Marketing Essentials
n Chapter 13 Initiating the Sale
Section 13.1 The Sales Process
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SECTION 13.1
The Sales Process
What You'll Learn
 The seven steps of a sale
 The importance and purposes of the
approach in the sales process
 How business-to-business sales
representatives conduct the initial approach
 The three initial approach methods used by
retail salespeople
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SECTION 13.1
The Sales Process
Why It's Important
Knowing the seven steps of a sale gives you
an overview of how a sale is conducted from
beginning to end. Learning the various
methods of approaching a customer is the
first step in that process.
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SECTION 13.1
The Sales Process
Key Terms
 service approach method
 greeting approach method
 merchandise approach method
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SECTION 13.1
The Sales Process
Steps of a Sale
Professional salespeople go through seven
steps when helping a customer make a
purchase.
1.
2.
3.
4.
5.
6.
7.
Approaching the customer
Determining needs
Presenting the product
Overcoming objections
Closing the sale
Suggestion selling
Relationship building
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SECTION 13.1
The Sales Process
Approaching the Customer
The approach is the first face-to-face contact
with the customer. The approach sets the mood
or atmosphere for the other steps of the sale.
It has three purposes:
 to begin conversation
 to establish a relationship with the customer
 to focus on the merchandise
Slide 1 of 2
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SECTION 13.1
The Sales Process
Approaching the Customer
When approaching the customer, follow
these rules:
 Treat the customer as an individual.
 Be perceptive about the customer’s
buying style.
 Be enthusiastic, courteous, and respectful.
Slide 2 of 2
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SECTION 13.1
The Sales Process
Steps of a Sale
Sometimes it is easy to
remember many steps
by creating a mnemonic
device, such as
ANPOCS for the steps of
a sale. What is the
significance of each
letter in this mnemonic
device? How is
“Customer Relationship
Building” part of the
sales process?
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SECTION 13.1
The Sales Process
The Approach in Business-to-Business
Selling
In B2B selling, the salesperson will set up an
appointment in the preapproach stage of the
sale. At the approach, follow these rules:
 Arrive early to show you are interested and
give yourself time to organize your thoughts.
 Introduce yourself and your company.
 Use the customer’s name.
 Offer a business card.
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SECTION 13.1
The Sales Process
The Approach in Retail Selling
There are three methods you can use in the
initial approach to retail customers:
 the service approach
 the greeting approach
 the merchandise approach
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SECTION 13.1
The Sales Process
The Service Approach
In the service approach method, the
salesperson asks the customer if he or she
needs assistance. This method is acceptable
when the customer is obviously in a hurry or if
you are an order taker for routine purchases.
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SECTION 13.1
The Sales Process
The Greeting Approach
In the greeting approach method, the
salesperson simply welcomes the customer
to the store. This lets the customer know that
the salesperson is available for any
questions or assistance.
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SECTION 13.1
The Sales Process
The Merchandise Approach
In the merchandise approach method,
the salesperson makes a comment or asks
questions about a product in which the
customer shows interest. This method can
only be used if a customer stops to look at
a specific item.
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13.1 ASSESSMENT
Reviewing Key Terms and Concepts
1. List the seven steps of a sale.
2. What are the purposes of the approach in
selling?
3. What three general things would a businessto-business sales representative say and do
during the initial approach?
4. Name the three approach methods retail
salespeople use, and suggest when it is
appropriate to use each method.
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13.1 ASSESSMENT
Thinking Critically
You are given the opportunity to train new
retail sales associates in the art of
approaching customers. What three key
concepts would you make sure you
covered first? Why?
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13.1 Graphic Organizer
Retail Approach Methods
Hurried
Customer
Routine
Purchase
Service
Approach
Browsing
Customer
Fixated
Customer
Greeting
Approach
Merchandise
Approach
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Marketing Essentials
End of Section 13.1
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