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CHAPTER
17
SELLING SATISFIES
CUSTOMERS
17-1 The Value of Selling
17-2 Preparing for Effective Selling
17-3 The Selling Process and Sales
Support
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MARKETING
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©AVAYA COMMUNICATIONS
Focus Questions:
 What message does this
ad convey?
 How do instant electronic
communication
technologies improve the
customer/salesperson
relationship?
 What negative effects can
those technologies have if
they are not used
carefully and
professionally?
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17-1
THE VALUE OF SELLING
GOALS
Define what is meant by the promotional
method known as selling.
Explain the advantages and
disadvantages of personal selling.
Describe the need for salespeople to
manage themselves, their customers,
and information.
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The Process of Personal Selling
Direct and personal
Assess and satisfy
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When to Use Personal Selling
Advantages
Information
Time
Flexibility
Feedback
Persuasion
Follow-up
Chapter 17
Disadvantages
Cost per customer
Time
Control
Skill
MARKETING
© 2009 South-Western, Cengage Learning
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Choosing Personal Selling
 Complex or expensive products
 Markets made up of a few large customers
 New or very unique products with which
customers are unfamiliar
 Customers located in a limited geographic area
 Complicated or long decision-making process
 Customers who expect personal attention and
help with decision making
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Personal Sales Management
Self-management
Customer management
Information management
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17-2
PREPARING FOR
EFFECTIVE SELLING
GOALS
 Describe the way effective salespeople qualify
prospective customers and use their decision-making
processes to plan their sales presentations.
 Explain why salespeople need to know their product
thoroughly and how product features will benefit their
customers.
 Demonstrate why it is important to understand the
competition’s products and marketing plans.
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Understanding Customers
Identifying customers
Qualifying prospective customers
Understanding customer decisions
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Mental Stages of Consumer
Decision-Making
AIDCA
 Attention
 Interest
 Desire
 Conviction
 Action
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Understanding the Product
Product knowledge
Information sources
Communicating product information
 Feature
 Benefit
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Understanding the Competition
Salespeople need to understand the
differences between their product and
the competition’s product.
Salespeople need to explain the
differences to help customers make the
comparison.
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17-3 THE SELLING PROCESS
AND SALES SUPPORT
GOALS
Detail the seven steps of the selling
process.
Explain why salespeople need support
from other areas of the business.
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Steps of the Selling Process
Approach
Determine needs
Demonstrate
Answer questions
Close
Suggestion selling
Follow-up
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Approach
Contact customers, gain their attention
and interest, and create a favorable first
impression
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Determine Needs
Gather information to determine
customers’ needs and how they can be
met
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Demonstrate
Present the product in a way that
emphasizes customer benefits
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Answer Questions
Overcome objections and ensure the
marketing mix meets the customers’
needs
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Close
Obtain a decision to purchase
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Suggestion Selling
Suggest other products customers may
see as valuable
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Follow-up
Continue contact to ensure satisfaction,
determine other needs, and build
relationships
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Providing Sales Support
Marketing-information management
Financing
Pricing
Promotion
Product/service management
Distribution
Chapter 17
MARKETING
© 2009 South-Western, Cengage Learning