3.04 - 3.06 Marketing Test

Feature presentation

A feature is a physical characteristic or quality of a product. It is something the customer can touch, feel, smell, see, or measure. It helps describe the product. In short, a feature answers the question, "What is it?" Sometimes, features are obvious, and clients can see them as soon as they look at a product. For example, when looking at new employee uniforms, a business customer can easily see features such as color, sleeve length, and style. Other features might not be so noticeable—they may even be hidden so that clients can't see them. Less obvious features of an employee uniform may be that it is 100% cotton and has double-stitched seams. While those are important features that impact the product's durability, the customer won't know about them unless you tell him/her.

Summary (A)-15

An important part of selling is determining what each customer is looking for in a good or a service, then proving that your good or service has the features that will benefit him/her. This is known as feature-benefit selling. A feature is a physical characteristic or quality of a product. A benefit is the personal satisfaction or advantage that a customer wants from a product. Three types of benefits are obvious or apparent benefits, unique or exclusive benefits, and hidden benefits.

Differences in the use of the selling process

Although the selling process comes into play in all sales situations, salespeople will need to modify the process from time to time, especially depending on the specifics of the selling situation. PreparationThe first phase of the selling process, preparing to sell, is the phase that differs most drastically among sales situations. The amount and type of preparation varies considerably according to the sales situation. Consider the differences between selling clothing to customers in a department store and selling costly computer systems to medium-sized businesses. The clothing salesperson will probably do very little, if any, generating and qualifying sales leads, while the computer sales representative may devote a lot of effort to these tasks. The nature of the productA product's cost, size, and physical existence will also influence the selling process that a salesperson uses. Let's take a look at a few examples: Customers may raise more objections when buying expensive products than less expensive items. This will make the close more difficult and will require additional follow-up to satisfy the client. Home sales require the salesperson to take the customer to the product, increasing the time required for the sales presentation and the close. On the other hand, samples of smaller products, such as office supplies or cosmetics, can be brought to the customer and effectively demonstrated for an immediate sale. When selling intangible products such as insurance, financial products, or interior-design services, salespeople often spend more time establishing relationships, determining needs, and prescribing solutions than they would if they were selling tangible products. The nature of the customerGenerally, retail salespeople tend to spend little or no time generating and qualifying leads, establishing relationships, or determining customer needs. This is not because they don't care about their customers, but because customers frequently know what they want and simply desire to make the purchase. For example, if you need to buy new socks, you probably don't need much assistance since the cost is low and you purchase them frequently. On the other hand, salespeople who sell insurance or flooring may spend additional time generating and qualifying leads. These salespeople may try, for instance, to locate families with newborn children who may need additional life insurance or new homeowners who may be in the market for carpet or tile. When selling to a business in an office or industrial setting, the time spent in each phase, especially making initial contact and discovering needs, is likely to be far greater than in retail selling. For example, selling high-priced office equipment places different demands on the selling process. Selling these products requires salespeople to pay additional attention when locating customers, understanding the particular needs of customers, and following up after the sale. Salespeople must understand that business customers have different buying motives than individual customers. A business customer purchases products to fill specific, black-and-white company needs, whereas a retail customer might purchase an item because s/he saw it and just "fell in love" with it. In other words, individual customers fulfill "wants" more often than businesses do. In addition, selling to businesses often means selling an entire group or department of people on a product, not just one individual customer as in retail selling. It's not hard to see why selling to businesses generally requires more time spent in each phase than selling to retail customers. To learn more about the differences between business-to-business and business-to-consumer selling, watch this video by G&S Business Communications titled "B2B vs. B2C: Differences in Customer Journeys":

Preparing a feature-benefit chart

Customers depend on salespeople for information and advice. That's why it's so important to be completely familiar with the features of your product and be prepared to translate features into benefits for individual customers. To do this, it's helpful to create a feature-benefit chart for your product. Therefore, you must know: What features to look for in a product Where to get the information you need What to do with the information when you get it

Who sells?

Every business organization sells. Entrepreneurs sell ideas to banks to obtain financing. Manufacturers sell goods to wholesalers and retailers. Wholesalers resell goods to retailers. Retailers and service providers sell goods and services to customers. The U.S. Bureau of Labor Statistics estimates that more than 14 million Americans work in sales! However, considering that there is an element of sales in nearly every job, the number is really even higher.

Post-sale opportunities

Is your job over when the sale closes? No way! The post-sale period is actually a critical time to flex your customer service muscle. This time of follow-through is often what separates successful businesses from unsuccessful businesses. You probably talked a big game about your company's high standards for customer service during your sales presentation—now's the time to put your money where your mouth is! Let's take a look at several areas in which post-sale customer service is necessary: Order processing. Your customer has just requested 30 boxes of personalized stationery. You enter the order in your computer and send it off to be processed. This task is over, right? Of course not! As a salesperson, it is your responsibility to ensure that your customer's order is processed correctly. The best way to do this is to get to know the people who are processing the order. By establishing a relationship with this department, you can easily check on the status of orders to make sure your customers are getting exactly what they want. Shipping and delivery. You've probably experienced your share of shipping and delivery problems as a customer. Just think of how frustrating it can be when you order something and it arrives early or late, gets lost in transit, arrives damaged, or accidentally gets shipped to the wrong address. As a salesperson, it's your job to do all you can to prevent this from happening to your clients. You'll never be able to control every variable and make sure that nothing goes wrong (after all, you're only human!), but it's still important to stay in contact with and be available to your clients throughout the shipping and delivery process. That way, if something does go wrong, you can take immediate action to fix it. Installation. Installation can also be a frustrating part of the purchasing process for customers. By staying involved throughout this step, you can help your customers when they run into problems. For instance, you may have promised your customer free installation, but the delivery person may be unaware of this. A quick call from you can clear up the misunderstanding in no time. Warranty issues. Warranties can be very confusing for customers. A successful salesperson takes responsibility to make sure his/her customers understand exactly what their warranties cover, instead of leaving them to figure it out on their own if something goes wrong with the product. Maintenance and repair. Certain products need routine service and may also need specialized repairs over time. Delivery vans, for instance, need regular oil changes and will probably require engine or body work at some point. Many sales organizations offer maintenance and repair services as part of the overall sales package. This is an important aspect of post-sale customer service. Successful salespeople make sure their clients understand what maintenance and repair services are available and how to take advantage of them. Credit/Financing. Problems with obtaining credit and financing are a main cause of customer service complaints for sales organizations. Conflict can arise when a salesperson assures a client that his/her business will qualify for credit, and the credit manager does not then approve the financing. There can also be problems with billing and invoices. Perhaps you've made a special arrangement with your client that the finance department isn't aware of. Successful salespeople are careful in these sticky situations. They also get to know employees in their company's credit department, making it easier for them to "go to bat" for their clients when necessary. Technical assistance and support. Many products are tied to the need for technical assistance and support. Computers and Internet service are great examples of this. Let's say you work for an Internet service provider, and you've just sold your company's services to a startup business. It is likely that over time the business will run into complications or have questions about its Internet connections. These questions should be your concern as well. It's important to make sure your customers know how to reach technical support whenever they need assistance. Customer training. Not all products are complete with a user's manual alone. Some products require customer training, even classes. Customer training can be as simple as the salesperson visiting a business to show employees how to use the new copier. Or, it can be as involved as hosting a week-long conference to facilitate the use of a certain software package. Providing appropriate customer training is a mark of a successful sales organization. Many post-sale problems are prevented when salespeople take the time to check on order status, shipping status, etc. Providing quality customer service doesn't mean you'll never make mistakes. It does mean, however, that you take responsibility for them and work to correct them to your customers' satisfaction.

Presale opportunities

Most of the time, "servicing the sale" refers to actions that take place after the deal has been closed; however, salespeople still have many opportunities to provide customer service before a sale has been made. One of the most effective ways to provide excellent customer service before a sale is by knowing your product inside and out. You won't be able to help your customers make informed buying decisions if you aren't an expert on what you are selling. Salespeople should research their products extensively before speaking with customers so that they know exactly what product features and benefits to highlight. Just as a salesperson must research his/her products, a salesperson should also research his/her customers. This research could be as in-depth as reviewing an industrial customer's sales history, or as simple as asking a customer in a store if s/he has ever purchased anything from the business before. When researching industrial customers, relevant questions to investigate include how long the company has been in business, who the company's "key players" or important executives are, and who uses the company's products. It's even worth it to find out who the company's competitors are. This information will help you learn more about the customer's purchase habits, budget, and sales history—so you can tailor your sales presentation to better suit the customer. When dealing with retail customers, a salesperson's "research" is a bit more straightforward. You should ask the customer about his/her prior experience with the company—whether s/he has purchased a product from your company before, and whether or not the product met his/her needs. With a little probing, you can determine the best products to recommend to each customer to fit his/her specific situation. Another simple way to offer excellent customer service before the sale is through suggestion selling. You can add value to a customer's experience by suggesting additional products or services that will enhance his/her primary purchase. For example, if you are talking to a customer about a particular guitar, you might also want to point out the strap that goes along with it. Using the strap will make the guitar easier to play and should add value to the purchase of the guitar. Just be sure you only try to sell customers goods or services that they can truly use—customers can tell when you're taking advantage of them. Appropriate, well-timed suggestion selling can go a long way toward building solid partnerships with customers. To see how restaurant servers might use suggestion selling to improve their customers' dining experience, check out this YouTube video from eHow:Suggestive Selling Techniques for Restaurants : Running a Restaurant. (Links to an external site.) Today's tech-savvy customers usually find out about the products they want and need before they ever talk with salespeople. If they are buying technical and/or high-ticket items, however, they may not fully understand what they read on the Internet. So, another way to provide customer service before the sale closes is to fully explain relevant product information in an understandable way. Clients appreciate the explanations that knowledgeable salespeople can provide because it makes it easier for them to make wise purchase decisions. You should attempt to leave your customer with a better grasp on the features and benefits of your product(s). When clients are happy with their purchases, they won't forget the salesperson who helped them sort through their options. And last but not least, salespeople can demonstrate quality customer service before the sale is closed by making promises that they know they can keep. It sounds straightforward, but it's amazing how many salespeople disregard this simple rule in an effort to close the deal. For example, it wouldn't be ethical to tell a customer that s/he can receive online support for a product 24 hours a day if you know that's not really the case. Similarly, you shouldn't tell a customer that routine maintenance for a product will be performed free of charge unless that is true. You should also take the time to explain what your company's "routine maintenance" means. Even if you forget about the promises you make during your sales presentations, your customers definitely won't. If you can't keep these promises after the sales close, you will have unhappy customers and damaged client relationships.

Preparing to sell

No matter what product s/he is selling, no salesperson can sell without preparation. The first thing a salesperson must do is acquire knowledge about the product. In some situations, this could be a lengthy and involved process. For example, insurance agents receive a great deal of education about their products and even go through a licensing procedure while they're acquiring knowledge for selling. On the other hand, a salesperson acquiring knowledge about a restaurant's menu items may be able to do so sufficiently during a week or two of training. Another aspect of preparing to sell is being able to identify your product's features and benefits. A feature is a characteristic of a product, whereas a benefit is an advantage the feature brings to you. For example, it's not enough for a technology salesperson to know how much storage an e-reader has (the product's feature). S/He must also know how many books an e-reader with that amount of storage can hold (the product's benefit). Similarly, a restaurant server needs to know what comes on a certain salad (the salad's features), but s/he must also know why the salad is great for customers who are watching their caloric intake (the salad's benefits). In certain cases, salespeople also need to generate and qualify sales leads. This means that they must do the legwork to find potential customers and then determine if those customers are likely to need or want the product and have the ability to buy it. Consider a college admissions officer or recruiter. While you may not think of him/her as a salesperson, their job is to locate and attract qualified high school students to attend their university. For the recruiter, qualifying leads (prospective students) is incredibly important to the success of the university. A college recruiter would never focus all of her/his efforts on a freshman in high school, or on a student with a very low GPA and poor attendance record. Instead, she/he would attempt to contact high school juniors and seniors with good grades and high involvement at school. A restaurant server, in contrast, doesn't need to generate or qualify leads. When you are selling a product or service to a business, qualifying a lead also means making sure that your contact within the company has the authority to make the purchase; otherwise, you risk wasting valuable time. When generating and qualifying leads, the salesperson should try to learn as much as s/he can about the business or the personal characteristics of the customer. For example, knowledge of a company's size, purchasing practices, location, and decision makers is helpful in understanding its nature. It can be of great benefit to know how a company operates. Furthermore, learning about the individuals with whom the salesperson will be in contact will aid in establishing good rapport with that customer. The salesperson should try to learn the person's name, position, age, education, experience, hobbies, etc. Many times, just getting to know the right person at a company and "getting a foot in the door" with a sales appointment makes all the difference. The last part of preparing to sell is planning the sales presentation. In many selling situations, the salesperson must have a "pitch" ready to give customers more information about the product, point out its benefits, and convince them to buy. The salesperson may prepare a general presentation that s/he tailors to fit each individual customer. The presentation could be as elaborate as a representative from a manufacturing firm bidding on a million-dollar government contract—or as simple as a hardware-store employee telling you which brand of paint is best.

Step three—Create a feature-benefit chart.

Now that you know what type of information you need and where to obtain the facts about your product, what's the next step? Preparing a feature-benefit chart for your product! Each product you sell has a number of features. List all the product's features on the chart, beginning with the obvious or apparent ones that a customer or client will see first. Then, list the less obvious or hidden features of the product. For each feature that you've identified, ask yourself, "What does this mean for the customer?" Write each benefit beside its feature. A feature can often provide more than one benefit. Take a look at the following example to see how features and benefits can be arranged on a chart:If you sell a wide variety of products, it's helpful to arrange them alphabetically. Preparing this chart will help you remember the features and benefits and should aid you in developing meaningful selling techniques.

What is the role of selling in our economy?

Our economic system depends on selling because it keeps our economy moving, promotes competition, affects employment, adds utility, helps customers determine needs, and creates desire for products. Let's take a closer look at these effects of selling. Keeps our economy moving. As shown in the diagram, businesses buy resources (natural, human, and capital goods) to be used in the production of goods and services. Then, they sell the goods and services to the market that wants them. That market could include manufacturers, wholesalers, and retailers, along with individuals and households. Individuals sell their resources to businesses to help in the production of goods and services. If individuals and businesses did not do this, there would be no economic flow. Selling keeps our economy moving by enabling us to move the products that come from our factories and farms to the people and businesses that will use them. Promotes competition. Customers only have so much money, and it's up to them to decide where to spend it. That's why all businesses have to compete to earn those dollars, and businesses that sell the most products that satisfy customer needs at the best prices will succeed. This puts pressure on the competition to produce better products. Businesses continue to develop new or improved products to make more sales than their competitors. Affects employment. Salespeople aren't the only ones whose jobs depend on making sales. As businesses grow, they hire not just more salespeople but also other employees to keep up with the demand for their products. For example, Starbucks Coffee opened as a one-store operation in 1971. As sales increased, the company hired more salespeople, opened new stores, and hired people to manage and operate those stores. In addition, other manufacturers and wholesalers have benefited from the growth of Starbucks. The stores must purchase sugar, cream, paper cups, napkins, straws, and more to accompany the coffee. To open a new store, building materials, tables, chairs, coffee-brewing equipment, and refrigerators must be purchased from manufacturers and wholesalers as well. Today, there are over 24,000 Starbucks stores in more than 75 countries. The company also offers many bottled versions of its coffee drinks as well as ice creams and instant coffees. If the business continues to grow, so will the number of its employees and the number of employees at associated manufacturers and wholesalers. As you can see from the above example, the exchanges created by selling help businesses make a profit that enables the companies to expand. On the other hand, if Starbucks Coffee's sales decline, so will the number of people that the business employs. And if sales continue to decline for a steady period of time, it will begin to affect manufacturers and wholesalers as well. Adds utility. Selling adds utility, or usefulness, to products. Through selling, products can be "in the right place at the right time." Skilled salespeople aid in developing utility for their products by creating customer desire. They may attempt to sell not only a suit but also the accessories to go with it, for instance. They may have the customer try on a shirt and tie that match the suit—while pointing out the features and benefits of buying all three. Helps customers determine needs. By providing opportunities for two-way communication between customers and salespeople, selling enables customers to receive help with their buying problems. In this way, customers can determine their needs and can select products that are right for them. For an example, view the customized options offered to commercial building clients in the "Butler Building Structural System" video by Butler Buildings:Butler Building Structural System. (Links to an external site.) Creates desire for products. Skilled salespeople can create desire for new or established products. They do this by determining clients' needs, wants, and buying motives. Then, salespeople explain product features and benefits to clients and heighten their desire through the use of demonstrations. For example, if you know a business is looking for a software program that will help its accounting department manage data and save time, you could talk about how your company's easy-to-use software will make the accounting staff's lives easier. Since you understand the company's buying motives, you would be sure to focus on the time-saving features of your product in your sales presentation. See how a smart-home system's benefits are emphasized in this Control4 video:

Reaching closure

Reaching closure is the fifth phase of the selling process. Successfully closing sales is essential for salespeople and their companies—a successful close builds the salesperson's confidence and confirms the "win-win" relationship that has begun between the company and customer. Many salespeople feel that the closing actually has two purposes—identifying any remaining objections (resistance) the customer may have and getting the order. An objection is a question or concern raised by customers after they have been shown a product. For example, after listening to a lawn-care service sales representative discuss his/her firm's capabilities, a customer may express concern about how the chemicals will affect the family pet. Salespeople should anticipate objections and learn to use them to their advantage in a sales presentation. Some tips for handling objections are: Welcome them! Clearing up objections can serve as a chance for you to demonstrate your knowledge and further solidify the product's benefits. Listen from the customer's point of view to identify the real objection. Restate the objection to be sure that you understand it. Answer and overcome each objection completely, without arguing with the customer or losing your poise. Review customer benefits. To learn more about successfully handling objections, check out this YouTube video by Brian Tracy called "Closing the Sale: 9 Common Objections":https://www.youtube.com/watch?v=xaY-YpePuio (Links to an external site.) When customers are satisfied that their objections have been satisfactorily addressed, they often give signals that the time has come to close the sale. These signals may be direct statements such as, "This is just what we need," or nonverbal signs such as closing and stacking product literature. Customers may also signal that they are ready to make a purchase by asking questions such as: "When can I have the product delivered?" or "Do you have payment plans available?" All of these clues will help you transition from the sales presentation to a successful close. The close is the logical completion to an effective sales presentation. Essentially, customers are moved to the point where they are convinced the product meets their needs, and they wish to purchase it. When customers have made it clear that they are ready to buy, the salesperson must complete all the necessary forms and paperwork. The nature of the paperwork can vary from a simple sales slip to a complex contract. The actual closing of a sale is difficult for many salespeople. As a salesperson, you must remember that you will usually need to ask the customer to buy. Few will do so without being asked. There are many techniques for asking customers for an order, ranging from directly asking for the purchase to much subtler methods. The trial close method is a closing attempt made at multiple points during the sales presentation to assess customer readiness to buy. For example, a salesperson might ask, "Does this service plan sound good to you?" after discussing the features and benefits of the plan. The customer may decide to purchase the product right then and there, or the salesperson may need to continue the presentation. Another technique is the direct appeal close, which involves simply asking for the order in a straightforward manner. Yet another common technique, the summary-of-benefits close, involves summarizing all of the product features and benefits to the customer before asking for the order. These are just a few of the many methods that exist for closing a sale. An excellent salesperson will use the method that s/he feels is most appropriate for each specific sales meeting.

Reaffirming the buyer-seller relationship

The final phase in the selling process is reaffirming the buyer-seller relationship. During this phase, the salesperson is responsible for helping customers feel confident with their purchase decisions. To do this, salespeople can follow up the sale to reassure customers that they have not been sold something that they do not need. A good sales representative uses various techniques to follow up the sale. These techniques include the following: Reassuring the customer that his/her choice was wise. Simply stating, "This is the best product for your needs" will be reassuring to the customer. Using suggestion selling. Recommending complementary products, such as shirts and ties for a suit, helps to cement the buyer-seller relationship. Answering any lingering questions the customer may have. Explaining the sales contract fully. Taking the time to review contract details will reassure the customer that you are concerned s/he understands all facets of the sale. Checking on or being present when the product is delivered. By being present or checking on the delivery of a product, salespeople can reaffirm their reliability. Supervising installation or adjustment of the product. Supervising installation will indicate your desire for everything to be "just right" for the customer. Training the customer's personnel in the use or sale of the product. By assisting with training, salespeople display their commitment to the customer's needs. Calling the customer to ensure s/he is satisfied. A brief phone call to ensure that the customer is pleased and to express appreciation for the sale requires little effort, yet builds a significant amount of goodwill. Providing prompt and attentive customer service whenever the customer has a problem or a question regarding the newly purchased product. Effective follow-up serves to reaffirm the buyer-seller relationship and can help to nurture and maintain this relationship after the initial sale. Even better, customers who are happy with their purchase experience serve as an "auxiliary salesforce" for your company—they will promote you and your product to their friends and family, which can lead to more sales.

Adapting the process

The emphasis that each phase of the selling process receives varies according to the product being sold and the customer. Though the basic steps are the same for all salespeople, specific methods vary. Let's take a moment to consider both the similarities and differences in the way the selling process is used.

Summary (B)-15

The first step in preparing a feature-benefit chart is finding your product's features. Look for construction and materials, appearance and style, unique or novel features, durability, product uses, and service and warranty. The second step is looking for product information in the right places—the product itself, customers, manufacturer's brochures and publications, other sales personnel, and promotional materials. The last step is to create a feature-benefit chart, listing the product, its features, and the benefits those features provide to customers.

Prescribing solutions to customer needs

The fourth phase of the selling process is the prescription phase. The salesperson should now offer solutions to the customers' needs based on the diagnosis that s/he has made for a particular customer. The prescription phase includes the sales presentation (prepared in the first phase), which often consists of two parts—the sales talk and the product demonstration. The sales talk should convince the customer of the benefits to be derived from purchasing the product. Throughout the talk, the salesperson must translate product features into benefits that meet the buyer's specific needs. For instance, if an office-equipment salesperson has determined that the customer needs a copy machine that makes color copies, the salesperson would focus on color copiers that also satisfy the customer's other copying needs. A good product demonstration should create interest and allow the customer to interact and become involved in the selling process. The customer should be able to ask questions and discuss important points to clarify photos, computer demonstrations, or videos the salesperson is using to help him/her understand product benefits. This is especially true for products that are large or intangible, such as factory machinery or a private security service. However, if possible, the salesperson should get the product into customers' hands to show them how it works and to appeal to their senses. Some basic guidelines for prescribing solutions to needs are: Sell the benefits of the product rather than its features. Show the customer a limited number of products to avoid overwhelming or confusing him/her. Show only products that relate to customers' specific needs. Concentrate on the main item of interest to close the sale. Keep these guidelines in mind, and they will help to focus your sales presentation.

Benefits of customer service

The importance of providing quality customer service in sales cannot be overstated. Customer service benefits sales organizations by helping build profits. Businesses exist to make money, and to do so, they rely on their customers. Providing quality customer service influences profits in two major ways: Building partnerships with current customers. Loyalty is the name of the game—successful salespeople understand the importance of repeat business. They strive to provide high-quality customer service, so they can build long-term partnerships with their customers. After all, maintaining a relationship with a current customer is less expensive and time-consuming than generating a new customer relationship. Jia Wertz explains why it's more important to nurture existing customer relationships than to seek new customers in her article from Forbes (Links to an external site.). Besides repeat business, another benefit of having loyal customers is referrals. When your customers are satisfied, they will tell their family, friends, and colleagues about your good service. In a sense, these satisfied customers become another "sales force" reaching out to prospects for you. What makes this benefit even better is that this sales force can reach potential customers whom you might not be able to reach on your own! Generating new customers. Sales increase when organizations create new business and new accounts. Quality customer service improves your company's reputation, and a better reputation means more business. Customers are much more likely to patronize a business with a great reputation. For example, if your company needs something, who are you more likely to order from—a business that's known for treating its customers like royalty, or one that leaves customers complaining? The answer should be clear—the business that treats its customers right will win out every time! In today's ultra-connected world, customer satisfaction is more important than ever. That's because customers can (and do!) share their experiences online with others—for the whole world to see.

Summary (B)-16

There are several characteristics that are needed to become a successful salesperson. They include education and training, self-motivation, self-confidence, product knowledge, customer knowledge, ethics, persistence and patience, selling skills, belief in selling as a service, communication skills, creativity, and personal appearance.

So What?-18

Think about some of the products you use or come into contact with on a consistent basis; cell phones, breakfast cereal, clothing, bicycles, television shows—the list could go on forever. You might not realize it, but there is a selling process in place that brought each of these products to you, either directly or through the businesses that purchased them and resold them to you. This required a certain amount of preparation, skill, and hard work on the part of the salespeople involved. Most salespeople follow the same basic selling process, although it varies greatly from product to product. Read on to learn more about this process, how it's used, why it's important, and how it differs among products and customers.

What makes a successful salesperson?

Think about the last time you tried to buy something and received bad service. Even if it was just one bad salesperson, the interaction probably colored your view of the whole business. Salespeople don't just represent themselves when they connect with clients—they represent their companies. If a salesperson makes a good impression, s/he can help increase the business's clientele. But if a salesperson makes a bad impression, the business will probably lose clients. With that in mind, you can see why successful salespeople are so important. But what characteristics are needed to become a good salesperson? There are many traits that can help. Don't worry—they can all be acquired with effort. Great salespeople are made, not born! Let's look at some characteristics that are needed to become a successful salesperson. Education and training. While a great deal of selling knowledge comes from hands-on experience and practice, education and training are important as well. A bachelor's degree in business, marketing, or a related field can help get your foot in the door. Many companies also have training programs for their new employees. Self-motivation. A successful sales career requires a lot of hard work. Often, salespeople don't receive a lot of close supervision of their daily activities. It might be tempting for some people to slack off, but successful salespeople stay on task. They're excellent time managers who don't need to be prompted to get to work. Self-confidence. Clients tend to trust businesses and products when the salesperson is self-confident. They feel that the company will stand by its promises and that they have made a good buying decision. Increase your clients' confidence by being poised and confident yourself. Stand up straight, speak clearly, look the client in the eye, and be proud of your product! But don't mistake confidence for arrogance—being full of yourself can turn clients off, too. View "5 Great Steps To Building Self Confidence" by Brian Tracy:5 Great Steps to Building Self-Confidence. (Links to an external site.) Product knowledge. When dealing with business clients, you need to know your product inside and out. You must know its features and be able to explain these features in terms of benefits for specific clients. You need to anticipate your clients' questions and objections and make sure you know how to address them. As a salesperson, you need to be an expert on your product. You can find special and unique product information from a variety of sources—materials on or with the product, people who have used it before, other salespeople, promotional materials, training classes, and more. Make sure that you can talk intelligently about the goods and services you sell—if you answer too many of your client's questions with, "I don't know," s/he probably won't trust you. It's also a good idea to be familiar with your competitors' products. That way, you can explain to your clients why they should choose your product over theirs. Customer knowledge. Each customer is unique. The selling techniques that work with one customer will not work with another. In addition to knowing your product, you must also know your customers. If possible, take the time to do your homework before making a sales presentation to a customer. What industry does s/he work in? How will s/he use the product? What is his/her lifestyle? What does s/he need? These questions can help you understand how to help your customer. Ethics. The importance of integrity in a sales career cannot be overstated. Your business clients must be able to trust you. Being dishonest or disregarding a client's best interest might occasionally work in the short term, but clients can usually tell when they're being taken advantage of. This ruins your chance of repeat business and earns you a bad reputation. For an example, view the "Business Ethics: Honesty in Sales" video by MBA Research:Kyle Studebaker on Business Ethics — Honesty in Sales. (Links to an external site.) Persistence and patience. Selling can be satisfying, but it is rarely easy. Salespeople aren't often greeted with a warm welcome, and you'll have to get used to being dismissed, ignored, and told "no" repeatedly. Successful salespeople don't get discouraged and give up. They continue looking for ways to make the sale. Some sales just take a little more time than others. Certain customers are slower when making up their minds. It's important to remain patient to make the sale. Selling skills. There are specific selling techniques that have been proven over time to be effective. As you become more skilled and advanced in selling, you will learn how to:Determine clients' needs, wants, and buying motives.Open and close sales.Question clients.Handle customer objections.Suggest additional or substitute items.Demonstrate products.Follow up on sales. Belief in selling as a service. Simply put, selling is a service. Your focus should be on the customer and what s/he wants. What can you offer the customer? How can you help him/ her? You aren't there to make a quick buck or "strong-arm" a customer into buying something s/he doesn't really need. Your job is to assist customers by giving them the accurate product information they need to make intelligent buying decisions. Think of yourself as the go-between for your business and your customers. By meeting the needs of your customers, you will be helping your company grow and prosper. Ryan Alexander explains the importance of putting clients first in the "Business Ethics: Transparency With Clients" video by MBA Research:Ryan Alexander on Business Ethics — Transparency with Clients. (Links to an external site.) Communication skills. Good communication skills are handy in every industry, but they are especially important in sales careers. You must be able to express yourself clearly and simply so that clients understand how your products will benefit them and meet their needs. Sometimes, you may need to use technical terms and be prepared to explain them in a way the client can understand. Remember that good communication isn't a one-way street—be sure to pause for breath once in a while and actively listen to your client! View "Tips to Active Listening in Sales" by Penny Votzourakis:Tips To Active Listening In Sales. (Links to an external site.) Creativity. Successful salespeople don't rely on the same old tricks every time they interact with a customer. Use your imagination and look for new or improved uses for your products! Listen carefully to your customers, and personalize your sales presentation based on their needs. For example, maybe you typically try to sell office supplies to businesses by emphasizing the supplies' great prices. But if you know a certain business values quality over all else, you might change your presentation around to focus on the reliability of the products. Good salespeople are able to think on their feet. Personal appearance. You only have one shot to make a first impression. Customers judge you (and your company!) by the way you dress and groom yourself. If you present yourself as disheveled and sloppy, customers will assume your company does business in the same manner. Think about it this way—would you be more likely to buy something from a salesperson in sweatpants or a salesperson in a suit? Pay attention to appearance standards in your industry and dress appropriately. Review "The Importance of Professional Appearance (Links to an external site.)" by Wendy Connick.

What is selling?

What would happen to the business you work for if it had no sales? It probably wouldn't stay open for very long! If no one ever bought dinner at the restaurant down the street, it would likely close pretty quickly. And if no one bought the goods a factory produced, its days would be numbered. This is one thing every business has in common—goods and services must be sold in order for businesses to exist. If no one needed or wanted to buy a good or service, there would be no need to produce it. For example, if no one needed or wanted to buy cars, cars would no longer be produced. If no one ever went to the movies, the theaters would go out of business. Goods and services must be sold for them to continue being produced.

Customer service in action

You should now understand the importance of customer service in selling and how it helps build profits through new and existing customers. But what does quality customer service really mean? How can salespeople demonstrate it to their customers?

Benefits package

A benefit is the personal satisfaction or advantage that a customer wants from a product. It is how a feature helps a particular buyer. For customers and clients, it answers the questions: "How will I (or my business) benefit?" "What's in it for my business and/or me?" When talking about a certain piece of equipment's 24/7 customer service feature, for example, a salesperson might say, "This means you never have to wait to get your machine fixed." There are three types of benefits that a salesperson should be able to explain to customers or clients: Obvious or apparent benefits are advantages that need little explanation by the salesperson. The customer already knows, or can easily recognize, the benefit. Let's say you are selling neutral-colored carpeting to a business. An obvious benefit of this carpeting is that your clients will not be limited in their selection of colors for their office furniture. Even though benefits such as this are obvious, you should still point them out and use them to prove the value of the product to customers. See how Honda points out a very visible benefit in the "World of Meh (Links to an external site.)" commercial for its 2019 Honda Insight. Unique or exclusive benefits are advantages that are available only from your good, service, or business. If your product has one unique or novel feature that can be translated into a benefit desirable to customers, you have a definite selling advantage over your competitors. For example, a virtual reality headset that isn't dependent on computer or phone connections offers superior mobility and convenience. Hidden benefits are advantages that cannot be seen or understood without the assistance of a salesperson. If a customer is buying a pair of shoes, s/he can see the shoes' color and style but won't be aware of how comfortable they are until the salesperson persuades him/her to try them on. And, if a small-business owner is buying a computer, s/he won't know about the available warranties or the 24-hour helpline unless the salesperson explains. Pointing out the benefits of your product—whether obvious, exclusive, or hidden—will enable you to increase your sales. Remember, clients don't buy the product—they buy what the product can do for them.

Why do customers buy?

Because of selling, businesses and people are able to obtain the goods and services they need and want. Some goods and services are sold directly to consumers for ultimate consumption. Examples of this include: A farmer sells produce at a roadside stand. An artisan sells handmade baskets at a craft show. A doctor treats a patient. A retailer sells a computer. A hairstylist gives a haircut. An accountant prepares a customer's tax forms. A travel agent books a customer's cruise. Some goods and services are sold to organizations for resale. That means that the business initially buying the product plans to sell it to other people or businesses. Examples of this include: A department store buys shoes to resell to its customers. A wholesaler buys candy to resell to grocery stores. A college bookstore buys books to resell to students. Other goods and services are sold to organizations for use in business operations. These products can be used in two ways. First, some are used to produce other goods. For example, a pizza restaurant buys pepperoni to use on its pizzas, and a furniture manufacturer buys fabric to use on its chairs and sofas. Second, some are used for general operating purposes. The pizza restaurant also purchases ovens to bake its pizzas in, and the furniture manufacturer also purchases trucks for delivering its products to wholesalers and retailers.

What is sold?

Both tangible and intangible products are sold. Tangible products are those items that can be touched, smelled, tasted, seen, or heard, such as clothes, houses, food, or smartphones. Intangible products are productive activities that we pay someone else to perform. They are services provided to customers, such as dry cleaning, lawn care, or health care. The line between tangible and intangible products can be blurry, however. Tangible products have intangible aspects attached to them, and intangible products have tangible aspects attached to them as well. For instance, a diamond engagement ring is a tangible product, but it signifies many intangible feelings and emotions, such as love and commitment. Dry cleaning is an intangible product, but the smell and feel of a clean shirt are tangible benefits of the service. Another way that businesses provide consumers intangible benefits is by providing unique experiences. For an example, view the "Most Unique Dining Experience: Tree-Pod Restaurant in Thailand" video:

Summary (A)-17

Customer service encompasses all activities and benefits provided by a business to its customers to create goodwill and customer satisfaction. Servicing the sale is one of your most important tasks as a salesperson. The kind of customer service you need to demonstrate goes far beyond the boundaries of a mere business function. Customers' expectations vary and depend on past experience, word-of-mouth information, advertising, and individual needs. The two main benefits of providing quality customer service are building profits through existing customers and through new customers.

Shifting expectations

Customer service is not one size fits all! It's up to you to cater your customer service toward your customers, each of whom is a unique person with his/her own unique expectations. These expectations may be based on: Past experience—If the customer has done business with you before, s/he will expect the same or higher quality of customer service. If another salesperson offered free installation on the last appliance the customer purchased, you can bet that customer will want the same deal from you. Customers will also compare your service to past service they have received from your competitors. Word of mouth—If your friends, family, or colleagues raved about the customer service they received from a business, you'd probably check it out, right? That's the power of word-of-mouth information! New customers will come to you based on the recommendations of people they trust. They will expect to receive the same quality of customer service that others have received. Promotions—Your business probably invests in promotion to let potential customers know about your superior products and services. But be careful—customers expect you to keep your promises. For example, if your website indicates that your pizza place will deliver every pizza within half an hour, you'd better hold up your end of the bargain! Individual needs—Every client is different. Some might want an extended product warranty, while others don't care about warranties at all. Some clients need more help than others obtaining financing or credit. Successful salespeople will learn to read individual clients and discover how to cater to their individual needs.

The competition starts here

If you offer a product with the best price and the best quality, you might think you'll beat all the competition. Unfortunately, that will only get you so far—over time, price and quality can be easily matched among competitors. In selling, customer service is where the real competition among businesses begins. For example, imagine you're a salesperson for a company that manufactures tires to sell to automakers. The tires you make aren't much different than the tires your clients could get from any other company, and the prices are similar, too. That's when customer service becomes key. Are you available when your clients need you? Are you willing to help them when they need to change orders? Can you help your customers if there's a problem with their shipments? These are the actions that will separate your company from the rest of the pack. As a salesperson, you need to show prospects that your company meets (and hopefully exceeds) these types of customer service expectations. To help you better understand why customer service is so crucial for business success, watch this informative YouTube video titled "Why Customer Service Matters" at

What is feature-benefit selling?

In our highly competitive market economy, customers have lots of choices. No matter what good or service they're looking for—skincare products, dog-walking services, industrial-grade steel beams—new choices are appearing on the market all the time. Why are so many choices necessary? Because not every customer has the same desires or interests. For an example, consider the many types of backpacks and backpack features that help users transport everyday items, protect traveling laptops, and accommodate hiking or sporting adventures. There are even different needs within these categories.How can you, as a salesperson, sell to people who have unlimited options? First, you have to determine what each unique customer is looking for in a good or service. Then, you need to convince customers that your good or service has the features that will benefit them. This phase of the selling process is known as feature-benefit selling. Although feature-benefit selling can occur at any time in the selling process, it should always occur during the sales presentation as part of the sales dialogue and product demonstration. It's important to keep in mind that customers do not actually buy features. They buy benefits. In other words, they are not buying the product itself; rather, they are buying what the product can do for them. Customers do not buy treadmills—they buy the ability to work out in the privacy of their own homes. Clients don't buy a new copier—they buy the ability to print conveniently without leaving their offices. This means that you can't just point out a product's features and expect a customer to buy. The customer wants to know, "Will the features you are describing give me the desired benefits?" To complete a sale, you must be able to translate the features of your product into benefits for the individual customer or client. And to do this, you have to be an expert on your product. Learn more by reading the article "Difference Between Features and Benefits: The Key To Selling (Links to an external site.)" by Chris Taglia. When buyers are in the market for big-ticket items like equipment, appliances, or vehicles, they usually don't buy the first item they come across. Instead, they shop around. Think about the last time you made a big purchase. You probably did some research, visited different stores or websites, and compared prices and companies. That's where a skilled salesperson comes in! By explaining product features in terms of benefits, salespeople can help customers understand the differences between their products and their competitors' products. This is especially important when dealing with hidden features and benefits. Salespeople need to know the features of their own products—as well as the features of their competitors' products—so they can easily show comparisons to others.

Components of the selling process

Keep in mind that there is no one, single, correct selling process for all situations, but a general understanding of the process can be applied to any selling experience. The selling process consists of several phases that should be performed consecutively. These phases include: preparing to sell, establishing relationships with customers, discovering customer needs, prescribing solutions to customer needs, reaching closure, and reaffirming buyer-seller relationships. Each phase is important and contributes to the salesperson's ability to accomplish two main goals: satisfying his/her customer's needs and making the sale.

Keys to quality customer service

Many companies make providing quality customer service a high priority. How can you go a step further to set yourself or your sales organization apart from the rest of the pack? Take a look at the following keys to customer service: Solicit feedback. There's only one way to know if your customer is satisfied—ask! It's important to give your customers convenient, user-friendly ways to provide feedback. A six-page survey that takes hours to complete isn't going to work. It will just annoy your customers (if they even bother to fill it out!). However, a short comment card or an online survey will probably do the trick. You should also remember that soliciting feedback isn't something you do one time. Customer satisfaction is dynamic, so it's important to solicit feedback on a regular basis. Sure, a customer may have been satisfied last year, but you need to know if things have changed! To learn how to effectively (and creatively) ask for customer feedback, check out this article from Kayako. (Links to an external site.) Keep in touch. Good salespeople recognize that keeping in contact with clients is one of the best ways to maintain their partnerships. In some cases, this just takes a simple follow-up phone call. A thank-you card in the mail can also go a long way to separate you from the competition. For major clients, you might even consider a personal visit. The important thing is to let your clients know they matter to you and that you appreciate their business. Be prompt. No salesperson can ensure that nothing will go wrong during the post-sale time period. But extraordinary salespeople can set themselves apart by treating questions and complaints as high priorities and responding quickly. Often, customers are less angry about what's wrong with their order than they are about running into delays while trying to get it straightened out. Responding to concerns promptly can mean the difference between one-time customers and repeat business. Have a good attitude. You can do everything a customer asks and provide quality service, but if you do it with a bad attitude, you will still have an unhappy, alienated customer. Treat your customers' problems like your problems. Even if you're busy, frustrated, or annoyed, help your customers willingly, as if there's nothing in the world you would rather do.

Step one—Find your product's features.

Products may have many different features. Some of the most common ones are: Construction and materials. Customers or clients often ask questions such as:What is this material?Who makes it?How is it made?What's the difference between these two items? For example, imagine a client is purchasing office furniture for his/her business. S/He wants to know what sort of wood the desks are made out of, how they are constructed, and how each model of desk is different. Knowing the details of construction and materials will help you show the quality of your product.Appearance and style. Construction and materials may be important, but what about appearance? Customers consider style in everything they buy—clothing, appliances, vehicles, and more. Think back to the office furniture example. Of course the client is interested in what each desk is made out of, but s/he wants to make sure it looks good, too. A smart salesperson will point out the aesthetic features of the product by highlighting the beauty of the wood or the attractiveness of the design. Unique or novel features. You have a definite selling advantage if your product has desirable features that your competitor's does not. For example, if you offer free delivery but your competitors don't, you have a unique feature to point out to your customers. Durability. How long a product will last and give dependable service is essential information that you must be prepared to give your customers or clients. Again, a thorough knowledge of your product is necessary to answer questions such as, "How many miles can I expect to get from these tires?" or "How many pages will this ink cartridge print before it needs to be replaced?" Product uses. The customer wants to know what the product will do and how it can be used. If it is not possible to demonstrate the product, the salesperson should explain its uses to the customer. For example, if a restaurant is in the market to buy an appliance that functions as a food processor, mixer, and blender, the salesperson must be familiar with all of its features in order to explain its uses. Service and warranty. In some cases, whether or not a customer buys depends on the service your company offers and/or the warranty on the product. This is especially important when selling products such as appliances, electronics, and vehicles. If your company also services its own products, you have a definite benefit to offer your customers. When selling a copier, you might say to your client, "All our machines are guaranteed for three years. This means that we will replace any parts and make all repairs without any charge to you."

Similarities in the use of the selling process

Relationship buildingIn all sales interactions, forming and maintaining relationships with customers is vital. Salespeople must make initial contact with a customer, establish a positive tone for the interaction, put the customer at ease, and maintain an environment of open communication. Discovering needs and wantsAdditionally, all salespeople need to discover customer needs and wants. In a brief period of time, a retail shoe salesperson must determine the type and size of shoes a customer needs. A sales representative for a heavy-machinery manufacturer must also determine customer needs, but may have more time in which to do it. Regardless of the time frame, all salespeople rely on determining and satisfying customer needs in order to successfully close sales. Figuring out what a customer is looking for when s/he may not even know can be tricky! This article (Links to an external site.)from the Houston Chronicle, "How to Know What a Customer Needs & Wants," outlines five simple steps for determining customer needs. Product recommendationNearly all salespeople must attempt to fulfill customer needs by recommending specific products. Consider the real estate agent who seeks to match a client's housing needs with an ideal property on the market. The same is true for a plastic-material sales representative attempting to meet a toy manufacturer's requirements. ClosureAll salespeople attempt to close the sale. A furniture salesperson and a stockbroker both have to handle any last minute objections raised by customers, close the sale, and complete the appropriate forms and paperwork. Reaffirming the relationshipThe final phase of the selling process, reaffirming the buyer-seller relationship, is also essential to all sales situations as part of relationship building. By taking the appropriate follow-up measures, a textbook sales representative can ensure that professors are satisfied with the textbooks they've chosen. The same is true for retail salespeople who sell expensive products. A follow-up letter or phone call can go a long way toward reassuring customers of their purchase decisions. Even if a retail salesperson is unlikely to see the same customer again, s/he can still contribute toward relationship building between the customer and the business, improving the chances of repeat sales and referrals.

Summary (B)-17

Salespeople can provide customer service before the sale by researching their product(s) and their customers, suggestion selling, providing product information in an understandable way, and only making promises they can keep. Post-sale opportunities to provide customer service include order processing, shipping and delivery, installation, warranty issues, maintenance and repair, credit/financing, technical assistance and support, and customer training. The keys to providing quality customer service are soliciting feedback, keeping in touch, being prompt, and having a good attitude.

Where does selling occur?

Selling doesn't just happen in stores! It occurs anywhere person-to-person contact is made. It can also happen over the phone, on a person's doorstep, at a customer's place of business, in an office, on the street, or online.

Summary (A)-18

Selling is a complex process that varies across industries, products, and customers. Using the selling process gains customer confidence, enhances a salesperson's skills, ensures that customer needs are met, and increases profits for the company. There is no single, correct selling process for all situations, but a general understanding of the process can be applied to any selling experience. The selling process consists of several phases which should be performed consecutively. These phases include preparing to sell, establishing relationships with customers, discovering customer needs, prescribing solutions to customer needs, reaching closure, and reaffirming buyer-seller relationships.

Achieving sales success

Selling is a complex process that varies across industries, products, and customers. Whether you're selling cars, clothing, education, or pharmaceuticals, you will be using the selling process. The Selling Process: 6 Steps to Success Preparing to sell Establishing relationships with customers Discovering customer needs Prescribing solutions to customer needs Reaching closure Reaffirming buyer-seller relationships

Selling defined

Selling is a marketing function that involves determining client needs and wants and responding through planned, personalized communication that influences purchase decisions and enhances future business opportunities. Because selling is planned and personalized, it goes beyond mere order-taking or customer service. Let's look at several key words in the definition of selling: Selling is planned communication. Planned communication doesn't mean you're reading off of a script. Instead, it means you've spent some time learning about your product and figuring out what makes your clients tick. That way, you know how to demonstrate your products' features in a way that speaks to your particular customers' needs. Selling is personalized communication. It's easy to confuse selling with advertising, which is impersonal communication directed toward entire market segments. Selling is different because it involves interaction with the customer, usually face-to-face or over the phone. Learn the importance of a personal approach in this video by American Management Services:Why Business Owners Need A Relationship-Selling and Digital-Marketing Strategy. (Links to an external site.) Selling takes place to influence purchase decisions. Remember that influencing clients isn't the same as forcing or tricking them into buying something! You're providing a service to your business clients by giving them the information they need to see why your product is the best. Selling should enhance future business opportunities. Repeat business is the heart of selling—in fact, over two-thirds of sales come from the repeat purchases of loyal customers! So, how do you get repeat business? Simple—by satisfying customers' needs and wants. Learn more by reading "The Importance of Personal Selling (Links to an external site.)" by Ian Linton.

Summary (A)-16

Selling is determining client needs and wants and responding through planned, personalized communication that influences purchase decisions and enhances future business opportunities. Goods and services are sold for ultimate consumption, for resale, or for use in the operation of a business. Every business has something to sell—either tangible products or intangible services. Selling can occur wherever person-to-person contact is made, either directly to the consumer or indirectly through the use of intermediaries. Selling plays an important role in our society and economy. Effects of selling include keeping our economy moving, promoting competition, affecting employment, adding utility, helping customers determine needs, and creating a desire for products.

How are products sold?

Some goods and services are sold directly to the consumer or user without the use of a wholesaler or retailer. Examples of this include: Selling candy to friends and relatives to raise money for a student organization Selling handmade crafts at a local craft show or on an online platform such as Etsy Selling T-shirt designs on your own website Other goods and services are sold indirectly to the consumer or user through the use of intermediaries, such as wholesalers and retailers. Examples of this include: Bookstores sell paperbacks to customers after buying them from suppliers. A wholesaler sells steel beams to a small construction company that is building an office building. An athlete's agent gets him/her a five-year contract with a professional sports team.

Establishing relationships with customers

The completion of a sale is largely determined by the first few minutes that a salesperson spends with his/her customers. During this time, the company may gain a valuable customer for years to come or lose a customer forever. Salespeople can use their initial contact time with customers to: Put customers at ease. Encourage customers to want to hear about the product(s). Gain customer confidence. Create favorable impressions of themselves and the business. As a salesperson, your first few minutes with the customer also give you the chance to size up the customer so that you can adjust your approach to fit that individual. You'll soon find that some customers are not actually aware of their needs, while others know exactly what they want. Some customers have already made up their mind about purchasing your product before you even begin the presentation. Other customers may be unsure and will need further information. Your job is to carefully listen to and observe the customer to determine his/her wants, needs, and whether s/he is leaning towards a purchase or not. To do this, look for clues in the customer's body language, in the questions and comments that they ask, and in their general demeanor. Establishing relationships built on trust is the cornerstone of a positive sales experience for both buyer and seller. For a more in-depth look at the psychology behind trust and how it impacts buying behavior, check out this video from the Kellogg School of Management at Northwestern University:

Discovering customer needs

The third phase of the selling process involves discovering customer needs and wants. When customers do not know precisely what they are looking for, the salesperson must be prepared to discover their needs through skillful questioning and careful listening. Each salesperson can develop her/his own way of determining customer needs. One thorough approach that you might try is: Asking the customer questions Listening to the answers Observing customer reactions Analyzing customer reactions and comments This approach will enable you to tailor your sales presentation based on specific information gathered from the customer. Assessing customer needs is also important because it: Reduces the amount of selling time required Reduces dissatisfaction and customer returns Allows salespeople to serve more customers, leading to greater potential profit for their firm and greater potential commission for themselves Determining customer needs can be thought of as a "diagnosis." Like a doctor diagnosing patients' illnesses based on their symptoms, the salesperson diagnoses customers' needs based on the information they've provided. When selling clothes, for instance, the salesperson should determine such things as the occasion for which the clothing will be worn, the date of the occasion, the fabric and style desired by the customer, etc. After all, a customer shopping for a prom dress has very different needs from a customer shopping for a swimsuit. After listening to and questioning the customer, the salesperson is ready to recommend a specific product that meets the customer's needs.

Summary (B)-18

The way the selling process is used varies in some ways, but is the same in others. All salespeople establish relationships with customers, discover needs and wants, recommend products, attempt to close the sale, and reaffirm relationships. However, the amount of time spent in each phase, especially preparing for the sale, varies according to the nature of the product and the nature of the customer. In general, selling to businesses takes longer than selling to retail customers.

So What?-15

Think back to the last major purchase you made. Maybe it was a tablet computer, a new pair of running shoes, or a brand-name handbag. What was your interaction with the salesperson like? You may not have known it, but chances are good that s/he used feature-benefit selling in the sales presentation. If you bought a tablet, for example, the salesperson might have pointed out that it's much smaller and lighter than a laptop computer. To you, the size might mean more convenience in taking it from place to place. Did you know that the tablet's size and weight are features, while its convenience is a benefit? You can see examples of feature-benefit selling everywhere, if you know what you're looking for. It's an important phase of the selling process that you should be familiar with if you plan to pursue a career in sales or marketing. Read on to learn more about features, benefits, and how to create a feature-benefit chart.

So What?-17

Trey is a technology coordinator for a local school district. He recently needed to purchase several new monitors and printers for one of the school libraries. He found a great price on monitors from ABC Company and a great price on printers from XYZ Company. Neither shipment arrived on the expected date. When Trey called ABC Company, he was referred to voicemail. When he called XYZ Company, he was transferred to the shipping and delivery department right away. He spoke to a representative who tracked the shipment and let him know that it was late due to bad weather and would arrive the next day. He never heard back from ABC Company, although the monitors did arrive two days later. What does this situation illustrate about the importance of customer service in selling? ABC Company gave Trey the best price, but what will happen the next time he needs to order monitors? He'll remember his bad experience and probably think twice about buying from ABC again. The company's poor customer service cost them a repeat customer! That's why customer service is a key component of the selling relationship. Read on to learn more about this important aspect of selling.

So What?-16

What does selling have to do with you? "Nothing," you might think. "I don't sell anything, and I rarely deal with salespeople." But if you stop to think about it, you'll discover that selling has a lot to do with your life! Have you ever tried to persuade a teacher to extend the deadline for your research paper? You were trying to sell him or her on the idea. Or have you tried to convince your parents to let you go to a certain party? That's selling, too! Selling is an extremely important part of our economy. Goods and services must be sold for businesses to exist and private enterprise to thrive. Millions of people work in a variety of sales careers, and selling skills are also essential in most marketing positions. Anyone going into a business-related field should have a basic knowledge of the nature and scope of the selling function. Read on to learn more!

Customer service in selling

When it comes to selling, what does customer service really mean? Is it a counter at the back of a retail store that accepts returns and exchanges and provides gift wrapping? Sure, that's one type of customer service—customer service that is more of a function than a process, more of a department than a relationship. However, the kind of customer service you need to demonstrate as a salesperson goes far beyond the boundaries of a mere business function. It's an attitude, a set of skills, and a style of work that you should carry with you for your entire career. Simply put, customer service encompasses all activities and benefits provided by a business to its customers to create goodwill and customer satisfaction. Customer service should result in enhancing and facilitating the customer's use of the good or service. For instance, if a manufacturing company purchases equipment from your business, how useful will it be if the company doesn't know how to use it? A successful salesperson provides quality customer service to that company by making sure employees have the necessary information to use the product. This might mean going through the instructions during the sales presentation or visiting the company and conducting on-site training.

Importance of using the selling process

While there are some salespeople who can be successful without following a set of logical steps in the selling process, a step-by-step method has been considered the traditional road to effective selling. Reasons for adopting the selling process as the preferred sales approach include the following: Research has shown that an efficient, effective sales process can increase company profits. Salespeople who follow a sales process appear organized, gaining customer confidence. The selling process helps salespeople develop stronger selling skills through repetition. The process ensures that customers' needs and wants are met.

Step two—Know where to get facts about product features.

You know what features to look for in your product, but where do you get this information? Here are the best places to look: The product itself. The salesperson should study and, if possible, use the product before selling it to customers or clients. For example, a salesperson isn't likely to be able to answer questions about computer software unless s/he has actually used that software. Firsthand knowledge, gained by experience, tends to give a salesperson confidence. Customers. If it is not practical for you to learn the features and benefits of your product by buying it yourself (if you are selling expensive manufacturing equipment, for example), the next best source of information could be your customers. Let's say you sell a machine that produces metal parts to a manufacturing plant. You've never used the equipment, but your customer lets you know that it performs better and doesn't break down as often as the plant's old machine. You can use this testimony in future sales presentations to demonstrate the value of your product. Manufacturer's brochures and publications. Brochures, publications, and other materials furnished by the manufacturer are usually free. You can also check out the product's website or even write to the manufacturer if you need more information. These sources are especially helpful when looking for information on construction and materials. Other sales personnel. If you don't know, ask! This is especially true if you're just starting out in sales. Take advantage of your coworkers' and supervisors' knowledge if you need information about the features of your product(s). Promotional materials. A great deal of product information is given in product bulletins, catalogs, manuals, and other promotional materials. For example, a catalog might give the following feature-benefit statements for a pair of hiking boots:"Premium, full-grain tumbled leather and an advanced arch-support system provide comfort.""Rubber outsole provides excellent traction."