BRO Time: 4 Minutes• Thinking back to a time when you have purchased

a product from a salesman (shoe, phone, clothing, etc), what qualities and techniques made this sales person successful in getting you to purchase the product?

• On a sheet of paper identify the following:▫ the product▫ store/company▫ and list their techniques/qualities

• After we discuss the bell ringer, please turn this sheet of paper in for in class credit

The Selling Process

Sports and Entertainment Marketing

Objectives•Describe the steps of the selling process.

•Practice the selling process by preparing a role-play sales situation.

Definition of SellingSelling is… Personal selling is…

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

•any form of direct contact between a salesperson and a customer

Think, Pair, ShareTalk with the partner at your table and discuss this question….

How are “selling” and “personal selling” different?

(Discuss answers as a class)

Personal Selling•Key Characteristic: two-way

communication

•Where does it take place?

▫Retail settings (consumer shopping)

▫Business-to-business (from one

business to another business)

▫Telemarketing

Steps of theSelling Process

Steps of the Sale•There are seven steps in the

selling process.

•For business to business sales,

there is an additional step to start

off the selling process called the

pre-approach.

Steps of the Sale1. Approach

2. Determine needs

3. Present product

4. Overcome

objections

5. Close the sale

6. Suggestion

selling

7. Relationship

building

Step 1: ApproachWhat do you do? Why?

•Greet the customer face-to-face

•To begin conversation

•To establish a relationship with the customer

•To set the mood for the other steps of the sale

Step 2: Determine NeedsWhat do you do? How?

•Learn what the customer is looking for

•Observe – nonverbal communication

•Listen – make eye contact, don’t interrupt

•Question – general questions (5 W’s) and open-ended questions

Step 3: Present Product

WHAT DO YOU DO? HOW?

•Educate the customer about the product’s features and benefits

•Based on the customer’s needs, select as many as 3 products to share.

•Display -Handle the product

•Demonstrate it or use sales aids

•Involve customers

Step 4: Overcome ObjectionsWhat? How?

•Learn why the customer is reluctant to buy

•Provide information to remove uncertainty

•Help the customer make a satisfying buying decision

•Listen carefully

•Acknowledge

Objections

•Restate Objections

•Answer the

Objection

Step 5: Close the Sale

WHAT DO YOU DO?

HOW?•Look for buying

signals, things customers do/say to indicate a readiness to buy

•Buying signals include:▫facial expressions▫body language▫comments

TIPS FOR CLOSING THE SALE

• Narrow down choices

• Use ownership words like “you” and “your”

• Don’t talk too much or rush

Get customer’s positive agreement to buy

Step 6: Suggestion SellingWHAT DO YOU DO? HOW?Suggest additional merchandise or services that will save your customer money or help your customer enjoy the original purchase

•Up-Selling

•Cross-Selling

•Special Sales

Opportunities

Step 7: Relationship BuildingWHAT DO YOU DO? HOW?

Create a means of

maintaining

contact with the

customer after the

sale

•Efficient order processing

•Thank the customer and reassure them of their purchase

•Follow-Up (when needed)

•Keep a Client File