Step by Step in the Sales Process
Skill Set: Selling
TOPIC OR UNIT OF STUDY
Analysis of the sale
CONTENT STANDARD(S) AND OBJECTIVE(S)
The student will
 implement the steps in the sales process.
 recognize cultural differences.
 provide methods for determining customer needs (observation, questioning, and listening).
 demonstrate the importance of nonverbal communication and effective listening.
 differentiate between the features and benefits of a product or service.
 include the customer in the product/service demonstration.
 prepare sales aids.
 utilize proper terminology to demonstrate a product.
 differentiate between an excuse and an objection.
 prepare an objection analysis sheet.
 analyze common objections.
 utilize specialized methods of handling objections.
 demonstrate examples of open-ended and closed-ended questions.
INTRODUCTION
We will begin to break down the sales process, from the start to end. Using the instructor provided
template, students will provide examples for determining customer needs (observing, questioning, and
listening) and submit their completed document to the instructor via email.
During a class discussion we will analyze common sales objections and ways of handling objections,
writing out the objections the class and ways of overcoming objections on the Whiteboard.
Students will read the background of a customer and take turns with another classmate who will act as
the sales rep who must try to overcome their objections and ask open-ended questions to help
determine the customer’s needs (using demonstrations and /or sales aids if necessary). After the face to
face role playing (taking turns to play sales rep and customer), students will individually post on the class
blog about the experience. What was the most important sales lesson you learned? Read all the blog
posts and respond thoughtfully to at least one other peer.
ESSENTIAL QUESTION
What are some effective ways to handle objections?
INTEGRATION OF ACADEMICS, TECHNOLOGY, ENTREPRENEURSHIP
Academics: Upon completion of activities, the above referenced CSOs will be met.
Technology: Students will be using Microsoft Word, submit a document to the instructor’s email, use
the Whiteboard and use the Internet to participate in a class blog discussion.
Entrepreneurship: Students will get the chance to participate in role-playing activity to simulate
handling customer objections, much as they would if they owned their own business.
STUDENT INVOLVEMENT IN PLANNING PROCESS
Students will provide unique examples for determining customer needs and give examples of objections
and ways of overcoming objections. Students will examine their role-playing experience and sharing
with their peers the most important sales lesson learned.
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TASK(S)
Day 1:
Student will:
 Using the instructor provided template, students will provide unique examples for determining
customer needs (observing, questioning, and listening) and submit their completed document to
the instructor via email.
Day 2:
Student will:
 Analyze common sales objections and ways of handling objections, writing out the objections
the class and ways of overcoming objections on the Whiteboard.
 Role-play with another partner taking turns acting as a customer (with background information
provided) and the sales rep (listening and asking open-ended questions to determine customer
needs) and providing demonstrations and/or sales aides.
Day 3
Student will:
 Evaluate their role-playing experience and share the most important sales lesson learned.
 Read all the peers posts.
 Respond thoughtfully to at least one other peer (more than I agree).
RESOURCES
Word Template
Internet
TECHNOLOGY USE
Microsoft Word
Internet – email and class blog
EVALUATION
Students will be evaluated on their responses to determining customer needs and discuss any
misunderstandings or not fully explored ideas. Class discussion will allow students to learn from each
other and additional objections/handling objections ideas presented by the instructor. Instructor will
read the class blog discussion (and replies) from the role play experience, gaining insight into the most
valuable sales lesson learned from the activity. Rubric will be provided. Instructor will re-teach or
review the sales process should students miss key points or show misunderstandings throughout
activities.
TIMELINE
2 – 3 class periods at 45 minutes each
CONCLUSION
How well do I think I could overcome sales objections?
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Class blog rubric – 10 point possible
Category
Credit
No credit
(0 points)
Original blog post
Briefly discuss your roleplaying experience. In
complete sentences, explain
the most important sales
lesson(s) learned throughout
the process.
(4-8 points)
Read other teams’/peer’s
posts. Thoughtfully and
respectfully responded to at
least one other team’s or
peer’s post on customer
experience/understanding
(more than I agree).
(1 point)
No more than 1 obvious
grammar and/or spelling
error(s) in the response.
(1 point)
No post or limited input.
Response
Grammar/Spelling
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No response to other peer or
little more than I agree and/or
disrespectfully presented.
Multiple grammatical or
spelling errors.
Determining Needs – Decision Making Process
Directions Use this graphic organizer to provide examples of methods used to
determine customer needs. Complete the examples (provide brief, unique examples-not what
your peers have used) on how to determine a customer’s need based on observing, listening
and questioning. In the header include your name, class period and date. Submit to the
instructor as an email attachment. 10 points possible.
•Delete and provide example
(1 point)
Observing
•Delete and provide example
(1 point)
•Delete and provide example
(1 point)
Listening
•Delete and provide example
(1 point)
•Delete and provide example
(1 point)
Questioning
•Delete and provide example
(1 point)
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Role playing
(Instructor) – cut out strips of background information for both sales persons and customers
(different one per partners).
Sales person #1:
You are the sales person for a shoe company. You are expected to promote the newer, more
expensive athletic shoes that just arrived. Take 5 minutes to research the benefits of this type
of shoe and prepare to overcome objections. (Suggest print out of the details – customer
ratings).
Woman’s shoe example:
http://store.nike.com/us/en_us/?cp=USNS_KW_0611081618&l=shop,search,searchListnew%20athletic%20shoes#l=shop,pdp,ctr-inline/cid-1/pid-384198/pgid-384199
Man’s shoe example:
http://store.nike.com/us/en_us/?cp=USNS_KW_0611081618&l=shop,search,searchListnew%20athletic%20shoes#l=shop,pdp,ctr-inline/cid-1/pid-400748/pgid-362431
Sales person # 2:
You are the owner/operator of a kiosk in the mall, selling unique gift ideas - that personalizes
engraved items. How do you separate yourself from the competition to your customers?
Sales person #3:
You work in a beauty salon – your job is to upsell (add more than original purchase) when at the
register. Explain some new products/features that may appeal to the customer.
Customer background #1:
Elderly gentleman/woman
Hard of hearing – likes to see demonstrations of products
Doesn’t like it when people talk to fast
Very concerned about price – on a fixed income but understands you get what you pay for
Customer background #2:
Young woman/man (20’s)
Likes the most fashionable items
Concerned about cost – but has a credit card if it’s too expensive
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Customer background # 3
Middle aged (40’s) woman/man
Concerned about cost – needs to know why it would be important for them to spend $
Not as fashion-conscious, but doesn’t want to look “elderly”
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