1. Ways to increase the likelihood of making a Sale
2.09: Sales Process
Ways to increase the likelihood of making a Sale

2. Selling
Selling is the process of matching a customer needs and wants to the features and benefits of a product or service.
The salesperson is the individual who gathers information about the customer
Advises the customer about which products best suit their needs.

3. The Sales Process: Pre-Approach Approach Determining Customers Needs
Presenting Merchandise
Handling Objections
Closing the Sale
Suggestion Selling
Building Relationships
Selling is a process

4. Preparing for the Sale
Preapproach is getting ready for the face-to-face encounter in a selling situation.
Everything you do to prepare yourself to sell a product
Approach is the actual face-to-face meeting.

5. Pre-approach: Product Knowledge
Sources of Product Information:
Product brochures/manuals
Experienced Salesman
The product
Company policies and procedures
Newspapers and trade journals
The internet
Feature/Benefits Charts

6. Pre-Approach: Customer Knowledge
There are three types of customers
Decided
Customer knows what they want to buy
Can be identified by the way they walk, expression in their eyes / face, & tone of voice
Undecided
Customer doesn’t know what they want to buy
Salesperson helps them make up their mind
Just-looking (Casual Looker)
Most difficult customer to sell to
Can be decided or undecided but don’t want salesperson assistance

7. The Sales Process: Pre-Approach Approach Determining Customers Needs
Presenting Merchandise
Handling Objections
Closing the Sale
Suggestion Selling
Building Relationships
Selling is a process

8. Step 1: Sales Approach
A salesperson can make or break a sale in the first few minutes with a customer
Initial approach is critical
First face-to-face contact you have with the customer
Customer passes judgment
Will set the tone for the entire sales process
Need to be sincere and enthusiastic
Display good eye contact
Approach needs to be timed wisely

9. Purposes of the Approach
To begin conversation
To establish a relationship with the customer
Focus on the merchandise
   Approach.  This step takes place when the customer is greeted.  It is very important to earn the trust of the customer right away; look the customer in the eye, smile at them, and greet them.  A relationship between the salesperson and the customer begins during this step.

10. The Approach in Retail Selling
If customer is in a hurry, approach them quickly.
If customer is undecided, let them look around.
Encourage customers to ask questions.

11. Types of Sales Approaches
Service Approach
Greeting Approach
Merchandise Approach
Combination Approach

12. Sales Approach #1: Service Approach
The salesperson will ask the customer if they need assistance
“May I help you with something?”
“How may I help you?”
Salesperson should ask an open ended question that encourages the customer to tell you what they want.
Used when customer is in a hurry or if you are an order taker for a routine purchase

13. Sales Approach #2: Greeting Approach
Simply welcome a customer to the store
Can be formal or informal
“Good Morning”
“Good Afternoon”
If you know the customers name, use it
Establishes a positive atmosphere and opens the lines of communication.
Be Upbeat & Friendly

14. Sales Approach #3: Merchandise Approach
The salesperson makes a comment or asks a question about a product in which the customer is interested.
Can only be used when a customer is stopped and looking at a specific product
Ex: “Is that the size you need?”
Ex: “Are you interested in a specific color?”
Ex: “That video game is rated E.”
Often leads to you explaining features and benefits of a product

15. Sales Approach #4: Combination Approach
Combination Approach will combine at least two of the other sales approaches
“Welcome to Hollister, we have a sale on all jeans today.”
“That shirt enhances your eyes, would you like to try it on?”

16. Store Greeters Greeting the Customer Walmart Meijer
Edward:
Military:
Meijer
What two things should do when greeting a customer:

17. Which Approach….

18. Step 2: Determining Customer’s Needs
Focus should be to determine the CUSTOMER’S NEEDS as EARLY in the sales process as possible
Ask open-ended questions
Determine products that would satisfy customer needs
Determine the customer’s buying motive

19. Determine Customer Needs
Method #1 Observing
Look for non-verbal cues
Is the customer holding the merchandise, looking around like they need help, etc…
Looking for the customer to be interested in product
Mystery Shopper Video

20. Determine Customer Needs
Method #2: Listening
Give the customer your undivided attention, don’t interrupt, & provide feedback
Listen for cues to wants & needs

21. How to determine needs cont.
Method #3: Questioning
Ask open-ended questions to encourage customers to talk
Ask clarifying questions to make sure you understand customers’ needs
Don’t ask too many questions in a row
Don’t ask embarrassing questions

22. Customer Buying Motives
Emotional: Buying based on feelings
Rational: Buying based on logic or reasoning
Patronage: A preference for a store or brand
Appearance of store
Proximity of store
Preference of brand; loyal customer
(a) Patronage emotional motives- Patronage emotional motives are based on his wish or emotion or pulsive attitude. His decision to support a store is not the outcome of reasoning and judgment. His selection is founded on the casual factors and these are
(1) Appearance of the store
(2) Recommendation of friends and relatives
(3) Imitation
(4) Prestige
(5) Habit
(b) Patronage rational motive
All customers are not emotional in supporting a particular store. They are rational. They think and judge before extending loyality to a particular store. The motives of this kind can be
(1) Proximity
(2) Widest assortment
(3) Credit facilities
(4) Treatment
(5) Services offered

23. Buying Motive Definition
Rational
A buying motive that is based off of sound judgment.
Occurs from factors such as the economy, utility, comfort, convenience, durability, & security.
Emotional
A buying motive based on feelings or passions.
Purchasing something based on feelings.
Pride, Vanity, Jealousy, Fashion, Habits, Comfort, Love, Praise, Curiosity, Fear, Romance
Patronage
Consumer has a certain reason to support a store or a specific brand.
Superior service, product selection, better sales force

25. Step 2: Determine Customer Needs

26. The Sales Process: Pre-Approach Approach Determining Customers Needs
Presenting Merchandise
Handling Objections
Closing the Sale
Suggestion Selling
Building Relationships

27. Step 3: Product Presentation
Which Products to Show
Determine customer needs . . .
Select products that match those needs.
What Price Range to offer
Avoid focusing on the price at the start
Begin by showing a medium priced product
Wait for customer feedback

28. Product Presentation How many products to show What to say
Show no more than three products at a time to avoid overwhelming the customer
What to say
Talk about product’s features and benefits.
Avoid jargon or using unclear or vague words
Ex: nice, pretty, & fine
Don’t use slang or double meaning phrases
Ex: “You look cool in that suit”

29. How can you make your presentation come alive?
Displaying and Handling the Product
Creatively display
Handle product with respect
Demonstrating
Demonstrate how product is used
Demonstrate features
Using Sales Aids
Use aids when impractical to demonstrate actual product
Samples, articles, graphs, charts, testimonies, warranty, etc….
Involving the Customer
If possible, get customer physically involved (hold it, smell it, taste it, use it., etc)
Have them use try on the shoes, swing the golf clubs, etc…

30. The Sales Process: Pre-Approach Approach Determining Customers Needs
Presenting Merchandise
Handling Objections
Closing the Sale
Suggestion Selling
Building Relationships

31. Objection What is an objection?
Concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase.
Should be viewed positively
opportunity to explain more

32. Excuses What are Excuses? Insincere reasons for not buying
Commonly used when they are not in the mood to buy a product

33. Five Common Objections
Need
“Do I really need this product?”
Product
Concerns with color, size, style
Source
Past experience with product or brand
“My mother really did not like GE appliances. She said that they are poor quality.”
Price
More than the customer wants to spend
Time
“I think I will just wait until next month when the product is on sale”

34. Methods for Handling Objections
Substitution
Boomerang
Question
Superior Point
Denial
Demonstration
Third Party

35. Substitution
Salesman listens to the objection, and finds a different product to replace or “substitute” for the first product.
Ex: “If I can find the product you want in the color and size you need, would you purchase the product?”

36. Boomerang The objection comes back to the customer as a selling point
Ex. If a customer states, “I can’t believe this concert ticket is so expensive.”
The salesperson’s response: ”I understand, but the view from those seats will be excellent.”

37. Question
The customer is questioned in an attempt to learn more about the objections raised
Ex. “Why don’t you want to buy running shoes, especially if you are starting to get more involved in 5k events?”

38. Superior Point
The salesperson acknowledges the objection as valid, but offsets them with other features and benefits
Ex. If a customer states, “I went to a Charlotte Checkers game last week and the tickets were $10 cheaper than the Hurricanes tickets.” The salesperson’s response might be, “Yes, that would be correct, but last year the Carolina Hurricanes were in the Stanley Cup Finals and the Checkers are not part of the National Hockey League.”

39. Denial
Provide proof and accurate information when answering objections
Best used when the customer has wrong information or when the objection is in the form of a question
Ex. If a customer states, “I really don’t want to pay a $150 joining fee in advance.” The salesperson’s response might be, “You don’t have to pay in advance, we can spread the joining fee over a six month period if you like.”

40. Demonstration Answering objection by showing one or more features
“Seeing is believing”

41. Third Party
Uses a previous customer or another neutral person who can give a testimonial about the product
Can be verbal or non-verbal (letter)
Ex. “The Carolina Hurricanes have always purchased their team equipment from us. As a matter of fact, let me show you a letter we just received from their equipment manager.”

42. The Sales Process: Pre-Approach Approach Determining Customers Needs
Presenting Merchandise
Handling Objections
Closing the Sale
Suggestion Selling
Building Relationships

43. Sales Process Closing the Sale
Obtaining a positive agreement from the customer to BUY!

44. Timing The Close
Buying Signals are the things a customer does to indicate readiness to buy
Facial expressions
Body Language
Trying on Clothes
Holding merchandise

45. General Rules for Closing A Sale
Recognize closing opportunities
Help customers make a decision
Stop showing additional merchandise
Creates confusion
Narrow selection
Explain advantages or disadvantages of item being considered
Create an ownership mentality
Don’t talk too much or rush the customer

46. Closing the Sale
As soon as you recognize a buying signal, attempt to close the sale
There are multiple ways to close a sale
Which
Standing Room-Only
Direct
Service

47. Closing the Sale
Which Close: encourages a customer to make a decision between two items.
Review benefits of each item and ask…..
“Which one do you prefer? The red or the blue one?”

48. Closing the Sale
Standing-Room-Only “SRO” : When a product is in short supply or when price will be going up
“I’m sorry, but I can’t promise that I can make this same offer tomorrow”

49. Closing The Sale DIRECT Close: Directly ask for the sale
Used when buying signals are very strong
“Can I assume that we’re ready to discuss the details of your order.”
“Would you like to pay with a credit card or cash?”

50. Closing The Sale
SERVICE Close Explain services that overcome obstacles
Gift wrapping
Return policy
Warranties
Guarantees
Terms of the Sale

51. Closing the Sale
Suggestion Selling: Selling additional goods or services to the customer
Benefits the company, customer, & employee
Occurs after the customer has made a commitment to buy, but before payment is made.
Don’t load customer with unneeded items

52. Closing the Sale Ways to suggestive sell....
Make the suggestion definite
Don’t ask, “Will this be all?” Instead say, “This oil is recommended by the manufacturer.”
Show the item you are suggesting
Put complimentary items near each other
“This purse matches your shoes perfectly.”

53. The Sales Process: Pre-Approach Approach Determining Customers Needs
Presenting Merchandise
Handling Objections
Closing the Sale
Suggestion Selling
Building Relationships

54. Suggestion Selling Cross Selling Offer Related Merchandise
Person buys a golf club, suggest golf balls
Buys shoes, suggest socks
Up-Selling
Recommend larger quantities
“If you buy 2, you get 1 free”
“Would you like to supersize that meal?”
Special Sales Opportunities
Point out other sales that the customer may be interested in
Buying pants, mention sale on shoes

55. The Sales Process: Pre-Approach Approach Determining Customers Needs
Presenting Merchandise
Handling Objections
Closing the Sale
Suggestion Selling
Building Relationships

56. Relationship Marketing
Customer Relationship Marketing (CRM):
After Sale Activities to develop customer relationships
Nurture customer relationship
Keep customers informed about sales and news
Goal is to obtain customer loyalty

57. CRM Follow-up Customer service Keeping a client file
Ensure satisfaction, call, card,
Common on large purchases or online shopping
Customer service
Handle inquiries and complaints, keep customers satisfies
Keeping a client file
Useful info. for future reference
Evaluate sales efforts
What went well?, What can be improved?

58. The Sales Process: Pre-Approach Approach Determining Customers Needs
Presenting Merchandise
Handling Objections
Closing the Sale
Suggestion Selling
Building Relationships

59. Kid Salesman Ticket out the door: What type of greeting did he use?
What method was used to determine customer needs?
What closing technique best describes the kid salesman’s approach to closing the sale?