Marketing Essentials

Marketing Essentials

Chapter 13 beginning the sales process Section 13.1 Preliminary Activities Section 13.2 First Steps of a Sale Section 13.1 Preliminary Activities CONSIDER Do you think everyone who buys an item has the same reasons for buying it? Why or

why not? Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Explain how salespeople get ready to sell. List sources of product information. Explain feature-benefit selling and how it creates selling points. Identify consumer buying motives. List prospecting methods and explain how prospects are qualified.

Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Getting ready to sell involves preliminary activities that help salespeople with the sales process, such as learning about the product, industry, and customer, to develop effective selling points. Copyright by McGraw-Hill Education. All rights reserved.

Section 13.1 Preliminary Activities merchandising rational motives feature-benefit selling emotional motives product features

patronage motives physical features prospect extended product features referrals customer benefits endless-chain method

selling points cold canvassing buying motives Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Outline of the Preliminary

Activities Associated with the Sales Process Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Outline of the Preliminary Activities Associated with

the Sales Process Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Getting Ready to Sell Product Knowledge Experience Published

Materials and Web Sites Training Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Getting Ready to Sell Industry Trends and Competition

Trade Periodicals Standard & Poors Research Competition Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities

Getting Ready to Sell Merchandising Give-Aways Signs and Displays Location merchandising Coordinating sales and promotional plans with buying and pricing.

Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Feature-Benefit Selling What is feature-benefit selling? feature-benefit selling Matching the characteristics of a product to a customers needs and wants.

Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Feature-Benefit Selling Product Features Basic Feature Physical

Features Extended Product Features product feature Basic, physical, or extended attribute of a product or purchase. physical feature Tangible attribute that helps explain how a product is constructed. extended product feature Intangible attribute related to the sale of a product that customers find important. Copyright by McGraw-Hill Education. All rights reserved.

Section 13.1 Preliminary Activities Feature-Benefit Selling Product Feature Examples Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities

Feature-Benefit Selling Product Feature Examples Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Feature-Benefit Selling It is the salespersons job to analyze a product and determine customer benefits.

customer benefit Advantage or personal satisfaction a customer will get from a good or service. Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Feature-Benefit Selling A well-designed catalog will identify important selling points.

selling point The function of a product feature and its benefit to a customer. Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Feature-Benefit Selling Customer Buying Motives

Rational Motives Emotional Motives Patronage Motives Multiple Motives buying motive A reason a customer buys a product. rational motive A conscious, logical reason for a purchase. emotional motive A feeling expressed by a customer through association with a product. patronage motive A reason for remaining a loyal customer of

a company. Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Feature-Benefit Selling Fill in this diagram. The product is a car. Copyright by McGraw-Hill Education. All rights reserved. Section 13.1

Preliminary Activities Feature-Benefit Selling Fill in this diagram. The product is a car. Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Feature-Benefit Selling

What is prospecting? What is a prospect? prospecting Looking for new customers. prospect A sales lead; a potential customer. Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities

Feature-Benefit Selling Prospecting Techniques Customer Referrals Cold Canvassing Employer Sales Leads endless-chain method

referral A recommendation of another person who might buy the product being sold. endless-chain method When salespeople ask previous customers for names of potential customers. cold canvassing The process of locating as many potential customers as possible without checking leads beforehand. Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Feature-Benefit Selling

Prospecting Techniques Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Feature-Benefit Selling Prospecting Techniques Copyright by McGraw-Hill Education. All rights reserved. Section 13.1

Preliminary Activities Section 13.1 1. List three things that salespeople do to get ready to sell. To get ready to sell, salespeople must gather information about their products, industry trends, and the competition. Copyright by McGraw-Hill Education. All rights reserved. Section 13.1

Preliminary Activities Section 13.1 2. Explain how a customer might use a combination of rational, emotional, and patronage buying motives when purchasing a hybrid automobile. A sample explanation: rational motivebuying a hybrid automobile will help save on gas consumption and cost less money to operate; emotional motivebuying a hybrid automobile will help save the environment for my children and grandchildren; patronage motiveIve been very satisfied buying cars from this manufacturer for years; I expect their hybrid will be good quality.

Copyright by McGraw-Hill Education. All rights reserved. Section 13.1 Preliminary Activities Section 13.1 3. Identify three prospecting techniques. Prospecting techniques include customer referrals, cold canvassing, and employer sales leads.

Copyright by McGraw-Hill Education. All rights reserved. Section 13.2 First Steps of a Sale PREDICT Why is asking a customer May I help you? not an effective way to begin in a retail environment? Copyright by McGraw-Hill Education. All rights reserved. Section 13.2

First Steps of a Sale Demonstrate how to properly approach a customer to open a sale. Differentiate between organizational and retail approaches. List three retail approach methods. Discuss when and how to determine customer needs. Copyright by McGraw-Hill Education. All rights reserved. Section 13.2 First Steps of a Sale The actual sales presentation begins when you

approach customers to open the sale and determine their needs. Copyright by McGraw-Hill Education. All rights reserved. Section 13.2 First Steps of a Sale greeting approach service approach merchandise approach nonverbal communication open-ended question

Copyright by McGraw-Hill Education. All rights reserved. Section 13.2 First Steps of a Sale Outline This Sections Content Copyright by McGraw-Hill Education. All rights reserved. Section 13.2 First Steps of a Sale

Outline This Sections Content Copyright by McGraw-Hill Education. All rights reserved. Section 13.2 First Steps of a Sale The Approach The Effective Sales Opening Treat customers as individuals. Be aware of the customers personality and buying style. Show interest in customer with eye contact and friendliness. Learn the customers name.

Incorporate a theme in the approach. Know that approaches differ in organizational selling and retail selling. Copyright by McGraw-Hill Education. All rights reserved. Section 13.2 First Steps of a Sale The Approach Organizational Selling Arrive early. Be aware that first impressions count. Be conversational to put the customer at ease.

Use information you gathered during prospecting. Explain how you can reduce costs, increase productivity, or improve profits. Copyright by McGraw-Hill Education. All rights reserved. Section 13.2 First Steps of a Sale The Approach Retail Selling Approaches Greeting Approach

Service Approach Merchandise Approach greeting approach A retail approach method in which the salesperson welcomes the customer to the store. service approach A retail-selling method in which salespeople ask customers if they need assistance. merchandise approach A retail-sales method, also called the theme approach, in which the salesperson

makes a comment or asks a question about a product in which the customer shows an interest. Copyright by McGraw-Hill Education. All rights reserved. Section 13.2 First Steps of a Sale The Approach Facts About the Three Retail Approaches Copyright by McGraw-Hill Education. All rights reserved. Section 13.2

First Steps of a Sale The Approach Facts About the Three Retail Approaches Copyright by McGraw-Hill Education. All rights reserved. Section 13.2 First Steps of a Sale Determining Needs

A good salesperson can read nonverbal communication. nonverbal communication Expressing oneself without the use of words, such as with facial expressions, eye movement, and hand motions. Copyright by McGraw-Hill Education. All rights reserved. Section 13.2 First Steps of a Sale

Determining Needs Facts About the Three Methods of Determining Needs Copyright by McGraw-Hill Education. All rights reserved. Section 13.2 First Steps of a Sale Determining Needs Facts About the Three Methods of Determining Needs

Copyright by McGraw-Hill Education. All rights reserved. Section 13.2 First Steps of a Sale Determining Needs Questions to Ask and Questions Not to Ask When the Customer is Shopping for a Microwave Oven

Copyright by McGraw-Hill Education. All rights reserved. Section 13.2 First Steps of a Sale Determining Needs Questions to Ask and Questions Not to Ask When the Customer is Shopping for a Microwave Oven

Copyright by McGraw-Hill Education. All rights reserved. Section 13.2 First Steps of a Sale Section 13.2 1. Discuss the importance of knowing how to ask the right questions. Asking the right questions gets the customer talking and allows the salesperson to zero in on the customers needs and wants. Copyright by McGraw-Hill Education. All rights reserved.

Section 13.2 First Steps of a Sale Section 13.2 2. List three retail approach methods. Retail approach methods include the greeting approach, the service approach, and the merchandise or theme approach. Copyright by McGraw-Hill Education. All rights reserved.

Section 13.2 First Steps of a Sale Section 13.2 3. Identify when salespeople should determine customers needs. In organizational sales, the needs should be determined when qualifying a prospect. In retail sales, the needs should be determined during or immediately after the approach. Copyright by McGraw-Hill Education. All rights reserved.

End of Chapter 13 beginning the sales process Section 13.1 Preliminary Activities Section 13.2 First Steps of a Sale

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