The Sales Process
MARKETING CO-OP
CHAPTER 13.1 AND 13.2
8 Steps in the selling process
1.
Product analysis
2.
Approach the customer
3.
Determining needs
4.
Presenting the product
5.
Overcoming objections
6.
Closing the sale
7.
Suggestion selling
8.
After the sale activities
Step One: Product Analysis
 Knowledge of products
and services offered by
the company

Features

Benefits

Warranties
 Determine who uses the
product and for what
purpose (target market)
Product Analysis Questions
1. How will the product satisfy the
customer’s needs and wants?
2. How much should the product cost?
3. Where should the product be
purchased?
4. How should the product be used,
cared for, or maintained?
Sources of Product Information
 Direct Experience –personal use of the
product or service
 Printed Materials – brochures or
manuals that explain product use
 Other People – learning through word
of mouth from family, friends or other
employees
 Formal Training – training provided
by the company
Step Two: Approaching the Customer
 Initial approach: first contact
between sales person and
customer
 Sets the mood or atmosphere
for the other steps of the sale

Customers that are turned off at
this stage will be difficult to win
over later on
Three Purposes of Approaching the Customer
 The begin a conversation -be alert to
customers’ interests

Business to Business – could conduct market
research before meeting

Retail Selling – observe the customer before
you approach
 Establish a relationship with the customer –
treat the customer as an individual

Don’t stereotype because of age, sex, race,
religion, or appearance

Be enthusiastic, courteous, sincere and
respectful
 Focus on the product – share basic product
knowledge
Approach – Business to Business
 Pre-approach – preparation for the
face to face encounter with clients
 Salesperson sets up appointment or
stops by unannounced (Cold Call)
 Initial approach depends on prior
dealings with the customer
(Have you dealt with them before?)
 Tips:
Firm handshake and smile
 Use the customer’s name
 Provide a business card

Approach: Retail Selling
 If customers are in a hurry approach
quickly and with a sense of urgency

Be ready to help them find exactly what they
are looking for
 If customers are undecided encourage
them to look around, take their time
and ask questions

Keep an eye on them to ensure they are never
looking around for someone to help them
The Three Methods of Approach in Retail
Service Approach - asking if the
customer needs assistance
 NO close ended questions – do not have
a yes or no answer
 “How May I help you?”
 “What exactly are you looking for today?”
 “Who are you shopping for?”
 Close ended questions causes the
salesperson to lose control of the sale
The Three Methods of Approach in Retail
 Greeting Approach – sales person
simply welcomes the customer
into the store
 Lets
customer know the sales person
is nearby for questions or assistance
 “Good
Morning”
 “Welcome to ________”
 Salesperson should
always smile, be
friendly and appear sincere when
greeting the customer
The Three Methods of Approach in Retail
 Merchandise Approach – the
salesperson makes a comment or
asks a question about a product the
customer shows interest in
 Start
talking to the customer without
asking if they need assistance
 This method can only be used if a
customer stops to look at a specific item
 Use feature-benefit selling techniques to
keep customers interested
Step Three: Determining Needs
 Uncovering the
customer’s problems or
motivation to buy
Ask questions about the
customer’s buying motives
to make sure you are
suggesting the right
products
 Salesperson should begin
to determine the needs of
the customer immediately
after the approach

A sale gone wrong
Salesperson: “This is one of our
most popular tennis rackets. It’s
perfect for you – the grip is the
correct size and the large sweet
spot can improve your game.”
Customer: “That is very
interesting; but, I’m not buying
the racket for myself. It is
actually a gift for my 9 year old
daughter.”
Three Methods to Determine Customer Needs
 Observing – using nonverbal communication to
determine the customer’s mood and interest




Facial expressions
Hand motions
Eye movements
How long they linger at a product
 Listening – paying attention to what the
customer tells you and using the information to
determine what products will fit their needs
 Questioning – Ask general questions about the
intended use of the product and any previous
experience with it

Build your questions around who, what, when, where,
why and how
Assignment
Chapter 13 Bookwork (Orange Marketing Text)
13.1 – pg. 282 – Key Terms and Concepts……(1-3)
13.2 – pg. 287 – Key Terms and Concepts……(1-3)
Chapter Review – Review Facts and Ideas…..(2-11)
You will be held responsible
for all the red dot terms on the test