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PURPOSE AND GOAL
• The purpose of selling is to help customers make satisfying buying decisions, with the goal of creating ongoing, profitable relationships with them.• The marketing concept has created a customer-
centered focus that companies have embraced.• Departments coordinate their functions to help
the sales function succeed.
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
• Finding customers and keeping them satisfied• Websites and Social Media• E-Mail• Customer Loyalty Programs• Computer Software• Mobile Device• Partnerships
SALES MANAGEMENT
• Establishes the guidelines and policies for the sales team• Company Policies• Training• Compensation and Sales Quotas• Legal and Ethical Issues• Sales Pressure• Sales Concepts• Sales Regulations
PERSONAL SELLING
• Personal selling is any form of direct contact between a salesperson and a customer• Two-way communication between seller and the
buyer
TYPES OF SALES POSITIONS
• Retail• Industrial and Service Businesses• Telemarketing and Non-Profit• Internet Web Sites and Sales
STEPS OF A SALE
1. Approach the Customer – greeting the customer face to face
2. Determine Needs – learn what the customer is looking for
3. Present the Product- educating the customer4. Overcoming Objectives – learn why customer
is reluctant to buy5. Close the Sale – getting agreement to but6. Suggestion Selling – ad-ons7. Building Relationships – following up with
customers
CUSTOMER DECISION MAKING
• Extensive Decision Making – used when there has been little or no previous experience with an item, high degree of risk in the purchase• Buying a car or your first home
• Limited Decision Making – used when a person buys goods or services that he or she has purchased before but not regular, moderate degree of risk with the purchase• Prom dress, furniture, household appliances
• Routine Decision Making – used when a person needs little information about a product that he or she is buying • Cosmetics, toilet paper, toothpaste
GETTING READY TO SELL
• Product knowledge • Experience• Published materials and Web sites
• Industry Trends• Merchandising
CUSTOMER BUYING MOTIVES
• Buying Motives – reasons a customer buys a product• Rational Motives – conscious, logical reasons for a
purchase• Dependability, time or monetary savings, quality
• Emotional Motives – feelings experienced by a customer through association with a product• Social approval, fear, power, love, prestige
• Patronage Motives – reasons for remaining a loyal customer of a company
• Multiple Motives – most buying decisions involve a combination of motives• EX – people buy car tires for dependability (rational) and fear
because they care about safety of loved ones (emotional)