1. Introduction to Business & Marketing February 7, 2011

2. Objectives Describe the steps of the selling process. Practice the selling process by preparing a role-play sales situation.

4. Definition of Selling S ELLING IS … P ERSONAL SELLING IS … the process of matching customer needs and wants to the features and benefits of a product or service. any form of direct contact between a salesperson and a customer.

5. Personal Selling Key Characteristic: two-way communication Where does it take place?  Retail settings  Business-to-business (B2B)  Telemarketing

7. Steps of the Sale There are seven steps in the selling process. For B2B sales, there is an additional step to start off the selling process called the pre- approach.

8. Steps of the Sale 1. Approach 2. Determine needs 3. Present product 4. Overcome objections 5. Close the sale 6. Suggestion selling 7. Relationship building

9. Step 1: Approach W HAT DO YOU DO ? W HY ? Greet the customer face- to-face To begin conversation To establish a relationship with the customer To set the mood for the other steps of the sale

10. Step 2: Determine Needs W HAT DO YOU DO ? H OW ? Learn what the customer is looking for 1. Observe – nonverbal communication 2. Listen – make eye contact, don’t interrupt 3. Question – general questions (5 W’s) and open- ended questions

11. Step 3: Present Product W HAT DO YOU DO ? H OW ? Educate the customer about the product’s features and benefits Based on the customer’s needs, select as many as 3 products to share. Display / Handle the Product Demonstrate it or use sales aids Involve the customer

12. Step 4: Overcome Objections W HAT ? H OW ? Learn why the customer is reluctant to buy Provide information to remove uncertainty Help the customer make a satisfying buying decision 1. Listen carefully 2. Acknowledge Objections 3. Restate Objections 4. Answer the Objection S PECIFIC M ETHODS Substitution Demonstration Third-Party

13. Step 5: Close the Sale W HAT DO YOU DO ? H OW ? Get the customer’s positive agreement to buy Look for buying signals, things customers do/say to indicate a readiness to buy Buying signals include facial expressions, body language, and comments. T IPS FOR C LOSING THE S ALE Narrow down choices Use ownership words like “you” and “your” Don’t talk too much or rush

14. Step 6: Suggestion Selling W HAT DO YOU DO ? H OW ? Suggest additional merchandise or services that will save your customer money or help your customer enjoy the original purchase Up-Selling Cross-Selling Special Sales Opportunities

15. Step 7: Relationship Building W HAT DO YOU DO ? H OW ? Create a means of maintaining contact with the customer after the sale Efficient order processing Thank the customer and reassure them of their purchase Follow-Up (when needed) Keep a Client File

16. We will go over the assignment sheet together. You may pick your partner for this assignment – make good decisions & do the assignment well! You will have the rest of class to prepare today. We will present at the beginning of next class!