7-step selling process

Here are seven steps that are typically involved in making a sale:

Prospecting
Preparation or pre-approach
Approach
Presentation
Handling objections
Closing
Follow-up

1. Prospecting

This stage of the selling process often involves research to identify your ideal customer. You
can start compiling a list of leads or potential clients. You might screen them based on
qualifying questions, such as whether they’re a business owner or homeowner or if their
average monthly profits or income are suitable for the product price. This helps narrow your
buyer pool.

You can also use the screening process to determine buyers’ current needs. For instance, if
you’re selling insurance to individuals over age 65, then you probably won't target someone in
their 30s.

2. Preparation or pre-approach

Before making initial contact with your prospects, you want to prepare. It's important to have
all your information ready, such as product descriptions, prices, payment options, competitor
rates and dates for specific sales. You also want to know as much as possible about your
prospects so you can better connect with them.

This stage of the selling process might also involve preparing your initial sales presentation. Be
ready to answer any questions your prospects could have with supporting data. Practice what
you're going to say out loud, and have someone present you with potential questions so you
can rehearse your response.

3. Approach

During the approach stage of the selling process, you’ll make your first personal connection
with your prospect or prospects. This step involves getting the potential buyer or client to
interact with you by personalizing your meeting or otherwise establishing rapport. Ask
questions to get the client involved in the conversation.

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Example: For instance, if you sell skincare products or services, you might ask:

Do you currently have a daily skincare routine?

Is there anything about your daily skin regimen that you’re unhappy with?

What are your top skin complaints?

Have you heard about the skin benefits of our specific product or service?

You can also offer a gift, such as $10 off the first skin treatment or a sample of the product so
your prospect can experience the benefits firsthand before making a greater investment. This
also helps to confirm confidence in what you’re selling.

4. Presentation

At this point in the selling process, you have established an understanding of your prospect's
individual needs and wants. You can then tailor your presentation or demonstration to show
how your product or service can best fulfill those needs or wants. To complete this step
effectively, focus on personalizing it and frame your product as a solution to their problem.

Your presentation might involve a tour, product demonstration, video presentation or other
visual or hands-on experience. This step is when you can apply all your research. For instance,
if you’re trying to sell a house to a growing family, you likely would show them a larger home
with a yard in a family-friendly neighborhood rather than a second-story condo.

5. Handling objections

After you complete your presentation, your prospect might have some questions, concerns or
objections. This is a normal and important part of the selling process. View objections as an
opportunity to learn more about your prospect. When you research and prepare
appropriately, you’ll have all the information needed to overcome objections.

This step might involve listening to your prospect's concerns and asking additional questions to
better identify and understand their objections. You might want to then reframe your sales
pitch to address those concerns.

Example: If a customer says they won't be able to make an investment until next month, you
could offer them additional savings or promotions if they follow through with their purchase.
While in the handling objections step of the selling process, you might also reiterate the cost
or loss of value if the prospect decides to completely forgo the purchase.

6. Closing

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Once you've convinced the prospect that your product or service can meet their needs, it's
time to close the sale. It's important to actually ask the prospect if they want to make the
purchase and ensure they fully understand all the terms of the sale.

Closing the sale might involve drafting a proposal, negotiating terms or pricing, signing
contracts, completing a monetary transaction or even overcoming additional concerns or
objections. You want to make sure your buyer understands the terms and restrictions included
in the contract, such as any refunds, guaranteed customer satisfaction clauses or ongoing
purchases or billing for monthly memberships.

At this stage, you can also use upselling techniques, such as offering additional products that
complement their original purchase, upgrades or a higher-end version of your product. After
completing the transaction, always thank the customer and be sure not to instantly drop the
connection.

7. Follow-up

The follow-up, which takes place after the sale, is one of the most important steps in the
selling process. It’s a continuation of the relationship between the seller and the buyer that
ensures customer satisfaction, retains customer loyalty and helps prospect for new customers.
The idea is not to continue selling at this stage, but instead to nurture the existing relationship.

The follow-up might involve sending a thank-you note or calling the customer to ask about
their experience with their new product or service. You might also ask your customer to rate
your service or post a review on one of your social media or business pages. Sometimes, the
follow-up includes completing the logistics of a sale, such as signing additional contracts,
making deliveries or installing products. When done well, this stage can often lead you back to
step one in the selling process with additional sales, referrals or reviews that bring new
customers to you.

Create your product description template

First, answer the following questions:

 Who’s the ideal customer? Knowing who your product is for is foundational to writing
a good description.

 What are your products’ basic features? Write out any dimensions, materials,
functions, care instructions, and details about the fit (if you’re selling clothing).

 When is the product best used? Is your cozy blanket perfect for cold winter nights
with a cup of hot cocoa by the fireplace? Or is it more for a brisk autumn evening as
the sun goes down? Highlight the ideal scenarios for when a customer should use your
product.

 What makes your product special? Think about the unique benefits of your product
and why it’s better than that of your competitors.

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PERSUASIVE LANGUAGE

The list you’ll find below is not intended to be a comprehensive list of all the language you can
use in this context, it’s just a selection of some of the functional language I want my students
to use in this speaking activity.

Before you start the role play, make sure students are confident with the language they’ll have
to use.

Expressions used to make suggestions:

 Might I suggest…?
 Shall I/we…?
 Why don’t you/we….?
 I suggest that you… / I suggest+…ing
 We should….

Expressions used to offer alternatives

 Instead of … ing
 Wouldn’t you prefer to….?

Expressions used for reassuring

 You don’t have to worry about…

Expressions used for dissuading

 I wouldn’t bother about that.