2.08 Understand sales processes and technique to enhance customer 2.08b Explain the selling process

Identify the components of the selling process Preparing to sell Establishing relationships with customers Discovering customer needs Prescribing solutions to customer needs Reaching closure Reaffirming buyer-seller relationships Each phase is important and contributes to accomplishing the salesperson’s goals of making the sale

Component #1: Preparing to Sell Acquire knowledge about the product Be able to identify the product’s features and benefits Generate and qualify sales leads Learn as much about the business or personal characteristics of the customer Planning the sales presentation Have a “pitch” ready to give customers

Component #2: Establishing relationships with customers Use initial contact time with customers to: Put customers at ease Encourage customers to want to hear about the products Gain customer confidence Create favorable impressions of themselves and the business

Component #3: Discover customer needs Ask the customer questions Listen to the answers Observing customer reactions Analyzing customer reactions and comments

Component #3: Discovering customer needs Assessing customer needs is important because it: Reduces the amount of selling time required Reduces dissatisfaction and customer returns Allows salespeople to serve more customers, leading to greater potential commission for themselves

Component #4: Prescribing solutions to customer needs The sales talk: convince the customer of the benefits to be derived from purchasing the product The salesperson must translate product features into benefits The product demonstration: create interest and allow the customer to interact and become involved in the selling process Customer should ask questions and discuss important points to clarify

Component #4: Prescribing solutions to customer needs Basic guidelines for prescribing solutions to needs: Sell the benefits of the product rather than its features Show the customer a limited number of products to avoid confusion Show only products that relate to customers’ specific needs Concentrate on the main item of interest to close the sale

Component 5: Reaching Closure Two purposes: 1) identifying any remaining objections the customer may have 2) getting the order Objection: a question or concern raised by customers after they have been shown a product Anticipate objections and learn to use them to their advantage in a sales presentation

Component #5: Reaching Closure Tips for handling objections: Welcome them! Objections can serve as a chance to demonstrate your knowledge and solidify the product’s benefits Listen from the customer’s point of view Restate the objection to be sure that you understand it Answer and overcome each objection completely, without arguing with the customer Review customer benefits Try to develop customer conviction for the product

Component #5: Reaching Closure Look for signals to close the sale “this is just what we need” Nonverbal signs Complete the necessary paperwork Ask for the sale

Component #6: Reaffirming buyer-seller relationships Help customers feel confident with their purchase decisions by reassuring them about their purchase Techniques to follow up the sale: Reassuring the customer that their choice was wise. “This is the best product for your needs” Using suggestion selling. Recommend complementary products

Component #6: Reaffirming buyer-seller relationships Techniques to follow up the sale cont’: Answer any lingering questions Explain the sales contract fully. Review the details Checking on or being present when the product is delivered can reaffirm their reliability Supervising installation or adjustment of the product

Component #6: Reaffirming buyer-seller relationships Training the customer’s personnel in the use or sale of the product Calling the customer to ensure they are satisfied Can build significant goodwill

Similarities in the Use of the Selling Process Relationship building Determine customer wants and needs Product recommendations Closure Reaffirmation of the buyer-seller relationship

Differences in the Use of the Selling Process Amount and time of preparation Nature of the product More or less expensive items Type of product Intangible items (insurance, interior design) Nature of the customer Business customers vs retail customer

Importance of the Selling Process An efficient, effective sales process may increase company profits Salespeople appear organized, gaining customer confidence The process ensures the customers’ needs and wants are met