“It’s so new we don’t know what it does, but nobody
else has it so we’re selling the hell out of it.”
 Any
form of direct
contact between a
salesperson and a
customer
 How
is it different
from other forms of
promotion?
The two way communication
between the seller and the buyer
 Retail
Selling – unique because customers have
to come to the store
• Sales person must be available to answer questions about
the product or service
 Business
to Business – sales
between two businesses
• Inside Sales - usually takes place in the
manufacturer’s or wholesaler’s showroom
• Outside Sales – usually takes place in the
customer’s place of business
Requires that sales representatives contact
businesses

Call to make an appointment

Cold Call – show up unannounced
 Telemarketing
– the
process of selling over
the telephone
 The
law prohibits
telemarketers from calling
any number on the
National Do Not Call Registry
 The
purpose and goals of
selling are the same no matter
the selling situation
• Help customers make satisfying
buying decisions, which create
ongoing, profitable relationships
between the buyer and seller
Repeat business is crucial to the
success of any company
 Providing
solutions to
customers’ problems by
finding products that
meet their needs
 Matching
the
characteristics of a
product to a customers’
needs and wants
 How
will the product
features provide benefit
to the customer?
 The
basic, physical, or extended
attributes of the product
Product
Feature
Watch
Car
Made of titanium
Comes in 6 different
colors
 Physical
features of a product differentiate
competing brands and models
 When buying a car one might consider
• Engine type
• Gas consumption
• Appearance
• Stereo system
• Tires
• Anti-lock brakes
• Number of passengers it hold
VS
 The
advantages or personal satisfaction a
customer will get from a good or service
Product
Feature
Watch
Car
Tells Time
Provides Transportation
Product Feature
Consumer Benefit
100% Nylon Fabric
Durable, Water/Wind Resistant, Washable
65% polyester & 35% cotton
jersey knit lining
Comfortable against skin, Washable
Colors: red, gray, navy, green
Unisex colors, offers variety
Sizes:
Children – xs, s, m, l, xl
Adult – xs, s, m, l, xl
Covers full age range
Meets the needs of all customers
Limited Warranty
Covers defects in the materials and
workmanship
 Create
your own feature-benefit chart for
each of the following products
iPad
TOMS Shoes
Beats by Dre
Features
Benefits
Retna Display
Crisp, clear screen – Higher Resolution
Up to 128GB storage
More room for music, pictures and apps
Siri
Increased ease of use, help finding
business locations
Built in apps: iTunes, maps,
notes, contact book, music,
FaceTime
HD Video Recording
Increased ease of use, access to valuable
apps free of charge
Record clearer, better quality videos
Features
Benefits
Durable Cotton
Construction
Comfortable to wear, form to foot
One for One program
Charitable contribution: One pair of
shoes is given to a child in need for
each pair of TOMS that is purchased
1 yr Manufacturers
Warranty
Products are guaranteed to against
manufacturer defects for 1 year.
(replaced)
Features
Benefits
Steel and Aluminum
Construction
Practically indestructible, allows for
clearer sound and more intense bass
Heavily padded pivoting
ear cups
Noise reduction and increased sound
quality
Hinged headband
Allows headphones to fold and fit in a
smaller space
Built-in Mic
Allows user to answer incoming calls
without taking off headphones
A
salesperson must know what motivates
customers to buy
• Rational Motives – conscious, logical reason for a
purchase
• Emotional Motives – a feeling experienced by a
customer through association with a product
 Examples
of Rational Motives
• Product dependability
• Time or monetary savings
• Health or safety considerations
• Service and Quality
Examples
of Emotional Motives
• Social Approval
• Recognition
• Power
• Love
• Prestige
 Take
a moment to
think of a product you
have or might
purchase with a
rational buying
motive, and one with
an emotional buying
motive.


Different customers require different
levels of assistance when shopping
How they make these decisions is based
on several factors
• Previous
experience
with with
product
or company
Previous
experience
product
or company
• How
often
they
purchase
the product
How
often
they
purchase
the product
• The
importance
of the
The
importance
ofpurchase
the purchase
• The
perceived
riskrisk
involved
in thein
purchase
The
perceived
involved
the purchase
• The
time
available
to make
the decision
The
time
available
to make
the decision

Extensive – when there has been little or no previous experience
with a product or company
• High degree of risk
• It is very expensive or has high value
• Examples – new car, a home, expensive jewelry

Limited – when the customer has purchased the product before,
but not regularly
• Moderate degree of risk
• Customer needs more information before purchasing
• Examples – furniture, electronics, vacations, house hold appliances

Routine – when the customer needs little information about the
product
• Low degree of risk because it is inexpensive
• It is purchased regularly so the customers trust the product
• Examples – groceries, newspapers/magazines, personal care items
Buying Motives Worksheet
Chapter 12 (In Orange Marketing Book)
12.1 – pg. 264 Key Terms and Concepts..(1-3)
12.2 – pg. 271 Key Terms and Concepts..(1-3)
Chapter Review……..(3-11)
You will be held responsible
for all red dot terms for the test