Chapter 12 Section 12.1.ppt

(1)

Chapter 12  Preparing for the Sale 1

 Chapter 12 Preparing for the Sale

Section 12.1 Selling

Marketing Essentials

(2)

SECTION 12.1

What You'll Learn

_{The definition and goals of selling}

_{The various sales situations encountered}

in the business world

_{The definition of feature-benefit selling}

_{How customers make decisions and the}

difference between rational and emotional buying decisions

Selling

(3)

SECTION 12.1

Selling

Why It's Important

Why It's Important

Learning how to research products and

customers is helpful when selling any type of product or idea. Learning how to find customers is also essential. In this chapter you will be

(4)

SECTION 12.1

Selling

Key Terms

Key Terms

 _{personal selling}

 _{business-to-business}

selling

 _{telemarketing}

 _{feature-benefit selling}  _{product feature}

 _{customer benefit}  _{rational motive}  _{emotional motive}

(5)

SECTION 12.1

Selling Situations

Telemarketing is the process of selling over the telephone.

Slide 1 of 2



Personal selling

is direct contact between a salesperson and a customer.

Business-to-business selling:

Commercial or Professional Sales Work

₍_inside_{sales) takes place}_{at salesperson’s}_{place of}

business

(6)

SECTION 12.1

Selling

Knowing Your Product and Your Customer

_The

goal

_{of selling is to}

help

_customers

make

satisfying

buying decisions.

Slide 2 of 2

_{Accomplished by}

solving

customers’ problems and by

understanding

(7)

SECTION 12.1

Selling

Feature-Benefit Selling

(8)

SECTION 12.1

Selling

Product Features Include



Basic,

Basic

physical, or

physical

extended

(9)

Additional Features Add Value and Justify Price Differences Between Models.

This Vacuum Comes With an Air Purification System and Easy to Change Bag System.

_{Basic features}_{are a product’s intended use.}

The vacuum's intended use is to clean floors

Physical qualities differentiate it from competing brands and models.

(10)

SECTION 12.1

Selling

A chart listing a product’s features with its corresponding customer benefits to create selling points.

Feature-Benefit Chart

FEATURE BENEFIT

Galvanized steel canister Stronger and longer lasting

Polyethylene liner Keeps steel from rusting

5.0 Liter Engine

More Powerful

Scotch Bright Treated

Won’t stain

(11)

SECTION 12.1

Selling

To determine customer benefits, salespeople need to answer two questions about each product feature:

1. How does the feature help the product’s performance?

2. How does the performance information give the customer a personal reason to buy the product?

Customer Benefits

The advantages or personal satisfaction a customer will get from a good or service.

(12)

SECTION 12.1

Selling

Salespeople must know what motivates customers to buy and what decisions

customers make before the final purchase.

Customer Buying Motives

Slide 1 of 2



Customers' motives can be

(13)

SECTION 12.1

Selling

Rational Customer Buying Motives

Slide 2 of 2

(14)

An

emotional motive

is a feeling experienced by a customer, such as social

approval, recognition,

power

, or

prestige

.

(15)

SECTION 12.1

Customers will make three distinct types of decisions:

 _extensive

 _limited

 _routine

Understanding Customer Decision Making

Decisions are based on a person’s previous buying experience and the importance and

(16)

SECTION 12.1

Extensive decision making is used when there has been little or no previous experience with an item.

Extensive Decision Making

_{Used for goods and services that are}

very expensive or have high value to the customer.

_{Used when there is a high degree of}

perceived risk.

(17)

SECTION 12.1

Used when a person buys goods and

services that he or she has purchased before but not regularly.

Limited Decision Making

 _{There is a moderate}

degree of perceived risk.

 _{When making this type of}

decision,

the customer often needs some information

(18)

SECTION 12.1

SECTION 12.1 _{Routine Decision Making}_{Routine Decision Making}

Used when a person needs little information about a product.

 _{There is a high degree of prior}

experience.

 _{Usually used for goods and}

services that have a low perceived risk (because an item is inexpensive, is bought frequently, or satisfaction with the product is high).

(19)

12.1

Graphic Organizer

Types of Customer Decision-Making Processes

CUSTOMER CUSTOMER Expensive or Highly Valued Item Expensive or Highly Valued Item No Experience with Item No Experience with Item Information Needed Information Needed Some Experience with Item Some Experience with Item High Product Satisfaction High Product Satisfaction Much Prior Experience with Item Much Prior Experience with Item High Perceived Risk High

Perceived Risk Perceived Risk_{Perceived Risk}Moderate Moderate Perceived Risk_{Perceived Risk}Low Low

(20)

12.1

A

ASSESSMENT

SSESSMENT

Reviewing Key Terms and Concepts

1. What is personal selling?

2. Name three settings where personal selling

may occur.

3. What are the goals of selling?

4. Explain the concept of feature-benefit selling.

5. What are the three levels of decision making

(21)

12.1

A

ASSESSMENT

SSESSMENT

Thinking Critically

Determine a customer benefit for each of the following product features:

1. Remote access on a telephone message machine

(22)

12.1

A

ASSESSMENT

SSESSMENT

Thinking Critically

You are a manufacturer of a unique jacket designed so that parts of it can be

added or removed for various weather conditions.

1. What would you do to train your sales force?

2. What would you do to help retailers

(23)

12.1

A

ASSESSMENT

SSESSMENT

Thinking Critically

Assume you are selling a diamond

(24)

12.1

A

ASSESSMENT

SSESSMENT

Thinking Critically

Explain your reasons for agreeing or disagreeing with the following

(25)

End of Section 12.1

Marketing Essentials

http://www.mercedes-benz.com/com/e/home/products/passengercars/slrclass/qtvr_