The Sales Process

The Sales Process
Approaching The Customer
Determining Needs
Seven Steps of the Sale Process
Approaching the customer
Determining Needs
Presenting the product
Overcoming objections
Closing the sale
Suggestion selling
Relationship building
Approaching the Customer
First Face-to-Face contact with customer
Create great first impression
Three purposes
Begin conversation
Establish a rapport/relationship w/ customer
Focus on merchandise
Begin Conversation
Need to be alert to customers interests
How can a sales person be alert to the customers needs?
(Observing the customer)
Establish Relationship
No Stereotyping!
Establish a Good Rapport/Relationship
Be enthusiastic
Good eye contact
Be friendly
The Approach In Retailing
Customers are in a hurry - approach quickly.
When customers are undecided, encourage
them to look around and shop, compare, and
ask questions
Three Types of Approaches
Service Approach.
May I help you?
Greeting Approach.
How are you doing today?
Merchandise Approach
That is the most popular DVD player we sell.
Service Approach
Most used but least effective.
Opened questions leads the
customer to a “no I am just
looking” response. In other
words “leave me alone”.
Sales person looses control
of the sale
Customer may feel awkward
asking for help later
Howdy! May I help you?
Greeting Approach
Welcomes customer to
the store.
Welcome to Western
Outfitters -- How are you
doing today?
Voice inflection is
important. You must
sound like you are
interested and that
customer well being is
important to you.
Merchandise Approach
Focuses on
Tell the customer about
a feature or benefit that
is not immediate to the
Most effective approach.
These boots are made
from real crocodile skin!
Determining Needs
When should you focus on determining your
customer’s needs?
As soon as possible
Job is uncover the reasons why customer wants to
Example of poor job
“This is one of our most popular tennis racquets. It’s
perfect for you – The grip is correct size and the large
sweet spot can improve your game.”
Example of poor job
“That’s very interesting but the racquet is not for me.
It’s actually for my nine-year old daughter.”
What should you have done?
How to determine needs
Observe customer
Look for non-verbal signs
Facial expressions
Eye movement
How customer handles the product
Key to observing is the proper selection of facts;
do not stereotype or draw conclusions about
customer before getting additional facts
How do you determine needs?
Listening to your customer: Read between the
I want a copier for my home business that is
simple to use and reliable. My last copier broke
a lot. I usually make one or two copies at a
time but occasionally I make up to 50 copies at
What did you learn from the
Customer is not looking for the top-of-line copier
Since the copier is for a home business, size of
copier is important.
Do’s and Don’ts
Ask open ended questions
Ask clarifying questions
Don’t ask to many questions
Don’t ask embarrassing questions

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