Transcript Document

Marketing Essentials
The Sales Process
Chapter 13 n Initiating the Sale
The 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
Chapter 13 n Initiating the Sale
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.
Chapter 13 n Initiating the Sale
The Sales Process
Steps of a Sale
Professional salespeople go
through seven steps when
helping a customer make a
purchase.
1.
2.
3.
4.
5.
6.
7.
Approaching the customer
Determining needs
Presenting the product
Overcoming objections
Closing the sale
Suggestion selling
Relationship building
Chapter 13 n Initiating the Sale
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
Chapter 13 n Initiating the Sale
The Sales Process
Approaching 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 n Initiating the Sale
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?
Chapter 13 n Initiating the Sale
The Sales Process
The Approach in Business-toBusiness 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 customer’s name.
 Offer a business card.
Chapter 13 n Initiating the Sale
8
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
Chapter 13 n Initiating the Sale
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.
Chapter 13 n Initiating the Sale
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.
Chapter 13 n Initiating the Sale
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.
Chapter 13 n Initiating the Sale
Retail Approach Methods
Hurried
Customer
Routine
Purchase
Service
Approach
Browsing
Customer
Fixated
Customer
Greeting
Approach
Merchandise
Approach
Chapter 13 n Initiating the Sale
ASSESSMENT
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 n Initiating the Sale
ASSESSMENT
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 n Initiating the Sale
ASSESSMENT
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 n Initiating the Sale
ASSESSMENT
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 n Initiating the Sale
Marketing Essentials
Determining
Needs in Sales
Chapter 13 n Initiating the Sale
Determining Needs in Sales
What You'll Learn
Why determining
needs is an
essential step in
the sales process
Three methods
used for
determining needs
Chapter 13 n Initiating the Sale
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.
Chapter 13 n Initiating the Sale
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.
Chapter 13 n Initiating the Sale
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.
Chapter 13 n Initiating the Sale
Determining Needs in Sales
How to Determine Needs
Three methods will help
you determine
customer needs:
observing
listening
questioning
Chapter 13 n Initiating the Sale
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.
Chapter 13 n Initiating the Sale
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.
Chapter 13 n Initiating the Sale
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
 where
 what
 how
 when
 why
Chapter 13 n Initiating the Sale
Determining Needs in Sales
Questioning
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.
Chapter 13 n Initiating the Sale
ASSESSMENT
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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Chapter 13 n Initiating the Sale
ASSESSMENT
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.
Slide 1 of 2
Chapter 13 n Initiating the Sale
ASSESSMENT
Reviewing Key Terms and Concepts
3. You are a salesperson in a rug store that
carries inexpensive are rugs, mediumpriced area rugs, and very expensive
handmade area rugs. How would you
determine your customer’s price range?
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.
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Chapter 13 n Initiating the Sale