Download - The Sales Process
Chapter 13 Initiating the Sale
The Sales Process
Marketing EssentialsMarketing Essentials
Chapter 13 Initiating the Sale
What You'll LearnWhat 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
The Sales ProcessThe Sales Process
Chapter 13 Initiating the Sale
The Sales ProcessThe Sales ProcessWhy It's ImportantWhy 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.
Chapter 13 Initiating the Sale
The Sales ProcessThe Sales Process
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
Steps of a Sale
Chapter 13 Initiating the Sale
The Sales ProcessThe Sales ProcessApproaching 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
Chapter 13 Initiating the Sale
The Sales ProcessThe Sales ProcessApproaching the Customer
When approaching the customer, follow these rules:
Treat the customer as an individual.
Be perceptive about the customer’s buying style.
Be enthusiastic, courteous, and respectful.
Chapter 13 Initiating the Sale
The Sales ProcessThe Sales ProcessSteps 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?
Chapter 13 Initiating the Sale 8
The Sales ProcessThe Sales Process
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 customer’s name. Offer a business card.
The Approach in Business-to-Business Selling
Chapter 13 Initiating the Sale
The Sales ProcessThe Sales Process
There are three methods you can use in the initial approach to retail customers:
the service approach
the greeting approach
the merchandise approach
The Approach in Retail Selling
Chapter 13 Initiating the Sale
The Sales ProcessThe Sales Process
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.
The Service Approach
Chapter 13 Initiating the Sale
The Sales ProcessThe Sales Process
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.
The Greeting Approach
Chapter 13 Initiating the Sale
The Sales ProcessThe Sales Process
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.
The Merchandise Approach
Chapter 13 Initiating the Sale
Retail Approach MethodsRetail Approach Methods
ServiceApproachService
Approach GreetingApproachGreetingApproach
MerchandiseApproach
MerchandiseApproach
Hurried Customer
Hurried Customer
Routine Purchase
Routine Purchase
BrowsingCustomer
BrowsingCustomer
Fixated Customer
Fixated Customer
Chapter 13 Initiating the Sale
ASSESSMENTASSESSMENT
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 customer’s needs that there are no objections.
Chapter 13 Initiating the Sale
ASSESSMENTASSESSMENT
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 customer’s place of business to make a presentation. Also, a business-to-business meeting is usually make by appointment.
Chapter 13 Initiating the Sale
ASSESSMENTASSESSMENT
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.
Chapter 13 Initiating the Sale
ASSESSMENTASSESSMENT
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?
Chapter 13 Initiating the Sale
Determining Needs in Sales
Marketing EssentialsMarketing Essentials
Chapter 13 Initiating the Sale
What You'll LearnWhat You'll Learn
Why determining needs is an essential step in the sales process
Three methods used for determining needs
Determining Needs in SalesDetermining Needs in Sales
Chapter 13 Initiating the Sale
Determining Needs in SalesDetermining Needs in SalesWhy It's ImportantWhy 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.
Chapter 13 Initiating the Sale
Determining Needs in SalesDetermining Needs in Sales
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.
Determining Needs
Chapter 13 Initiating the Sale
Determining Needs in SalesDetermining Needs in SalesWhen 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.
Chapter 13 Initiating the Sale
Determining Needs in SalesDetermining Needs in SalesHow to Determine Needs
Three methods will help you determine customer needs:
observing
listening
questioning
Chapter 13 Initiating the Sale
Determining Needs in SalesDetermining Needs in SalesObserving
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.
Chapter 13 Initiating the Sale
Determining Needs in SalesDetermining Needs in Sales
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.
Listening
Chapter 13 Initiating the Sale
Determining Needs in SalesDetermining Needs in Sales
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:
Questioning
who
what
when
where
how
why
Chapter 13 Initiating the Sale
Determining Needs in SalesDetermining Needs in Sales
Do ask open-ended questions—questions 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.
Questioning
Chapter 13 Initiating the Sale
ASSESSMENTASSESSMENT
Reviewing Key Terms and Concepts
1. Why is determining needs an essential step in the sales process?
Slide 1 of 2
Determining needs is used to build the entire sales presentation and is the basis for consultative selling.
Chapter 13 Initiating the Sale
ASSESSMENTASSESSMENT
Reviewing Key Terms and Concepts
2. How can you use open-ended questions to encourage customers to do the talking?
Slide 1 of 2
Asking open-ended questions allows the customer to talk about his or her needs.
Chapter 13 Initiating the Sale
ASSESSMENTASSESSMENT
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 customer’s price range?
Slide 1 of 2
Do not directly ask about his or her price range. Instead, ask about the rug’s intended use to gain clues of how much he or she expects to pay.