SellingLAP 126

Set Your SalesSet Your SalesThe Selling ProcessThe Selling Process

ObjectivesObjectives

Explain the nature of the selling process.Explain the nature of the selling process.

Describe similarities and differences in the Describe similarities and differences in the use of the selling process.use of the selling process.

Explain the nature of the Explain the nature of the selling process.selling process.

ObjectiveObjective

• Selling process—Selling process—affects all products affects all products you useyou use

• Requires preparation, Requires preparation, skill, workskill, work

Importance of the Selling Process Importance of the Selling Process

• Gains customer confidenceGains customer confidence

• Fulfills needs and wantsFulfills needs and wants

• Increases profits Increases profits

Phases of the Selling Process

• Preparing to sellPreparing to sell

• Establishing customer relationshipsEstablishing customer relationships

• Discovering customer needsDiscovering customer needs

Phases of the Selling Process

• Prescribing solutionsPrescribing solutions

• Reaching closureReaching closure

• Reaffirming relationships Reaffirming relationships

Preparing to Sell Preparing to Sell

• Acquiring product Acquiring product knowledgeknowledge

• Identifying features Identifying features and benefitsand benefits

• Generating and Generating and qualifying leadsqualifying leads

• Preparing sales Preparing sales presentations presentations

Establishing Customer Relationships Establishing Customer Relationships

• Put customers at ease.Put customers at ease.

• Gain confidence.Gain confidence.

• Determine how to Determine how to tailor approach. tailor approach.

Discovering Customer Needs Discovering Customer Needs

• Skillful questioningSkillful questioning

• Careful listeningCareful listening

• Can be thought of as a “diagnosis” Can be thought of as a “diagnosis”

Prescribing SolutionsPrescribing Solutionsto Customer Needs to Customer Needs

Product demonstration Product demonstration Sales talkSales talk

Reaching Closure

• Addressing Addressing objectionsobjections

• Getting the orderGetting the order

• You have to ask! You have to ask!

Reaffirming Buyer-Seller Relationships Reaffirming Buyer-Seller Relationships

• Following up on Following up on the salethe sale

• Reassuring Reassuring customers they customers they made the right made the right choice choice

Describe similarities and differences in Describe similarities and differences in the use of the selling process.the use of the selling process.

ObjectiveObjective

Similarities in theSimilarities in theUse of the Selling Process Use of the Selling Process

• Establishing Establishing relationships with relationships with customerscustomers

• Discovering needs and Discovering needs and wantswants

Similarities in theSimilarities in theUse of the Selling Process Use of the Selling Process

• Recommending productsRecommending products

• Closing the saleClosing the sale

• Reaffirming relationships Reaffirming relationships

Differences in theDifferences in theUse of the Selling Process Use of the Selling Process

• Preparing to sellPreparing to sell

• Time spent in each phaseTime spent in each phase

• Nature of the productNature of the product

Differences in theDifferences in theUse of the Selling Process Use of the Selling Process

• Nature of the customer Nature of the customer

• Last product you bought

• What did you learn from the selling process?

• Generating sales leads

• Disguising cold-calling as research

• Ethical or not?

Acknowledgments

Original Developers:

Christopher C. Burke,Sarah Bartlett Borich, MBAResearch

Version 1.0

Copyright © 2012MBA Research and Curriculum Center

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