Transcript Selling - Weebly

Selling
Marketing
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
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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)
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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 operations
 Used in the production of other goods
 Used 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 Service
Friendly Salespeople
Product Quality
Business Location
v.
v. 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
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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 moving
 Flow of buying and selling
 Promotes competition
 Affect employment
 More sales = growing business = more hires
 Adds utility (Value)
 Usefulness of the product
 Helps determine customers needs
 Two way communication
 Creates 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-tobusiness 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
Selling Skills
What it Means……
Most 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 Service
Avoid “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 Skills
Be 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.
Creativity
Personal Appearance
Be 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)
You 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
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Select an item at random
You will sell product to class using your sales technique
Product picked needs original name & new purpose
Create a slogan that matches product personality
Give three features of product & at least one benefit
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:
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New product name & purpose
Slogan
3 features
1 Benefit
Sales presentation skills
______ / 50 points
(10 pts)
(5 pts)
(7.5 pts)
(2.5 pts)
(25 pts)
• Voice, confidence, product knowledge, creative, communicate well
Selling