Marketing chapter 13

Customer benefits

Advantages or personal satisfaction a customer will get from a good or service

Approach in organizational selling includes

Arrive early, great and engage with (new or current) customer

Service approach

Ask if assistance is needed, how may I help you?, ask open ended questions (how can I help you today)

Product features

Basic, physical, or extended attributes of the product or purchase

Rational motives

Concours, logical reasons for a purchase

Selling point

Created by noting the feature of a product feature and explaining how it benefits a customer

How do you get product knowledge

Experience, published materials and web sites, training

Nonverbal communication

Expressing oneself without the use of words

Emotional motives

Feelings experienced by a customer through association with a product

Extended product feature

Intangible attributes related to the sale of a product that customer's find important

Merchandising

Involved coordination of sales and promotional plans with buying and pricing

Basic feature

It's intended use

Prospecting

Looking for new customers

Merchandise approach

Make comment about customer's interest, tell about features or buying motives, focus on customer's interest

Feature benefit selling

Matching the characteristics of a product to a customer's needs and wants

Referrals

Names of other people who might buy the product

You determine needs of a customer by...

Observing, listening, and questioning

Cold canvassing/ "hind prospecting"

Process of locating as many potential customers as possible without checking leads before hand

Open ended questions

Questions that require more than a yes or no answer

Buying motives

Reasons a customer buys a product

Patronage motives

Reasons for remaining a loyal customer of a company

Prospect

Sales lead or potential customer

Physical feature

Tangible attributes that help explain how a product is constructed

Approach in retail selling includes

Timing the retail approach, retail approach method: (((greeting approach, service approach, and merchandise or theme approach)))

Greeting approach

Welcome customer to store, be available to answer questions, smile and be friendly (good morning)

Endless chain method

When sales people ask previous customers for names of potential customers

Prospecting techniques include

customer referrals, cold canvassing, and employer sales leads