The Selling Process
Chapter 13
The Selling (Sales) Process
• A step by step process a salesperson
uses to help customers reach buying
decisions & ensure satisfaction.
7 Steps of the Selling Process
1. Prepare to sell
2. Approach the customer &
establishing relationships
3. Determine customer needs
4. Prescribe solutions & present
the product
5. Overcome objections
6. Close the sale
7. Reaffirm buyer-seller
relationships
1. Preparing to Sell
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Acquire product knowledge
Identify features & benefits
Generating sales leads
Prepare a sales presentation
2. Approaching the Customer &
Establishing Relationships
• Put the customer at ease
by setting the mood or
atmosphere
• Encourage customers to
want to hear about the
product
• Gain customer confidence
• Create favorable
impressions
What your mother said is true . . .
You never get a
second chance to
make a first
impression!
Methods for the initial approach:
• Service Approach Method
– Ask if assistance is needed.
• “How may I help you?”
• Greeting Approach Method
– Salesperson welcomes the customer &
establishes a positive atmosphere.
• “Good morning.”
• Merchandise Approach Method
– Let the customer look around. When they show
interest in a product, make a comment or ask a
question.
3. Determining Customer Needs
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Ask customer questions
Listen to their needs & wants
Observe customer reactions
Analyze customer reactions & comments
4. Prescribing Solutions &
Presenting the Product
• Offer solutions based on diagnosed
customer needs
• Show limited number to avoid confusion
• Sell the benefits of the product
• Present the product & demonstrate
features that best satisfy customer needs
• Concentrate on main item of interest to
close the sale
5. Overcome Objections
• Objection – A question or concern raised by
customers after they have been shown a product.
• Identify customer objections
• Address specific concerns
• Put the customer at ease by specifically
answering their concerns
6. Close the Sale
• Look for signals that the customer is
ready to buy
• Ask the customer for their business
• Handle procedures to finalize the sale
7. Reaffirm Buyer-Seller
Relationship
• Help customers feel confident with their
purchase
• Follow up after time to assure customer
satisfaction
• Provide all contact info. for problems
• Suggestion Selling – Often can suggest
other products that compliment main
purchase. (i.e. buy socks after the
purchase of shoes)
Selling Acronym
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People (Prepare)
Are (Approach)
Nice (Needs)
So (Solutions)
Open (Objections)
Closed (Close)
Rooms (Relationships)