chap-3- selling process.ppt

Copyright © 2011 Oxford University Press Chapter 3: The Selling Process

Chapter 3

The Selling Process


Stages in the selling process

Pre-sale preparation

Sales Presentation

Handling Customer Objections

Closing the Sale

Follow up action

Approach to the customer

Pre- approachbefore the interview

Prospecting


Process of prospecting

Identify and define prospects

Search for sources of potential accounts

Qualify the prospects from the suspects


Methods of prospecting

Cold canvassing Endless chain customer referral Prospect pool Centers of influence Non competing sales force Observation Friends and acquaintances Lists and directories Direct mail Telemarketing Trade shows and demonstrations


Selling process

• Pre approach to selling• Approach to the customer• Sales presentation

- approach to sales presentation- attracting customer attention- creating interest- arousing desire and building conviction

• Methods of sales presentation- canned presentation- organized presentation- tailored presentation


Stepwise Approach

• Calling – Cold call, Initial Call, Follow-ups• Probing Techniques – Open, Close• Identifying an opportunity• Confirming NEED• Support with Features/Advantages/Benefit• Handle Objections/Negotiations• Close the Deal• Follow-up on execution & complete the

transaction


Understanding Customer Reactions

• Acceptance

• Skepticism

• Indifference

• Objection


Handling customer objections

• Start with your highest expectations

• Avoid conceding first

• BE sure the customer understands the value of a

concession

• Make concessions in small amounts

• Admit mistakes and make corrections willingly

• BE prepared to withdraw a concession

• Avoid ‘split the difference’ strategy

• Do not advertise willingness to concede

Suggested by SMITH


Closing the sale

• Methods of closing the sale

• Follow-up action

• B2B selling

chap-3- selling process.ppt

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