THE SELLING PROCESS

Process of matching customer needs and wants with to the features and benefits of a product or service Selling

8 STEPS - SELLING PROCESS 1.Pre-approach 2.Approaching the Customer 3.Determining Needs/Wants 4.Presenting the Product 5.Overcoming Objections 6.Closing the Sale 7.Suggestion Selling 8.Building Relationship & Follow up

1. PRE-APPROACH Look for customers Get ready for face-to-face encounter with potential customers In preparing to assist customers, sales people must do the following: Study their product Keep current on industry trends and competition Research potential customers Know their company’s policies and procedures

2. APPROACHING THE CUSTOMER 3 methods of approach in retail selling: 1.Service approach “How may I help you?” Open-ended question offers the customer a greater opportunity to respond with just a “yes” or “no” Not be suitable if it is obvious that the customer is in a hurry 2.Greeting approach Simply welcome the customer to the store Lets the customer know that the sales associate is available if s/he needs assistance 3.Merchandise approach Ask a question or makes a comment about the product that the customer shows interest in

3. DETERMINING NEEDS Uncover customer’s problems or reasons for wanting to buy Observe the customer Look for buying motives that are communicated nonverbally Listen to the customer Listening helps you pick up clues as to the customer’s needs Ask questions and engage the customer First ask general questions then get more specific. Ask open-ended questions

4. PRESENTING THE PRODUCT Talk about the Features and Benefits of the product feature - what products have benefit - what features mean Display and handle the product Example: If you are selling jewelry, an attractive display case will add to the product’s appeal. Pick up the jewelry and show the customer any special features of the product.

5. OVERCOMING OBJECTIONS Objections are concerns, hesitations, doubts or other reasons a customer has for not purchasing a product Four-step process for handling objections Listen Carefully Acknowledge the Objections Restate the Objections Answer the Objections

6. CLOSING THE SALE Obtaining an agreement to buy from the customer All efforts up to this step of the sale involved helping the customer make buying decisions

7. SUGGESTION SELLING Selling additional goods and/or services to the customer

8. RELATIONSHIP BUILDING / FOLLOW UP Includes making arrangements to follow through on all promises made during the sales process Check on customer satisfaction with purchase Important so customers will come back and make future purchases

ACTIVITY Work individually Create a PowerPoint taking any sports/entertainment related product through the steps of the selling process: 1.Introductory Slide 2.Agenda Slide 3.Pre-approach 4.Approaching the Customer 5.Determining Needs/Wants 6.Presenting the Product 7.Overcoming Objections 8.Closing the Sale 9.Suggestion Selling 10.Building Relationship & Follow up 11.Conclusion Slide