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The Selling Process
Introduction to Business & Marketing
Describe the steps of the selling process.TASK 58
DEFINITION
SELLING IS…
the process of matching customer needs and wants to the features and benefits of a product or service.
PERSONAL SELLING IS…
any form of directcontact between a salesperson and a customer.
PERSONAL SELLING
Key Characteristic: two-way communication
Where does it take place?
➢ Retail settings
➢ Business-to-business (B2B)
STEPS OF THE SELLING PROCESS
STEPS OF THE SALE
There are seven steps in the selling process.
For business sales, there is an additional step before the sale called the pre-approach.
STEPS OF THE SALE
1. Approach
2. Determine Needs
3. Present Product
4. Overcome Objections
5. Close the Sale
6. Suggestion Selling
7. Follow Up
STEP 1: APPROACH
WHAT DO YOU DO?Greet the customer face-to-face
WHY? To begin conversation
To establish a relationship with the customer
To set the mood for the other steps of the sale
STEP 2: DETERMINE NEEDS
WHAT DO YOU DO?
Learn what the customer is seeking
HOW?1. Observe – nonverbal
communication
2. Listen – make eye contact, don’t interrupt
3. Question – general, open-ended questions
STEP 3: PRESENT PRODUCT
WHAT DO YOU DO? Based on the
customer’s needs, select as many as 3 products to share.
Educate the customer about the product’s features and benefits
HOW?Display / Handle
the Product
Demonstrate it or use sales aids
Involve the customer
FEATURE / BENEFIT SELLING
PHYSICAL FEATURES
1. Light weight
2. Neutral color
3. Retractable cord
4. Brand name
5. Organic
BENEFIT (WHY?)
1. Easy to carry
2. Goes with anything
3. Neatly store
4. Known quality
5. Healthy
FEATURE/BENEFIT SELLING PRACTICE
On the back of your notes:
➢ Choose a product you see in the room: iPhone, earbuds, school sweatshirt, computer, etc.
➢ List five features of your product.
➢ Explain the benefit (might be more than one) to the customer. Think about why customers would want this feature in the product.
STEP 4: OVERCOME OBJECTIONS
WHAT? Learn why the customer
is reluctant to buy & help the customer make a satisfying buying decision
Listen carefully, acknowledge & restate objections, then answer the objection
HOW?1. Substitution
2. Demonstration
3. Third Party
STEP 5: CLOSE THE SALE
WHAT DO YOU DO?
Look for buying signals, such as facial expressions, body language, or positive comments
Get the customer’s positive agreement to buy
HOW?
Narrow down choices
Use ownership words like “you” and “your”
Know when to stop talking!
STEP 6: SUGGESTION SELLING
WHAT DO YOU DO?Suggest additional merchandise or services that will save your customer money or help your customer enjoy the original purchase
HOW? Up-Selling
add colors or an upgradewould you like to make it a large popcorn for just $1.00 more?
Cross-Selling include related productswould you like a soda with that?
Special Sales Opportunities short-term promotionsthese are buy one, get one half off today. would you like to add another color?
STEP 7: FOLLOW UP
WHAT DO YOU DO?also known as Relationship Building
In addition to efficiently processing the order, create a way to maintain contact with the customer.
HOW? Thank the customer
and reassure them of their purchase.
Follow-Up(when needed)
Keep a Client File
Approach
Determine Needs
Present Product
Overcome Objections
Close the Sale
Suggestion Selling
Follow Up
Sell Me a Car!
Scenario: You are a car dealership salesperson.To prepare for your first sale, you will need to research makes & models and complete a features / benefits chart.