5.035.03 Summarize the Summarize the sales process sales process

Steps of the SaleSteps of the Sale ApproachApproach the customer. the customer. Determine needsDetermine needs. Determine what the . Determine what the

customer wants and needs.customer wants and needs. Present the productPresent the product. Choose the appropriate . Choose the appropriate

product and educate the customer about the product and educate the customer about the features and benefits.features and benefits.

Overcome objectionsOvercome objections. Determine why the . Determine why the customer is hesitant to buy; convey information customer is hesitant to buy; convey information that will remove uncertainty.that will remove uncertainty.

Close the saleClose the sale. Get the customers agreement . Get the customers agreement to buy.to buy.

Suggestion sellSuggestion sell. Identify additional goods or . Identify additional goods or services that will help the customer better enjoy services that will help the customer better enjoy the product.the product.

Build relationshipsBuild relationships. Maintain contact with . Maintain contact with customers after the sale is complete.customers after the sale is complete.

The approach is…The approach is… Approach: The first encounter with a Approach: The first encounter with a

potential customer. potential customer. The initial approach depends on prior The initial approach depends on prior

encounters with the customer. encounters with the customer. – Ex: With existing customers, the sales Ex: With existing customers, the sales

associate may comment on families, hobbies, associate may comment on families, hobbies, or vacations. With new customers the or vacations. With new customers the salesperson could engage in small talk to salesperson could engage in small talk to develop a relationship with the customer.develop a relationship with the customer.

Four Types of ApproachesFour Types of Approaches

Service approachService approach: The salesperson : The salesperson asks the customer if they need help. asks the customer if they need help.

– Ex: “May I help you find something today?” Ex: “May I help you find something today?” – This approach is most effective when the This approach is most effective when the

customer is in a hurry or when taking routine customer is in a hurry or when taking routine orders such as fast food.orders such as fast food.

Greeting approachGreeting approach: The salesperson : The salesperson welcomes the customer to the store. welcomes the customer to the store.

– Ex: “Good morning”, or “Welcome to Cici’s!” Ex: “Good morning”, or “Welcome to Cici’s!” – The salesperson should be upbeat, friendly, The salesperson should be upbeat, friendly,

and smile.and smile.

Four Types of ApproachesFour Types of Approaches Merchandise approachMerchandise approach: The salesperson : The salesperson

comments on the product the customer is comments on the product the customer is interested in. interested in.

– This approach is effective only if the customer is This approach is effective only if the customer is looking at something specific. looking at something specific.

– The salesperson comments on the product’s features The salesperson comments on the product’s features and benefits. and benefits.

– Ex: “That video game is rated E for everyone, which Ex: “That video game is rated E for everyone, which means it does not contain harsh language or violence.” means it does not contain harsh language or violence.”

– This approach is most effective in retail sales because This approach is most effective in retail sales because it focuses on the product.it focuses on the product.

Combination approachCombination approach: The salesperson uses : The salesperson uses two or three of the service, greeting, or two or three of the service, greeting, or merchandise approaches. merchandise approaches.

– Ex: “Hello, welcome to Hollister. We have a great sale Ex: “Hello, welcome to Hollister. We have a great sale on jeans today. May I help you find your size?”on jeans today. May I help you find your size?”

Determining Customer Needs Determining Customer Needs

– Determine the customer’s reasons for Determine the customer’s reasons for buying.buying.

– The salesperson should focus on The salesperson should focus on determining the customer’s needs as determining the customer’s needs as early as possible.early as possible.

– Once needs are determined, the Once needs are determined, the salesperson can ask more specific, salesperson can ask more specific, open-ended questions, which cannot open-ended questions, which cannot be answered with a simple yes or no.be answered with a simple yes or no.

Three Methods for Three Methods for Determining Needs Determining Needs

ObservingObserving. Look for nonverbal . Look for nonverbal communication clues that indicate the communication clues that indicate the customer’s interest in the product. For customer’s interest in the product. For example, hand motions, facial example, hand motions, facial expressions, or eye movements.expressions, or eye movements.

ListeningListening. Helps pick up clues to the . Helps pick up clues to the customer’s needs.customer’s needs.

Questioning and engaging the Questioning and engaging the customercustomer. Ask questions about how the . Ask questions about how the customer wants to use the product or if customer wants to use the product or if the customer has any previous the customer has any previous experience. Ask questions such as who, experience. Ask questions such as who, what, when, where, why, and how.what, when, where, why, and how.

The Rest of the Steps???The Rest of the Steps???

We will discuss the rest of the steps We will discuss the rest of the steps in small chunks instead of everything in small chunks instead of everything together.together.