Sales Knowledge: Customers, Products, Technologies

1
Sales Knowledge Customers, Products,
Technologies

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• Dr. James H. Burton
• Marketing Real Estate
• State University of West Georgia

2
Overview

• Sources of Sales Knowledge
• Experience Sales Training
• Knowing Customers
• Knowing Your Products
• Knowing Technology
• Advertising Sales Promotion
• Pricing Value Analysis
• Know Your Competition

3
Knowing Your Customers

• Buyers Needs
• Your Product Benefits
• Matching Your Product Benefits with Customers
  Needs
• Sell Yourself Your Company First

4
Your Company

• Company History Growth
• Key Accomplishments
• Policies Procedures
• Production Facilities
• Service Facilities
• Customer Satisfaction

5
Knowing Your Product

• Performance Data
• Physical Size Characteristics
• How the Product Operates
• Specific Features, Advantages, Benefits
• Sales History

6
Know Your Resellers

• Preferences of Resellers Customers
• Product Lines of Reseller
• Resellers Sales People
• Distribution, Promotion Pricing Policies
• Resellers Purchase History
• Potential Conflicts/Cooperation

7
Types of Advertising

• National
• Retail
• Cooperative (Co-op)
• Trade
• Industrial
• Direct Mail

8
Why Advertise

• Increase Overall Sales Sales of Specific
  Product
• Increase Selling Information
• Develop Sales Leads
• Improve Cooperation from Resellers
• Educate Customers
• Reduce Sales Resistance
• Presell Customers

9
Sales Promotions

• Consumer Sales Promotions free samples, coupons,
  contests, demonstrations to customers
• Trade Sales Promotions resellers sales contest,
  displays, special purchase prices, free
  merchandise
• Point-of-Purchase (POP) Displays
• Shelf Positioning
• Premiums

10
Types of Pricing

• List Price
• Net Price
• Zone Price
• FOB Shipping Point - Buyer Pays
• FOB Destination - Seller Pays

11
Types of Discounts

• Quantity Discounts
• Cumulative Quantity Discounts
• Cash Discounts
• Trade Discounts
• Consumer Discounts
• Markups
• Gross Profit
• Net Profit

12
Value Analysis - Determines the Best Product for
the Money!

• Features, Advantages, Benefits
• Product Performance vs Price
• Current Product Performance
• Will Higher Priced Product Save Money in the Long
  Run?
• Compare Cost vs True Value

13
Know Your Competition, Industry, Economy

• Competitors Products, Prices Locations
• Industry Trends Innovations
• Economy
• Population Demographics
• Migration Patterns
• Disposable Income
• Retail Sales Patterns Trends

14
Computer Technology

• PC Sales Uses (p. 143)
• Contact Management
• Calendar Management
• Automated Sales Plans, Tactics, Ticklers
• Geographic Information
• Presentations (PowerPoint)
• Word Processing, E-mail, Fax
• Internet