1. Marketing Co-op Chapter 13.1 and 13.2
The Sales Process
Marketing Co-op
Chapter 13.1 and 13.2

2. 8 Steps in the selling process
Product analysis
Approach the customer
Determining needs
Presenting the product
Overcoming objections
Closing the sale
Suggestion selling
After the sale activities

3. Step One: Product Analysis
Knowledge of products and services offered by the company
Features
Benefits
Warranties
Determine who uses the product and for what purpose (target market)

4. Product Analysis Questions
How will the product satisfy the customer’s needs and wants?
How much should the product cost?
Where should the product be purchased?
How should the product be used, cared for, or maintained?

5. Sources of Product Information
Direct Experience –personal use of the product or service
Printed Materials – brochures or manuals that explain product use
Other People – learning through word of mouth from family, friends or other employees
Formal Training – training provided by the company

6. Step Two: Approaching the Customer
Initial approach: first contact between sales person and customer
Sets the mood or atmosphere for the other steps of the sale
Customers that are turned off at this stage will be difficult to win over later on

7. Three Purposes of Approaching the Customer
The begin a conversation -be alert to customers’ interests
Business to Business – could conduct market research before meeting
Retail Selling – observe the customer before you approach
Establish a relationship with the customer – treat the customer as an individual
Don’t stereotype because of age, sex, race, religion, or appearance
Be enthusiastic, courteous, sincere and respectful
Focus on the product – share basic product knowledge

8. Approach – Business to Business
Pre-approach – preparation for the face to face encounter with clients
Salesperson sets up appointment or stops by unannounced (Cold Call)
Initial approach depends on prior dealings with the customer
(Have you dealt with them before?)
Tips:
Firm handshake and smile
Use the customer’s name
Provide a business card

9. Approach: Retail Selling
If customers are in a hurry approach quickly and with a sense of urgency
Be ready to help them find exactly what they are looking for
If customers are undecided encourage them to look around, take their time and ask questions
Keep an eye on them to ensure they are never looking around for someone to help them

10. The Three Methods of Approach in Retail
Service Approach - asking if the customer needs assistance
NO close ended questions – do not have a yes or no answer
“How May I help you?”
“What exactly are you looking for today?”
“Who are you shopping for?”
Close ended questions causes the salesperson to lose control of the sale

11. The Three Methods of Approach in Retail
Greeting Approach – sales person simply welcomes the customer into the store
Lets customer know the sales person is nearby for questions or assistance
“Good Morning”
“Welcome to ________”
Salesperson should always smile, be friendly and appear sincere when greeting the customer

12. The Three Methods of Approach in Retail
Merchandise Approach – the salesperson makes a comment or asks a question about a product the customer shows interest in
Start talking to the customer without asking if they need assistance
This method can only be used if a customer stops to look at a specific item
Use feature-benefit selling techniques to keep customers interested

13. Step Three: Determining Needs
Uncovering the customer’s problems or motivation to buy
Ask questions about the customer’s buying motives to make sure you are suggesting the right products
Salesperson should begin to determine the needs of the customer immediately after the approach
A sale gone wrong
Salesperson: “This is one of our most popular tennis rackets. It’s perfect for you – the grip is the correct size and the large sweet spot can improve your game.”
Customer: “That is very interesting; but, I’m not buying the racket for myself. It is actually a gift for my 9 year old daughter.”

14. Three Methods to Determine Customer Needs
Observing – using nonverbal communication to determine the customer’s mood and interest
Facial expressions
Hand motions
Eye movements
How long they linger at a product
Listening – paying attention to what the customer tells you and using the information to determine what products will fit their needs
Questioning – Ask general questions about the intended use of the product and any previous experience with it
Build your questions around who, what, when, where, why and how

15. Assignment
Chapter 13 Bookwork (Orange Marketing Text) 13.1 – pg. 282 – Key Terms and Concepts……(1-3) 13.2 – pg. 287 – Key Terms and Concepts……(1-3) Chapter Review – Review Facts and Ideas…..(2-11) You will be held responsible for all the red dot terms on the test