SELLING AND THE MANAGEMENT CONCEPT

THE SALES FUNCTION

PURPOSE AND GOAL

• The purpose of selling is to help customers make satisfying buying decisions, with the goal of creating ongoing, profitable relationships with them.• The marketing concept has created a customer-

centered focus that companies have embraced.• Departments coordinate their functions to help

the sales function succeed.

CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

• Finding customers and keeping them satisfied• Websites and Social Media• E-Mail• Customer Loyalty Programs• Computer Software• Mobile Device• Partnerships

SALES MANAGEMENT

• Establishes the guidelines and policies for the sales team• Company Policies• Training• Compensation and Sales Quotas• Legal and Ethical Issues• Sales Pressure• Sales Concepts• Sales Regulations

SALES CAREERSPERSONAL SELLING

PERSONAL SELLING

• Personal selling is any form of direct contact between a salesperson and a customer• Two-way communication between seller and the

buyer

TYPES OF SALES POSITIONS

• Retail• Industrial and Service Businesses• Telemarketing and Non-Profit• Internet Web Sites and Sales

STEPS OF A SALE

1. Approach the Customer – greeting the customer face to face

2. Determine Needs – learn what the customer is looking for

3. Present the Product- educating the customer4. Overcoming Objectives – learn why customer

is reluctant to buy5. Close the Sale – getting agreement to but6. Suggestion Selling – ad-ons7. Building Relationships – following up with

customers

CUSTOMER DECISION MAKING

• Extensive Decision Making – used when there has been little or no previous experience with an item, high degree of risk in the purchase• Buying a car or your first home

• Limited Decision Making – used when a person buys goods or services that he or she has purchased before but not regular, moderate degree of risk with the purchase• Prom dress, furniture, household appliances

• Routine Decision Making – used when a person needs little information about a product that he or she is buying • Cosmetics, toilet paper, toothpaste

PRELIMINARY ACTIVITIESGETTING READY FOR THE SALE

GETTING READY TO SELL

• Product knowledge • Experience• Published materials and Web sites

• Industry Trends• Merchandising

CUSTOMER BUYING MOTIVES

• Buying Motives – reasons a customer buys a product• Rational Motives – conscious, logical reasons for a

purchase• Dependability, time or monetary savings, quality

• Emotional Motives – feelings experienced by a customer through association with a product• Social approval, fear, power, love, prestige

• Patronage Motives – reasons for remaining a loyal customer of a company

• Multiple Motives – most buying decisions involve a combination of motives• EX – people buy car tires for dependability (rational) and fear

because they care about safety of loved ones (emotional)