SELLING
MARKETING I
WHAT IS SELLING?
• Any form of direct contact
between a salesperson and a
customer.
• Two-way communication!
• Salesperson is knowledgeable and
helps lead the customer to an
informed and satisfactory buying
decision
TYPES OF SELLING
• Retail Selling- sales process takes
place with final user or consumercustomer often comes to a store
• Business to Business- sales
process takes place in business
office- customer is a business who
will use the product for re-sale OR
as part of their business operation
IMPORTANCE OF CUSTOMER SERVICE
IN SELLING
• Part of selling process
• Creates loyalty and repeat sales
• Instills confidence in mind of
customer
• Generates more business through
referrals
• Increases likelihood of making the
sale
CUSTOMER BUYING MOTIVES
• Rational Buying Motive- concerned with
convenience, safety, savings, durability, and
quality
• Emotional Buying Motive- appearance,
social status, image, guilt, and fear
• Patronage Buying Motive- services, policy,
brand loyalty, ambiance, personnel, and
location
STEPS OF A SALE
1. Pre-Approach
5. Handle Objections
2. Approach
6. Closing the Sale
3. Determine Needs
7. Suggestion Selling
4. Present Product
(Features and
Benefits)
8. Relationship
Building
SALES PROCESS
1 Pre-Approach- developing product knowledge
and/or prospecting (looking for new customers)
2 Approach- Greet customer face to face; sets the
mood or atmosphere for the rest of the steps of the
sale; establish a relationship
3 Determine Need- uncover the customer’s reason
for wanting to buy; Observe non-verbal clues; Listen;
Ask open ended questions
SALES PROCESS
4 Presenting the Product- apply information gathered
when determining needs; deliver a “show and tell”
about the product that emphasizes the features of the
products and the benefit that the features provide to
the customer
Use FAB Approach- Features, Advantages, and Benefits
5 Overcome Objections- objections can occur any time
during the presentation; use objections to help refine
and understand the customer’s needs; Use the
following process to successfully overcome objections:
Listen
Acknowledge the Objection
Restate the
Objection
and then Answer the Objection
SALES PROCESS
6 Closing the Sale-obtaining an agreement to buy from
the customer; Recognize when the customer is ready to
buy; look for buying signals including facial expressions,
body language, and comments.
Consider the following types of closes:
• Standing Room Only- used when product is in short
supply
• Direct Close- ask for the sale- use this technique only
when the situation honestly calls for it
• Service Close-offer services that may accompany the
product and will overcome an objection- such as “return
policy allows for return if not satisfied”
SALES PROCESS
7 Suggestion Selling-selling additional goods or
services to the customer; usually product that
compliments or goes with the item being purchased
(computer paper for a laser printer)
8 Relationship Building- keeping customers satisfied;
building loyalty; developing relationship
FINAL PROJECT-MARKETING I
• Students will complete this individually
• Assignment:
• You will select a unique product/new innovation
to sell to the class.
• Your job as a salesperson is to follow ALL of the
steps in the sales process.
• Select a product that has unique features and
benefits that you can clearly demonstrate to the
class and apply FAB
• You will research and gain product knowledge
regarding your selected product and then
prepare to apply the complete sales process
FINAL PROJECT-MARKETING I
CONTINUED
Prepare a PPT presentation with the following:
 Introductory Slide
 Agenda Slide
 Product Overview with prototype of the product
 FAB Chart
 Identify and explain the buying motive that would
most likely apply to this product
 Identify each step of the sales process and how
you would present your product to a potential
customer
Conclusion Slide
FINAL PROJECT GRADING
• Seniors who are exempt from final project will complete the
project and turn it in by June 3, 2016, but will not present for
the remaining 100 points.
• 100 point assignment for them
• Seniors who are NOT exempt from final project will complete
the project and turn it in by June 3, 2016, but will still need to
present on Tuesday, June 7th for the remaining 100 points.
• 200 point assignment for them
• 100 point project
• 100 point presentation
• Underclassmen will complete the project and turn it in by June
3, 2016, but will still need to present on Thursday, June 9th for
the remaining 100 points.
• 200 point assignment for them
• 100 point project
• 100 point presentation