Presentation on theme: "Section 13.1 The Sales Process"— Presentation transcript:
1Section 13.1 The Sales Process Marketing Essentialsn Chapter 13 Initiating the SaleSection The Sales Process
2The Sales Process SECTION 13.1 Why It's ImportantKnowing 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.
3The Sales Process SECTION 13.1 Steps of a Sale Professional salespeople go through seven steps when helping a customer make a purchase.1. Approaching the customer2. Determining needs3. Presenting the product4. Overcoming objections5. Closing the sale6. Suggestion selling7. Relationship building
4The Sales Process SECTION 13.1 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?
5The Sales Process SECTION 13.1 service approach method Key Termsservice approach methodgreeting approach methodmerchandise approach method
6The Sales Process SECTION 13.1 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.
7The Sales Process SECTION 13.1 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.
8The Sales Process SECTION 13.1 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.
10The Sales Process SECTION 13.1 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 conversationto establish a relationship with the customerto focus on the merchandiseSlide 1 of 2
11The Sales Process SECTION 13.1 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.Slide 2 of 2
12The Sales Process SECTION 13.1 The Approach in Business-to-Business SellingIn 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.
13The Sales Process SECTION 13.1 The Approach in Retail Selling There are three methods you can use in the initial approach to retail customers:the service approachthe greeting approachthe merchandise approach
15Section 13.2 Determining Needs in Sales Marketing Essentialsn Chapter 13 Initiating the SaleSection Determining Needs in Sales
16Determining Needs in Sales SECTION 13.2Determining Needs in SalesWhy It's ImportantA 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.
17Determining Needs in Sales SECTION 13.2Determining Needs in SalesKey Termsnonverbal communicationopen-ended questions
18Determining Needs in Sales SECTION 13.2Determining Needs in SalesDetermining NeedsCustomer 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.
19Determining Needs in Sales SECTION 13.2Determining Needs in SalesWhen to Determine NeedsThe 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.
20Determining Needs in Sales SECTION 13.2Determining Needs in SalesHow to Determine NeedsThree methods will help you determine customer needs:observinglisteningquestioning
21Determining Needs in Sales SECTION 13.2Determining Needs in SalesObservingWhen 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.
22Determining Needs in Sales SECTION 13.2Determining Needs in SalesListeningListening 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.
23Determining Needs in Sales SECTION 13.2Determining Needs in SalesQuestioningIn 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:whowhatwhenwherehowwhySlide 1 of 2
24Determining Needs in Sales SECTION 13.2Determining Needs in SalesQuestioningDo 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.Slide 2 of 2