The document outlines the retail selling process, emphasizing personal selling as a costly yet effective advertising method. It details the key steps involved in the selling process including product knowledge, prospecting, needs evaluation, and follow-up, highlighting the importance of understanding customer needs and the benefits of the product. Additionally, it stresses the significance of closing sales and maintaining long-term relationships through consistent follow-up.

1. RETAIL SELLING PROCESS
Lecturer Two
Presentation designed by:
Fariba Mianji

2. PERSONAL SELLING
• Personal selling is the most costly type of advertisement and to be real
one should practice a step by step procedure to increase the revenue.
• Personal selling can regulate the way in which evidences are linked
and can deliberate issues such as values and performance in the
approach.
• To find the consumer needs, sales man can ask questions and can get
response and regulate the sales performance as it improvements.

3. SELLING STEPS
• 1. Product Knowledge
• 2. Prospecting
• 3. The Approach
• 4. The Needs Evaluation
• 5. The Presentation
• 6. The Close
• 7. Follow-up

4. PRODUCT KNOWLEDGE
• This step is properly straight forward, but it is similarly the inordinate collapse of many a
technical expert revolved sales person. Once one is particularly well experienced in a
specific product specially a technical one, it is very easy to get caught up in a monologue of
all the excessive structures it provides.
• The technical expert turned sales person is so eager to explain how the product works or
why it’s unique that the benefits to the customer are left out of the discussion. Never
assume that a prospect will easily link a feature to a benefit.
• When talk over product, the technicians word should be; “So what?” Consider those two
words to be what the prospect thinks every time a feature is mentioned, and re-learn your
product from that perspective.

5. PROSPECTING
• The process of looking for and checking leads is called prospecting or
determining which firms or individuals could become customers.
• Up to 20% of a firm's customer base can be lost for reasons such as transfer,
death, retirement, takeovers, dissatisfaction with the company and
competition. A steadily growing list of qualified prospects is important for
reaching the sales targets.
• Qualifying a prospect: A principal is a name on a list. It only becomes a
prospect if it is determined that the person or company can benefit from the
service or product offered. A qualified prospect has a need, can benefit from
the product and has the authority to make the decision.

6. THE APPROACH
• The salesperson should continuously emphasis on the benefits for the customer. This
is done by using the product's features and advantages.
• This is known as the FAB technique (Features, Advantages and Benefits).
• Features : Refers to the physical characteristics such as size, taste etc.
• Advantages : Refers to the performance provided by the physical characteristics eg it
does not stain.
• Benefits : Refers to the benefits for the prospect. Eg. Saves you 20% on replacement
cost.

7. THE NEEDS EVALUATION
• This is arguably the most important step of the sales process because
it allows you to determine how you can truly be of service.
• To be a highly effective salesperson, that is to sell to the prospect’s
needs, you first have to understand what those needs are.
• This means you must think in terms of resolving a prospects problem.
The only way to do that is by asking lots of
questions

8. THE PRESENTATION
• After the prospects concern has been grabbed, the sales presentation
is provided.
• This involves a "influential verbal and visual clarification of a
business offer".
• It should be done in a peaceful atmosphere to inspire the prospect
client to share information in order to launch supplies.
• Some small talk may be necessary to reduce tension but the purpose
always remains business.

9. THE CLOSE
• This is the last part of the presentation. Many salespeople fear the
closing of a sale. Closing a sale is only the confirmation of an
understanding. Fear will disappear if the salesperson truly believes
that the prospect will enjoy benefits after the purchase of the product.
• Eighty percent of sales are lost because a salesperson fails to close.
Closing is about advancing the sales process to ultimately get an order.
• What you are trying to sell at each stage may be different.

10. FOLLOW-UP
• The sale does not complete the selling process. Follow-up activities are very
important and are useful for the establishment of long-term business
relationships.
• It is important to check if the products have been received in good condition, to
establish the customer is satisfied etc.
• Good follow up will double your closing ratio. When a sales person makes
contact with a prospect a relationship has been built, and follow up is how it is
nurtured. Staying at the forefront of a prospect’s mind requires persistence and
should not be confused with being bothersome.
• Follow up therefore should never end. The pace may slow but it will never end.
When a sale is made, then a new type of follow up begins.