Marketing Essentials

Chapter 13: Initiating the Sale

Chapter Summaries

Section 13.1

• The seven steps in the sales process are the approach, determining needs, product presentation, overcoming objections, closing the sale, suggestion selling, and relationship building.
• The approach step of the sale can make or break the sale. The three purposes of the approach are to begin a conversation, build a relationship, and focus on the product.
• The approach in business-to-business selling is different from that in retail selling. The salesperson sets up an interview. Once at the appointment, the salesperson introduces him- or herself and the company, then engages in small talk, if appropriate, to establish a relationship with the customer.
• The three retail sales approaches are service, greeting, and merchandise.

Section 13.2

• It is the salesperson's job to determine the customer's needs in order to help the customer select the right product. The process of determining needs should begin as soon as possible and continue throughout the sales process.
• Three methods that help in determining needs are observing, listening, and asking questions.