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Personal Selling Marketing Co-Op . “It’s so new we don’t know what it does, but nobody else has it so we’re selling the hell out of it.”. Personal Selling. Any form of direct contact between a salesperson and a customer. How is it different from other forms of promotion?.

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personal selling marketing co op

Personal SellingMarketing Co-Op

“It’s so new we don’t know what it does, but nobody else has it so we’re selling the hell out of it.”

personal selling
Personal Selling
  • Any form of direct contact between a salesperson and a customer
  • How is it different from other forms of promotion?

The two way communication between the seller and the buyer

types of selling
Types of Selling
  • Retail Selling – unique because customers have to come to the store
    • Sales person must be available to answer questions about the product or service
types of selling1
Types of Selling
  • Business to Business – sales between two businesses
    • Inside Sales - usually takes place in the manufacturer’s or wholesaler’s showroom
    • Outside Sales – usually takes place in the customer’s place of business

Requires that sales representatives contact businesses

      • Call to make an appointment
      • Cold Call – show up unannounced
types of selling2
Types of Selling

Telemarketing – the process of selling over the telephone

The law prohibits telemarketers from calling any number on the

National Do Not Call Registry

goals of selling
Goals of Selling
  • The purpose and goals of selling are the same no matter the selling situation
    • Help customers make satisfying buying decisions, which create ongoing, profitable relationships between the buyer and seller

Repeat business is crucial to the success of any company

consultative selling
Consultative Selling

Providing solutions to customers’ problems by finding products that meet their needs

feature benefit selling
Feature-Benefit Selling

Matching the characteristics of a product to a customers’ needs and wants

How will the product features provide benefit to the customer?

product features
Product Features

The basic, physical, or extended attributes of the product

product features1
Product Features

VS

  • Physical features of a product differentiate competing brands and models
  • When buying a car one might consider
    • Engine type
    • Gas consumption
    • Appearance
    • Stereo system
    • Tires
    • Anti-lock brakes
    • Number of passengers it hold
product benefit
Product Benefit

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

assignement
Assignement
  • Create your own feature-benefit chart for each of the following products
    • Microwave
    • Recordable CDs
    • Mechanical Pencils
customer buying motives
Customer Buying Motives
  • A salesperson must know what motivates customers to buy
    • Rational Motives – conscious, logical reason for a purchase
    • Emotional Motives – a feeling experienced by a customer through association with a product
rational motives
Rational Motives
  • Examples of Rational Motives
    • Product dependability
    • Time or monetary savings
    • Health or safety considerations
    • Service and Quality
emotional motives
Emotional Motives
  • Examples of Emotional Motives
    • Social Approval
    • Recognition
    • Power
    • Love
    • Prestige
customer decision making
Customer Decision Making
  • Previous experience with product or company
  • How often they purchase the product
  • The importance of the purchase
  • The perceived risk involved in the purchase
  • The time available to make the decision
  • Different customers require different levels of assistance when shopping
  • How they make these decisions is based on several factors
    • Previous experience with product or company
    • How often they purchase the product
    • The importance of the purchase
    • The perceived risk involved in the purchase
    • The time available to make the decision
types of decision making
Types of Decision Making
  • Extensive – when there has been little or no previous experience with a product or company
    • High degree of risk
    • It is very expensive or has high value
    • Examples – new car, a home, expensive jewelry
  • Limited – when the customer has purchased the product before, but not regularly
    • Moderate degree of risk
    • Customer needs more information before purchasing
    • Examples – furniture, electronics, vacations, house hold appliances
  • Routine – when the customer needs little information about the product
    • Low degree of risk because it is inexpensive
    • It is purchased regularly so the customers trust the product
    • Examples – groceries, newspapers/magazines, personal care items
assignment 1
Assignment 1

Imagine you are buying a new car. Consider the different life scenarios and the buying motives associated with the lifestyle. Write a paragraph explaining the car you would choose, whether your buying decisions would be rational or emotional and what type of decision making you would use. (You are to write a short paragraph for each)

  • A teenager buying their first car
  • A single 30 something with a great job
  • A parent with 3 children
  • A retired golfer that lives in Florida
assignment 2
Assignment 2

Chapter 12 (In Orange Marketing Book)

12.1 – pg. 264 Key Terms and Concepts..(1-3)

12.2 – pg. 271 Key Terms and Concepts..(1-3)

Chapter Review……..(3-11)

You will be held responsible

for all red dot terms for the test