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The Selling ProcessChapter 13
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The Selling (Sales) Process
• A step by step process a salesperson uses to help customers reach buying decisions & ensure satisfaction.
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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
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1. Preparing to Sell
• Acquire product knowledge
• Identify features & benefits
• Generating sales leads
• Prepare a sales presentation
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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
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What your mother said is true . . .
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You never get a second chance to make a first impression!
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• 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:
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3. Determining Customer Needs
• Ask customer questions
• Listen to their needs & wants
• Observe customer reactions
• Analyze customer reactions & comments
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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
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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
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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
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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)
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Selling Acronym
• People (Prepare)
• Are (Approach)
• Nice (Needs)
• So (Solutions)
• Open (Objections)
• Closed (Close)
• Rooms (Relationships)