1. Unit: Intro to Selling

2. Unit: Intro to Selling
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
In groups ,come up with a poem, rap or a jingle to help you remember these steps!

3. 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
The three initial approach methods used by retail salespeople

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.

6. The Approach SECTION 13.1 Approaching the Customer
Group 1
SECTION 13.1
The Approach
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 Approach 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 Approach 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

9. The Approach 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

10. The Approach 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.

11. The Approach 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.

12. The Approach 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.

13. Interactive Activity Retail Approach Methods Service Approach
Group 1
Interactive Activity
Retail Approach Methods
Hurried Customer
Routine Purchase
Browsing Customer
Fixated Customer
Service Approach
Greeting Approach
Merchandise Approach

14. Interactive Activity Retail Approach Methods Interactive Activity
Group 1
Interactive Activity
Retail Approach Methods
Interactive Activity

15. 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. Name the three approach methods retail salespeople use, and suggest when it is appropriate to use each method.

16. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
What You'll Learn
Why determining needs is an essential step in the sales process
Three methods used for determining needs
Key Terms
Key Terms
nonverbal communication
open-ended questions

17. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Determining Needs
Customer needs are directly related to buying motives. Motives can be rational, emotional, or a combination of both. In this step of the sale, your job is to uncover the customer's reasons for wanting to buy.
Group 2

18. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
How to Determine Needs
Three methods will help you determine customer needs:
observing
listening
questioning

19. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Observing
When you observe a customer, you look for buying motives that are communicated nonverbally. Nonverbal communication is expressing yourself through body language such as facial expressions, hand motions, and eye movement. In B2B selling, nonverbal communication can include the personal belongings in a buyer's office.

20. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Listening
Listening helps you pick up clues to the customer's needs. Remember these five important listening skills when talking to your customers:
Maintain good eye contact.
Provide verbal and nonverbal feedback.
Give customers your undivided attention.
Listen with empathy and an open mind.
Do not interrupt.

21. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Questioning
In order to listen to customers, you must get them talking. One way of engaging a customer in conversation is to ask questions.
Build your questions around words like:
who
what
when
where
how
why
Slide 1 of 2

22. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Questioning
Do ask open-ended questions—questions that require more than a yes or no answer.
Do ask clarifying questions to make sure you understand customers' needs.
Don't ask too many questions in a row.
Don't ask questions that might embarrass customers or put them on the defensive.
Slide 2 of 2

23. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Interactive Activity
Group 2
Slide 2 of 2

24. Reviewing Key Terms and Concepts
ASSESSMENT
13.2
Reviewing Key Terms and Concepts
1. Why is determining needs an essential step in the sales process?
When should you begin determining needs in the sales process?
At what point in the sales process do you stop determining the customer's needs?
Name three methods used to determine customers' needs.
Slide 1 of 2

25. Product Presentation Needs
SECTION 14.1
Product Presentation Needs
What You'll Learn
The goal of the product presentation
How products are selected for the presentation
What to say during the product presentation
Four techniques that will make a lively and effective product presentation
layman's terms
Key Terms

26. Product Presentation SECTION 14.1 Product Presentation
Group 3
Product Presentation
Product Presentation
During the product presentation phase of the sale, you show the product and tell about it. The goal of the product presentation is to match the customer's needs with appropriate product features and benefits.

27. Product Presentation Needs
SECTION 14.1
Product Presentation Needs
Show and Tell
This is the step of the sale where you have the opportunity to share your expertise with the customer. At this point you must make the following decisions:
Which products to show.
What price range to offer.
How many products to show.
What to say.

28. Product Presentation Needs
SECTION 14.1
Product Presentation Needs
Make the Presentation Come Alive
Planning is necessary for an effective product presentation. You must plan use the following four techniques:
Display and handle the product.
Demonstrate the product.
Use sales aids.
Involve the customer.

29. Product Presentation Needs
SECTION 14.1
Product Presentation Needs
Displaying and Handling the Product
Creatively displaying the product is the first step in an eye-catching presentation.
The way you handle a product presents an image of its quality. Handle it with respect and point out its features.

30. Product Presentation Needs
SECTION 14.1
Product Presentation Needs
Demonstrating
Demonstrating the product in use helps to build customer confidence.
Example: To prove that a fabric is water resistant, you can pour water on the garment.

31. Product Presentation Needs
SECTION 14.1
Product Presentation Needs
Using Sales Aids
When it is impractical to demonstrate the actual product or when you want to emphasize certain selling points, you can use sales aids such as samples, audiovisual aids, models, photographs, drawings, charts, specification sheets, customer testimonials, and warranty information.

32. Product Presentation Needs
SECTION 14.1
Product Presentation Needs
Involving the Customer
Get the customer physically involved with the product as soon as possible in the sales presentation.
Example: Have a customer hold and swing golf clubs.
Involve the customer verbally by confirming selling points. When you involve a customer in the sale, you help the person make intelligent buying decisions.

33. Product Presentation Needs
SECTION 14.1
Product Presentation Needs
Interactive Activity
Group 3

34. Reviewing Key Terms and Concepts
ASSESSMENT
14.1
Reviewing Key Terms and Concepts
1. What is the goal of the product presentation?
2. Which products and how many of them should be selected for the presentation?
3. Give some guidelines for what to say during the product presentation.
4. Describe four techniques that will make the product presentation lively and effective.

35. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
What You'll Learn
The difference between objections and excuses
Five buying decisions upon which common objections are based
The general four-step method for handling customer objections
Six specific methods of handling objections and when each should be used

36. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Key Terms
objections
excuses
paraphrase
boomerang method
superior point method
third party method

37. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Understanding Objections
Objections are concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase. Objections give you an opportunity to present more information to the customer.
Excuses are insincere reasons for not buying or not seeing the salesperson.
Group 4

38. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Welcome and Plan for Objections
Objections can guide you in the sales process by helping you redefine the customer's needs and determine when the customer wants more information.
Prepare yourself for most objections by completing an objection analysis sheet, which lists common objections and possible responses to them.

39. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Common Objections
Most objections are based on key decisions the customer must make before buying:
need
product
source
price
time
Slide 1 of 3

40. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Common Objections
Need The customer does not have an immediate need for the item or wants the item but does not truly need it.
Product The customer is concerned about such things as construction, ease of use, quality, color, size, or style.
Slide 2 of 3

41. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Common Objections
Source The customer has had negative past experiences with the firm or brand.
Price The customer does not want to spend so much money.
Time The customer is hesitant to buy immediately (sometimes an excuse).
Slide 3 of 3

42. Acknowledge the Customer's Objections
SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections
Successful salespeople have learned to use a very basic, four-step strategy when answering all objections:
Listen Carefully
Acknowledge the Customer's Objections
Restate
the
Objections
Answer the Objections
Slide 1 of 4

43. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections
Listen Carefully To demonstrate sincere concern for your customer's objections, be attentive, maintain eye contact, and let the customer talk.
Slide 2 of 4

44. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections
Acknowledge the Customer's Objections Acknowledging objections demonstrates that you understand and care about the customer's concerns. This makes a customer feel that his or her objections are understandable, valid, and worthy of further discussion.
Slide 3 of 4

45. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections
Restate the Objections To be sure you understand the customer, paraphrase the objections (restate them in a different way), but don't change the meaning of the customer's objection.
Answer the Objections Answer each objection tactfully. Think of yourself as a consultant, using the objections to further define or redefine the customer's needs.
Slide 4 of 4

46. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Specialized Methods of Handling Objections
There are six specialized methods for handling objections:
boomerang
question
superior point
denial
demonstration
third party

47. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Specialized Methods of Handling Objections
Superior Point Admit disadvantages in certain products but then present superior points to offset or compensate for them. This technique puts the customer in a position to decide between the different features and see additional reasons for buying.

48. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Specialized Methods of Handling Objections
Denial When a customer's objection is based on misinformation, provide proof and accurate information to answer the objection.
Demonstration Demonstrate a product's features (but make sure they work before using them in a sales situation).
Third Party Use a testimonial from a previous customer or another neutral person.

49. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Specialized Methods of Handling Objections
Boomerang Use a friendly, helpful tone to explain how the objection is really a selling point.
Question Question the customer—but never in an abrupt manner—to learn more about the objections.

50. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Interactive Activity
Group 4

51. Reviewing Key Terms and Concepts
ASSESSMENT
14.2
Reviewing Key Terms and Concepts
1. Distinguish between objections and excuses.
2. Why should you welcome objections in the sales process?
3. Name the five buying decisions upon which common objections are based.
4. List the four steps involved in the process for handling customer objections.
5. Name six specific methods of handling objections.

52. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
What You'll Learn
The buying signals that a customer sends
The rules for closing a sale
The specialized methods of closing a sale

53. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Key Terms
closing the sale
buying signals
trial close
which close
standing-room-only close
direct close
service close

54. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Closing the Sale
Closing the sale is obtaining positive agreement from the customer to buy. All your efforts up to this step of the sale have involved helping your customer make buying decisions.
Group 5

55. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Timing the Close
Close the sale when your customer is ready to buy. Some customers are ready to buy sooner than others, therefore you must be flexible.

56. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Buying Signals
Look for buying signals, the things a customer does that indicate a readiness to buy, such as facial expressions, actions, and comments.
Example: A customer is holding merchandise and smiling, or making comments that imply ownership.

57. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Trial Close
A trial close is an initial effort to close a sale.
Attempt a trial close to test the readiness of the customer and your interpretation of a positive buying signal.

58. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
General Rules for Closing the Sale
You will find it easier to attempt trial closes and to close more sales if you follow a few simple guidelines:
Recognize opportunities.
Help customers make a decision.
Create an ownership mentality.
Don't talk too much.
Don't rush a customer.
Slide 1 of 3

59. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
General Rules for Closing the Sale
Recognize Closing Opportunities Use major objections that have been resolved to close the sale. Take advantage of high customer interest after a dramatic presentation.
Help Customers Make a Decision When a customer is having difficulty making a buying decision, stop showing additional merchandise and remove those things that are no longer of interest.
Slide 2 of 3

60. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
General Rules for Closing the Sale
Create an Ownership Mentality Use words that indicate ownership, such as you and your. Look for minor agreements from the customer on selling points.
Don’t Talk Too Much If you think the customer is ready to make a buying decision, stop talking about the product.
Don’t Rush a Customer Be patient, courteous, polite, and helpful.
Slide 3 of 3

61. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Specialized Methods for Closing the Sale
Certain selling situations warrant the use of specialized methods:
which close
standing-room-only close
direct close
service close
Slide 1 of 3

62. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Specialized Methods for Closing the Sale
Which Close Encourage a customer to make a decision between two items.
Standing-Room-Only close Use this when a product is in short supply or when the price will be going up in the near future.
Example: “This is the last pair of shoes I have in your size.”
Slide 2 of 3

63. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Specialized Methods for Closing the Sale
Direct Close Ask for the sale with non-threatening questions or statements that get the customer ready for the close.
Example: "Based on what I've shown you, how do you feel about this product?"
Service Close Offer services that overcome obstacles or problems: gift-wrapping, a return policy, special sales arrangements, warranties and guarantees, bonuses or premiums, and credit or payment terms.
Slide 3 of 3

64. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Failure to Close the Sale
Don't despair if your initial attempts to close a sale are unsuccessful.
Invite the customer to shop in your store again.
Remember that even a customer who does not make a purchase is still a prospect for future business.

65. Standing- Room-Only Close
SECTION 15.1
The Close
Interactive Activity
Which Close
Closing The
Sale
Standing- Room-Only Close
Service Close
Group 5
Direct Close

66. Reviewing Key Terms and Concepts
ASSESSMENT
15.1
Reviewing Key Terms and Concepts
1. What are customer buying signals?
2. When is the right time to close a sale?
3. Provide examples of the following closing methods: which close, standing-room-only close, direct close, and service close
4. Why is the failure to close not a true failure?

67. Effective Selling SECTION 15.2 Why suggestion selling is important
What You'll Learn
Why suggestion selling is important
The rules for effective suggestion selling
Specialized suggestion selling methods
The concept of relationship marketing and how it is related to the sales process

68. Effective Selling SECTION 15.2 suggestion selling
Key Terms
suggestion selling
relationship marketing

69. Effective Selling SECTION 15.2 Suggestion Selling
Suggestion selling is selling additional goods or services to the customer, items that will ultimately save time and money or make the original purchase more enjoyable.
Group 6

70. Effective Selling SECTION 15.2 Benefits of Suggestion Selling
Suggestion selling benefits salespeople because customers will want to do business with them again.
Suggestion selling benefits customers because they are more pleased with the purchase.
Suggestion selling benefits the company because it saves time and increases profit.

71. Effective Selling SECTION 15.2 Five Rules of Suggestion Selling
1. Do suggestion selling after the customer has made a commitment to buy, but before payment is made or the order written.
2. Make your recommendation from the customer's point of view and give at least one reason for your suggestion.
3. Make the suggestion definite, rather than asking, “Will that be all?”
Slide 1 of 2

72. Effective Selling SECTION 15.2 Rules of Suggestion Selling
4. Show the item you are suggesting. Don’t just talk about it.
5. Make the suggestion positive. “This scarf will complement your coat beautifully.”
Slide 2 of 2

73. Effective Selling SECTION 15.2 Suggestion Selling Methods
There are three methods used in suggestion selling:
offering related merchandise
recommending larger quantities
calling attention to special sales opportunities
Slide 1 of 4

74. Effective Selling SECTION 15.2 Suggestion Selling Methods
Offering Related Merchandise Related merchandise can increase the use or enjoyment of the customer’s original purchase. Introducing related merchandise is probably the easiest and most effective suggestion selling method.
Slide 2 of 4

75. Effective Selling SECTION 15.2 Suggestion Selling Methods
Recommending Larger Quantities This usually works in retail settings when selling inexpensive items or when money, time, and/or convenience will be saved. In business-to-business sales, purchasing larger quantities allows customers to take advantage of discounts.
Slide 3 of 4

76. Effective Selling SECTION 15.2 Suggestion Selling Methods
Calling Attention to Special Sales Opportunities Salespeople are obligated to communicate special sales opportunities to their customers Some opportunities include:
the arrival of new merchandise
special sales
holidays
Slide 4 of 4

77. Effective Selling SECTION 15.2 Relationship Marketing
Relationship marketing involves the strategies businesses use to stay close to their customers. Think of after-sale activities as part of an ongoing dialogue with customers in preparation for future sales.
Example: Harley Davidson’s club for motorcycle owners offers insurance and travel assistance.

78. Effective Selling SECTION 15.2 Taking Payment/Taking the Order
Take payment or the order with courtesy. Work quickly to complete the paperwork. Avoid saying or doing anything to irritate your customer at this stage of the sale.

79. Effective Selling SECTION 15.2 Departure
Before the customer departs or before you leave your client's office:
Reassure the person of their wise buying choices.
Take the time to educate your customer about any special care or specific instructions for their purchase.
Thank the customer, even if they don’t buy.

80. SECTION 15.2
Suggestion Selling
Interactive Activity
Group 6

81. Reviewing Key Terms and Concepts
ASSESSMENT
15.2
Reviewing Key Terms and Concepts
1. What is suggestion selling, and why is it important?
2. Suggest two rules for suggestion selling.
3. Identify three methods used for suggestion selling.
4. What is relationship marketing and how is it related to the sales process?
5. Why are after-sale activities (such as departure, follow-up, and evaluation) important?