Marketing Co-op Chapter 13.1 and 13.2 The Sales Process Marketing Co-op Chapter 13.1 and 13.2

8 Steps in the selling process Product analysis Approach the customer Determining needs Presenting the product Overcoming objections Closing the sale Suggestion selling After the sale activities

Step One: Product Analysis Knowledge of products and services offered by the company Features Benefits Warranties Determine who uses the product and for what purpose (target market)

Product Analysis Questions How will the product satisfy the customer’s needs and wants? How much should the product cost? Where should the product be purchased? How should the product be used, cared for, or maintained?

Sources of Product Information Direct Experience –personal use of the product or service Printed Materials – brochures or manuals that explain product use Other People – learning through word of mouth from family, friends or other employees Formal Training – training provided by the company

Step Two: Approaching the Customer Initial approach: first contact between sales person and customer Sets the mood or atmosphere for the other steps of the sale Customers that are turned off at this stage will be difficult to win over later on

Three Purposes of Approaching the Customer The begin a conversation -be alert to customers’ interests Business to Business – could conduct market research before meeting Retail Selling – observe the customer before you approach Establish a relationship with the customer – treat the customer as an individual Don’t stereotype because of age, sex, race, religion, or appearance Be enthusiastic, courteous, sincere and respectful Focus on the product – share basic product knowledge

Approach – Business to Business Pre-approach – preparation for the face to face encounter with clients Salesperson sets up appointment or stops by unannounced (Cold Call) Initial approach depends on prior dealings with the customer (Have you dealt with them before?) Tips: Firm handshake and smile Use the customer’s name Provide a business card

Approach: Retail Selling If customers are in a hurry approach quickly and with a sense of urgency Be ready to help them find exactly what they are looking for If customers are undecided encourage them to look around, take their time and ask questions Keep an eye on them to ensure they are never looking around for someone to help them

The Three Methods of Approach in Retail Service Approach - asking if the customer needs assistance NO close ended questions – do not have a yes or no answer “How May I help you?” “What exactly are you looking for today?” “Who are you shopping for?” Close ended questions causes the salesperson to lose control of the sale

The Three Methods of Approach in Retail Greeting Approach – sales person simply welcomes the customer into the store Lets customer know the sales person is nearby for questions or assistance “Good Morning” “Welcome to ________” Salesperson should always smile, be friendly and appear sincere when greeting the customer

The Three Methods of Approach in Retail Merchandise Approach – the salesperson makes a comment or asks a question about a product the customer shows interest in Start talking to the customer without asking if they need assistance This method can only be used if a customer stops to look at a specific item Use feature-benefit selling techniques to keep customers interested

Step Three: Determining Needs Uncovering the customer’s problems or motivation to buy Ask questions about the customer’s buying motives to make sure you are suggesting the right products Salesperson should begin to determine the needs of the customer immediately after the approach A sale gone wrong Salesperson: “This is one of our most popular tennis rackets. It’s perfect for you – the grip is the correct size and the large sweet spot can improve your game.” Customer: “That is very interesting; but, I’m not buying the racket for myself. It is actually a gift for my 9 year old daughter.”

Three Methods to Determine Customer Needs Observing – using nonverbal communication to determine the customer’s mood and interest Facial expressions Hand motions Eye movements How long they linger at a product Listening – paying attention to what the customer tells you and using the information to determine what products will fit their needs Questioning – Ask general questions about the intended use of the product and any previous experience with it Build your questions around who, what, when, where, why and how

Assignment Chapter 13 Bookwork (Orange Marketing Text) 13.1 – pg. 282 – Key Terms and Concepts……(1-3) 13.2 – pg. 287 – Key Terms and Concepts……(1-3) Chapter Review – Review Facts and Ideas…..(2-11) You will be held responsible for all the red dot terms on the test