The Sales Process Seven Steps of Selling

Seven Steps of the Selling Process Step 1: Approach Step 2: Determine Needs Step 3: Present the Product Step 4: Overcome Objections Step 5: Close the Sale Step 6: Suggestion Selling Step 7: Build Relationships

Step 1: The Approach The approach, also known as the sales opening, is the first face-to-face contact with the customer. Tips for effective sales openings: Treat customers as individuals Be aware of customer’s personality and buying styles. Show interest in the customer by maintaining eye contact Learn and use the customer’s name Grab the customer’s attention Recognize that sales approaches differ in organization and retail selling situations.

Organizational Selling (B2B) Sales people usually make appointments to meet Sales person should arrive early Use proper etiquette: Greet the customer by name and introduces him- or herself and the company with a firm handshake and smile Engage the customer with comments on recent event’s in the customer’s industry Gather information about your customer to create a personal connection

Retail Selling Time the approach appropriately When customers are in a hurry, you should approach them quickly Three methods of approaching a customer in retail Greeting Approach: The sales person welcomes the customer to the store. Service Approach: Salesperson ask customers if they need assistance Merchandise or Theme Approach: The salesperson makes a comment or asks questions about a product in which the customer shows an interest.

Step 2: Determine Needs Determine needs right after approaching the customer The service and merchandise approach allows you to asking customers a question about their needs Three ways to determine needs: Observing Listening Questioning

Observing Read your customer by observing them Nonverbal communication is expressing oneself without the use of words. Facial expressions, hand motions, eye movement, and other forms of nonverbal communication can give you clues about a customer’s interest in a product

Listening Listening is one of the most important interpersonal skills you need to practice in selling Giving customers your undivided attention and listening with empathy are two specific skills that will encourage your customers to talk freely

Questioning One way to engage a customer in conversation is to ask questions First ask general questions about the intended use of the product and any previous experience with it Build questions around words like who, what, when, where, how and why Once you have an idea about the customer’s general needs, then you can ask more specific questions relating to the product

Questioning Do’s and Don’ts Do ask open-ended questions that encourage customers to do the talking. Do ask clarifying questions to make sure you understand the customers’ needs. Don’t ask too many questions in a row. This will make the customers feel as if they are cross-examined. Don’t ask questions that might embarrass customers or put them in the defense.

Step 3: Presenting the Product After learning the customer’s needs, you should be able to select a few samples to match those needs. If the selection is not accurate, ask questions to get the feedback to select another product. Begin by showing moderately priced products. You can move up or down in price once you get customer feedback. Avoid overwhelming the customer by showing no more than three products at a time. Present the product’s selling points. Educate the customer by explaining how the product’s features relate to their needs. Use layman’s terms, words the average customer can understand.

Plan the Presentation Planning is necessary for an effective product presentation. Handle the product with respect and use hand gestures to show the significance of certain features. Demonstrate the product if you can to build customer confidence. Use sale aides to help emphasize certain selling points if you are unable to demonstrate. Involve the customer. Let the customer try the product and feel what it would be like to own it. Hold the customer’s attention

Step 4: Overcome Objections Objections are concerns, hesitations, doubts, complaints, or other reasons a customer has for not making a purchase. Excuses are reasons given when a customer has no intention of buying. Objections can occur at any time during the sales process and should be answered promptly. Objections can guide you in the sales process by helping you redefine the customer’s needs and determine when the customer wants more information.

Plan for Objections Create an objection analysis sheet, a document that lists common objections and possible responses to them. Common Objections Need – Objections related to need usually occur when a customer does not have an immediate need for the item. Product – Objections based on the product are more common. Can include concerns about ease of use, quality, color, size, or style Source – Objections based on source often occur due to a negative past experiences with a company or brand. Price – Objections based on price are more common with high- quality, expensive merchandise. Time – Objections based on time reveal a hesitation to buy immediately. Sometimes these are excuses.

Four Step Method for Handling Objections Step 1 – Listen carefully, be attentive, maintain eye contact and let the customer talk. Step 2 – Acknowledge the objection, shows the customer you understand and care about the customer’s concerns. Step 3 – Restate the objections, do not repeat the customer’s concerns word for word. Paraphrase the objection. Step 4 – Answer the objections tactfully, never answer with an air of superiority or suggest that the person’s concern is unimportant.

Specialized Methods of Answering Objections Substitution Method: Involves recommending a different a different product that would still satisfy the customer’s needs. Boomerang Method: Brings the objection back to the customer as a selling point. Question Method: Technique in which you question the customer to learn more about his or her objections. Superior Point Method: Technique that permits the salesperson to acknowledge objections as valid, yet offset them with other features and benefits.

Specialized Methods of Answering Objections Denial Method: When the customer’s objection is based on misinformation. It is best to provide proof and accurate information in answer to objection. Demonstration Method: Seeing is believing. Demonstrate to show the product actually being used. Third Party Method: Involves using a previous customer or another neutral person who can give a testimonial about the product.