Title: The Sales Process
1Marketing Essentials
The Sales Process
2The Sales Process
What You'll Learn
- The seven steps of a sale
- The importance and purposes of the approach in
the sales process - How business-to-business sales representatives
conduct the initial approach - The three initial approach methods used by retail
salespeople
3The Sales Process
Why It's Important
Knowing the seven steps of a sale gives you an
overview of how a sale is conducted from
beginning to end. Learning the various methods of
approaching a customer is the first step in that
process.
4The Sales Process
Steps of a Sale
Professional salespeople go through seven steps
when helping a customer make a purchase. 1.
Approaching the customer 2. Determining needs
3. Presenting the product 4. Overcoming
objections 5. Closing the sale 6. Suggestion
selling 7. Relationship building
5The Sales Process
Approaching the Customer
- The approach is the first face-to-face contact
with the customer. The approach sets the mood or
atmosphere for the other steps of the sale. It
has three purposes - to begin conversation
- to establish a relationship with the customer
- to focus on the merchandise
6The Sales Process
Approaching the Customer
When approaching the customer, follow these rules
- Treat the customer as an individual.
- Be perceptive about the customers buying style.
- Be enthusiastic, courteous, and respectful.
7The Sales Process
Steps of a Sale
Sometimes it is easy to remember many steps by
creating a mnemonic device, such as ANPOCS for
the steps of a sale. What is the significance of
each letter in this mnemonic device? How is
Customer Relationship Building part of the
sales process?
8The Sales Process
The Approach in Business-to-Business Selling
- In B2B selling, the salesperson will set up an
appointment in the preapproach stage of the sale.
At the approach, follow these rules - Arrive early to show you are interested and give
yourself time to organize your thoughts. - Introduce yourself and your company.
- Use the customers name.
- Offer a business card.
9The Sales Process
The Approach in Retail Selling
- There are three methods you can use in the
initial approach to retail customers - the service approach
- the greeting approach
- the merchandise approach
10The Sales Process
The Service Approach
In the service approach method, the salesperson
asks the customer if he or she needs assistance.
This method is acceptable when the customer is
obviously in a hurry or if you are an order taker
for routine purchases.
11The Sales Process
The Greeting Approach
In the greeting approach method, the salesperson
simply welcomes the customer to the store. This
lets the customer know that the salesperson is
available for any questions or assistance.
12The Sales Process
The Merchandise Approach
In the merchandise approach method, the
salesperson makes a comment or asks questions
about a product in which the customer shows
interest. This method can only be used if a
customer stops to look at a specific item.
13Retail Approach Methods
Hurried Customer
Routine Purchase
BrowsingCustomer
Fixated Customer
ServiceApproach
GreetingApproach
MerchandiseApproach
14ASSESSMENT
Reviewing Key Terms and Concepts
1. Do you think all seven steps of a sale are
followed in every sale? Why or why not?
All seven steps do not have to be followed in
every sale. Some customers are pre-sold and know
exactly what they want. Also, the salesperson
may do such a good job matching products with a
customers needs that there are no objections.
15ASSESSMENT
Reviewing Key Terms and Concepts
2. Why is the initial approach in
business-to-business selling different from a
retail approach?
In retail selling, the customers arrive in the
store location. In business-to-business selling,
salespeople go to the customers place of
business to make a presentation. Also, a
business-to-business meeting is usually make by
appointment.
16ASSESSMENT
Reviewing Key Terms and Concepts
3. What are the advantages of the merchandise
approach?
The merchandise approach immediately focuses
attention on the product and gives the
salesperson an opportunity to tell the customer
about its features and benefits.
17ASSESSMENT
Thinking Critically
You are given the opportunity to train new retail
sales associates in the art of approaching
customers. What three key concepts would you make
sure you covered first? Why?
18Marketing Essentials
Determining Needs in Sales
19Determining Needs in Sales
What You'll Learn
- Why determining needs is an essential step in the
sales process - Three methods used for determining needs
20Determining Needs in Sales
Why It's Important
A thorough analysis of customers' needs and wants
is necessary when planning and executing
effective sales presentations. Customers vary
greatly in their perceptions and requirements, so
salespeople must learn how to uncover those
differences. This section will help you to
accomplish that goal.
21Determining Needs in Sales
Determining Needs
Customer needs are directly related to buying
motives. Motives can be rational, emotional, or a
combination of both. In this step of the sale,
your job is to uncover the customer's reasons for
wanting to buy.
22Determining Needs in Sales
When to Determine Needs
The salesperson should determine the customer's
needs as early in the sales process as
possible. In a retail selling, the salesperson
should begin to determine needs immediately after
the approach. In business-to-business selling,
needs can be determined in the preapproach.
23Determining Needs in Sales
How to Determine Needs
Three methods will help you determine customer
needs
- observing
- listening
- questioning
24Determining Needs in Sales
Observing
When you observe a customer, you look for buying
motives that are communicated nonverbally.
Nonverbal communication is expressing yourself
through body language such as facial expressions,
hand motions, and eye movement. In B2B selling,
nonverbal communication can include the personal
belongings in a buyer's office.
25Determining Needs in Sales
Listening
- Listening helps you pick up clues to the
customer's needs. Remember these five important
listening skills when talking to your customers - Maintain good eye contact.
- Provide verbal and nonverbal feedback.
- Give customers your undivided attention.
- Listen with empathy and an open mind.
- Do not interrupt.
26Determining Needs in Sales
Questioning
In order to listen to customers, you must get
them talking. One way of engaging a customer in
conversation is to ask questions. Build your
questions around words like
27Determining Needs in Sales
Questioning
Do ask open-ended questionsquestions that
require more than a yes or no answer. Do ask
clarifying questions to make sure you understand
customers' needs. Don't ask too many questions in
a row. Don't ask questions that might embarrass
customers or put them on the defensive.
28ASSESSMENT
Reviewing Key Terms and Concepts
1. Why is determining needs an essential step in
the sales process?
Determining needs is used to build the entire
sales presentation and is the basis for
consultative selling.
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29ASSESSMENT
Reviewing Key Terms and Concepts
2. How can you use open-ended questions to
encourage customers to do the talking?
Asking open-ended questions allows the customer
to talk about his or her needs.
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30ASSESSMENT
Reviewing Key Terms and Concepts
3. You are a salesperson in a rug store that
carries inexpensive are rugs, medium-priced area
rugs, and very expensive handmade area rugs. How
would you determine your customers price range?
Do not directly ask about his or her price range.
Instead, ask about the rugs intended use to
gain clues of how much he or she expects to pay.
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