MARKETING CO -OPCHAPTER 13 .1 AND 13 .2

The Sales Process

8 Steps in the selling process

1. Product analysis

2. Approach the customer

3. Determining needs

4. Presenting the product

5. Overcoming objections

6. Closing the sale

7. Suggestion selling

8. After the sale activities

Step One: Product Analysis

Knowledge of products and services offered by the company

Features

Benefits

Warranties

Determine who uses the product and for what purpose (target market)

Product Analysis Questions

1. How will the product satisfy the customer’s needs and wants?

2. How much should the product cost?

3. Where should the product be purchased?

4. How should the product be used, cared for, or maintained?

Sources of Product Information

Direct Experience –personal use of the product or service

Printed Materials – brochures or manuals that explain product use

Other People – learning through word of mouth from family, friends or other employees

Formal Training – training provided by the company

Step Two: Approaching the Customer

Initial approach: first contact between sales person and customer

Sets the mood or atmosphere for the other steps of the sale

Customers that are turned off at this stage will be difficult to win over later on

Three Purposes of Approaching the Customer

The begin a conversation -be alert to customers’ interests

Business to Business – could conduct market research before meeting

Retail Selling – observe the customer before you approach

Establish a relationship with the customer – treat the customer as an individual

Don’t stereotype because of age, sex, race, religion, or appearance

Be enthusiastic, courteous, sincere and respectful

Focus on the product – share basic product knowledge

Approach – Business to Business

Pre-approach – preparation for the face to face encounter with clients

Salesperson sets up appointment or stops by unannounced (Cold Call)

Initial approach depends on prior dealings with the customer

(Have you dealt with them before?)

Tips: Firm handshake and smile Use the customer’s name Provide a business card

Approach: Retail Selling

If customers are in a hurry approach quickly and with a sense of urgency

Be ready to help them find exactly what they are looking for

If customers are undecided encourage them to look around, take their time and ask questions

Keep an eye on them to ensure they are never looking around for someone to help them

The Three Methods of Approach in Retail

Service Approach - asking if the customer needs assistanceNO close ended questions – do not

have a yes or no answer“How May I help you?” “What exactly are you looking for

today?” “Who are you shopping for?”

Close ended questions causes the salesperson to lose control of the sale

The Three Methods of Approach in Retail

Greeting Approach – sales person simply welcomes the customer into the store

Lets customer know the sales person is nearby for questions or assistance

“Good Morning” “Welcome to ________”

Salesperson should always smile, be friendly and appear sincere when greeting the customer

The Three Methods of Approach in Retail

Merchandise Approach – the salesperson makes a comment or asks a question about a product the customer shows interest in

Start talking to the customer without asking if they need assistance

This method can only be used if a customer stops to look at a specific item

Use feature-benefit selling techniques to keep customers interested

Step Three: Determining Needs

Uncovering the customer’s problems or motivation to buy

Ask questions about the customer’s buying motives to make sure you are suggesting the right products

Salesperson should begin to determine the needs of the customer immediately after the approach

A sale gone wrong

Salesperson: “This is one of our most popular tennis rackets. It’s perfect for you – the grip is the correct size and the large sweet spot can improve your game.”

Customer: “That is very interesting; but, I’m not

buying the racket for myself. It is actually a gift

for my 9 year old daughter.”

Three Methods to Determine Customer Needs

Observing – using nonverbal communication to determine the customer’s mood and interest

Facial expressions Hand motions Eye movements How long they linger at a product

Listening – paying attention to what the customer tells you and using the information to determine what products will fit their needs

Questioning – Ask general questions about the intended use of the product and any previous experience with it

Build your questions around who, what, when, where, why and how

Assignment

Chapter 13 Bookwork (Orange Marketing Text)

13.1 – pg. 282 – Key Terms and Concepts……(1-3)

13.2 – pg. 287 – Key Terms and Concepts……(1-3)

Chapter Review – Review Facts and Ideas…..(2-11)

You will be held responsible for all the red dot terms on the test