The Selling ProcessChapter 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 sell2. Approach the customer &

establishing relationships3. Determine customer needs4. Prescribe solutions & present the

product5. Overcome objections6. Close the sale7. Reaffirm buyer-seller relationships

1. Preparing to Sell

• 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!

• 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 asks a question.

Methods for the initial approach:

3. Determining Customer Needs

• 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

• People (Prepare)

• Are (Approach)

• Nice (Needs)

• So (Solutions)

• Open (Objections)

• Closed (Close)

• Rooms (Relationships)