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