THE SELLING PROCESS

STEPS 6,7,8Marketing Co-OpChapter 15.1 & 15.2

Step Six: Closing the Sale Obtaining an

agreement to buy from the customer

All steps up to now have been to help customer make buying decisions

Timing the Close Some customers are ready to buy

sooner than otherso The salesperson must be flexible

Buying Signals – the things customers do to indicate a readiness to buy

• Facial Expressions• Body language• Comments

Trial Close The initial effort to close

the sale Used to test the readiness

of the customer Even if it is not successful,

you will learn from the attempt

How to Close the Sale Help customers make a decision

o Work to narrow down options Create ownership mentality

o Use words like you and your Don’t talk too much and don’t rush

o Be patient and courteouso If you sense the customer is ready to

buy, stop talking about the product

Methods for Closing the Sale Which Close

Encourages customers to choose between two items

Review the benefits of each item and then ask…

“Which one would you like for me to ring

up for you?”“Which of these items will best fit your

needs?”

Methods for Closing the Sale Standing Room Only Close

Used when the product is in short supply or when the price will go up very soon

Can be perceived as a high-pressure tacticSalesperson can say something like……

“I’m sorry, but I can’t promise you this item

will be in stock tomorrow. This is the

last one.”

“This great sale ends tomorrow and this

item will then be sold at regular price.”

Methods for Closing the Sale Direct Close

You ask for the saleUse this method when the buying signals

are very strong

“Can I assume that we’re ready to fill out

the sales paperwork?”

“It appears that you like the options I have shown you.

Now lets move to the register to wrap things up.”

Methods for Closing the Sale Service Close

You explain services that overcome obstacles or problems the customer expresses○ Gift wrapping○ Return policy○ Warranties and guarantees○ Bonuses or premiums

“This item has a lifetime guarantee, we will replace

it if anything should happen to it.”

“You can always return it if your daughter

doesn’t like it. We have a very easy return

policy.”

Step Seven: Suggestion Selling Selling additional goods or

services to the customerItems that will ultimately

○ Save the customer money○ Make the original purchase

more enjoyable

Ways to use Suggestion Selling

Offer Related Merchandise

Recommend Larger Quantities

Call Attention to Special Sales Opportunities

“Would you like to buy some batteries

for that toy?”

“ This item is buy 2 get 1 free, would

you like to choose two more?”

“ Would you like to add this candle to your purchase? It is our new scent

and is on sale this week for half price.”

Rules for Suggestion Selling1. Use after customer has agreed to the sale,

but before the transaction is complete

2. Make your suggestion from the customers point of view and give at least one reason why they should add the item

3. Show them the item you are suggesting

4. Make the suggestion positive

Step Eight: After-Sales Activities This step includes

○ Order processing○ Order fulfillment○ Follow up○ Customer service

They should all be handled in a way that promotes repeat business

Order Processing Retail Selling

o Bag the merchandise with careo Individually wrap fragile items

Business to Businesso Complete all paperwork quickly

and neatlyo Provide customer with a

business card in case they have questions later

Order Fulfillment More complicated in E-commerce,

mail-order, and telemarketing saleso Taking ordero Financial processingo Packing and shipping

Sometimes includeso Customer serviceo Technical support

Follow Up

Following through on all promised made during the sale

○ Calling to confirm deliver dates○ Call to make sure the delivery was

successful○ Call customers to explain any

delays○ Call a week or two after the sale to

if the customer is happy○ Send a thank you note with your

business card attached

Customer Service Providing good customer

service is what brings in repeat business

Handling customer complaints

Main goal is customer satisfaction

AssignmentChapter 15 Bookwork

15.1 – pg. 319 – Key Terms and Concepts…..(1-3)15.2 – pg. 327 – 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 for the test