Section 13.1 The Sales Process

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Marketing Essentials
n Chapter 13 Initiating the Sale
Section 13.1 The Sales Process
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SECTION 13.1
The Sales Process
What You'll Learn

• The seven steps of a sale
• The importance and purposes of the approach in
  the sales process
• How business-to-business sales representatives
  conduct the initial approach
• The three initial approach methods used by retail
  salespeople

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SECTION 13.1
The Sales Process
Why It's Important
Knowing the seven steps of a sale gives you an
overview of how a sale is conducted from
beginning to end. Learning the various methods of
approaching a customer is the first step in that
process.
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SECTION 13.1
The Sales Process
Key Terms

• service approach method
• greeting approach method
• merchandise approach method

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SECTION 13.1
The Sales Process
Steps of a Sale
Professional salespeople go through seven steps
when helping a customer make a purchase. 1.
Approaching the customer 2. Determining needs
3. Presenting the product 4. Overcoming
objections 5. Closing the sale 6. Suggestion
selling 7. Relationship building
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SECTION 13.1
The Sales Process
Approaching the Customer

• The approach is the first face-to-face contact
  with the customer. The approach sets the mood
  or atmosphere for the other steps of the sale.
  It has three purposes
• to begin conversation
• to establish a relationship with the customer
• to focus on the merchandise

Slide 1 of 2
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SECTION 13.1
The Sales Process
Approaching the Customer
When approaching the customer, follow these rules

• Treat the customer as an individual.
• Be perceptive about the customers buying style.
• Be enthusiastic, courteous, and respectful.

Slide 2 of 2
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SECTION 13.1
The Sales Process
Steps of a Sale
Sometimes it is easy to remember many steps by
creating a mnemonic device, such as ANPOCS for
the steps of a sale. What is the significance of
each letter in this mnemonic device? How is
Customer Relationship Building part of the
sales process?
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SECTION 13.1
The Sales Process
The Approach in Business-to-Business Selling

• In B2B selling, the salesperson will set up an
  appointment in the preapproach stage of the sale.
  At the approach, follow these rules
• Arrive early to show you are interested and
  give yourself time to organize your thoughts.
• Introduce yourself and your company.
• Use the customers name.
• Offer a business card.

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SECTION 13.1
The Sales Process
The Approach in Retail Selling

• There are three methods you can use in the
  initial approach to retail customers
• the service approach
• the greeting approach
• the merchandise approach

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SECTION 13.1
The Sales Process
The Service Approach
In the service approach method, the salesperson
asks the customer if he or she needs assistance.
This method is acceptable when the customer is
obviously in a hurry or if you are an order taker
for routine purchases.
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SECTION 13.1
The Sales Process
The Greeting Approach
In the greeting approach method, the salesperson
simply welcomes the customer to the store. This
lets the customer know that the salesperson is
available for any questions or assistance.
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SECTION 13.1
The Sales Process
The Merchandise Approach
In the merchandise approach method, the
salesperson makes a comment or asks questions
about a product in which the customer shows
interest. This method can only be used if a
customer stops to look at a specific item.
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ASSESSMENT
13.1
Reviewing Key Terms and Concepts
1. List the seven steps of a sale. 2. What are
the purposes of the approach in selling? 3. What
three general things would a business-to-business
sales representative say and do during the
initial approach? 4. Name the three approach
methods retail salespeople use, and suggest when
it is appropriate to use each method.
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ASSESSMENT
13.1
Thinking Critically
You are given the opportunity to train new retail
sales associates in the art of approaching
customers. What three key concepts would you make
sure you covered first? Why?
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13.1
Graphic Organizer
Retail Approach Methods
Hurried Customer
Routine Purchase
BrowsingCustomer
Fixated Customer
ServiceApproach
GreetingApproach
MerchandiseApproach
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Marketing Essentials
End of Section 13.1