1. January 18 & 19, 2017
Objectives
58 – Describe the steps of the selling process.
Reminders:
York PA Field Trip forms/$
Today’s Agenda
Super Hero Project Presentations
Selling PowerPoint + Notes. Sell Me a Car!
Closure
Which step is the most challenging? Justify your answer.

2. The Selling Process
Introduction to Business & Marketing

3. Describe the steps of the selling process.
TASK 58

4. Definition Selling is… Personal selling is…
the process of matching customer needs and wants to the features and benefits of a product or service.
any form of direct contact between a salesperson and a customer.

5. Personal Selling Key Characteristic: two-way communication
Where does it take place?
Retail settings
Business-to-business (B2B)

6. Steps of the Selling Process

7. Steps of the Sale There are seven steps in the selling process.
For business sales, there is an additional step before the sale called the pre-approach.

8. Steps of the Sale Approach Close the Sale Determine Needs
Suggestion Selling
Present Product
Follow Up
Handle Questions/Overco me Objections

9. Step 1: Approach What do you do? Why? Greet the customer face-to-face
To begin conversation
To establish a relationship with the customer
To set the mood for the other steps of the sale

10. Step 2: Determine Needs How? What do you do?
Observe – nonverbal communication
Listen – make eye contact, don’t interrupt
Question – general, open-ended questions
Learn what the customer is seeking

11. Step 3: Present Product How? What do you do?
Based on the customer’s needs, select as many as 3 products to share.
Educate the customer about the product’s features and benefits
Display / Handle the Product
Demonstrate it or use sales aids
Involve the customer

12. Feature / Benefit Selling
Benefit (Why?)
Physical Features
Light weight
Neutral color
Retractable cord
Brand name
Organic
Easy to carry
Goes with anything
Neatly store
Known quality
Healthy

13. Feature/Benefit Selling PRACTICE
On the back of your notes:
List five features of your BRO Time product.
Explain the benefit (might be more than one) to the customer. Think about why customers would want this feature in the product.

14. Step 4: Overcome Objections
What?
How?
Substitution
Demonstration
Third Party
Learn why the customer is reluctant to buy & help the customer make a satisfying buying decision
Listen carefully, acknowledge & restate objections, then answer the objection

15. Step 5: Close the Sale What do you do? How?
Look for buying signals, such as facial expressions, body language, or positive comments Get the customer’s positive agreement to buy
Narrow down choices
Use ownership words like “you” and “your”
Know when to stop talking!

16. Step 6: Suggestion Selling
What do you do?
How?
Suggest additional merchandise or services that will save your customer money or help your customer enjoy the original purchase
Up-Selling add colors or an upgrade would you like to make it a large popcorn for just $1.00 more?
Cross-Selling include related products would you like a soda with that?
Special Sales Opportunities short-term promotions these are buy one, get one half off today. would you like to add another color?
Up-Selling: suggest buying larger quantities of goods to qualify for special discounts, delivery charges, free merchandise, etc.
* Example: “When you make a purchase of $75 or more today, you qualify for free shipping. Would you like to add one more?”
Cross-Selling: suggest related merchandise
* Example: “I have the perfect top to match that skirt! It completes the outfit beautifully.”
* Example: “It is also recommended to rotate & balance your tires at the same time that you change your oil every 5,000 miles.”
Special Sales Opportunities: share information about promotions on products
* Example: “Our shipment of fall shoes should be in next week, and we are running a limited time offer of 40% off your entire purchase.”

17. Step 7: Follow Up What do you do? How?
also known as Relationship Building In addition to efficiently processing the order, create a way to maintain contact with the customer.
Thank the customer and reassure them of their purchase.
Follow-Up (when needed)
Keep a Client File

18. Approach
Determine Needs
Present Product
Overcome Objections
Close the Sale
Suggestion Selling
Follow Up

19. Sell Me a Car! Scenario: You are a car dealership salesperson.
To prepare for your first sale, you will need to research makes & models and complete a features / benefits chart.