The Selling Process

How would you sell? If you had a job as a sales person, how would you go about selling a product or service? What would you do first? Would you approach the customer or wait for the customer to approach you? What would you do to help the customer make a decision? How would you complete the sale?

Step 1 – Pre-approach Activities you perform prior to approaching a customer Includes: Prospecting for potential customers (example Pursuit of Happyness)example Product research Preparing a sales presentation Practicing your presentation Preparing materials needed to sell (example – Jerry Lewis end of pt 5/start of pt 6)examplept 6

Step 2 – Opening the Sale (the approach) Initiate a conversation with the customer Why? Makes customer more comfortable Encourages customer to listen Creates a good impression of you & the business Leads to the sales presentation Enables you to begin determining customer’s needs

Approach Techniques Greeting Approach Goal is to make the customer feel welcome “Good morning, sir. How are you today?” “Nice to see you Mrs. Hampton, how was your vacation? Service Approach Used in an order taking situation or with a decided customer “May I help you?” “Welcome to McDonald’s. May I take your order?”

Approach Techniques (continued) Merchandise Approach Make a comment about the merchandise Most effective technique because it leads directly into the sales presentation “Those skis you’re looking at are one of our most popular models.” “I see you’re looking at the Whirlpool refrigerator. Can I tell you more about it?” “That Sony television has a great picture, doesn’t it?”

Characteristics of Effective Approaches Respectful and Courteous – don’t stereotype or judge customer (example – Pretty Woman scene 1 and scene 2)scene 1 scene 2 Friendly & Sincere Use the word “you” to convey friendliness Don’t be overly friendly Enthusiastic Tone of voice, facial expressions, body language Properly Timed Be prompt, but don’t pounce Allow more time in a large store to look around Approach decided customers more quickly

Approach Role Plays Practice approach statements with a partner in class Setting 1 – Bicycle Village Store Setting 2 – The Broadmoor Hotel Setting 3 – Pikes Peak Acura car dealership Setting 4 – Aveda Hair salon Setting 5 – Dillard’s department store, shoe department

Approach Assignment Write an approach statement for each of the following settings: Colorado Ski and Golf Freedom Honda dealership American Eagle store Hanson Spas (hot tub dealer) American Furniture Warehouse

Step 3 – Discovering Customer Needs Observe the customer to see where they go in the store and in what they are interested Ask questions to the customers to determine their needs Listen carefully to the customer to their responses Many customers will tell you exactly what they need or want

Questioning the Customer Why ask questions? Establish a relationship with the customer Encourage the customer to talk Discover their needs/wants Types of Questions Closed Ended – seek a yes or no response Do you like small cars? Open Ended – seek a more detailed response What type of car are you looking for?

Guidelines for Questioning the Customer Have a purpose for asking each question Ask it simply – don’t use technical jargon Space questions out & allow them to respond Limit initial questions to three Tailor questions to customer type Decided vs. Undecided Ask questions to check understanding Encourage customers to ask questions

What’s Appropriate to Ask? Appropriate Questions Style or Model Materials Intended Use Color Preferred Features Inappropriate Questions How much do you want to spend? What size do you wear?

Assignment Write 2 Questions that you would ask as a sales person to the customer to determine their needs for the following products: 1. Laptop Computer 2. Athletic Shoes 3. Television 4. MP3 Player 5. Cruise 6. Headphones/earphones