The Sales Process: Approaching Customers and Building Relationships

1. Marketing Essentials nChapter 13 Initiating the Sale Section 13.1 The Sales Process

2. 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

3. 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.

4. SECTION 13.1 The Sales Process Key Terms • service approach method • greeting approach method • merchandise approach method

5. 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

6. 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

7. 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 customer’s buying style. • Be enthusiastic, courteous, and respectful. Slide 2 of 2

8. 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?

9. 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 customer’s name. • Offer a business card.

10. 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

11. 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.

12. 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.

13. 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.

14. 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.

15. 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?

16. 13.1 Graphic Organizer Retail Approach Methods Hurried Customer Routine Purchase BrowsingCustomer Fixated Customer ServiceApproach GreetingApproach MerchandiseApproach

17. Marketing Essentials End of Section 13.1