1. 2.08 Understand sales processes and technique to enhance customer
2.08b Explain the selling process

2. 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

3. 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

4. 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

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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

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

16. 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

17. 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