The Selling Process by Moses Isaac

Businesses spend millions of dollars annualy to recruit and train people not only to sell goods and services but also able to serve as consultants to customers, diagnosing problems, identifying needs and offering sound recommendations on products. For this reason today's sales approach is often called consultative selling. This approach emerged at the same time as the marketing concept as a way to provide maximum customer satisfaction and repeat business. The consultative selling concept holds that a customer is a person to be served, not a prospect to be sold. The consultative sales person does not try to manipulate a customer but instead offers information and negotiates with the customer. Sales person sell a vast array of goods and services to many types of businesses. Despite this diversity, sales people who have adopted the consultative approach to use the same six step approach.

Step 1 : Preparing for the Sales Presentation

The first thing a sales person must do is call prospecting, developing a list of potential customers or prospects, firms or individuals who qualify as potential customers because they have the authority and the financial ability to buy the product. A sales person should screen potential customers and eliminate anyone as a prospect who does not qualify in both regards.

All the planning that takes place before meeting with the customer is called the preapproach. During this stage, the sales person attempts to learn as much as possible about the prospect prepares a tentative sales presentation and schedules an interview.

Step 2 : The Sales Presentation

Unless the selling situation simply calls for taking an order because the customer knows what he or she wants, a needs assesment should be a standard part of the sales presentation. The scope of the assesment depends mainly on the sophistication and selling price of the product and on the customer's knowledge of it. For example, mosst insurance sales person sell a range of policies. They use a needs - assesment strategy to determine which policy best meets a given prospect's needs. Asking questions provides one of the best ways to assesd needs. Once the customer and the sales person have identify the customer's needs, the sales person can recommend a product or a range of products to satisfy them.

Step 3 : The Sales Demonstration.

An effective sales demonstration helps verify parts of the sales story by giving customer a better understanding of the product's features. When Cuisinard Inc, First introduced its high quality food processors, it won many customers through its in - store demonstrations. Demonstrations must be well planned and executed if they are to be successful.

Step 4 : Negotiating Sales Resistance.

The customer's sales resistance is a normal part of any presentation. Objections like "the price is too high" or "I dont like the colour" should not trouble the sales person, since they clarify the prospect's thinking. Customer resistance often pinpoints areas that the sales person needs to cover in more depth.

Step 5 : Closing The Sale.

Asking the prospect to buy the product comes at the point of closing the sale. If the sales person has handled the presentation well closing is normally not difficult. When some sales people feel the prospect is ready to buy, they use a trial closing like "May I arrange for delivery?" or "How soon will you need the tapes?". The trial close becomes an attempt to determine whether the prospect is in fact ready to buy.

Step 6 : Servicing The Sale.

In the broadest terms personal selling is a two part process; Closing the sale, then servicing it. Today, servicing the sale receives more attention than it did in the past because business have recognised that they build profits not only by attracting new accounts but also by keeping old ones active. The service provided after a sale may include supervising the delivery and installation of the item and product orientation - making sure the customer can use and maintain the product.

General Motors established Buick customer assistance centers to offer customer service after the sale. Buick owners receive the toll - free number of a group of specially trained advisors who can offer assistance. This service is expected to increase customer satisfaction by dealing with complaints and problems quickly and efficiently.
Moses Isaac
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