THE SELLING PROCESS

 

• Process of matching customer needs and wants with to the features and benefits of a product or service

Selling

8 STEPS - SELLING PROCESS

1. Pre-approach2. Approaching the

Customer3. Determining

Needs/Wants4. Presenting the

Product

5. Overcoming Objections

6. Closing the Sale7. Suggestion

Selling8. Building

Relationship & Follow up

1. PRE-APPROACH

• Look for customers • Get ready for face-to-face encounter with

potential customers• In preparing to assist customers, sales people

must do the following:• Study their product• Keep current on industry trends and competition• Research potential customers• Know their company’s policies and procedures

  

2. APPROACHING THE CUSTOMER

• 3 methods of approach in retail selling:1.Service approach• “How may I help you?”• Open-ended question offers the customer a greater

opportunity to respond with just a “yes” or “no”• Not be suitable if it is obvious that the customer is in a

hurry

2.Greeting approach• Simply welcome the customer to the store• Lets the customer know that the sales associate is

available if s/he needs assistance

3.Merchandise approach• Ask a question or makes a comment about the product

that the customer shows interest in

3. DETERMINING NEEDS

• Uncover customer’s problems or reasons for wanting to buy

• Observe the customer• Look for buying motives that are communicated

nonverbally• Listen to the customer• Listening helps you pick up clues as to the

customer’s needs• Ask questions and engage the customer • First ask general questions then get more specific.

Ask open-ended questions

4. PRESENTING THE PRODUCT

• Talk about the Features and Benefits of the product• feature - what products have • benefit - what features mean

• Display and handle the product•  Example: If you are selling jewelry, an

attractive display case will add to the product’s appeal. Pick up the jewelry and show the customer any special features of the product.

5. OVERCOMING OBJECTIONS

• Objections are concerns, hesitations, doubts or other reasons a customer has for not purchasing a product• Four-step process for handling objections• Listen Carefully• Acknowledge the Objections• Restate the Objections• Answer the Objections

6. CLOSING THE SALE

• Obtaining an agreement to buy from the customer • All efforts up to this step of the sale involved

helping the customer make buying decisions

7. SUGGESTION SELLING

• Selling additional goods and/or services to the customer

8. RELATIONSHIP BUILDING / FOLLOW UP

• Includes making arrangements to follow through on all promises made during the sales process • Check on customer satisfaction with purchase• Important so customers will come back and make

future purchases   

ACTIVITY

• Work individually

• Create a PowerPoint taking any sports/entertainment related product through the steps of the selling process:1. Introductory Slide2. Agenda Slide3. Pre-approach4. Approaching the Customer5. Determining Needs/Wants6. Presenting the Product7. Overcoming Objections8. Closing the Sale9. Suggestion Selling10. Building Relationship & Follow up11. Conclusion Slide