The sales process
Steps in the sales process
The first text to outline the steps in the selling process was published in 1918 by Norval Watkins.[18] The
basic steps, which have changed only a little since Watkins first proposed them, are prospecting,
qualifying leads, pre-approach, approach, need assessment, presentation, meeting objections, closing the
sale and following up.
Steve Jobs delivers one of his impressive sales presentations
Prospecting–Identifying prospects or prospecting occurs when the sales person seeks to identify leads or
prospects (i.e., people who are likely to be in the market for the offer). To identify prospects, sales
representatives might use a variety of sources such as business directories (for corporate clients),
commercial databases or mailing lists or simply look at internal records such as lists of lapsed customers.
The aim of prospecting is to increase the likelihood that sales staff spend time with potential clients who
have an interest in the product or service.
Qualifying leads–After identifying potential customers, the sales team must determine whether prospects
represent genuine potential customers. This part of the process is known as qualifying leads, or leads who
are likely to buy. Qualified leads are those who have a need for the product, a capacity to pay and a
willingness to pay for the product, and are willing to be contacted by the salesperson.[20]
Pre-approach–Refers to the process of preparing for the presentation. This consists of customer research,
goal planning, scheduling an appointment and any other tasks necessary to prepare for the sales
presentation.
Approach–Refers to the stage when the salesperson initially meets with the customer. Since first contact
leaves an impression on the buyer, professional conduct, including attire, a handshake, and eye contact, is
advised.[20]
Need assessment–An important component of the sales presentation is the assessment of the customer's
needs. Salespeople should evaluate the customer based on the need for the product. Sales representatives
typically ask questions designed to reveal the prospective client's current situation, the source of any
problems, the impact of the problems, the benefits of the solution, the client's prior experience with the
brand or the category, the prospect's general level of interest and readiness to purchase.[20] In the case of
corporate clients, it may be necessary to ascertain any limitations on the prospect's authority to make a
purchase (e.g. financial restrictions).
Sales presentation–Once the salesperson knows the needs, he or she is ready for the presentation. Sales
representatives often follow the AIDA model, which allows them to lead the prospect through the
standard stages of the purchase decision process. The steps in the AIDA process are to grab the
customer’s Attention, ignite Interest, create Desire, and inspire Action (AIDA).[21] The salesperson can
do this through product demonstrations and presentations that show the features, advantages and benefits
of the product.
