Sales and service marketing

Sales and Services

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Objectives

•To categorize the types of sales methods.
•To learn the steps in the sales process.
•To describe various customer approaches.
•To demonstrate effective sales principles
and techniques.
•To practice methods for overcoming
customer resistance.
•To identify specific business procedures
used during sales transactions.

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Main Menu

Types of Sales
Preparing for the Sale
The Selling Process

Approaching the Customer
Determining Customer Needs
Presenting the Product
Overcoming Objections
Closing the Sale
Suggestion Selling
Building Relationships

Sales Transactions

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Types of Sales

•Include:

−personal selling
−business-to-business
−online

Multiple Choice

Types of Sales Include

• personal selling

  business-to-business

  online

• telemarketing

  businesses

  e-commerce

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Personal Selling

•Is any form of direct contact between a
salesperson and a customer
•Involves two-way communication
•Examples include:

−giving sales demonstrations
−door-to-door sales
−interacting with in-store customers
−telemarketing

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Business-to-Business Sales

•Describe sales which occur between
businesses, rather than between a
business and consumer
•Is also referred to as B2B sales
•May occur in a showroom or during a trade
show
•Include consultative services
•Typically require an appointment

8

Online Sales

•Are sometimes referred to as e-commerce
•Are fast-paced and growing
•Produced approximately 335 billion dollars
in 2015

−244 million consumers browsed or bought

online in 2015

Multiple Choice

Business-to-Business Sales

• Describe sales which occur between businesses, rather than between a business and consumer

• Are sometimes referred to as e-commerce

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Goals in Sales

•Include:

−to obtain customer loyalty
−to increase market share
−to enhance product image or reputation

Market Share: a business’s percentage of total sales within a given
market or industry

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Trends in Sales

•Include:

−increasing popularity of technology and online

sales

−decreasing brand loyalty
−changing organizational and business

structures

Sales and Services – Preparing for the Sale

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Sales Preparation

•Consists of the following actions:

−understand the product
−know potential customers
−research company goals and sales objectives
−evaluate competitors
−analyze sales trends
−gather sales leads or sales lists

13

Understand the Product

•By reading printed materials including:

−product labels
−product and company websites
−product brochures
−information guides

• these can help you become familiar with

product features, background and statistics

14

Understand the Product

•By receiving formal training including:

−conferences
−seminars
−sales evaluations
−mock presentations

Multiple Choice

Understand the Product By reading printed materials including

• product labels

  product and company websites

• − analyze sales trends

  − gather sales leads or sales lists

15

Know Potential Customers

•By understanding buying motives

−rationale motives
−emotional motives

•By understanding decision-making styles

−extensive decision-making
−limited decision-making
−routine decision-making

•By understanding how the product’s
features will benefit the customer

−when product features develop into customer

benefits they are referred to as selling points

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Customer Buying Motives

Rationale Motives

Emotional Motives

Product dependability

Social approval

Time or savings

Tradition

Health or safety

Recognition

Customer service

Power or prestige

Quality

Emotional distress

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Extensive Decision-Making

•Includes intense involvement and
extensive prior research
•Is used when a customer has little or no
previous experience with a product
•Is used for products which are:

−perceived as having a high degree of risk
−expensive
−valuable to the customer

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Extensive Decision-Making

•Example include:

−buying a new car
−buying a house
−enrolling in a college or university

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Limited Decision-Making

•Includes moderate involvement and some
prior research
•Is used to buy products which have been
previously purchased, but not on a regular
basis

−perceived risk is moderate
−product information is essential

20

Limited Decision-Making

•Examples include:

−buying technology or equipment
−buying health supplies
−buying household appliances

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Routine Decision-Making

•Includes little to no involvement and no
prior research
•Is used when:

−little information is needed
−the perceived risk is low
−the product is inexpensive
−the item is used frequently
−familiarity with the product is high

22

Routine Decision-Making

•Is used when purchasing items including:

−fuel
−most foods
−basic clothing

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Analyze Sales Trends

•By reading the trade publications relating to
the industry

−some publications cover all types of sales and

some cover niche sales markets

−some publications are available online or in

libraries, while others are purchased through
subscriptions

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Sales Leads

•Are potential or prospective customers
•Can be obtained from the following
sources:

−local directories
−marketing research companies
−commercial lists
−customer referrals