The Selling Process

Introduction to Business & Marketing

Describe the steps of the selling process.TASK 58

DEFINITION

SELLING IS…

the process of matching customer needs and wants to the features and benefits of a product or service.

PERSONAL SELLING IS…

any form of directcontact between a salesperson and a customer.

PERSONAL SELLING

Key Characteristic: two-way communication

Where does it take place?

➢ Retail settings

➢ Business-to-business (B2B)

STEPS OF THE SELLING PROCESS

STEPS OF THE SALE

There are seven steps in the selling process.

For business sales, there is an additional step before the sale called the pre-approach.

STEPS OF THE SALE

1. Approach

2. Determine Needs

3. Present Product

4. Overcome Objections

5. Close the Sale

6. Suggestion Selling

7. Follow Up

STEP 1: APPROACH

WHAT DO YOU DO?Greet the customer face-to-face

WHY? To begin conversation

To establish a relationship with the customer

To set the mood for the other steps of the sale

STEP 2: DETERMINE NEEDS

WHAT DO YOU DO?

Learn what the customer is seeking

HOW?1. Observe – nonverbal

communication

2. Listen – make eye contact, don’t interrupt

3. Question – general, open-ended questions

STEP 3: PRESENT PRODUCT

WHAT DO YOU DO? Based on the

customer’s needs, select as many as 3 products to share.

Educate the customer about the product’s features and benefits

HOW?Display / Handle

the Product

Demonstrate it or use sales aids

Involve the customer

FEATURE / BENEFIT SELLING

PHYSICAL FEATURES

1. Light weight

2. Neutral color

3. Retractable cord

4. Brand name

5. Organic

BENEFIT (WHY?)

1. Easy to carry

2. Goes with anything

3. Neatly store

4. Known quality

5. Healthy

FEATURE/BENEFIT SELLING PRACTICE

On the back of your notes:

➢ Choose a product you see in the room: iPhone, earbuds, school sweatshirt, computer, etc.

➢ List five features of your product.

➢ Explain the benefit (might be more than one) to the customer. Think about why customers would want this feature in the product.

STEP 4: OVERCOME OBJECTIONS

WHAT? Learn why the customer

is reluctant to buy & help the customer make a satisfying buying decision

Listen carefully, acknowledge & restate objections, then answer the objection

HOW?1. Substitution

2. Demonstration

3. Third Party

STEP 5: CLOSE THE SALE

WHAT DO YOU DO?

Look for buying signals, such as facial expressions, body language, or positive comments

Get the customer’s positive agreement to buy

HOW?

Narrow down choices

Use ownership words like “you” and “your”

Know when to stop talking!

STEP 6: SUGGESTION SELLING

WHAT DO YOU DO?Suggest additional merchandise or services that will save your customer money or help your customer enjoy the original purchase

HOW? Up-Selling

add colors or an upgradewould you like to make it a large popcorn for just $1.00 more?

Cross-Selling include related productswould you like a soda with that?

Special Sales Opportunities short-term promotionsthese are buy one, get one half off today. would you like to add another color?

STEP 7: FOLLOW UP

WHAT DO YOU DO?also known as Relationship Building

In addition to efficiently processing the order, create a way to maintain contact with the customer.

HOW? Thank the customer

and reassure them of their purchase.

Follow-Up(when needed)

Keep a Client File

Approach

Determine Needs

Present Product

Overcome Objections

Close the Sale

Suggestion Selling

Follow Up

Sell Me a Car!

Scenario: You are a car dealership salesperson.To prepare for your first sale, you will need to research makes & models and complete a features / benefits chart.