1. Section 13.1 The Sales Process
Marketing Essentials
n Chapter 13 Initiating the Sale
Section The Sales Process

2. The Sales Process SECTION 13.1 The seven steps of a sale
What You'll Learn
The seven steps of a sale
The importance and purposes of the approach in the sales process
How business-to-business sales representatives conduct the initial approach
The three initial approach methods used by retail salespeople

3. The Sales Process SECTION 13.1
Why It's Important
Knowing the seven steps of a sale gives you an overview of how a sale is conducted from beginning to end. Learning the various methods of approaching a customer is the first step in that process.

4. The Sales Process SECTION 13.1 service approach method
Key Terms
service approach method
greeting approach method
merchandise approach method

5. The Sales Process SECTION 13.1 Steps of a Sale
Professional salespeople go through seven steps when helping a customer make a purchase.
1. Approaching the customer
2. Determining needs
3. Presenting the product
4. Overcoming objections
5. Closing the sale
6. Suggestion selling
7. Relationship building

6. The Sales Process SECTION 13.1 Approaching the Customer
The approach is the first face-to-face contact with the customer. The approach sets the mood or atmosphere for the other steps of the sale. It has three purposes:
to begin conversation
to establish a relationship with the customer
to focus on the merchandise
Slide 1 of 2

7. The Sales Process SECTION 13.1 Approaching the Customer
When approaching the customer, follow these rules:
Treat the customer as an individual.
Be perceptive about the customer’s buying style.
Be enthusiastic, courteous, and respectful.
Slide 2 of 2

8. The Sales Process SECTION 13.1 Steps of a Sale
Sometimes it is easy to remember many steps by creating a mnemonic device, such as ANPOCS for the steps of a sale. What is the significance of each letter in this mnemonic device? How is “Customer Relationship Building” part of the sales process?

9. The Sales Process SECTION 13.1
The Approach in Business-to-Business Selling
In B2B selling, the salesperson will set up an appointment in the preapproach stage of the sale. At the approach, follow these rules:
Arrive early to show you are interested and give yourself time to organize your thoughts.
Introduce yourself and your company.
Use the customer’s name.
Offer a business card.

10. The Sales Process SECTION 13.1 The Approach in Retail Selling
There are three methods you can use in the initial approach to retail customers:
the service approach
the greeting approach
the merchandise approach

11. The Sales Process SECTION 13.1 The Service Approach
In the service approach method, the salesperson asks the customer if he or she needs assistance. This method is acceptable when the customer is obviously in a hurry or if you are an order taker for routine purchases.

12. The Sales Process SECTION 13.1 The Greeting Approach
In the greeting approach method, the salesperson simply welcomes the customer to the store. This lets the customer know that the salesperson is available for any questions or assistance.

13. The Sales Process SECTION 13.1 The Merchandise Approach
In the merchandise approach method, the salesperson makes a comment or asks questions about a product in which the customer shows interest. This method can only be used if a customer stops to look at a specific item.

14. Reviewing Key Terms and Concepts
ASSESSMENT
13.1
Reviewing Key Terms and Concepts
1. List the seven steps of a sale.
2. What are the purposes of the approach in selling?
3. What three general things would a business-to-business sales representative say and do during the initial approach?
4. Name the three approach methods retail salespeople use, and suggest when it is appropriate to use each method.

15. ASSESSMENT Thinking Critically 13.1
You are given the opportunity to train new retail sales associates in the art of approaching customers. What three key concepts would you make sure you covered first? Why?

16. Graphic Organizer 13.1 Retail Approach Methods Service Approach
Hurried Customer
Routine Purchase
Browsing Customer
Fixated Customer
Service Approach
Greeting Approach
Merchandise Approach

17. Marketing Essentials
End of Section 13.1