Bell Work Vocab Quiz

2.09: Sales ProcessWays to increase the likelihood of making a Sale

Two Handouts

Agenda

• Grade Economics Quiz

• Sales Process Packet• Steps 1 -4 Should be completed

• Formal Assessment Grade• Role playing steps 1 – 7

Sales Process Packet

• Sources of Product Information

• Approaching the customer• Greeting• Service• Merchandise

• Determine Customer Needs• Observe• Listen• Questioning & Engaging

• Feature & Benefit Chart

• Objections• Need, Product, Source, Price, & Time• Substitution, Boomerang, Question, Superior-

Point, Denial, Demonstration, & Third Party

• Close• Which, Standing Room Only, Direct, Service

• Suggestion Selling• Cross, Up, & Special Sales Opportunities

• Build CRM• Follow-up, Customer Service, Client File,

Evaluate Sales Effort

Selling• Selling is the process of matching a customer needs and wants to

the features and benefits of a product or service. • The salesperson is the individual who gathers information about the customer • Advises the customer about which products best suit their needs.

• Sales process is broken down into four parts• Preparing for the sale

• Initiating the sale

• Presenting the product

• Closing the sale

Preapproach, Prospecting &

Product Information

Preparing for the Sale

• Preapproach is getting ready for the face-to-face encounter in a selling situation.• Everything you do to prepare yourself to sell a product

• Approach is the actual face-to-face meeting.

Preapproach

• Industry Trends• Read articles, attend workshops, stay

current

• Researching potential customers

• Becoming familiar with company policies and procedures

• EMPLOYER LEADS:• Your employer gives you ideas on who to

contact• Telemarketing & Trade Shows

• TELEPHONE DIRECTORIES:• White and Yellow Pages

• TRADE & PROFESSIONAL DIRECTORIES:• Thomas Register of American Manufacturers

• NEWSPAPERS• Birth announcements, Engagements

• COMMERCIAL LISTS• Lists purchased for potential customers• Usually breaks down your customers

according to demographics

Preapproach Methods

• CUSTOMERS REFERRALS:• Satisfied Customers

• Ask for names from customers – Endless Chain method

• COLD CANVASSING• Random and without appointment

• Telephone random numbers• Door-to-door business contacts

Step One:

• Take 5 minutes to complete 2.08• Be clear about your

answer

• http://www.online-stopwatch.com/

Steps of a Sale

1. Approaching the customer2. Determining needs3. Presenting the product4. Overcoming objections5. Closing the sale6. Suggestion selling7. Relationship building

• Selling is a process• http://

www.youtube.com/watch?v=bH4zIyGi6mk&NR=1n

Sales Approach

• A salesperson can make or break a sale in the first few minutes with a customer

• Initial approach is critical• First face-to-face contact you have with the customer• Customer passes judgment • Will set the tone for the entire sales process• Need to be sincere and enthusiastic • Display good eye contact• Approach needs to be timed wisely

Purposes of the Approach

• To begin conversation

• To establish a relationship with the customer

• Focus on the merchandise

The Approach in Retail Selling

• If customer is in a hurry, approach them quickly.

• If customer is undecided, let them look around.

• Encourage customers to ask questions.

3 (4) Sales Approaches

Sales Approach #1: Service Approach

1. Service Approach:– The salesperson will ask the customer if they need assistance• “May I help you with something?”• “How may I help you?”

• Salesperson should ask an open ended question that encourages the customer to tell you what they want.

– Used when customer is in a hurry or if you are an order taker for a routine purchase

Sales Approach #2: Greeting Approach2. Greeting Approach:

• Simply welcome a customer to the store

• Can be formal or informal• “Good Morning”• “Good Afternoon”

• If you know the customers name, use it

• Establishes a positive atmosphere and opens the lines of communication.

• Be Upbeat & Friendly

Store Greeters

• Greeting the Customer

• Walmart• Edward: http://www.youtube.com/watch?v=34ghKM42Cg0 • Military: http://www.youtube.com/watch?v=P80ds67zw1I

• Meijer • http://youtu.be/rgCWyRYZZAY

• What two things should do when greeting a customer:• http://www.youtube.com/watch?v=RHkz_Cf4KL0

Sales Approach #3: Merchandise Approach3. Merchandise Approach

• The salesperson makes a comment or asks a question about a product in which the customer is interested.

• Can only be used when a customer is stopped and looking at a specific product• Ex: “Is that the size you need?”• Ex: “Are you interested in a specific color?” • Ex: “That video game is rated E.”

• Often leads to you explaining features and benefits of a product

Sales Approach #4: Combination Approach4. Combination Approach:

Combination Approach will combine at least two of the other sales approaches

• “Welcome to Hollister, we have a sale on all jeans today.”

• “That shirt enhances your eyes, would you like to try it on?”

A salesperson’s focus should be to determine the CUSTOMER’S NEEDS as EARLY in the sales process as possible

Types of Customers• There are three types of customers

1. Decided• Customer knows what they want to buy• Can be identified by the way they walk, expression in their eyes / face, & tone of voice

2. Undecided– Customer doesn’t know what they want to buy– Salesperson helps them make up their mind

3. Just-looking– Most difficult customer to sell to– Can be decided or undecided but don’t want salesperson assistance

Which Approach….

Types of Approaches cont…

Step 2: Determine Customer Needs

Buying Motives

• Emotional: Buying based on feelings

• Rational: Buying based on logic or reasoning

• Patronage: A preference for a store or brand• Appearance of store• Proximity of store• Preference of brand; loyal customer

Open Ended Questions & Feature – Benefit Chart

• Questions that require a constructed response from customer

• Should not forced or able to choose between options• Yes / No• Blue / Red / Green• If they can respond in one word

you’ve FAILED!

Kid Salesman

• Ticket out the door:• What type of greeting did he use?• What method was used to determine customer needs?• What closing technique best describes the kid salesman’s approach to closing

the sale?

• http://www.youtube.com/watch?v=hxCHEJSHOBE

Sales Project

• Pick groups v. Teacher picks group• 3-4 students per group

• Written Component

• Video &/or Role Play

Sales Process Packet

• Sources of Product Information

• Approaching the customer• Greeting• Service• Merchandise

• Determine Customer Needs• Observe• Listen• Questioning & Engaging

• Feature & Benefit Chart

• Objections• Need, Product, Source, Price, & Time• Substitution, Boomerang, Question, Superior-

Point, Denial, Demonstration, & Third Party

• Close• Which, Standing Room Only, Direct, Service

• Suggestion Selling• Cross, Up, & Special Sales Opportunities

• Build CRM• Follow-up, Customer Service, Client File,

Evaluate Sales Effort

Which Approach….

GreetingMerchandiseMerchandise

MerchandiseMerchandiseMerchandise

Greeting

Greeting