1. Warm-Up
Nature gave us two ________, two ________ , and one __________ . How does this relate to selling?
Eye’s, ears and one mouth!

2. The Steps of a Sale Pre-Approach Approaching the Customer
Determining Needs
Presenting the Product
Handling Questions & Objections
Closing the Sale
Suggestion Selling
Reassuring & Follow-Up

3. Step 3: Determining Needs
Customer needs are directly related to buying motives
Motives can be rational, emotional, or a combination of both
In this step of the sale, your job is to uncover the customer’s reasons for wanting to buy as early as possible
In business-to-business selling, needs can be determined during the pre-approach
In retail selling, the salesperson should begin to determine needs immediately after the approach
Three methods that will help you determine customer needs: observing, listening, and questioning

4. Step 3: Determining Needs
Observing
When you observe a customer, you look for buying motives that are communicated nonverbally
Nonverbal communication is expressing yourself through body language… facial expressions, hand motions, eye movement, etc. can give you clues about a customer’s mood and interest in the product
Listening
Listening helps you pick up clues to the customer’s needs
Maintain good eye contact; provide verbal and nonverbal feedback; give customers your undivided attention; listen with empathy; and do not interrupt!

5. Step 3: Determining Needs
Questioning
In order to listen to customers, you must get them talking… one way to engage them is to ask questions
Well-chosen questions can help you uncover needs and buying motives while putting the customer at ease
When you begin, first ask general questions about intended use of the product and any previous experience with it
Once you have an idea of the customer’s general needs, then you can ask more specific questions relating to the product
Questioning is an important skill that must be done carefully
Always bear in mind that some customers will be protective of their privacy, and they may resent general, non-personal questions

6. Step 3: Determining Needs
Questioning
Do’s and Don'ts Guidelines:
Do ask open-ended questions that encourage customers to do the talking… no “yes/no” questions
Do ask clarifying questions to make sure you understand customers’ needs
Don’t ask too many questions in a row
Don’t ask questions that might embarrass customers or put them on the defensive
Ex. – “How much do you want to spend?”

7. You work for Verizon Wireless
You work for Verizon Wireless. You are working on a slow Sunday morning and decide you want to fine tune your sales skills. A woman walks into the store. List 10 questions that you could ask her to determine her needs.
Questioning Activity

8. Step 4: Presenting the Product
During the product presentation phase of a sale, you show the product and tell about it
The goal of product presentation is to match the customer’s needs with appropriate product features and benefits

9. Step 4: Presenting the Product
Selecting and Explaining Products
Which products to show?
Select a few products that match the customer’s needs
Look a technical expertise, interests, etc.
What price range to offer?
When you don’t know the customer’s price range, begin by showing a medium-priced product… then, you can move up or down on price based on feedback

10. Step 4: Presenting the Product
How many products to show? Show no more than 3 products at a time… if a customer wants to see more than 3, put away the displayed products in which the customer shows no interest What to say? Talk about the product’s features and benefits, and tell the customer how the product features match his or her buying motives and needs
Step 4: Presenting the Product

11. Step 4: Presenting the Product
Make the presentation come alive!
Displaying and handling the product
Creatively displaying the product is the first step in an eye-catching presentation
Handling the product with respect presents an image of quality
Demonstrating
Demonstrating the product in use helps to build customer confidence
To prove selling points or claims made by the manufacturer, you may need to demonstrate the product in a more dramatic way

12. Step 4: Presenting The Product
Using sales aids
When it is impractical to demonstrate the actual product or when you want to emphasize certain selling points, you can use sales aids during your presentations (charts, models, samples, etc.)
Be creative when determining which sales aids will help you during your particular product presentation
Involving the customer
It is best to get the customer involved with the product as soon as possible verbally and physically, if necessary