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TOPIC 5. The Sales Process

This document discusses the sales process and the initial approach. It outlines seven steps in the typical sales process: 1) approaching the customer, 2) determining needs, 3) presenting the product, 4) overcoming objections, 5) closing the sale, 6) suggestion selling, and 7) relationship building. It then focuses on the first step of approaching the customer for both business-to-business and retail sales. There are three main methods for an initial approach with retail customers: the service approach, the greeting approach, and the merchandise approach.

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Marina Ivannikova
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19 views

TOPIC 5. The Sales Process

This document discusses the sales process and the initial approach. It outlines seven steps in the typical sales process: 1) approaching the customer, 2) determining needs, 3) presenting the product, 4) overcoming objections, 5) closing the sale, 6) suggestion selling, and 7) relationship building. It then focuses on the first step of approaching the customer for both business-to-business and retail sales. There are three main methods for an initial approach with retail customers: the service approach, the greeting approach, and the merchandise approach.

Uploaded by

Marina Ivannikova
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 11

TOPIC 5.

The Sales Process

Chapter 13  Initiating the Sale 1


The Sales Process
Steps of a Sale
Professional salespeople go through seven
steps when helping a customer make a
purchase.
1. Approaching the customer
2. Determining needs
3. Presenting the product
4. Overcoming objections
5. Closing the sale
6. Suggestion selling
7. Relationship building

Chapter 13  Initiating the Sale 2


The Sales Process
Approaching the Customer
The approach is the first face-to-face contact
with the customer. The approach sets the mood
or atmosphere for the other steps of the sale.
It has three purposes:
 to begin conversation
 to establish a relationship with the customer
 to focus on the merchandise

Slide 1 of 2 Chapter 13  Initiating the Sale 3


The Sales Process
Approaching the Customer

When approaching the customer, follow


these rules:
 Treat the customer as an individual.
 Be perceptive about the customer’s
buying style.
 Be enthusiastic, courteous, and respectful.

Slide 2 of 2 Chapter 13  Initiating the Sale 4


The Sales Process
Steps of a Sale
Sometimes it is easy to
remember many steps
by creating a mnemonic
device, such as
ANPOCS for the steps of
a sale. What is the
significance of each
letter in this mnemonic
device? How is
“Customer Relationship
Building” part of the
sales process?
Chapter 13  Initiating the Sale 5
The Sales Process
The Approach in Business-to-Business
Selling
In B2B selling, the salesperson will set up an
appointment in the preapproach stage of the
sale. At the approach, follow these rules:
 Arrive early to show you are interested and
give yourself time to organize your thoughts.
 Introduce yourself and your company.
 Use the customer’s name.
 Offer a business card.
Chapter 13  Initiating the Sale 6
The Sales Process
The Approach in Retail Selling

There are three methods you can use in the


initial approach to retail customers:
 the service approach
 the greeting approach
 the merchandise approach

Chapter 13  Initiating the Sale 7


The Sales Process
The Service Approach

In the service approach method, the


salesperson asks the customer if he or she
needs assistance. This method is acceptable
when the customer is obviously in a hurry or if
you are an order taker for routine purchases.

Chapter 13  Initiating the Sale 8


The Sales Process
The Greeting Approach

In the greeting approach method, the


salesperson simply welcomes the customer
to the store. This lets the customer know that
the salesperson is available for any
questions or assistance.

Chapter 13  Initiating the Sale 9


The Sales Process
The Merchandise Approach

In the merchandise approach method,


the salesperson makes a comment or asks
questions about a product in which the
customer shows interest. This method can
only be used if a customer stops to look at
a specific item.

Chapter 13  Initiating the Sale 10


Retail Approach Methods

Hurried
Hurried Routine
Routine Browsing
Browsing Fixated
Fixated
Customer
Customer Purchase
Purchase Customer
Customer Customer
Customer

Service
Service Greeting
Greeting Merchandise
Merchandise
Approach
Approach Approach
Approach Approach
Approach

Chapter 13  Initiating the Sale 11

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