1. Ch. 13 Initiating The Sale

2. The 7 Steps of a Sale
Approaching the Customer – Greet customer face-to-face
Determining Needs – Learn what customer is looking for
Presenting the Product – Educate customer about the product

3. The Steps of a Sale (Cont.)
Overcoming Objections
Learn why customer is reluctant to buy
Provide info to remove uncertainty
Help customer make satisfying buying decision
Closing the Sale – Get customer’s agreement to buy

4. The Steps of a Sale (Cont.)
Suggestion Selling – Suggest that the customer buy additional merchandise or services
Relationship Building – Create ways to maintain contact after purchase

5. Relationship Building
Remembering the 7 Steps
Approach Customer
Needs Determined
Product Presentation
Objections Handling
Closing the Sale
Suggestion Selling
Relationship Building

6. Approaching the Customer
First face-to-face contact
Critical first few minutes
Sets mood for the sale
Approach has 3 purposes:
Begin conversation
Establish relationship
Focus on the product

7. Approaching the Customer (Cont.)
Begin Conversation
Be alert to customer’s interest
B2B: Doing homework/research
Retail: Be observant from moment the customer enters store

8. Approaching the Customer (Cont.)
Establish relationship
Treat customer as individual
Be alert to customer’s buying style (methodical/quick)
Be enthusiastic, be courteous, maintain eye contact

9. The Approach in B2B Sales
Arrive early to appointment
Introduce yourself (firm handshake and smile)
Use customer’s name
Comment on something that matters to get the customer’s attention (Save money, increase sales…)

10. 3 Approaches in Retail Selling
Service Approach Method
Greeting Approach Method
Merchandise Approach Method
Each is detailed on the next 3 slides…

11. 3 Approaches in Retail Selling
Service Approach Method Salesperson asks customer if they need assistance
“May I help you?”
Only effective if customer is in a hurry or if you are simply an order taker for routine purchases
In all other cases, this method is ineffective

12. 3 Approaches in Retail Selling
Greeting Approach Method Salesperson simply welcomes customer to store
“Good Morning!”
After greeting, pause for a few seconds (many customers will feel obligated to respond)
This approach begins conversation, and establishes positive rapport

13. 3 Approaches in Retail Selling
Merchandise Approach Method Salesperson comments or asks question about product that customer is looking at.
Then make a statement about product’s features/benefits
Notice their interests
Usually the most effective approach - it focuses attention on merchandise

14. Chapter 13 Continued … Determining Needs
13.2 Step 2 of Sales Process:
Determining Needs
What is basis to determine needs
When determine needs
How to determine needs

15. What is basis of determining needs
Directly related to buying motives
Motives affect outcome
Uncover reasons for wanting to buy

16. …Outcome When customer needs are satisfied:
The business benefits
The customer benefits
The salesperson benefits
Goals of selling and business are achieved

17. When to Determine Needs
Salespeople should determine customer needs as soon as possible
If you don’t determine needs, you could miss the sale
Woman buying a tennis racquet
Salesperson: “That racquet is perfect for you!”
Woman: It’s for my 9 year-old daughter
Needs and Motives tell you which products/features to focus on

18. Retail vs. B2B Needs Determination
In Retail Selling, determine needs immediately after the Approach
In B2B Selling, needs can be determined during the Preapproach
In Both—continue to determine needs all throughout sales process

19. How to Determine Needs 3 methods to help determine customer needs:
Observing
Listening
Questioning

20. Observing
When observing, look for: Nonverbal Communications - Body language (examples: facial expressions, hand motions, eye movement)
Shows mood and interest
Other Details -
How long customer looks at or holds product
The key to observing is: proper selection of facts!

21. Listening
Listen to what customer is actually saying – Helps you pick up clues to the customer’s needs
To develop good listening skills, you must learn how to listen to and understand others…

22. Listening… Applying active listening to the sales process:
Maintain good eye contact
Provide verbal and nonverbal feedback
Give customer your undivided attention
Listen with empathy and an open mind
Do not interrupt

23. Questioning In order to listen to customers, you must get them talking
How? Ask questions (uncover needs/ buying motives, put customer at ease)
To begin, ask questions about intended use or prior experience with product
Build your questions around words like: who, what, when, where, how, and why

24. Do’s and Don’ts of Questioning
Ask open-ended questions to encourage customers to talk (require more than a yes or no answer)
Do ask clarifying questions to make sure you understand customer’s needs
DON’T:
Ask too many questions in a row
Ask questions that might embarrass or put them on the defensive. (“How much do you want to spend?”)

25. Step 3 of the Sales Process: Presenting the Product
Chapter 14.1…
Step 3 of the Sales Process:
Presenting the Product

26. Presenting – Show and Tell
During this step, salespeople show/tell about product
Based on buying motives, display products that match needs you uncover – consultative selling
Goal: match customer’s needs with appropriate product features/benefits

27. Show and Tell: What Product(s) to Show
Selection of product(s) is critical to “Product Presentation”
Needs-based - Intended use
Select a few items that match criteria

28. Show and Tell: What Price Range to Offer
If you don’t know customer’s price range, or
Don’t have enough info
Begin with medium range product
Move up/down price based on feedback

29. Show and Tell: How Many Product(s)
Don’t overwhelm customer
Show no more than 3 at a time
If want to see more, put away some products

30. Show and Tell: What to Say
Point out features and benefits
Use features benefits chart
Match buying motives
Use descriptive adjectives and action verbs
Avoid words like nice, fine, cool
B2B vs. Retail:
B2B – can use jargon – technical or industry-specific terms
Retail – use layman’s terms – words typical customer can understand

31. Making the Presentation Come Alive
Four Techniques:
Displaying and handling the product
Demonstrating product
Using sales aids
Involving customer

32. Presentation Technique: Displaying and Handling
Creative display/handling is 1st step in an eye-catching presentation
The way you handle a product presents an image of its quality
Handle it with respect, and use hand gestures to show certain features

33. Opening Question
How might you display and handle the following products:

34. Presentation Technique: Demonstrating
Show how to use product
Builds customer confidence
What to show:
How to use it
Prove selling points

35. Presentation Technique: Sales Aids
When impractical to demonstrate product
Examples:
Samples, reprints of magazine and newspaper articles, audio/visual aids, models, photographs, drawings, graphs, charts, spec-sheets, customer testimonials & warranty information
Particularly important in B2B (e.g., PowerPoint or video)

36. Presentation Technique: Involve the Customer
Get customer physically involved ASAP
Appeal to customer’s senses (“try it on”)
If customer is involved -> More intelligent buying decision
If lose customer’s attention, regain it:
Ask a question: “Now that you’ve seen the features, what do you think…”

37. DOs & DON’Ts of the Sales Approach in Other Cultures
Gift Giving
France – No wine, but a French gift
Japan – gift from the US (brand name, wrapped)
Mexico – No yellow flowers
Belgium – No white mums
Greeting & Handshake
Arab & S. America - Light & long handshake
US, Poland & Hungary – Firm and short handshake
Japan – One handshake with a slight bow
Singapore – Palm slide and bow
Appointments
France – Never before 10 am
Spain – Not during siesta time
Germany & Japan – Be on time
US – Power breakfasts OK