Steps of the Sale?
MARKETING DYNAMICS
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Goals
 Students will know how marketers use the selling
process to:
 Locate
product information
 Approach a customer to open a sale
 Illustrate why the approach should have theme that is
related to the presentation and the customer’s
buying motive
 Incorporate questioning and probing techniques
 Prepare sales presentation
 Demonstrate overcoming objections & closing a sale
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Terms
 Pre-Approach
 Prospecting
 Service Approach
 Greeting Approach
 Merchandise Approach
 Objections
 Boomerang method
 Superior point method
 Third party method
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Sources of Product Information
 Direct
Experience
 Printed
 Other
Material
People
 Formal
Training
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Steps of a Sale
1. Pre-approach
2. Approaching the
customer
3. Determining needs
4. Presenting the product
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5. Handling questions &
objections
6. Closing the sale
7. Suggestion selling
8. Reassuring and follow-up
Pre-Approach
(AKA Prospecting)
 Employer
leads
 Telephone directories
 Trade and professional
directories
 Newspapers
 Commercial lists
 Customer referrals
 Cold canvassing
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The Approach
 Most CRITICAL phases of
the sale
 Sets the mood for the
other steps of the sale
 Prior research is
important to understand
customer for industrial
selling
 Establish rapport and set
pace
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The Approach
Steps to putting the customer at ease:
 Be
courteous and respectful
 Establish good eye contact
 Be enthusiastic
 Show sincere interest in customer
 Be friendly and genuine
 Use the customer’s name if known
 Time the approach appropriately
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The Approach
Service Approach

“How may I help you”
Greeting Approach

“Hello, its nice to see you today”
Merchandise Approach

“That’s very nice cell phone you are looking at, may I tell you about
its features?”
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Determining Needs
 As
soon as possible
 Ask questions
 Listen to customer
 Observe customer
interaction with
product(s)
 Don’t assume
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Presenting the Product
Determine:
 Which
products to
show
 What price range to
offer
 How many products to
show
 What to say
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Presenting the Product
Make the presentation come ALIVE!
Plan before hand!
 Creatively
display the product for the first step to
catch the customers eye
 The way you physically handle the product
presents an image of quality
 Know your competitors and their advantages and
disadvantages
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Presenting the Product
Demonstrate the product
 Builds
customer confidence (TV's, camera’s, food
processors, computers)
 Proves selling points made by the manufacturer
 Differentiates your product from the competitor
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Presenting the Product
When it is impractical to demonstrate a product
use sales aides. Be creative in your presentation.
 Samples
 Reprints
of magazine and newspaper articles
 Audiovisual aids
 Models, photos, drawings, graphs, charts, etc.
 Customer testimonials
 Computers
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Presenting the Product
Involve the customer
 Physically
involve customer if possible. (Try on
pair of shoes, swing golf club, test drive car, etc)
 Verbally involve customers
“Have you ever wanted a camera that could
take great close-ups, but also be able to take
wide-angle panoramic views also?”
 Make sure that you keep the customer’s
attention!
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Objections
Objections are:
 Concerns
 Hesitations
 Doubts
 Reasons for not making a purchase
Objections should be viewed as POSITIVE
because it gives you an opportunity to present
more information to the customer.
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Excuses vs. Objections
Excuses are insincere reasons for not buying or not
seeing the salesperson
 “I’m
too busy to see you today.”
 “We don’t need any more.”
 “I’m just shopping.”
It CAN be hard to distinguish between excuses and
objections
 In
retail situations just be courteous, invite the
customer to look around and feel free to ask
questions
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Objections and Rejections
 Welcome and plan for
objections
 Objections can occur at
any time during the
presentation
 If you make the
customer wait to make
objections, they may
become preoccupied
and lose interest in the
presentation
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Types of Objections
 Need – Customer does not
have immediate need
 Product – Concerns about
things such as construction,
ease of use, quality, color,
size, or style
 Source – Often occur
because of negative past
experience with the firm or
brand
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Objections and Rejections
 Price – More common with high-quality, expensive
merchandise
 “That’s more money then I wanted to spend.”
 Time – Objections based on time reveal a hesitation to
by immediately. These objections are sometimes
excuses. Customers usually have a reason for not
making a purchase on the spot
 “I think I’ll wait until July when you have your
summer merchandise on sale.”
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Objections and Rejections
Four step process for handling objections:
 Listen
Carefully
 Acknowledge the customers objection
 Restate the objection
 Answer the objection
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Specialized Objections
 Boomerang
– brings the objection back to the customer
 Question- try to find out more about the objection
 Superior Point- allows you to admit disadvantages in
certain products but then present superior points to
offset them
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Objections and Rejection
 Denial
– used when the customer’s objection is based
on misinformation
 Demonstration – “Seeing is believing”, show the
customer the product and get them involved
 Third Party – using a previous customer or third party
to give a testimonial about your product or service
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Closing the Sale
 Closing the sale should be the most natural part of the
sale process:

Timing the close
Buying Signals – look for facial expressions, body language, and
comments.
 Customer holding merchandise and smiling is sending buying signals.
 A garment draped over their arm and carrying it around the store.

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Closing the Sale
 Trial close
 An initial effort to close the sale.

Two benefits of a trial close
 If the trial close does not work, can provide more information for the
salesperson.
 Second, if the trial close does work, you have just made the sale.
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Closing the Sale
 General rules for closing the sale.
 Start closing the first moment they begin talking to the customer.
 Radiate enthusiasm
 Be sincere and confident
 Truly want to help solve their customer's problem.
 Enjoy their profession
 Watch for early buying signals and close asap.
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Closing the Sale
 Specialized methods for closing the sale.
 Which close: - encourages a customer to make a choice between
two items.
 Standing-room-only close: - used when a product is in short supply.
 Direct close: - Ask for the sale (“Can I assume that we’re ready to
discuss details?”)
 Service close: - explain services that overcome the obstacles to
closing the sale. (Financing, deliver etc.)
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Closing the Sale
 Failure to close the sale
 In retail invite the customer to shop at the store again.
 In business-to-business ask if you can call again.
 If you have an established excellent rapport you may be able to ask
them what factors led to them not purchasing.
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Closing the Sale
 Suggestion Selling
 Offer suggestions that compliment the purchase.
If they purchase a camera suggest additional memory sticks, or photo
paper.
 If they purchase a burger, suggest fries or a coke.

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