1. Section 13.1 The Sales Process
Marketing Essentials
n Chapter 13 Initiating the Sale
Section The Sales Process

2. The Sales Process SECTION 13.1
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.

3. The 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 customer
2. Determining needs
3. Presenting the product
4. Overcoming objections
5. Closing the sale
6. Suggestion selling
7. Relationship building

4. The 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?

5. The Sales Process SECTION 13.1 service approach method
Key Terms
service approach method
greeting approach method
merchandise approach method

6. The 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.

7. The 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.

8. The 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.

9. Graphic Organizer 13.1 Retail Approach Methods Service Approach
Hurried Customer
Routine Purchase
Browsing Customer
Fixated Customer
Service Approach
Greeting Approach
Merchandise Approach

10. The 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 conversation
to establish a relationship with the customer
to focus on the merchandise
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11. The 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.
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12. The Sales Process SECTION 13.1
The Approach in Business-to-Business Selling
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.

13. The 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 approach
the greeting approach
the merchandise approach

14. Marketing Essentials
End of Section 13.1

15. Section 13.2 Determining Needs in Sales
Marketing Essentials
n Chapter 13 Initiating the Sale
Section Determining Needs in Sales

16. Determining Needs in Sales
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.

17. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Key Terms
nonverbal communication
open-ended questions

18. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Determining Needs
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.

19. Determining Needs in Sales
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.

20. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
How to Determine Needs
Three methods will help you determine customer needs:
observing
listening
questioning

21. Determining Needs in Sales
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.

22. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Listening
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.

23. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Questioning
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:
who
what
when
where
how
why
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24. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Questioning
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.
Slide 2 of 2