SellingMarketing

Warm-up

What characteristics are synonymous with a good salesperson &

a bad salesperson. List three of each.

Good: ___________, _________________, ______________

Bad: ____________, ________________, ___________________

Objectives / Standards

Objective

• Explain the nature of selling

• Explain personal characteristics of a successful salesperson

• Agenda• Warm-up• Foundations of Selling• Sales Pitch assignment • Psychology of Color• Complaint Letter

Selling

• Fun Fact:• Goods & Services must be sold in order for a business to exist

• Selling is:• Responding to customer needs and wants through planned, personalized,

communication in order to influence purchase decisions & ensure satisfaction

• Extends past taking orders & customer service

• Selling is not advertising• Advertising is one-way communication that is geared towards entire market segments• Selling is two-way communication geared towards a specific customer

Selling is…• Planned Communication

• Salespersons must know the product they are selling & the people they are selling it to• Research both in order to be effective

• Personalized Communication• Interacting with the customer

• Influence• Help the customer make decisions

• Satisfaction• High satisfaction equals repeat customers

• 80/20 Rule• 80% of sales comes from 20% of customers

Who Sells?

• EVERY BUSINESS SELLS!

• Manufacturers sell to wholesalers and retailers

• Wholesalers sell to retailers

• Retailers sell to consumers

• Service- selling organizations

Why Do Customers Buy?

To obtain the goods and services they desire or must have to exist (ultimate consumption)• A farmer selling vegetables on side of the road• A doctor treating a patient• A retailer selling a dvd player• A hairstylist giving a haircut

For resale

For use in business operationsUsed in the production of other goodsUsed to operate the business

What motivates a customer to make a purchase?

Buying Motive Definition Example

Rational Buying decisions are based on logic, reason, or sound judgment

Durable, Dependable, Inexpensive, Saves time,

Emotional Purchases based on feelings, emotions, or impulses

Appearance, comfort, fear, pleasure, recognition, social approval, love

Patronage Customers are driven to purchase from one company over another

Customer ServiceFriendly SalespeopleProduct QualityBusiness Location

v. v. Rational Emotional Patronage

Selling • Every business organization sells something• More than 12 million Americans work in sales

• Ideas, goods, & services• Goods: (Tangible items) are items that can be touched, tasted, smelled, or even heard

• Cars, Clothes, Food, etc..• Services: (Intangible items) are the services we pay someone else to perform

• Dry cleaning, lawn care, health care, etc..

• Some items have elements of both• Example: Dry Cleaning

• The act of cleaning is intangible• The smell and touch of a clean shirt is tangible

Selling

• Where does selling occur?• Anywhere that person-to-person contact takes place

• Phone• At doorstep• Place of business• Store• Office

• How are products sold?• Products are either sold directly to the consumer or indirectly through an intermediary

• Direct to consumer is selling something without the use of a retailer or wholesaler• You sell magazines, candy, Tupperware, etc…• Doctor to patient

• Indirect to consumer occurs when you use a retailer or wholesaler to distribute a product• Target sell dvds, cds, and other items after purchasing them from suppliers• An athletes agent gets their client a 5-year contract with a professional sports team

Selling• What is the role of selling in our economy?• Economy depends on selling because it

Keeps the economy movingFlow of buying and selling

Promotes competitionAffect employment

More sales = growing business = more hiresAdds utility (Value)

Usefulness of the productHelps determine customers needs

Two way communicationCreates a desire for products

Appeal to reasons that customers buy

Selling

• Creates desire for Products• Skilled salespeople create desire for a product• Determine customer needs, wants, & buying motives• Explain features & benefits of a product

If you were a salesperson at Best Buy and a mom comes in with her two children to look at cameras…what would you say to create interest in the

product?

If an elderly women came into purchase a camera; How might your sales approach differ?

Characteristics of a Good Salesman• Product knowledge• Ethical standards• Selling skills• Belief in selling as a service• Personal appearance• Communication skills• Creativity• Self-confidence

Characteristic What it Means……

Education & Training Hands-on Experience, company training & a Degree in a business related field

Self-Motivation Often “un-supervised” profession. Display Initiative (Shaffer’s favorite word). Don’t have to tell someone to work…they understand what needs to be done & they do it.

Self-Confidence Customers tend to trust people with confidence. You believe in products. You stand behind your company. You come across has more educated and enthusiastic.

Product Knowledge Need to know product features & benefits. Can anticipate questions & respond to concerns.

Customer Knowledge There is no universal customer approach. All customers are different. If working in business-to-business sales research your customer. If consumer sales listen to them & be respectful.

Ethics Customers need to be able to trust you. Have integrity.

Persistence & Patience Selling is tough. You will be told “No” frequently. Some customers are slower in making up their minds & some sales just take more time. Respect the customer & their time. Keep trying.

Characteristic What it Means……

Selling SkillsMost salespeople are given training on how to determine customer needs & wants, open & close sales, question customers, handle objections, perform suggestive selling, demonstrate products, & follow-up on sales.

Belief in Selling as a ServiceAvoid “strong arm tactics” Provide accurate information that enable customers to make educated buying decisions. Think of yourself as the middleman between your company & the customer.

Communication SkillsBe able to express yourself clearly & simply. All the customer wants to know is how the product will meet their needs & benefit them. LISTEN to them.

CreativityBe original & inventive in your efforts to sell. Look for a variety of approaches to sell similar products. Build your sales presentation has you go (base it off of their wants & needs)

Personal AppearanceYou only get one chance to make a first impression.You develop an impression of a person within 60 seconds.The way you dress & groom yourself will be judged

Selling

1. Define selling.2. Identify three reasons that goods and services are sold.3. Distinguish between tangible and intangible products.4. Where does selling occur?5. How are products sold?6. How does selling keep our economy moving?7. In what way does selling promote competition?8. Explain how selling affects employment.9. In what way does selling add utility to goods and services?10. How does selling help customers determine their needs?11. How can selling create desire for products?

Selling

• What makes a successful salesperson?• All salespeople make an impression on customers• Good salespeople increase company clientele and sales• Certain characteristics are synonymous with good sales professionals

Sales Pitch Assignment

1. Select an item at random2. You will sell product to class using your sales technique3. Product picked needs original name & new purpose4. Create a slogan that matches product personality5. Give three features of product & at least one benefit6. You will present your product to class or have it filmed

1. Idea is to take on the personality of a salesperson. 2. The audience is your customer (infomercial in nature)3. Know your product. Be excited about your product. Sell it.

Sales Pitch Assignment

• You will answer each question and then present to class via live performance or videotaped effort• Can work with another group and tape off of cell phone or flip camera• Can do it live

• Grade: ______ / 50 points• New product name & purpose (10 pts)• Slogan (5 pts)• 3 features (7.5 pts)• 1 Benefit (2.5 pts)• Sales presentation skills (25 pts)

• Voice, confidence, product knowledge, creative, communicate well

Selling