1. 5.03Summarize the sales process

2. Steps of the Sale  Approach the customer.  Determine needs. Determine what the customer wants and needs.  Present the product. Choose the appropriate product and educate the customer about the features and benefits.  Overcome objections. Determine why the customer is hesitant to buy; convey information that will remove uncertainty.  Close the sale. Get the customers agreement to buy.  Suggestion sell. Identify additional goods or services that will help the customer better enjoy the product.  Build relationships. Maintain contact with customers after the sale is complete.

3. The approach is…  Approach: The first encounter with a potential customer.  The initial approach depends on prior encounters with the customer. –Ex: With existing customers, the sales associate may comment on families, hobbies, or vacations. With new customers the salesperson could engage in small talk to develop a relationship with the customer.

4. Four Types of Approaches  Service approach: The salesperson asks the customer if they need help. –Ex: “May I help you find something today?” –This approach is most effective when the customer is in a hurry or when taking routine orders such as fast food.  Greeting approach: The salesperson welcomes the customer to the store. –Ex: “Good morning”, or “Welcome to Cici’s!” –The salesperson should be upbeat, friendly, and smile.

5. Four Types of Approaches  Merchandise approach: The salesperson comments on the product the customer is interested in. –This approach is effective only if the customer is looking at something specific. –The salesperson comments on the product’s features and benefits. –Ex: “That video game is rated E for everyone, which means it does not contain harsh language or violence.” –This approach is most effective in retail sales because it focuses on the product.  Combination approach: The salesperson uses two or three of the service, greeting, or merchandise approaches. –Ex: “Hello, welcome to Hollister. We have a great sale on jeans today. May I help you find your size?”

6. Determining Customer Needs –Determine the customer’s reasons for buying. –The salesperson should focus on determining the customer’s needs as early as possible. –Once needs are determined, the salesperson can ask more specific, open-ended questions, which cannot be answered with a simple yes or no.

7. Three Methods for Determining Needs  Observing. Look for nonverbal communication clues that indicate the customer’s interest in the product. For example, hand motions, facial expressions, or eye movements.  Listening. Helps pick up clues to the customer’s needs.  Questioning and engaging the customer. Ask questions about how the customer wants to use the product or if the customer has any previous experience. Ask questions such as who, what, when, where, why, and how.

8. The Rest of the Steps???  We will discuss the rest of the steps in small chunks instead of everything together.