1. Chapter 13
Initiating the Sale

2. 7 Steps of the Sale 7 Steps of the Sale: Approach Determining Needs
Presenting the Product
Overcoming Objections
Closing the Sale
Suggestion Selling
Relationship Building

3. Step 1 – The Approach The approach is critical because…
Creates 1st impression of salesperson by customer
Sets the mood for sales process
Considered as the “key” to successful selling

4. Purposes of the Approach
to begin conversation (be alert to customer interests)
to establish rapport (don’t stereotype)
to focus on the merchandise (determine buying style)

5. Timing the Approach Timing the approach is important…
when customers are in an obvious hurry, approach them quickly
when undecided, let them look around
look for non-verbal cues
always approach every customer w/in first 10 seconds

6. Approach in B-to-B Selling
prior research (pre-approach) can make it easier to identify customer’s personal interests (can make approach easier than in retail)

7. 3 Approach Methods (Retail)
1. Service Approach – asking customer if s/he needs assistance: “How can I help you?”
OK when customer is in an obvious hurry

8. 3 Approach Methods (cont.)
2. Greeting Approach – “Good morning!” “Hi, Mr. Schmoe, how are you today?”
Establishes positive atmosphere
Opens the lines of communication
Good when customers appear to be “shopping”
Follow this approach with a pause…wait for the customer to continue conversation

9. 3 Approach Methods (cont.)
3. Merchandise Approach – a statement that focuses on the product a customer is looking at: “That IPod Classic can hold over 40,000 songs!”
Excellent approach to get focused on the merchandise
Use when customer is looking at a product
Attempt this approach after allowing customer to browse following the “greeting” approach
Most effective approach method

10. Step 2 – Determining Needs
Involves finding customer’s reason for wanting to buy
Should be done as early in the selling process as possible—immediately after the approach
In B to B selling this is actually done during the pre-approach

11. 3 Methods of Determining Needs (Qualifying the Customer)
Observing—look for/interpret nonverbal communication—expressing one’s self without the use of words (i.e. length of time customer looks at product/display; avoid stereotyping!)
Listening—eye contact; concentrate; don’t interrupt

12. 3 Methods of Determining Needs
3 Methods of Determining Needs (cont.):
3. Questioning—ask open-ended questions—method for encouraging customers to converse
ask clarifying questions
don’t “cross-examine” the customer!
don’t put customer “on the spot”
NEVER ask the “dumbest” question a salesperson can ask...
“How much are you looking to spend?”