Steps of a Sale

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Steps of a Sale

• Chapter 12.2-15.2

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Eight Steps to a Sale

1. Preparation
2. Approach the Customer
3. Determine Needs
4. Present the Product
5. Overcome Objections
6. Close the Sale
7. Suggestions
8. Relationship Building

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Preparation

• Product Information know what you sell
• Industry Trends know your competition
• Prospects know potential customers
• Employer Leads
• Directories (telephone/trade/publication)
• Newspapers
• Commercial Lists
• Customer Referrals (endless chain)
• Cold Canvassing

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Question 1

• What do you think the most common opening line is
  in a retail sales approach?
• How do you typically reply to this approach?

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Approach the Customer

• Service Approach Method offers assistance,
  often met with a negative response
• Greeting Approach Method welcome the customer
  with a rising tone, wait for response
• Merchandise Approach Method start with comments
  or questions about product, offer information not
  already apparent

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Determining Needs

• Assess before the pitch
• Observing non-verbal signs, direction of
  attention
• Listening give attention, dont interrupt,
  provide feedback
• Questioning find out who, what, where, when,
  why, how, etc.

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Questioning

1. Ask open-ended questions let the customer do
   the talking
2. Ask clarifying questions focus in on the
   customers needs
3. Dont ask too many in a row
4. Dont ask embarrassing or attacking questions

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Question 2

• What are some questions you could ask a man and a
  woman who are looking at microwaves?
• What is an example of an embarrassing or
  attacking question for this situation?

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Presenting the Product

• Show and Tell
• Which to show?...based on the customer needs
• What price range?...middle ground, room to move
• How many at once?...no more than three
• What to tell?...feature/benefit, meaningful
  language

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Presentation Enhancements

• Displaying / Handling eye catching
• Demonstrating makes more real
• Use Sales Aids models, photos, charts, etc.
• Involve the Customer envisions themselves

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Understanding Objections

• Objections Vs. Excuses
• Common Objections
• Need
• Product (size, style, color)
• Source
• Price
• Time

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Handling Objections

• Boomerang Method back with positive spin
• Question Method answer is likely yes
• Superior Method acknowledge, overturn
• Denial Method clarify the truth
• Demonstration proof is in the performance
• Third Party Method - testimonials

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Closing the Sale

• Read buying signals
• Recognize opportunities
• Trial close
• Help customers decide
• Create ownership
• Dont talk too much
• Dont rush the customer

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Specific Closing Methods

• Which Close identify two items / ask for a
  decision
• Standing-room-only close limited time or
  limited quantity
• Direct close Have you made a decision? Are you
  ready to buy?
• Service close offer additional services along
  with purchase

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Suggestion Selling

• After commitment to buy has been made
• Give reason for suggestion
• Use statements not questions
• Show the suggested item
• Make the suggestion positive

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Suggestion Selling

• Larger Quantity
• Related Merchandise
• Special Sales Opportunity

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Relationships

• Remain courteous until the end
• Reassure the customer of the purchase
• Say thank you
• If applicable, make a follow-up contact
• Offer chance for customer evaluation