Chapter 12
feature-benefit chart
a comparison of product characteristics and purchaser's wants and needs
rational motive
a conscious, logical reason for a purchase: (fact-based reason for making a purchase)
emotional motive
a feeling experienced by a customer through association with a product:
extended
a warranty that comes with a product when you buy it is considered...)
personal selling
any form of direct contact between a salesperson and a customer:
sales quotes
dollar or unit sales goals set for the sales staff to achieve in a specified period of time:
intangible
features are ones you can not touch such as a company's reputation
selling
helping customers make satisfying purchase decisions
the relationship the salesperson has with the customers
in a business-to-business selling, a key factor in determining the kinds of pre-approach activities a salesperson should use...
prospect
looking for new customers: (a vital part of business-to-business sales but only a small part of retail sales)
feature-benefit selling
matching the characteristics of a product to a customer's needs and wants: (refers to matching the characteristics of a product to a customer's wants and needs)
product features
may be basic, physical, or extended attributes of the product or purchase:
business-to-business-selling
may take place in a manufacturer's or wholesaler's showroom or a custome's place of business:
cold canvassing
potential customers are selected at random, such as by going door-to-door or selecting names from a telephone directory:
tangible
product features are features you can actually see and touch
consulatative selling
providing solutions to cusomter's probelms by finding products that meet their needs:
cusomer benefits
the advantages or personal satisfaction a customer will get from a good or service:
telemarketing
the last type of personal setting situation which is the process of selling over the telephone: (technique for selling over the phone)
lesad
the name of potential customers gathered from one's employerr
referrals
the names of other people who might buy the product:
formal training
the owner of a shop holds weekly informal meetings to keep employees aware of new products in the store)
pre-approach
the preparation for the face-to-face encounter with potential customers: (in retail selling, vacuuming and dusting) (a time in which one looks for customers and prepares for a sale)
limited deision making
used when a person buys goods and services that he or she has purchased before but not regularly: (if you plan a trip through a travel agent every year and go to the same types of locations every year, next year when you plan the trip you use...)
routine decision making
used when a person needs little information about a product: (customers who have developed brand loyalty for a product)
extensive decision making
used when there has been little or no previous experience with an item:
endless chain method
when sales people ask previous customers for names of potential customers:
Essay:
Consultative selling is the process of providing solutions to customers' problems by finding products that meet their needs. An example of consultative selling would be that you need to find a shoe that fits your arch.
Essay:
Emotional motives are the feelings a customer experiences in association with a product. An example of an emotional motive is if you have to run to the store really quick because you are baking something and you need an ingredient and you grab the first thing you see. A rational motive is a conscious, logical reason for a purchase. An example of a rational motive is if you are wanting to buy a car. You have to have that car for awhile, so you think it is good enough for you.
Essay:
The purpose of selling is to help customers make satisfying buying decisions. The goal is to help create ongoing, profitable relationships between buyer and seller.
Essay:
The three levels of customer decision making is extensive, limited, and routine. Extensive is where the buy has little or no previous experience with an item. An example of extensive is if someone is buying their first car. Limited is where the purchaser has purchased the product before, but not regularly. An example of limited is if someone wants to buy furniture. Routine is if the purchaser needs little information about a product. An example of routine is if a customer uses a certain dry cleaning service.
