THE SELLING PROCESS STEPS IN THE PROFESSIONAL SALES PROCESS

WHAT IS PERSONAL SELLING? Selling: A direct, personal communication with prospective customers in order to assess needs and satisfy those needs with appropriate products and services

WHAT TYPES OF PRODUCTS ARE SOLD THROUGH PERSONAL SELLING Expensive products Products that require specific knowledge

RETAIL OR BUSINESS TO BUSINESS Personal selling may occur at a retail location; where the customer come to the seller to make a purchase Business to business selling occurs at the business of the customer making the purchase

QUALIFYING THE CUSTOMER Does the perspective customer have: A need for the product The resources to purchase this product The authority to make a decision to purchase

STEPS IN THE SELLING PROCESS 1.Pre-approach Gather Information about customer, study target market information Learn product information, research competitors products

STEPS IN THE SELLING PROCESS 2.Approach Connect with customer; Introduce yourself and ask customer name, use their name in the selling process Establish positive relationship with customer

STEPS IN THE SELLING PROCESS 3.Questioning Ask open and closed ended questions on customer needs and wants A good salesperson will ask many questions before presenting a product Ask questions that connect to the features and benefits of the product

STEPS IN THE SELLING PROCESS 4.Demonstration Present product, Demonstrate features and benefits Establish a connection between customer needs and product Present product as a solution to customers problem

STEPS IN THE SELLING PROCESS 5.Close Ask customer to make a buying decision Often the most challenging step of the process Be prepared for customer objection

STEPS IN THE SELLING PROCESS 6.Overcome Objections Customer will object to something about the product Much easier to overcome objections if questioning step is completed correctly Listen, Restate, Provide Information, Check for Understanding

STEPS IN THE SELLING PROCESS 7.Follow-Up Suggestion selling, contact customer after the sale, ensure customer satisfaction

SALES PRESENTATION STEPS APPROACH – Greet customer, establish positive relationship QUESTIONING – Ask questions on customer needs and wants that link to Features and Benefits DEMONSTRATION – Present product, Demonstrate Features and Benefits CLOSE – Ask customer to make a buying decision OVERCOME OBJECTIONS – The customer is moved from deciding to making the purchase CLOSE – Ask customer to make a buying decision FOLLOW-UP – Thank for making the purchase – Suggestion Selling