The Sales Process and Techniques

The Sales Process and Techniques Marketing Principles Unit 11

The Sales Process and Techniques 1In This PowerPointWhat is SellingSelling Techniques The Sales ProcessBuilding a Clientele BuyingCustomer-Buying Decisions

Selling What is sellingGoalsMethod Types of Sales Positions Effective Salespeople

First in this PowerPoint we will cover selling. The following things will be covered:What is sellingGoals of sellingMethods of sellingTypes of Sales positions And Effective Salespeople 3What is Selling?Helping customers make satisfying buying decisions Selling involves providing customers with the goods and services they wish to buy.One of the oldest and most-valued businesses formsSelling takes place in many different situations.

What Is selling?Selling is when a sales representative helps customers make satisfying buying decisions. It involves providing customers with the goods and services that that wish to buy. Selling is one the oldest and most valued business forms . Selling may take place in may different situations. 4Goals of SellingTo help customers decide on purchasesBusiness to make a profit To ensure customer satisfaction To have repeat business and happy customers

The Goals of SellingThe Goals of Selling include:helping customers decide on purchases For businesses to make a profitTo ensure customers satisfactionand to have repeat business, or loyal customers 5Methods of Selling Personal Selling any form of selling that happens one on one between a sales person and a customer.Personal selling is the method we are most familiar with Business to Business Selling may take place in a manufactures or wholesale showroom (inside sales) or a customers place of business (outside sales)Telemarketing Selling over the telephone

Methods of selling There are three main selling methods:Personal SellingBusiness to business sellingAnd Telemarketing

Personal Selling is any form of selling that happens one on one between a sales person and a customer. Personal selling is the method we are most familiar with because it is how we do most of our shopping.Business to Business Selling may take place in a manufactures or wholesale showroom ( inside sales) or a customers place of business (outside sales). Telemarketing is selling that occurs over the phone. Nowadays, telemarketing is become less and less popular.

6Types of Sales PositionsRetail sales personnel - Sales clerks and sales associates.Professional sales - Requires extensive training and product knowledge.Telemarketers - Sell products over the telephone.

There are three main sales positions Retail sales personnel these are Sales clerks and sales associates. Professional sales These positions Require extensive training and product knowledge.Telemarketers These people Sell products over the telephone.

7Effective Salespeople?Good Communication SkillsGood Interpersonal SkillsSolid Technical SkillsPositive Attitude and Self-Confidence

What does it take to be an effective salesperson?Good Communication SkillsGood Interpersonal SkillsSolid Technical SkillsA Positive Attitude and Self-Confidence

8Effective Salespeople?Goal OrientedEmpathyHonestyEnthusiasm

Sales representatives are also Goal oriented, empathetic, honest, and enthusiastic about the products they are selling. 9The Sales Technique The Steps of a Sale Getting Ready to SellApproaching the CustomerIn Retain SalesIn Industrial Sales

Now we will cover the Sales Technique, in this section we will talk about: The Steps of a Sale Getting Ready to SellAnd Approaching the CustomerIn Retain Sales and In Industrial Sales

10Getting Ready to SellFinding new customers by prospecting Retail sales not prevalent because the customers come into the store.Important for the salesperson to open new accounts to generate salesvolume.

When a company is getting ready to sell, they must find prospective customers actively. In retail stores, this is not a problem because customers walk in all the time. Other companies may have to call, email, set up appointments, and take other active measures just to find clients. It is very important for sales representatives to open new accounts by finding new customers to generate sales volume.

Sources and Methods of ProspectingEmployer LeadsTelephone DirectoriesTrade and Professional DirectoriesNewspapersCommercial ListsCustomer ReferralsCold Calls (Canvassing)

When a company is looking for new customers, it may look in the do the following things:1.) follow employer leads and suggestions2.) search in telephone directories3.) search trade and professional directories4.) Search newspapers5.) Look through commercial lists6.) Use customer referrals 7.) Use cold canvassing which means contacting clients coldly meaning without any previous contact. The potential customer may or may not be interested, but it is the sales representative's job to inform the potential customer about the company and products as much as possible during the interaction. Preparing for the SaleIndustrial SalesAnalyze past sales records.View notes about the personal aspects of the customer.Revisiting previous customers; selling add-ons. Inquire with other salespeople of non-competing lines.

When companies prepare for industrial sales, they do not have the same luxuries as retail companies. Customers typically do not walk-into the place of business and buy the products they would like. Often the place of business is a ware house or large stock room where customers do not come at all. Instead, products could be brought to or mailed to the customer. Thus in industrial sales, the company has the added burden of finding new customers. They can do so by:

Analyzing past sales records.Viewing notes about the personal aspects of the customer.Revisiting previous customers: selling add-ons. Inquiring with other salespeople who are with non-competing lines.13Preparing for the SaleIndustrial SalesAsk questions in a pre-visit phone call.Make appointments to see the prospective customers in order to have time to explain the features of the product.

Industrial companies can also:Ask questions in a pre-visit phone call.Make appointments to see the prospect customers in order to have time to explain the features of the product.

14Preparing for the SaleRetail SalesThe customer comes to the place of business, so that most of the preparation is in the retail store.Stock-keeping and housekeeping duties are important.Learn about the merchandise and the prices of the merchandise.

Preparing for sales in the retail world is much easier because typically the customer comes to the place of business so most of the preparation happens within the store itself.

This is why Stock keeping and housekeeping duties are important in order to keep products organized and ready to sell. If customers see a messy, disorganized store they are less likely to shop there simply because they will be less likely to shop there. Also, if sales representatives cannot find things in the stockroom due to disorganization, they will not be able to sell these items.

It is also important for sales reps to Learn about the merchandise and the prices of the merchandise in order to quickly answer any questions that customers may have. they should Be aware of everything on the sales floor and locations of everything in the stockroom so if customers ask for specific items the sales rep will be able to retrieve it in a timely manner. Approaching the CustomerFirst impressions count; if a customer is turned off by the approach it will be difficult to win him or her overBe alert to what interests the customerEstablish a good impressionBe aware of the customers buying style.Follow good guidelines for establishing a positive relationship with customers.

Approaching the Customer

When approaching the customer, in both retail sales and industrial sales, First impressions count; if a customer is turned off by the approach it will be difficult to win him or her over

Sales representatives need Be alert to and listen attentively to what interests the customer so that they can direct them to the best product.

By Establishing a good first impression, it is more likely that the customer will return

16The Approach: Industrial SalesGreet the customer and engage in small talk to build a relationship with the customer.Comment on important things to keep the customer interested in the product.Make the sales pitch only AFTER the customer seems interested in buyingIf the customer does not seem interested, continue to speak on the positives of the productIf the customer decides not to buy, ALWAYS thank them for their time

When approaching the customer in industrial sales, sales reps should do the following: Greet the customer and engage in small talk to build a relationship with the customer.Comment on important things to keep the customer interested in the product.Make the sales pitch only AFTER the customer seems interested in buyingIf the customer does not seem interest, continue to speak on the positives of the productIf the customer decides not to buy, ALWAYS thank them for their time

17The Approach: Retail SalesService Approach MethodAlways greet customers and ask if you could be of service to themIf the customer is not in a hurry, or if you are not an order taker, engage in small conversations with the customer to build a customer relationship

When approaching the customer in retail sales there are three different methods to do so. First we will talk about the service approach method. This is when a sales rep Always greets customers and immediately asks if they could be of service to the customer. If the customer is not in a hurry, or if you are not an order taker, engage in small conversations with the customer to build a customer relationship

18The Approach: Retail SalesGreeting Approach MethodGood afternoon, welcome to _____ or an appropriate personal comment.This approach begins conversation and establishes a positive rapport.Do not focus on the merchandise immediately.

Next,. We have the greeting approach method, which as the title implies, the sales rep immediately greets the customer and then begins to chat with the customer, or engage in small talk. This approach begins with a conversation in order to establish a positive rapport, a good impression, and spark a customer relationship. In this approach, the sales rep does NOT focus on the merchandise immediately, instead the focus is on the customer and building a relationship. 19The Approach: Retail SalesMerchandise Approach MethodThe salesperson makes a comment or asks questions about a product of the customers interest.Usually this is the most effective approach as there is immediate focus on the merchandise.

Lastly, there is the Merchandise Approach MethodThe salesperson makes a comment or asks questions about a product that the customer is looking at.This is Usually the most effective approach because it immediately focuses attention on the merchandise.

20The Steps of a SalePre-approach Approaching the customerDetermining needsPresenting the productHandling questions and objectionsClosing the saleSuggestions sellingReassuring and following up

The Steps of a Sale- the way in which you sell is the same, regardless to type of sale or location of the sale 1.) the preapproach- or the assessment of the customer. You do this before you even approach the customer, hence the name preapproach. This is when you note things like: what the customer is looking at, how interested the customer seems in the product or in the store, and whether the customer seems as if he or she is going to buy. For example, say a customer is holding up 2 pairs of jeans in a clothing store comparing them mentally, when you see this, you should automatically be thinking of the differences and similarities between the two pairs, and how to best assist the customer. This would be an excellent preapproach2.) Next you must actually approach the customer. You should start out with a welcoming greeting, and then ask the customers if you nay assist them. good afternoon, would you like some help? would be a good greeting. 3.) Then, you must determine the customers needs. You can do this by asking questions and actively listening to customers. Sometimes customers are unsure of their needs and you, as the sales person, should be able to direct them towards the best product for them. 4.) Then you must present the product to the customers. Speak honestly while telling the customer the benefits and disadvantages of purchasing the product. Often, customers appreciate honesty. Building a Clientele The number one factor that keeps customers coming back is good customer service and treatmentGood First Impressions Good Products, Services, or Goods Good Customer Referrals Good Customer Reviews

The number one factor that keeps customers coming back is good customer service and treatment. This is why it is important for companies to have Good First Impressions Good Products, Services, or Goods Customer Referrals Customer Reviews

22Buying Customer-Buying Decisions Rational vs. Emotional ReasonsExtensive Decision Making Limited Decision Making Routine Decision Making

Now we will talk about buying, and customer buying decisions. In this section we will cover Rational vs. Emotional ReasonsExtensive Decision Making Limited Decision Making Routine Decision Making 23Customer-Buying DecisionsSalespeople must study what motivates customers to buy and what decisions customers make before finally purchasing a product.

Customer Buying DecisionsSalespeople must study what motivates customers to buy and what decisions customers make before finally purchasing a product.

24Customer Buying DecisionsRationale MotivesProduct dependabilityTime or monetary savingsConvenienceComfortRecreational valueEmotional MotivesSocial approvalRecognitionPowerLove / AttachmentPrestige

Customer Buying DecisionsCustomers are influenced by both rational and emotional motions.

Rational motives include: Product dependabilityTime or monetary savingsConvenienceComfort and Recreational value

Emotional Motives: Social approvalRecognitionPowerLove / AttachmentPrestige

25Customer Buying DecisionsExtensive Decision MakingUsed when little or no previous experience with the item occurs because of infrequent purchases.

Customer Buying Decisions

When consumers purchase a product, the make a decision to do so. There are three main decision making processes. The first is Extensive Decision MakingThis is Used when there is little or no previous experience with the item because it is infrequently purchased.It is called extensive because the consumer will have to extensively research the product and go slowly through the buying process A good example of a product being purchased with the extensive decision making process would be a house; many people only purchase one or two houses within a lifetime and there are many different methods in which houses can be bought and sold

26Customer Buying DecisionsLimited Decision MakingUsed when a person buys goods and services purchased before, but not on a regular basis.

Limited Decision Making is used when a person buys goods and services he or she has purchased before but not on a regular basis. The consumer will have some, but limited knowledge about the buying process. A good example of a this kind of purchase would be a car. Typically, people will buy new cars every 5-10 years, thus it is not a frequent purchase, but the consumer would have some knowledge of the buying process.

27Customer Buying DecisionsRoutine Decision MakingUsed when a person needs little information about a product because of a high degree of prior experience or low- perceived risk.

Lastly there is Routine Decision MakingThis is Used when a person needs little information about a product because of a high degree of prior experience or low perceived risk. An example of this would be buying your favorite sandwich from the deli; you do not even hesitate to do so because it is a purchase that is part of your routine.

28Summary Slide What is SellingSelling Techniques The Sales ProcessBuilding a Clientele BuyingCustomer Buying Decisions

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