Session1-Marketingandselling–.ppt

Copyright ? 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent Copyright ? 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent Marketing and selling Session 1 - Some key concepts Common attitudes to selling Positive attitudes Helpful in providing information about a product Aided in locating a particular manufacturer Provided specific usage instruction Reminded the customer about a feature or service option Negative attitude Pushed the buyer into an unsuitable purchase Rushed the customer into a sale Continued to annoy the customer in the lead up to the sale Unfairly criticised competitor’s product Consultative aspect Definition The personal selling function should focus on the situation, problems, and needs of the customers, rather than on the salesperson or his or her firm. Challenges Natural tendency for the salesperson is to put their own needs first. Understanding customer needs can be a very difficult and time consuming task. Problem-solving aspect Problem identification This is where the salesperson uses their questioning techniques to identify customer needs and wants. Develop and evaluate solutions Based on the answers given by the customer, the salesperson identifies the most suitable solution to this particular set of needs. Communicate the solution The salesperson presents the solution to the customer, explaining the benefits of the product and how they match the customer’s needs. Influence aspect Social interaction Friends and family have a strong influence on the purchase behaviour of each person. Work place interaction Managers, co-workers and other staff will influence a person’s purchases through examples, suggestions and direct instructions. Journalism and media The opinions of media figures and reporters encourage the person to purchase goods and services in a particular way. Sales