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SELLING PROCESS
INTRODUCTION
Personal selling is where businesses use
people (the “sales force”) to sell the product
after meeting face-to-face with the
customer. The sellers promote the product
through their attitude, appearance and
specialist product knowledge. They aim to
inform and encourage the customer to buy, or
at least try the product.
8 STEPS OF THE SALES
PROCESS
Prospecting
Preapproach
Approach
Need assessment
Presentation
Meeting objections
Gaining commitment
Follow-up
PROSPECTING
It is the method or system by which
salespeople learn the names of people who
need the product and can afford it.
2 STEPS IN PROSPECTING:
1. Generating leads
2. Qualifying leads
IDENTIFYING LEADS
Referrals from customers
Referrals from internal company sources
Referrals from external referral agencies
Published directories
Networking by the salespers on
Cold canvassing
QUALIFYING LEADS
The customer has a need for the products
which are being sold
The customer can afford to buy the products
The customer is receptive to being called upon
by the salesperson
PREAPPROACH
The preapproach step includes all the
information-gathering activities which
salespeople perform to learn relevant facts
about the prospects and their needs and
situation.
CUSTOMER RESEARCH
The sales rep should learn everything possible
about the business of the prospective client. A
few examples would be:
1. It’s size
2. Purchasing practices.
3. Name of executives
4. Those who affects the buying decision
PLANNING THE SALES
PRESENTATION
Planning the sales presentation is the analysis
and the interpretation of all the data gathered
during the customer research. Sales reps
usually take a few calls in order to close a
sale, but planning it creates an effective
strategy. This is also called adaptive selling.
THE APPROACH
Once the sales rep has the name of a prospect
and adequate preapproach information, the
next step is the actual approach. It is important
to make an appointment to see the buyer. This
increases the chances that the salesperson
will have the buyer’s attention during the
meeting.
NEED ASSESSMENT
Companies and consumers purchase products
and services to satisfy needs or to solve
problems. In a business situation, the
company’s purchases are always related to
the need to improve performance. The
important points a salesperson must achieve
would be to discover, clari fy, and understa nd a
buyer’s needs.
SITUATIONAL QUESTIONS
“Sometimes it's
just harder to
It is important that you respond to
remind yourself
about what
the buyer’s concern. The specific
you're doing
and why you're
response to the objection depends
doing it. Other
times, you on the type of objection it is.
have a great
desire for it, but
physically
you're not
responding the
way you want.
That presents
other
challenges.
Then
sometimes it all
comes
together.”
TYPES OF OBJECTIONS
Price or value objections
Product or service objection s
Procrastinating objections
Hidden objections
GAINING COMMITMENT
At some point after the salesperson has
convinced they buyer that his or her products
at least warrant further attention, the
salesperson must ask the buyer to commit to
some action which moves you further toward
the sale.
FOLLOW-UP
Reps must learn that the sale is not over when
they get the order. Good sales reps follow up
in various ways. They make certain that they
have answered all the buyer’s questions and
that the buyer understands the details of the
contract.
THE END