Transcript Chapter 12.2 Powerpoint

Getting Ready to Sell – Be a Salesperson
Objectives
 Name sources of product information
 Explain the main focus of preparation in
business-to-business selling and in retail
selling
Marketing Essentials Chapter 12, Section 12.2
The Pre-approach
The pre-approach X the preparation (by salesperson) for the
face-to-face encounter with potential customers
In preparing to assist customers, salespeople get their product
information from these sources:
1. Study products
2. Keep abreast of industry trends
and competitors
3. Research potential customers
4. Know company’s
policies and procedures
5. Company Training
1. Study Product Information
Salespeople learn about product through 4 sources:
What do you think they are?
1. Direct experience –
buy and use company merchandise, study display models,
or see how products are made
2. Written publications (manuals, warranties, catalogs,
product websites)
3. Other people
4. Formal training
Marketing Essentials Chapter 12, Section 12.2
2. Industry Trends
Sales representatives learn about the industry by
reading periodicals related to their trade
Examples:
• a sales representative for an apparel manufacturer
might read Women’s Wear Daily.
• Read fashion magazines
such as Vogue for latest
colors and trends
Marketing Essentials Chapter 12, Section 12.2
3. Research Potential Customers
Prospecting - Looking for new customers
prospect (a.k.a. lead) is a potential customer
• especially important in business-to-business selling
• Required or not required by a company
• Salespeople are evaluated on how
many new accounts
they open through
prospecting efforts
Methods of Prospecting
A. Employer Leads:
• firms employ entire telemarketing teams to generate
leads
• attend trade shows to display their products for
buyers
B. Directories:
• Yellow pages in local markets as long as they are not
in the Do Not Call Registry
• Sales representatives use trade, and professional
directories For B2B contacts
Methods of Prospecting
C. Newspapers
• announcements provide leads – ex: you manufacture
and sell lawn care products – Look in paper for
companies that sell lawn services
D. Commercial lists
• can purchase lists of potential customers
that categorize people by age, income,
location, and cc purchases
Marketing Essentials Chapter 12, Section 12.2
Methods of Prospecting
E. Customer Referrals: two types:
• referrals —when previous customers give names of
other people who might buy a product
• endless chain method - When salespeople ask
previous customers for names of potential customers
• Some companies offer discounts or gifts to
customers who give referrals
F. Cold Canvassing:
• cold canvassing: process of locating as many
potential customers as possible or selecting prospects at
random
• going door-to-door, leave fliers where can be found
• selecting names from a telephone directory
• also called blind prospecting
4. Company Policies
Sales management:
• establishes the guidelines and policies under which
salespeople function
Responsibilities include:
• scheduling, overseeing, evaluating, and training
the staff
5. Company Training
Four-steps for training new sales personnel:
• Explanation: Trainers explains the sales technique
• Demonstration: Trainer shows how to do technique
• Trial: New employee tries the procedure
• Critique: The trainer gives feedback
Marketing Essentials Chapter 12, Section 12.2
Preparing for the Sale in
Business-to-Business Selling
In business-to-business (B-to-B or B2B) sales,
pre-approach activities vary based on if a previous
customer or a new prospect
For previous customers:
• Review sales record or notes about buyer family,
interest, or hobbies
For new customers:
• Does the prospect need this product or service?
• Does the prospect have the financial resources to pay?
• Does the prospect have the authority to buy?
Marketing Essentials Chapter 12, Section 12.2
Preparing for the Sale in
Retail Selling
Preparation focused on the merchandise and work area
Sales associates’ responsibilities include:
• Straightening, rearranging, and replenishing the stock
• Adjusting price tickets before and after special sales
• Learning where stock is located and how much is
available
• Arranging displays
• Keeping the general area clean
Marketing Essentials Chapter 12, Section 12.2
Company Compensation
How is a Salespeople compensated?
 straight commission
 straight hourly salary
 Or salary plus commission
• Regardless of compensation, managers often establish
sales quotas
• Sales quotas X dollar or unit sales goals set for
the sales staff to achieve in a specified period of
time
Marketing Essentials Chapter 12, Section 12.2
Marketing and the Marketing Concept
Study Organizer
Use a chart similar to this one to take notes about sources of
product and industry information and methods of prospecting.
Marketing Essentials Chapter 12, Section 12.2