Marketing Dynamics
Marketing
PREPARING FOR THE SALE
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Copyright © Texas Education Agency, 2014. All rights reserved
Goals
 The student can differentiate among a feature, an
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advantage, and a benefit.
The student can compare and contrast between consumer,
organizational buying behavior
The student can determine customer needs and wants
The student can classifying buying motives
The student can analyze how customers and organizations
apply the decision-making process.
The student can identify major influences on buying
behavior
The student can acquire information about customer needs
Copyright © Texas Education Agency, 2014. All rights reserved
Terms
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Personal Selling
Business-to-Business
Product feature
Customer benefit
Feature-benefit selling
Rational motive
Emotional motive
Extensive decision making
Limited decision making
Routine decision making
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Types of Sales
 Personal Selling involves any form of direct
contact between a salesperson and a
customer.
 Personal Selling can be involved in different type of
sales situations.
 Business-to-business selling
 Also called B2B
 Manufacturer or wholesaler selling to another
business.
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Feature Benefit Selling
 Feature Benefit Selling – a good salesperson can
translate the products features into how they
will benefit the customer.
 Product Features
 Basic, physical or extended attributes of the product.
 Example: Digital Image Stabilization (D.I.S.)
 Customer Benefits
 How that feature helps the product
 How does the feature give a customer a reason to buy.
 Example: D.I.S. helps to reduce the camera shaking so
you can take a better picture from further away.
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Customer Buying Motives
 Rational motive – a conscious, logical reason
to make a purchase.
 Dependable product
 Cost savings
 Better health
 Safety considerations
 Quality of product
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Customer Buying Motives
 Emotional motives that involve feelings that a
customer has that are associated with the
product.
 Social approval
 Recognition
 Power
 Love
 prestige
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Customer Decision Making
 Factors that affect decision making
 Previous experience with a product or company
 How often the product is purchased
 The amount of information necessary to make a
decision.
 The importance of the decision to the consumer.
 The perceived risk involved in the purchase
 The time allotted to make the decision.
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Customer Decision Making
 Extensive Decision Making
 Little or no prior experience with the product.
 High degree of perceived risk or
 Very expensive product
 Examples are
 (B2B) Expensive machinery
 (B2B) Land or buildings
 First cars
 First homes
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Customer Decision Making
 Limited Decision Making
 Person has already purchased product before but not
regularly
 Moderate degree of perceived risk
 Customer requires information before making
purchase.
 Examples
 (B2B) Accounting services
 (B2B) Advertising agency services
 Second car
 Appliances
 Vacations
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Customer Decision Making
 Routine Decision Making
 Customer needs little information about product
 High degree of prior experience with product
 Low risk
 Examples:
 (B2B) reorder goods
 (B2B) office supplies
 Groceries
 Dry-cleaning
 Hairdressing services
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What makes a good salesperson?
 Good communication skills
 Good interpersonal skills
 Solid technical skills
 Positive attitude and self-confidence
 Goal oriented
 Empathy
 Honesty
 Enthusiasm
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Determining Needs
 Determine needs as soon as possible.
 Ask questions
 Don’t assume
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Determining Needs
 Observing – observe customer to look for buying motives
 Look for nonverbal clues. Study facial expressions, hand
motions, eye movement etc. to determine customers interest or
mood.
 How long they hold the product.
 In B2B sales look for clues in office for personal interests.
 In retail sales walk through store and observe customers, items
carried and prices.
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Determining Needs
 Listening – helps you pick up clues to customers
needs and for use in product presentation.
 listening skills
 Maintain good eye contact
 Provide verbal and nonverbal feedback
 Give customers your undivided attention
 Do not interrupt
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Determining Needs
 Questioning – in order to listen you must get
them talking.
 Begin with general questions about intended use or
product and pervious experience with product.
 Build your questions around words like who, what,
when, where, how and why.
 Then begin asking more detailed questions, like
size, color or features.
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Determining Needs
 Do’s and Don'ts for asking questions:
 Do ask open-ended questions to encourage
talking.
 Do ask qualifying questions to make sure you
understand customer needs.
 Don’t ask too many questions in a row.
 Don’t ask questions that might embarrass
customer or put them on defensive.
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