Introduction to Sales Process

Introduction to Sales
Hany Sewilam AbdelHamid | 2017

Unit: Intro to Selling
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
In groups ,come
up with a poem,
rap or a jingle to
help you
remember these
steps!

3
The Sales Process
Professional
salespeople go
through seven
steps when
helping a
customer make
a purchase.
Steps of a Sale

4
The Approach
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
Slide 1 of 2
Group 1

5
The Approach
Approaching the Customer
When approaching the customer, follow
these rules:
Slide 2 of 2
 Treat the customer as an individual.
 Be perceptive about the customer’s
buying style.
 Be enthusiastic, courteous, and respectful.

6
The Approach
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

7
The 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.
The Service Approach

8
The 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.
The Greeting Approach

9
The 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.
The Merchandise Approach

10
Interactive Activity
Retail Approach Methods
Service
Approach
Service
Approach
Greeting
Approach
Greeting
Approach
Merchandise
Approach
Merchandise
Approach
Hurried
Customer
Hurried
Customer
Routine
Purchase
Routine
Purchase
Browsing
Customer
Browsing
Customer
Fixated
Customer
Fixated
Customer
Group 1

11
13.1 ASSESSMENT
Reviewing Key Terms and Concepts
1. List the seven steps of a sale.
2. What are the purposes of the approach in
selling?
3. Name the three approach methods retail
salespeople use, and suggest when it is
appropriate to use each method.

12
SECTION 13.2 Determining 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
Group 2

13
How to Determine Needs
Three methods will help you determine
customer needs:
observing
listening
questioning

14
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.

15
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

16
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
Slide 1 of 2

17
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
Slide 2 of 2

18
Slide 2 of 2
Group 2

19
13.2 ASSESSMENT
1. Why is determining needs an essential step
in the sales process?
2. When should you begin determining needs
in the sales process?
3. At what point in the sales process do you
stop determining the customer's needs?
4. Name three methods used to determine
customers' needs.
Slide 1 of 2

20
SECTION 14.1 Product Presentation
During the product presentation phase of the sale,
you show the product and tell about it. The goal of
the product presentation is to match the customer's
needs with appropriate product features and benefits.
Product Presentation
Group 3

21
SECTION 14.1 Product Presentation Needs
Show and Tell
This is the step of the sale where you have
the opportunity to share your expertise with
the customer. At this point you must make
the following decisions:
Which products to show.
What price range to offer.
How many products to show.
What to say.

22
Make the Presentation Come Alive
Planning is necessary for an effective
product presentation. You must plan use the
following four techniques:
 Display and handle the product.
 Demonstrate the product.
 Use sales aids.
 Involve the customer.

23
Displaying and Handling the Product
Creatively displaying the product is the first
step in an eye-catching presentation.
The way you handle a product presents an
image of its quality. Handle it with respect and
point out its features.

24
Demonstrating the product in use helps to build
customer confidence.
Demonstrating
Example: To prove that a fabric is water
resistant, you can pour water on the garment.

25
When it is impractical to demonstrate the
actual product or when you want to emphasize
certain selling points, you can use sales aids
such as samples, audiovisual aids, models,
photographs, drawings, charts, specification
sheets, customer testimonials, and warranty
information.
Using Sales Aids

26
Get the customer physically involved with the
product as soon as possible in the sales
presentation.
Involving the Customer
 Example: Have a customer hold and
swing golf clubs.
Involve the customer verbally by confirming
selling points. When you involve a customer
in the sale, you help the person make
intelligent buying decisions.

27
Group 3

28
14.1 ASSESSMENT
1. What is the goal of the product presentation?
2. Which products and how many of them
should be selected for the presentation?
3. Give some guidelines for what to say during
the product presentation.
4. Describe four techniques that will make the
product presentation lively and effective.

29
SECTION 14.2 Handling Customer Objections
Key Terms
objections
excuses
paraphrase
boomerang method
superior point method
third party method

30
Objections are concerns, hesitations,
doubts, or other honest reasons a customer
has for not making a purchase. Objections
give you an opportunity to present more
information to the customer.
Excuses are insincere reasons for not
buying or not seeing the salesperson.
Understanding Objections
Group 4

31
Welcome and Plan for Objections
Objections can guide you in the sales
process by helping you redefine the
customer's needs and determine when the
customer wants more information.
Prepare yourself for most objections by
completing an objection analysis sheet,
which lists common objections and possible
responses to them.

32
Common Objections
Most objections are based on key decisions
the customer must make before buying:
need
product
source
price
time
Slide 1 of 3

33
Common Objections
Need The customer does not have an
immediate need for the item or wants the item
but does not truly need it.
Product The customer is concerned about
such things as construction, ease of use,
quality, color, size, or style.
Slide 2 of 3

34
Source The customer has had negative past
experiences with the firm or brand.
Price The customer does not want to spend so
much money.
Time The customer is hesitant to buy
immediately (sometimes an excuse).
Common Objections
Slide 3 of 3

35
Successful salespeople have learned to use a very
basic, four-step strategy when answering all objections:
Four-Step Process for Handling Objections
Slide 1 of 4
Listen
Carefully
Listen
Carefully
Acknowledge
the
Customer's
Objections
Acknowledge
the
Customer's
Objections
Restate
the
Objections
Restate
the
Objections
Answer
the
Objections
Answer
the
Objections

36
Listen Carefully To demonstrate sincere
concern for your customer's objections, be
attentive, maintain eye contact, and let the
customer talk.
Slide 2 of 4

37
Acknowledge the Customer's Objections
Acknowledging objections demonstrates that
you understand and care about the customer's
concerns. This makes a customer feel that his
or her objections are understandable, valid,
and worthy of further discussion.
Slide 3 of 4

38
Restate the Objections To be sure you
understand the customer, paraphrase the
objections (restate them in a different way),
but don't change the meaning of the
customer's objection.
Answer the Objections Answer each
objection tactfully. Think of yourself as a
consultant, using the objections to further
define or redefine the customer's needs.
Slide 4 of 4

39
There are six specialized methods for
handling objections:
 boomerang
 question
 superior point
 denial
 demonstration
 third party
Specialized Methods of Handling Objections

40
Superior Point Admit disadvantages in
certain products but then present superior
points to offset or compensate for them.
This technique puts the customer in a
position to decide between the different
features and see additional reasons
for buying.

41
Denial When a customer's objection is
based on misinformation, provide proof and
accurate information to answer the objection.
Demonstration Demonstrate a product's
features (but make sure they work before
using them in a sales situation).
Third Party Use a testimonial from a
previous customer or another neutral person.

42
Boomerang Use a friendly, helpful tone to
explain how the objection is really a selling
point.
Question Question the customer—but never
in an abrupt manner—to learn more about
the objections.

43
Group 4

44
14.2 ASSESSMENT
1. Distinguish between objections and excuses.
2. Why should you welcome objections in the
sales process?
3. Name the five buying decisions upon which
common objections are based.
4. List the four steps involved in the process for
handling customer objections.
5. Name six specific methods of handling
objections.

45
SECTION 15.1 Customer Buying Signals
Key Terms
closing the sale
buying signals
trial close
which close
standing-room-only close
direct close
service close

46
Closing the sale is obtaining positive
agreement from the customer to buy. All your
efforts up to this step of the sale have involved
helping your customer make buying decisions.
Closing the Sale
Group 5

47
Timing the Close
Close the sale when
your customer is ready
to buy. Some customers
are ready to buy sooner
than others, therefore
you must be flexible.

48
Buying Signals
Look for buying signals, the things a
customer does that indicate a readiness to
buy, such as facial expressions, actions, and
comments.
 Example: A customer is holding merchandise
and smiling, or making comments that
imply ownership.

49
Trial Close
A trial close is an initial effort to close a sale.
Attempt a trial close to test the readiness of
the customer and your interpretation of a
positive buying signal.

50
You will find it easier to attempt trial closes and
to close more sales if you follow a few simple
guidelines:
 Recognize opportunities.
 Help customers make a decision.
 Create an ownership mentality.
 Don't talk too much.
 Don't rush a customer.
General Rules for Closing the Sale
Slide 1 of 3

51
Recognize Closing Opportunities
Use major objections that have been
resolved to close the sale. Take advantage
of high customer interest after a dramatic
presentation.
Help Customers Make a Decision When a
customer is having difficulty making a buying
decision, stop showing additional
merchandise and remove those things that
are no longer of interest.
Slide 2 of 3

52
Create an Ownership Mentality Use words
that indicate ownership, such as you and
your. Look for minor agreements from the
customer on selling points.
Don’t Talk Too Much If you think the
customer is ready to make a buying decision,
stop talking about the product.
Don’t Rush a Customer Be patient,
courteous, polite, and helpful.
Slide 3 of 3

53
Certain selling situations warrant the use of
specialized methods:
 which close
 standing-room-only close
 direct close
 service close
Specialized Methods for Closing the Sale
Slide 1 of 3

54
Which Close Encourage a customer to
make a decision between two items.
Standing-Room-Only close Use this when
a product is in short supply or when the price
will be going up in the near future.
Slide 2 of 3
 Example: “This is the last pair of shoes I have
in your size.”

55
Direct Close Ask for the sale with non-threatening
questions or statements that get the customer ready
for the close.
Slide 3 of 3
Service Close Offer services that overcome
obstacles or problems: gift-wrapping, a return policy,
special sales arrangements, warranties and guarantees,
bonuses or premiums, and credit or payment terms.
 Example: "Based on what I've shown you,
how do you feel about this product?"

56
Don't despair if your initial attempts to close a
sale are unsuccessful.
Invite the customer to shop in your store
again.
Remember that even a customer who does
not make a purchase is still a prospect for
future business.
Failure to Close the Sale

57
SECTION 15.1 The Close
Group 5
Service
Close
Standing-
Room-Only
Close
Closing
The
Sale
Closing
The
Sale
Which
Close
Direct
Close

58
15.1 ASSESSMENT
1. What are customer buying signals?
2. When is the right time to close a sale?
3. Provide examples of the following closing
methods: which close, standing-room-only
close, direct close, and service close
4. Why is the failure to close not a true failure?

59
SECTION 15.2 Effective Selling
Key Terms
suggestion selling
relationship marketing

60
Suggestion selling is selling additional
goods or services to the customer, items
that will ultimately save time and money
or make the original purchase more enjoyable.
Suggestion Selling
Group 6

61
Benefits of Suggestion Selling
 Suggestion selling benefits salespeople
because customers will want to do
business with them again.
 Suggestion selling benefits customers
because they are more pleased with the
purchase.
 Suggestion selling benefits the company
because it saves time and increases profit.

62
Five Rules of Suggestion Selling
1. Do suggestion selling after the customer has
made a commitment to buy, but before
payment is made or the order written.
2. Make your recommendation from the
customer's point of view and give at least
one reason for your suggestion.
3. Make the suggestion definite, rather than
asking, “Will that be all?”
Slide 1 of 2

63
Rules of Suggestion Selling
4. Show the item you are suggesting.
Don’t just talk about it.
5. Make the suggestion positive.
“This scarf will complement your
coat beautifully.”
Slide 2 of 2

64
There are three methods used in
suggestion selling:
 offering related merchandise
 recommending larger quantities
 calling attention to special sales
opportunities
Suggestion Selling Methods
Slide 1 of 4

65
Offering Related Merchandise Related
merchandise can increase the use or
enjoyment of the customer’s original purchase.
Introducing related merchandise is probably
the easiest and most effective
suggestion selling method.
Slide 2 of 4

66
Recommending Larger Quantities This
usually works in retail settings when selling
inexpensive items or when money, time,
and/or convenience will be saved.
In business-to-business sales, purchasing
larger quantities allows customers to take
advantage of discounts.
Slide 3 of 4

67
Calling Attention to Special Sales
Opportunities Salespeople are obligated to
communicate special sales
opportunities to their customers.
Some opportunities include:
the arrival of new merchandise
special sales
holidays
Slide 4 of 4

68
Relationship marketing involves the strategies
businesses use to stay close to their customers.
Think of after-sale activities as part of an
ongoing dialogue with customers in preparation
for future sales.
Relationship Marketing
 Example: Harley Davidson’s club for
motorcycle owners offers insurance and
travel assistance.

69
Take payment or the order with
courtesy. Work quickly to complete
the paperwork. Avoid saying or
doing anything to irritate your
customer at this stage of the sale.
Taking Payment/Taking the Order

70
Before the customer departs or before you leave
your client's office:
 Reassure the person of their wise buying
choices.
 Take the time to educate your customer
about any special care or specific
instructions for their purchase.
 Thank the customer, even if they don’t buy.
Departure

71
SECTION 15.2 Suggestion Selling
Group 6

72
15.2 ASSESSMENT
1. What is suggestion selling, and why is it
important?
2. Suggest two rules for suggestion selling.
3. Identify three methods used for suggestion
selling.
4. What is relationship marketing and how is it
related to the sales process?
5. Why are after-sale activities (such as departure,
follow-up, and evaluation) important?

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