Benefit SellingMatching the characteristics of a product to a customers needs and wants

How will the product features provide benefit to the customer?

Product FeaturesThe basic, physical, or extended attributes of the productProductFeatureWatch Made of titanium

CarComes in 6 different colors

Product FeaturesPhysical features of a product differentiate competing brands and modelsWhen buying a car one might considerEngine typeGas consumptionAppearance Stereo systemTiresAnti-lock brakesNumber of passengers it hold

VSProduct BenefitThe advantages or personal satisfaction a customer will get from a good or serviceProductFeatureWatch Tells TimeCarProvides Transportation

Feature-Benefit for North Face JacketProduct FeatureConsumer Benefit100% Nylon FabricDurable, Water/Wind Resistant, Washable65% polyester & 35% cotton jersey knit liningComfortable against skin, WashableColors: red, gray, navy, greenUnisex colors, offers varietySizes: Children xs, s, m, l, xlAdult xs, s, m, l, xlCovers full age rangeMeets the needs of all customersLimited Warranty Covers defects in the materials and workmanship12AssignementCreate your own feature-benefit chart for each of the following products MicrowaveRecordable CDsMechanical Pencils

Customer Buying MotivesA salesperson must know what motivates customers to buyRational Motives conscious, logical reason for a purchaseEmotional Motives a feeling experienced by a customer through association with a product

Rational MotivesExamples of Rational MotivesProduct dependabilityTime or monetary savingsHealth or safety considerationsService and Quality

Emotional MotivesExamples of Emotional MotivesSocial ApprovalRecognitionPowerLovePrestige

Customer Decision MakingDifferent customers require different levels of assistance when shoppingHow they make these decisions is based on several factorsPrevious experience with product or companyHow often they purchase the productThe importance of the purchaseThe perceived risk involved in the purchaseThe time available to make the decision

Previous experience with product or companyHow often they purchase the productThe importance of the purchaseThe perceived risk involved in the purchaseThe time available to make the decisionTypes of Decision MakingExtensive when there has been little or no previous experience with a product or companyHigh degree of riskIt is very expensive or has high valueExamples new car, a home, expensive jewelryLimited when the customer has purchased the product before, but not regularlyModerate degree of riskCustomer needs more information before purchasingExamples furniture, electronics, vacations, house hold appliancesRoutine when the customer needs little information about the productLow degree of risk because it is inexpensiveIt is purchased regularly so the customers trust the productExamples groceries, newspapers/magazines, personal care itemsAssignment 1Imagine you are buying a new car. Consider the different life scenarios and the buying motives associated with the lifestyle. Write a paragraph explaining the car you would choose, whether your buying decisions would be rational or emotional and what type of decision making you would use. (You are to write a short paragraph for each)A teenager buying their first carA single 30 something with a great jobA parent with 3 childrenA retired golfer that lives in Florida

Assignment 2 Chapter 12 (In Orange Marketing Book)

12.1 pg. 264 Key Terms and Concepts..(1-3)

12.2 pg. 271 Key Terms and Concepts..(1-3)

Chapter Review..(3-11)

You will be held responsible for all red dot terms for the test