1. Chapter 13
Initiating the Sale

2. Section One
The Sales Process

3. Objectives List the seven steps of a sale
Explain the importance and purposes of the approach in the sales process
Demonstrate how business-to-business sales representatives conduct the initial approach
Name three key methods for making the initial approach in retail sales

4. Key Terms
Service Approach
Greeting Approach
Merchandise Approach

5. The Selling Process
Selling is the process of matching customer needs and wants to the features and benefits of a product or service
The sales-person plays a vital role in this process by gathering information about the customer
Then advising the customer about which products would best suit his or her needs and lead to a decision to buy

6. The Selling Process There are seven steps to the selling process:
Approaching the customer
Determining needs
Presenting the product
Overcoming objections
Closing the sale
Suggestion Selling
Relationship building

7. The Selling Process Approaching the customer Determining needs
Greeting the customer face-to-face
Determining needs
Learning what the customer is looking for in order to decide what products to show and which product features to present first in the next step of the sale

8. The Selling Process Overcoming Objections Closing the Sale
Learning why the customer is reluctant to buy, providing information to remove the uncertainty and helping the customer make a decision
Closing the Sale
Getting the customer’s positive agreement to buy

9. The Selling Process Suggestion Selling Relationship Building
Suggesting additional merchandise or services that will save your customer money or help your customer enjoy the original purchase
Relationship Building
Creating a means of maintaining contact with the customer after the sale is completed

10. Approaching the Customer
Salespeople can make or break a sale during the first few minutes with the customer
The initial approach is critical
Customers who are turned off by the approach will be difficult tow in over later on

11. Approaching 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 product

12. Approaching the Customer
To begin conversation, you need to be alter to customers’ interests
This may be easier in business-to-business selling because you can conduct research prior to the initial meeting
In the retail selling, you must observe the customer from the moment they enter the store

13. Approaching the Customer
To establish a relationship, treat the customer as an individual
You should not stereotype a person because of
Age
Sex
Race
Religion
Appearance

14. Approaching the Customer
Put the customer at east and establish a positive atmosphere by creating a positive atmosphere
Show sincere interest by maintaining good eye contact and showing genuine friendliness
Always ask business-to-business people of if it’s a good time to see them

15. The Approach in Business-to-Business Selling
In business-to-business selling, the salesperson sets up an appointment in the pre-approach stage of the sale
Arriving early for the appointment will show your customer that you are interested and give you time to organize your interests
Introduce your self and your company with a firm handshake and a smile

16. The Approach in Business-to-Business Selling
The initial approach depends on your prior dealings with the customer or the work you did in the pre-approach
When meeting with customers you visit frequently, you can be more personal
Learning what is appropriate to say regarding personal matters is critical

17. The Approach in Business-to-Business Selling
Prior research on the prospect conducted in the pre-approach may suggest other possible opening comments
You can also discuss topics in the industry

18. The Approach in Retail Selling
When customers are in an obvious hurry, you should approach them quickly
When customers seem undecided, encourage them to look around and ask questions

19. The Three Methods of 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
You must evaluate the selling situation and the type of customer to determine which method is best

20. Service Approach
With the service approach, the sales person asks the customer if he or she needs assistance
One way to use this method is to ask, “How may I help you?”
An open ended question offers the customer a greater opportunity to respond with more than yes or no

21. Greeting Approach
With the greeting approach, the sales person simply welcomes the customers to the store
This lets the customer know that the salesperson is available for any assistance

22. Greeting Approach It is important to use a rising tone in your voice
It is important that the salesperson smile and be friendly

23. Merchandise Approach Method
With the merchandise approach, the salesperson makes a comment or asks questions about a product in which the customer shows interest
This method can be used only if a customer stops to look at a specific item

24. After You Read
Do you think all seven steps of a sale are followed in every sale? Why or why not?
Why is the initial approach in business-to-business selling different from a retail approach?
What are the advantages of the merchandise approach?

25. Determining Needs in Sales
Section Two
Determining Needs in Sales

26. Objectives
Explain why determining depends is an essential step in the sales process
List three methods for determining needs

27. Nonverbal Communication
Key Terms
Nonverbal Communication
Open-ended Questions

28. Determining Needs
In this step of the sale, your job is to uncover the customer’s problems or reasons for wanting to buy
In some instances, their motives or needs may be quite obvious, but that is not always the case

29. Determining Needs
It is your job to determine those needs so you can offer one or more solutions
Discovering your customer’s motivation for buying will help you in the next step of the sale when you are helping the customer select the right product

30. When to Determine Needs
The salesperson’s focus should be to determine the customer’s needs as early in the sale process as possible
In retail selling, the salesperson should begin to determine needs immediately after the approach

31. When to Determine Needs
In business-to-business selling, needs can be determined in the per-approach
The salesperson should continue determining needs throughout the sales process

32. How to Determine Needs
There are three methods used to determine customer needs:
Observing
Look for buying motives that are communicated nonverbally
Nonverbal communication is expressing yourself without the use of words

33. How to Determine Needs Listening Questioning
Listening helps pick up clues about the customers needs
Questioning
Ask a series of general open-ended questions to help pinpoint which product would be best for the customer
Open-ended questions are those that require more than a yes or no answer

34. After You Read
Why is determining needs an essential step in the sales process?
How can you use open-ended questions to encourage customers to do the talking?