1. & How a Salesperson Sells
The Customer
& How a Salesperson Sells

2. Customer’s Mental Stage
During the Sale
Selling Technique Used
1. Attention
- Customer is aware of a need or a want for the product/service
1. Pre- Approach
- Selling is 90% preparation; 10% presentation
Prepare by understanding buying motives, and product/service features and benefits
2. Approach
- Greeting the customer; showing sincere interest; showing you really want to know and understand them as a customer; requires that you listen and observe

3. Customer’s Mental Stage
During the Sale
Selling Technique Used
2. Interest
- Based on personal feelings—what they think is important
3. Determine Customer’s Needs & Wants
- Ask questions to help you determine customer interests in a product/service and then direct their attention to the product/service best

4. Check for Understanding….
Turn your note paper over and number 1 -3.
Listen to the statements and determine 2 things:
1) What is the customer’s mental stage in the buying process?
2) What is the sales step being used?

5. Customer’s Mental Stage
During the Sale
Selling Technique Used
3. Desire
Customer shows interest in the product/service
- They are considering buying but want to solidify their decision by understanding that the features meet their needs/wants
4. Feature – Benefit Presentation
- Demonstrate the features of the product/service and discuss the benefits that meet the customer’s needs/wants

6. Customer’s Mental Stage During the Sale Selling Technique Used
4. Conviction
Customer is convinced that product/service will satisfy their needs/wants
- Customers may object/stall to buy because they don’t understand the features, benefits, price, etc.
5. Handling Customer Objections
- Customer Objections: reasons customers hesitate to purchase
1) Listen for the real objection
2) Pause before answering the objection
3) Show empathy- don’t evade or minimize the objection
4) Restate the objection
5) Answer the objection completely and concisely
** Never argue
** Remain poised
** Never downgrade competition
** Turn objections into selling points

7. Customer’s Mental Stage
During the Sale
Selling Technique Used
5. Action
The customer is ready to buy!!
- Many sales are lost because the salesperson does not ask the customer for action to purchase
6. Closing the Sale
- Asking the customer to buy
- Can be done at any time during the process as some customers will move faster through the buying process than others
** Trial closes – trying to close the sale (asking the customer to buy) helps the salesperson by showing customer objections; this gives the sales person more time to inform the buyer so they can make a wise buying decision
7. Suggestion Selling & Reassurance
Selling customers another item to go with their purchase
** Example: extended warranty
- Reassurance - gives customer confidence in their purchase helping them overcome anxiety/guilt (buyer’s remorse)– especially expensive purchases