Chapter 12 – Preparing for the Sale

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.

Personal Selling Any form of direct contact between a

salesperson and a customer. 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 Is providing solutions to customers

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 sellingMatching the characteristics of a product to

a customer’s needs and wantsMany people believe that customers do not

buy products; rather they buy what the products will do for them.

Product featuresMay be basic, physical, or extended

attributes of the product or purchaseA salesperson needs to learn how a

products features will benefit the customer. Customer Benefits

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

Rational MotiveA conscious, logical reason for a purchase

Emotional Motive Is a feeling experienced by a customer

through association with a productEmotional Motives are feelings such as:

Social approval, recognition, power, love, or prestige

Many buying decisions involve both

Extensive decision makingUsed when there has been little or no

previous experience with an item Limited decision making

Used when a person buys goods and services that he or she has purchased before but not regularly

Routine decision makingUsed when a person needs little information

about a product

What is the purpose and goal of selling?

What is consultative selling?

Pre-ApproachThe preparation for the face to face

encounter with potential customers. Study products, know industry trends and

competitors, research potential customers, review legal and ethical issues for selling situation.

ProspectingOr a lead, is a potential customer

ReferralsThe names of other people who might buy

the product. They open the market to potential customers.

Endless chain methodWhen salespeople ask previous customers

for names of potential customersSome companies will offer discounts and

gifts for referrals Can anyone think of an example? Cold Canvassing

Potential customers are selected at random. Going door to door or through a phone directory for example

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