Section 13'1 The Sales Process

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Marketing Essentials
n Chapter 13 Initiating the Sale
Section 13.1 The Sales Process
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SECTION 13.1
The 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.
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SECTION 13.1
The Sales Process
Key Terms

• service approach method
• greeting approach method
• merchandise approach method

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SECTION 13.1
The 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
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SECTION 13.1
The 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

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SECTION 13.1
The 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.

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SECTION 13.1
The 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?
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SECTION 13.1
The 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.

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SECTION 13.1
The 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

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SECTION 13.1
The 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.
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SECTION 13.1
The 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.
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SECTION 13.1
The 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.
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13.1
Graphic Organizer
Retail Approach Methods
Hurried Customer
Routine Purchase
BrowsingCustomer
Fixated Customer
ServiceApproach
GreetingApproach
MerchandiseApproach
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Marketing Essentials
End of Section 13.1
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Marketing Essentials
n Chapter 13 Initiating the Sale
Section 13.2 Determining Needs in Sales
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SECTION 13.2
Determining 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.
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SECTION 13.2
Determining Needs in Sales
Key Terms

• nonverbal communication
• open-ended questions

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SECTION 13.2
Determining 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.
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SECTION 13.2
Determining 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.
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SECTION 13.2
Determining Needs in Sales
How to Determine Needs
Three methods will help you determine customer
needs

• observing
• listening
• questioning

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SECTION 13.2
Determining 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.
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SECTION 13.2
Determining 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.

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SECTION 13.2
Determining 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

• who
• what
• when

• where
• how
• why

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SECTION 13.2
Determining 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.
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