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The Sales function

Explore the purpose of selling, CRM strategies, sales management roles, personal selling techniques, customer decision making processes, and buying motives to enhance sales success and foster long-term customer loyalty.

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The Sales function

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  1. The Sales function Selling and the management concept

  2. Purpose and goal • The purpose of selling is to help customers make satisfying buying decisions, with the goal of creating ongoing, profitable relationships with them. • The marketing concept has created a customer-centered focus that companies have embraced. • Departments coordinate their functions to help the sales function succeed.

  3. Customer relationship management (CRM) • Finding customers and keeping them satisfied • Websites and Social Media • E-Mail • Customer Loyalty Programs • Computer Software • Mobile Device • Partnerships

  4. Sales Management • Establishes the guidelines and policies for the sales team • Company Policies • Training • Compensation and Sales Quotas • Legal and Ethical Issues • Sales Pressure • Sales Concepts • Sales Regulations

  5. Sales Careers Personal Selling

  6. Personal Selling • Personal selling is any form of direct contact between a salesperson and a customer • Two-way communication between seller and the buyer

  7. Types of sales positions • Retail • Industrial and Service Businesses • Telemarketing and Non-Profit • Internet Web Sites and Sales

  8. Steps of a sale • Approach the Customer – greeting the customer face to face • Determine Needs – learn what the customer is looking for • Present the Product- educating the customer • Overcoming Objectives – learn why customer is reluctant to buy • Close the Sale – getting agreement to but • Suggestion Selling – ad-ons • Building Relationships – following up with customers

  9. Customer decision making • Extensive Decision Making – used when there has been little or no previous experience with an item, high degree of risk in the purchase • Buying a car or your first home • Limited Decision Making– used when a person buys goods or services that he or she has purchased before but not regular, moderate degree of risk with the purchase • Prom dress, furniture, household appliances • Routine Decision Making – used when a person needs little information about a product that he or she is buying • Cosmetics, toilet paper, toothpaste

  10. Preliminary activities Getting ready for the sale

  11. Getting ready to sell • Product knowledge • Experience • Published materials and Web sites • Industry Trends • Merchandising

  12. Customer Buying Motives • Buying Motives – reasons a customer buys a product • Rational Motives – conscious, logical reasons for a purchase • Dependability, time or monetary savings, quality • Emotional Motives – feelings experienced by a customer through association with a product • Social approval, fear, power, love, prestige • Patronage Motives – reasons for remaining a loyal customer of a company • Multiple Motives – most buying decisions involve a combination of motives • EX – people buy car tires for dependability (rational) and fear because they care about safety of loved ones (emotional)

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