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 officecustomer 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
Sales Process
( Steps of A Sale)
1.
2.
3.
4.
5.
6.
7.
8.
Pre-Approach
Approach
Determine Needs
Present Product (Features and Benefits)
Handle Objections
Closing
Suggestion Selling
Relationship Selling
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- considered “After Sales
Activities”- keeping customers satisfied; building
loyalty; developing relationship
Class Project
• Students will complete the class project individually
or with a partner.
• 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 to sell the product to your classmates and
process the sale.
Assigned: Tues. May 10th; Complete in class Thurs.
May 12th; Presentations May 16th and May 18th