6.3 ... 1 & 2

​6.3-1 Learning Objective

Explain the role of selling in a business

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​Selling

Good selling skills are important to an entrepreneur. You will be selling your business ideas to potential investors in the beginning stages of developing your business, and you will be selling products or services to customers once you open your business.

You may need to hire others with good selling skills to assist you with your business.

​Selling

it is important for the salesperson to create a positive image for the company. Selling is the way a business makes money, so a salesperson plays a very important role.

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​Personal Selling

 direct communication between a prospective buyer and a sales representative in which the sales representative attempts to influence the prospective buyer in a purchase situation. The salesperson should uncover and identify the customer’s needs, issues, and concerns so that they can be addressed throughout the sales process.

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​Product Knowledge

• To be successful at selling a product or service, a salesperson must have thorough knowledge of the features and benefits of the product or service. 

• Important to know your competition as well​

• Features are the physical characteristics or capabilities of the product or service. 

• Benefits are the advantages that could result from those features.

•  customers who see the benefits of purchasing the product or service will be less likely to object to the price of the item as the sales transaction progresses

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​Product Extensions

In addition, salespeople may promote product extensions, which are items offered in addition to the product to make it more attractive to the target market.

Examples of product extensions include guarantees, warranties, and free technical support.

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​6.3-2 Learning Objective

Determine how to meet customers needs and wants.

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Customer needs & wants

• Customers purchase goods and services in order to satisfy needs and wants.

• The need may be as basic as food, water, or shelter.

• Or, it may be a more complex need, such as the need for esteem.

• A salesperson must determine what need the customer is seeking to satisfy in order to sell a product or service to meet the need.

• To satisfy lower-level needs, customers do not usually need the assistance of a salesperson. Selling skills become more important as customers try to meet higher-level needs.

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​Needs Assessment

​When a customer goes shopping, it is up to the salesperson to find out as much as possible about the customer’s situation by conducting a needs assessment.

• This involves interviewing the customer to determine his or her specific needs and wants. The salesperson can then help identify the range of product or service options to satisfy those needs and wants.

Some customers will know exactly what they want. In this case, the fulfillment of their needs is referred to as need satisfying.

• Even though the customer knows what he or she wants, the salesperson must be flexible and willing to commit company resources and selling time in order to better satisfy needs.

• When the need is not identified, the process of satisfying the need is called problem resolution. Problem resolution requires the salesperson to adopt the customer’s point of view, ask questions to assess the nature of needs, and act as a consultant to assist the customer in solving the problem.

​Buying Decisions -

 Rational buying decisions are based on the logical reasoning of customers. Customers evaluate their options and make a purchase only after careful thought. Rational buying motives include safety, simplicity, quality, reliability, value, savings, convenience, service, durability, knowledge, and ease of operation.

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 Emotional buying decisions are based on the desire to have a specific product or service. Feelings, beliefs, and attitudes can influence buying decisions. Often, little thought or time is spent making an emotional decision. Some emotional buying motives include fear, protection, appearance, recreation, improved health, comfort, recognition, pride of ownership, imitation, prestige, and popularity.

​Customer Decision Making Process

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Following a problem-solving process is the best way to make a decision. This is also true with customers when they are making a decision to purchase a product or service. The steps are to

• (1)define the problem,

• (2) gather information,

• (3) identify various solutions,

• (4) evaluate alternatives and select the best option,

• (5) take action, and

• (6) evaluate the action.

A salesperson can assist customers through this process by helping them define their need, showing them the products or services that could meet the need, explaining the features and benefits of the various options, making the sale, and following up.