2 The Steps of a SalePreapproach – Looking for customers and getting ready for the saleApproaching the customer – actually greeting the customer face-to-faceDetermining Needs – learning what the customer is looking for in a good or service in order to decide what product to show and which features to present first
3 The Steps of a SalePresenting the product – educating the customer about the product’s features and benefitsHandling questions and objection – learning why the customer is reluctant to buy, providing information to remove that uncertainty, and helping the customer make a satisfying buying decision
4 The Steps of a SaleClosing the sale – getting the customer’s positive agreement to buySuggestion selling – suggesting that the customer buy additional merchandise or service to save money or better enjoy the original purchaseReassuring and follow-up – helping a customer feel that he or she has made a wise purchase
5 The Preapproach Getting ready to sell Can prepare for the sale by studying their products and keeping abreast of industry trendsAppearance
6 Finding New Customers Prospecting – Looking for new customers Prospect – Is a potential customerIs where salespeople visit customers in their home or businessYou are evaluated by how many new accounts they open and how much they sell
7 Source and Method of Prospecting Employer Leads – entire telemarketing department for the sole purpose of generating leadsSales people have great deal of information before meeting themTelephone Directories – White and Yellow pagesTrade and Professional Directories – Locate customers by type of businessWell known directory: Thomas Register of American Manufacturers
8 Source and Method of Prospecting Newspapers – Provides good leadsCommercial Lists – Buy list of potential customers from companies that specialize in categorizing peopleCustomer Referrals – Satisfied customers gives the name of other people who might buy the product.Endless chain method – asking previous customers of potential customersMay receive a gift or discount
9 Source and Method of Prospecting Cold Canvasing – Try to locate potential customers with little helpOther names – Cold Calls, Blind Prospecting
10 Preparing for the Sale in Industrial Selling Previous CustomerAnalyze past sales recordsKnow what and how much customer bought last timeKnow buyer’s personality, family, interests, and hobbies.
11 Preparing for the Sale in Industrial Selling New CustomerDo some homework to qualify before going any furtherQuestions to research:Does the prospect need these products or service?Does the prospect have the financial resources?Does the prospect have the authority to buy?
12 Preparing for the Sale in Retail Setting Preparation centers on the merchandise and work areaStraightening, rearranging, and replenishing stockAdjust price tickets before and after special salesLearn where stock is located and how much is availableTaking inventoryArranging displaysVacuuming and dusting
13 Approaching the Customer Initial approach is criticalApproach sets the moodThree purposesTo begin conversationYou need to be alert to what interest the customerEstablish rapport with customerTreat the customer as an individualBe perceptive about the customers buying styleFocus on the merchandise
14 The Approach in Industrial Sales Industrial Sales people generally call on customers at his or her place of business after having set up an appointmentBe earlyFirm handshake and smileCall them by their nameSmall talk
15 The Approach in Retail Sales When customers appear in a hurry, approach them quicklyWhen customers are undecided, let them look aroundWhen customers are comparison shopping, encourage them to look around and ask questions
16 The Approach in Retail Sales Three methodsService Approach MethodGreeting Approach MethodMerchandise Approach Method
17 Service Approach Method Salesperson asks the customer if he or she needs assistance“May I help you with something”Approach is helpful when the customer is in a hurryApproach is ineffective because it elicits a negative approach“No, I am just looking”
18 Greeting Approach Method Salesperson simply welcomes the customer to the storeWait a few secondsCustomers will say why they are shoppingIf they need help, they will tell youIf they are just looking, they will tell you
19 Merchandise Approach Method Salesperson makes a comment or asks questions about the product that the customer is looking atYou can only use this method when the customer stops to look at an itemYou can also ask a question about the itemMost effective initial approach in retail sales because it immediately focuses attention to the merchandise
20 Chapter ReviewComplete Facts and Idea Review, Critical Thinking and Communication on page 194
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