Chapter 13 Initiating the Sale 1 Section 13.1 The Sales Process Chapter 13 Initiating the Sale Marketing Essentials
Chapter 13 Initiating the Sale1 Section 13.1 The Sales Process Chapter 13 Initiating the Sale Marketing Essentials.
Dec 16, 2015
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Chapter 13 Initiating the Sale 1
Section 13.1 The Sales Process
Chapter 13 Initiating the Sale
Marketing EssentialsMarketing Essentials
Chapter 13 Initiating the Sale 2
SECTION 13.1SECTION 13.1 The Sales ProcessThe Sales Process
Why 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 3
SECTION 13.1SECTION 13.1 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 4
SECTION 13.1SECTION 13.1 The Sales ProcessThe Sales Process
Steps of a SaleSometimes 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 5
SECTION 13.1SECTION 13.1 The Sales ProcessThe Sales Process
Key TermsKey Terms
service approach method
greeting approach method
merchandise approach method
Chapter 13 Initiating the Sale 6
SECTION 13.1SECTION 13.1 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 7
SECTION 13.1SECTION 13.1 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 8
SECTION 13.1SECTION 13.1 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 9
13.1 Graphic OrganizerGraphic Organizer
Retail 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 10
SECTION 13.1SECTION 13.1 The Sales ProcessThe 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
Slide 1 of 2
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SECTION 13.1SECTION 13.1 The Sales ProcessThe Sales Process
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.
Chapter 13 Initiating the Sale 12
SECTION 13.1SECTION 13.1 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 13
SECTION 13.1SECTION 13.1 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 14
End of Section 13.1
Marketing EssentialsMarketing Essentials
Chapter 13 Initiating the Sale 15
Chapter 13 Initiating the Sale
Section 13.2 Determining Needs in Sales
Marketing EssentialsMarketing Essentials
Chapter 13 Initiating the Sale 16
SECTION 13.2SECTION 13.2 Determining Needs in SalesDetermining Needs in Sales
Why 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 17
SECTION 13.2SECTION 13.2 Determining Needs in SalesDetermining Needs in Sales
Key TermsKey Terms
nonverbal communication
open-ended questions
Chapter 13 Initiating the Sale 18
SECTION 13.2SECTION 13.2 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
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SECTION 13.2SECTION 13.2 Determining Needs in SalesDetermining 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 Initiating the Sale 20
SECTION 13.2SECTION 13.2 Determining Needs in SalesDetermining Needs in Sales
How to Determine Needs
Three methods will help you determine customer needs:
observing
listening
questioning
Chapter 13 Initiating the Sale 21
SECTION 13.2SECTION 13.2 Determining Needs in SalesDetermining 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.
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SECTION 13.2SECTION 13.2 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
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SECTION 13.2SECTION 13.2 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
Slide 1 of 2
Chapter 13 Initiating the Sale 24
SECTION 13.2SECTION 13.2 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
Slide 2 of 2
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