Marketing Principles Unit 11
In This PowerPoint…
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What is Selling
Selling Techniques
The Sales Process
Building a Clientele
Buying
Customer-Buying Decisions
Selling
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What is selling
Goals
Method
Types of Sales Positions
Effective Salespeople
What is Selling?
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Helping customers make satisfying buying decisions
Selling involves providing customers with the goods and
services they wish to buy.
One of the oldest and most-valued businesses forms
Selling takes place in many different situations.
Goals of Selling
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To help customers decide
on purchases
Business to make a profit
To ensure customer
satisfaction
To have repeat business
and happy customers
Methods of Selling
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Personal Selling – any form of selling that
happens one on one between a sales person
and a customer.
• Personal selling is the method we are
most familiar with
Business to Business Selling – may take place
in a manufacture’s or wholesale showroom
(inside sales) or a customer’s place of
business (outside sales)
Telemarketing – Selling over the telephone
Types of Sales Positions
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Retail sales personnel - Sales clerks and sales
associates.
Professional sales - Requires extensive training and
product knowledge.
Telemarketers - Sell products over the telephone.
Effective Salespeople?
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Good Communication Skills
Good Interpersonal Skills
Solid Technical Skills
Positive Attitude and Self-Confidence
Effective Salespeople?
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Goal Oriented
Empathy
Honesty
Enthusiasm
The Sales Technique
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The Steps of a Sale
Getting Ready to Sell
Approaching the Customer
 In
Retain Sales
 In Industrial Sales
Getting Ready to Sell
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Finding new customers by prospecting
Retail sales not prevalent because the customers
come into the store.
Important for the
salesperson to open new
accounts to generate sales
volume.
Sources and Methods of Prospecting
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Employer Leads
Telephone Directories
Trade and Professional Directories
Newspapers
Commercial Lists
Customer Referrals
Cold Calls (Canvassing)
Preparing for the Sale
Industrial Sales
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Analyze past sales records.
View notes about the personal aspects of the
customer.
Revisiting previous customers; selling add-ons.
Inquire with other salespeople of noncompeting lines.
Preparing for the Sale
Industrial Sales
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Ask questions in a pre-visit
phone call.
Make appointments to see
the prospective customers in
order to have time to explain
the features of the product.
Preparing for the Sale
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Retail Sales
The customer comes to the place
of business, so that most of the
preparation is in the retail store.
Stock-keeping and
housekeeping duties are
important.
Learn about the merchandise
and the prices of the
merchandise.
Approaching the Customer
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First impressions count; if a
customer is turned off by the
approach it will be difficult to win
him or her over
Be alert to what interests the
customer
Establish a good impression
Be aware of the customer’s buying
style.
Follow good guidelines for
establishing a positive relationship
with customers.
The Approach: Industrial Sales
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Greet the customer and engage in small talk to
build a relationship with the customer.
Comment on important things to keep the customer
interested in the product.
Make the sales pitch only AFTER the customer seems
interested in buying
If the customer does not seem interested, continue to
speak on the positives of the product
If the customer decides not to buy, ALWAYS thank
them for their time
The Approach: Retail Sales
Service Approach Method
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Always greet customers and
ask if you could be of service
to them
If the customer is not in a hurry,
or if you are not an order
taker, engage in small
conversations with the customer
to build a customer relationship
The Approach: Retail Sales
Greeting Approach Method
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“Good afternoon, welcome to
_____” or an appropriate
personal comment.
This approach begins conversation
and establishes a positive rapport.
Do not focus on the merchandise
immediately.
The Approach: Retail Sales
Merchandise Approach Method
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The salesperson makes a comment
or asks questions about a product
of the customer’s interest.
Usually this is the most effective
approach as there is immediate
focus on the merchandise.
The Steps of a Sale
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Pre-approach
Approaching the customer
Determining needs
Presenting the product
Handling questions and objections
Closing the sale
Suggestions selling
Reassuring and following up
Building a Clientele
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The number one factor that keeps customers
coming back is good customer service and
treatment
Good First Impressions
 Good Products, Services, or Goods
 Good Customer Referrals
 Good Customer Reviews
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Buying
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Customer-Buying Decisions
 Rational
vs. Emotional Reasons
 Extensive Decision Making
 Limited Decision Making
 Routine Decision Making
Customer-Buying Decisions
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Salespeople must study what motivates
customers to buy and what decisions
customers make before finally purchasing
a product.
Customer Buying Decisions
Rationale Motives
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Product dependability
Time or monetary
savings
Convenience
Comfort
Recreational value
Emotional Motives
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Social approval
Recognition
Power
Love / Attachment
Prestige
Customer Buying Decisions
Extensive Decision Making
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Used when little or no previous experience with
the item occurs because of infrequent
purchases.
Customer Buying Decisions
Limited Decision Making
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Used when a person buys goods and services
purchased before, but not on a regular basis.
Customer Buying Decisions
Routine Decision Making
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Used when a person needs little information
about a product because of a high degree of
prior experience or low- perceived risk.
Summary Slide
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What is Selling
Selling Techniques
The Sales Process
Building a Clientele
Buying
Customer Buying Decisions