Chapter 13


Getting ready to sell- Gathering information about their products industry trends, competition.

Product knowledge-is essential when educating consumers and demonstrating product.

Industry trends and competition- Salespeople read periodicals to keep up with competitors and trends.


Merchandising- involves coordination of sales and promotional plans with buying and pricing.

Feature benefit selling- Matching the characteristics of product to a customer's needs and wants is a concept. An understanding of the customers buying motives helps to establish the right priority for the selling points to include in the sales presentation.


Product Features- are basic, physical, or extended attributes of the product or purchase.

Physical features of a product are tangible attributes that help explain how a product is constructed.

Extended product features are intangible attributes related to the sale of a product that consumers find important.

Customers benefits- are the advantages or personal satisfaction a customer will get from a good or service.


A selling point is created by noticing the function of a product feature and explaining how it benefits a customer. Selling points form the foundation for the sales presentation.

All advantages over your competition become selling points for your product.

Customer Buying Motives (Reasons a customer buys a product):

Rational Motives - conscious, logical reasons for a purchase.

Emotional Motives - feelings experienced by customer through association with product.

Patronage Motives - reasons for remaining a loyal customer of a company.

Multiple Motives - Combination of the Motives listed *above*


Prospecting- looking for new customers

Prospecting techniques- There are several techniques and practices employed by salespeople and business to generate sales leads. They include customer referrals, cold canvassing, and employer-generated leads.

Customer Referrals are names of other people who might buy their product.

cold convassing is a process of locating as many potential customers as possible without checking leads beforehand.

3 improtant questions to ask to properly evaluate a sale lead are...Does the prosepective customer need the product or service? who is authorized to make a purchase? does the prospective customer have the financial resources to pay for the product or service?

frequently asked questions

  • how will this benefit me?
  • what does it do?
  • is there a money back gaurantee?
  • where do you manufacture this product?