Presentation on theme: "Chapter 13 Initiating the Sale1 Section 13.1 The Sales Process Chapter 13 Initiating the Sale Marketing Essentials."— Presentation transcript:
Chapter 13 Initiating the Sale1 Section 13.1 The Sales Process Chapter 13 Initiating the Sale Marketing Essentials
Chapter 13 Initiating the Sale2 SECTION 13.1 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 Initiating the Sale3 SECTION 13.1 The 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 Sale4 SECTION 13.1 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 Initiating the Sale5 SECTION 13.1 The Sales Process Key Terms service approach method greeting approach method merchandise approach method
Chapter 13 Initiating the Sale6 SECTION 13.1 The 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 Sale7 SECTION 13.1 The 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 Sale8 SECTION 13.1 The 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 Graphic Organizer Retail Approach Methods Service Approach Greeting Approach Merchandise Approach Hurried Customer Routine Purchase Browsing Customer Fixated Customer
Chapter 13 Initiating the Sale10 SECTION 13.1 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 Slide 1 of 2
Chapter 13 Initiating the Sale11 SECTION 13.1 The 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 Sale12 SECTION 13.1 The 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 Sale13 SECTION 13.1 The 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 Sale14 End of Section 13.1 Marketing Essentials
Chapter 13 Initiating the Sale15 Chapter 13 Initiating the Sale Section 13.2 Determining Needs in Sales Marketing Essentials
Chapter 13 Initiating the Sale16 SECTION 13.2 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 Initiating the Sale17 SECTION 13.2 Determining Needs in Sales Key Terms nonverbal communication open-ended questions
Chapter 13 Initiating the Sale18 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
Chapter 13 Initiating the Sale19 SECTION 13.2 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 Initiating the Sale20 SECTION 13.2 Determining Needs in Sales How to Determine Needs Three methods will help you determine customer needs: observing listening questioning
Chapter 13 Initiating the Sale21 SECTION 13.2 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 Initiating the Sale22 SECTION 13.2 Determining 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
Chapter 13 Initiating the Sale23 SECTION 13.2 Determining 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 Sale24 SECTION 13.2 Determining 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