1. Sales and Distribution
Management, 2e
Dr Tapan K. Panda, Great Lakes Institute of Management, Chennai
Dr Sunil Sahadev, University of Sheffield, UK
Copyright © 2011 Oxford University Press
Chapter 3: The Selling Process

2. Chapter 3
The Selling Process
Copyright © 2011 Oxford University Press
Chapter 3: The Selling Process

3. Stages in the selling process
Pre-sale
preparation
Follow up
action
Prospecting
Preapproach
before the
interview
Approach to
the customer
Closing the
Sale
Handling
Customer
Objections
Sales
Presentation
Copyright © 2011 Oxford University Press
Chapter 3: The Selling Process

4. Prospecting
Successful prospecting
50 potential prospects
50 potential prospects
15 Qualified prospects
25 Qualified prospects
6 Interviews
17 Interviews
1 sale
7 sales
No
Yes
Successful prospecting
Copyright © 2011 Oxford University Press
Chapter 3: The Selling Process

5. Process of prospecting
Identify and define prospects
Search for sources of potential
accounts
Qualify the prospects from the
suspects
Copyright © 2011 Oxford University Press
Chapter 3: The Selling Process

6. Methods of prospecting
 Cold canvassing
 Endless chain customer referral
 Prospect pool
 Centers of influence
 Non competing sales force
 Observation
 Friends and acquaintances
 Lists and directories
 Direct mail
 Telemarketing
 Trade shows and demonstrations
Copyright © 2011 Oxford University Press
Chapter 3: The Selling Process

7. Selling process
• Pre approach to selling
• Approach to the customer
• Sales presentation
- approach to sales presentation
- attracting customer attention
- creating interest
- arousing desire and building conviction
• Methods of sales presentation
- canned presentation
- organized presentation
- tailored presentation
Copyright © 2011 Oxford University Press
Chapter 3: The Selling Process

8. Handling customer objections
Suggested by SMITH
• Start with your highest expectations
• Avoid conceding first
• BE sure the customer understands the value of a
concession
• Make concessions in small amounts
• Admit mistakes and make corrections willingly
• BE prepared to withdraw a concession
• Avoid ‘split the difference’ strategy
• Do not advertise willingness to concede
Copyright © 2011 Oxford University Press
Chapter 3: The Selling Process

9. Methods of handling customer objections











Superior feature method
Yes…But method
Reverse English method
Indirect denial method
Pass out method
Comparison method
Direct denial method
Another angle method
Narrative method
Testimonial method
Question or WHY method
Copyright © 2011 Oxford University Press
Chapter 3: The Selling Process

10. Closing the sale
• Methods of closing the sale
• Follow-up action
• B2B selling
Copyright © 2011 Oxford University Press
Chapter 3: The Selling Process