steps of the sales process. pre-approach approach determining needs product presentation handling...

Steps of the Sales Process

Steps of the Sales Process

• Pre-approach• Approach• Determining needs• Product

Presentation

• Handling objections

• Closing the sale• Suggestion selling• Reassuring/

follow-up

Pre-ApproachRetail

• Product information

• Displays neat

• Products stocked

• Promos visible

• Merchandise tagged

• Learn about the merchandise and the prices of the

Pre-ApproachIndustrial Sales

• Past sales records.

• Qualify new customers.

• Inquire with other salespeople who are with non-competing companies.

• Personal aspects of the customer.

• Pre-visit phone call.

• Make an appointment to visit the prospect.

Approach

Initial contact with customer

The Approach in Retail SalesService Approach Method

• “May I help you”

• Appropriate when the customer is in a hurry or you are an order taker.

• Ineffective in most situations; you lose control of the sales situation.

The Approach in Retail Sales

Greeting Approach Method

• “Good afternoon, Mr. Wright” or an appropriate personal comment.

• Begins conversation and establishes a positive rapport.

• Does not focus on the merchandise.

The Approach in Retail Sales

Merchandise Approach Method

• Salesperson makes a comment or asks questions about a product that the customer is looking at.

• Ask questions about the item.

• Immediately focuses attention on the merchandise.

The Approach in Industrial Sales

• Arrive early

• Introduce yourself, smile, make eye contact and shake hands.

• Small talk to build a relationship with the customer.

• Comment on important things to keep the customer interested.

Determining NeedsObserving (non-verbal communication)

Listening

• Eye contact

• Feedback

• Empathy – putting yourself in someone else’s place

Questioning

• Encourage communication

• Regain customer’s attention

Product Presentation

Product Selection• No more than 3

at one time• Mid-price range

to start

What to do/say?• Descriptive adjectives• Display product• Demonstrate product• Involve customer

(hands-on)• Sales aids (samples,

articles, charts, testimonials)

Steps of the Sales Process

• Pre-approach• Approach• Determining needs• Product

Presentation

• Handling objections

• Closing the sale• Suggestion selling• Reassuring/

follow-up

Handling Customer Questions and Objections

Objection or Excuse?• Objections - Honest reasons a

customer has for not making a purchase.

• Excuses - Insincere reasons for not making a purchase.

Objections! A welcomed thing?

• Objections give you an opportunity to present more information about the product to the customer.

Common Objections

• Need - Is the desired product a want or a need?

• Product - Concern about construction, quality, size, appearance, or style.

• Source - Where the product is made, sold from, etc....

Common Objections

• Price - Is it truly within the customer’s price range?

• Time - Is the customer in the position to purchase the product now?

Handling Objections

• Listen - Let the customer talk!

• Acknowledge - Show you care about the customer.

• Restate - Paraphrase the objection in a different way to show you understand.

• Answer - Use the objection to further define the customer’s need.

Methods of Handling ObjectionsBoomerang

• The objection comes back to the customer as a selling point.

• Do not sound like you are trying to outwit the customer.

• Use a friendly, helpful tone of voice.

Methods of Handling Objections

Question

• To learn more about the objections raised

• Show courtesy and respect

Methods of Handling Objections

Superior Point

• Acknowledge the objection yet offset them with other features and benefits

• The customer decides between the different features

• Gives additional reasons for buying

Methods of Handling Objections

Direct Denial

• Used when the customer has misinformation

• Back up the negative reply with proof and accurate facts.

Methods of Handling Objections

Demonstration

• Illustrating one or more features of a good or service.

• “Seeing is believing”

Methods of Handling Objections

Third Party

• Using a previous customer or a neutral person who can talk about the product.

Objection Category Response Method

I don’t need another coat

I can’t wear that to work

The last time I ordered something from here it took 4 weeks to deliver.

This is too expensive.

I don’t get paid until next week.

Steps of the Sales Process

• Pre-approach• Approach• Determining needs• Product

Presentation

• Handling objections

• Closing the sale• Suggestion selling• Reassuring/

follow-up

Closing the Sale and

Following Up

Recognizing Customer Buying Signals

• Things a customer will do or say to indicate a readiness to buy.

• Included: facial expressions, actions, and comments.

• Attempt a trial close, an initial effort to close the sale.

Specialized Methods for Closing the Sale

‘Which’ Close• Encourages a

customer to make a decision between two items.

Specialized Methods for Closing the Sale

Standing Room Only Close• Used when the product is in short supply or

when the price will be going up in the near future.

• Used infrequently because it can be perceived as high pressure tactic.

Specialized Methods for Closing the Sale

Direct Close• You (the salesperson) asks for the sale.

• Ask questions about which specific product the customer would like to purchase or ask how the customer would like to pay for the purchase.

Specialized Methods for Closing the Sale

Service Close• Explains services that overcome obstacles

or problems.

• Examples: Special method of payment, return policies

Suggestion Selling

Attempt to sell additional goods or services to a customer

Common methods for Suggestion Selling

• Related merchandise (shoes socks)

• Larger quantity (inexpensive items)• New stock• Advertised/sale merchandise (old

stock)• Special occasion merchandise

(holidays, seasons, events)

Sale Follow-up

•Remind customer of special instructions

•Thank customer

•Follow-up:– Delivery

promises– Information calls– Courtesy call– Customer file

• Self-Evaluation

Steps of the Sales Process