1. Marketing Ch 14
The Sales Process

2. The Steps of a Sale
Preapproach – Looking for customers and getting ready for the sale
Approaching the customer – actually greeting the customer face-to-face
Determining Needs – learning what the customer is looking for in a good or service in order to decide what product to show and which features to present first

3. The Steps of a Sale
Presenting the product – educating the customer about the product’s features and benefits
Handling questions and objection – learning why the customer is reluctant to buy, providing information to remove that uncertainty, and helping the customer make a satisfying buying decision

4. The Steps of a Sale
Closing the sale – getting the customer’s positive agreement to buy
Suggestion selling – suggesting that the customer buy additional merchandise or service to save money or better enjoy the original purchase
Reassuring and follow-up – helping a customer feel that he or she has made a wise purchase

5. The Preapproach Getting ready to sell
Can prepare for the sale by studying their products and keeping abreast of industry trends
Appearance

6. Finding New Customers Prospecting – Looking for new customers
Prospect – Is a potential customer
Is where salespeople visit customers in their home or business
You are evaluated by how many new accounts they open and how much they sell

7. Source and Method of Prospecting
Employer Leads – entire telemarketing department for the sole purpose of generating leads
Sales people have great deal of information before meeting them
Telephone Directories – White and Yellow pages
Trade and Professional Directories – Locate customers by type of business
Well known directory: Thomas Register of American Manufacturers

8. Source and Method of Prospecting
Newspapers – Provides good leads
Commercial Lists – Buy list of potential customers from companies that specialize in categorizing people
Customer Referrals – Satisfied customers gives the name of other people who might buy the product.
Endless chain method – asking previous customers of potential customers
May receive a gift or discount

9. Source and Method of Prospecting
Cold Canvasing – Try to locate potential customers with little help
Other names – Cold Calls, Blind Prospecting

10. Preparing for the Sale in Industrial Selling
Previous Customer
Analyze past sales records
Know what and how much customer bought last time
Know buyer’s personality, family, interests, and hobbies.

11. Preparing for the Sale in Industrial Selling
New Customer
Do some homework to qualify before going any further
Questions to research:
Does the prospect need these products or service?
Does the prospect have the financial resources?
Does the prospect have the authority to buy?

12. Preparing for the Sale in Retail Setting
Preparation centers on the merchandise and work area
Straightening, rearranging, and replenishing stock
Adjust price tickets before and after special sales
Learn where stock is located and how much is available
Taking inventory
Arranging displays
Vacuuming and dusting

13. Approaching the Customer
Initial approach is critical
Approach sets the mood
Three purposes
To begin conversation
You need to be alert to what interest the customer
Establish rapport with customer
Treat the customer as an individual
Be perceptive about the customers buying style
Focus on the merchandise

14. The Approach in Industrial Sales
Industrial Sales people generally call on customers at his or her place of business after having set up an appointment
Be early
Firm handshake and smile
Call them by their name
Small talk

15. The Approach in Retail Sales
When customers appear in a hurry, approach them quickly
When customers are undecided, let them look around
When customers are comparison shopping, encourage them to look around and ask questions

16. The Approach in Retail Sales
Three methods
Service Approach Method
Greeting Approach Method
Merchandise Approach Method

17. Service Approach Method
Salesperson asks the customer if he or she needs assistance
“May I help you with something”
Approach is helpful when the customer is in a hurry
Approach is ineffective because it elicits a negative approach
“No, I am just looking”

18. Greeting Approach Method
Salesperson simply welcomes the customer to the store
Wait a few seconds
Customers will say why they are shopping
If they need help, they will tell you
If they are just looking, they will tell you

19. Merchandise Approach Method
Salesperson makes a comment or asks questions about the product that the customer is looking at
You can only use this method when the customer stops to look at an item
You can also ask a question about the item
Most effective initial approach in retail sales because it immediately focuses attention to the merchandise

20. Chapter Review
Complete Facts and Idea Review, Critical Thinking and Communication on page 194