Unit 5 - Selling
Chapter 12 – Preparing for the Sale
Marketing Plan
 The 4 p’s of the marketing mix include product, place, price, and promotion. Unit 5 will help apply these aspects
to the process of selling.
Selling
 Personal Selling

Any form of ____________________________________________________________________

The key factor that sets it apart from other forms of promotion is this two-way communication between
the seller and the buyer.
Consultative Selling
 Consultative selling

Is _____________________________________ problems by finding products that meet their needs
 Example:

A woman comes to a shoe store and says she is having a problem with feet because she stands all day at
work
 An alert sales person would suggest shoes that offer comfort and support.
Feature-benefit selling
 Feature-Benefit selling

_________________________________________________________ to a customer’s needs and wants

Many people believe that customers do not buy products; rather they buy what the products will do for
them.
Product Features
 Product features

May be ____________________________________________________ of the product or purchase

A salesperson needs to learn how products features will benefit the customer.
 Customer Benefits

The advantages or ________________________________ a customer will get from a good or service.
Buying Motives
 Rational Motive

A conscious, logical reason for a purchase
 Emotional Motive

___________________________________________ by a customer through association with a product

Emotional Motives are feelings such as:
 Social approval, recognition, power, love, or prestige
 Many buying decisions involve both
Decision Making
 Extensive decision making

Used when there has been ________________________________________________ with an item
 Limited decision making

Used when a person buys goods and services that he or she _____________________ but not regularly
 Routine decision making

Used when a person ____________________________________ about a product
Questions
 What are the purpose and goals of selling?
 What is consultative selling?
12.2 – Getting Ready to Sell
 Pre-Approach

The _______________________________________________ encounter with potential customers.
 Study products; know industry trends and competitors, research potential customers, review
legal and ethical issues for selling situation.

Prospecting

Or a lead, ____________________________

Referrals

The names of other people who might buy the product. They open the market to potential customers.
Endless chain method

When __________________________________________ for names of potential customers

Some companies will ______________________________________ and gifts for referrals
 Can anyone think of an example?
 Cold Canvassing

Assignment
Potential __________________________________________. Going door to door or through a phone
directory for example