4a. The Sales Process

Steps in the Sales Process

What is the sales process?

The set of steps that a company takes to deliver its products to customers

What are the steps in the sales process?

1. Gain Customer Interest

2. Provide a Speedy and Efficient Service

3. Engage the Customer

4. Provide Post-sales Service

5. Achieve Customer Loyalty

What does the first step in the sales process ‘Gain(ing) Customer Interest’ involve?

A business must make a customer aware of its product through marketing activities like:

• Promotional tactics

• Branding

• Sponsorships

• Sales promotion

• Public relations

Customer interest may also be gained through excellent product knowledge like a salesperson who can talk confidently about features and is capable of answering questions and making recommendations

What does ‘Provide(ing) and a Speedy and Efficient Service’ involve in the sales process?

A business needs to be flexible enough to be able to take orders, produce and deliver to customers promptly

Speed and efficiency can be improved by:

• Delivering and installing products for customers

• Allowing customers to choose a convenient delivery method

• Making online platforms easy to use

• Reducing queues at checkouts

• Providing a range of ways for customers to contact the business

What does ‘Engage(ing) the Customer’ involve in the sales process?

• In some cases it’s important to engage with the customer during the sales transaction

• When customers order a product and need to wait for some time for it to be delivered a business should ensure that there’s regular communication with the customer

Customised products may also need customer approval before they’re manufactured so meetings may be arranged

What does ‘Provide(ing) Post-Sales Service’ involve in the sales process?

Support given to customers after the purchase of a product and can include:

• Support in using the product

• Dealing with complaints

• Managing items that need to be refunded

• Providing servicing or repairs

• Offering warranties or guarantees

• Collecting customer feedback on the transaction

Some elements of post-sales service can be included within the product package (e.g. warranty).

What does ‘Achieve(ing) Customer Loyalty’ involve in the sales process?

Achieving customer loyalty is important to businesses as it leads to repeat sales and valuable word-of-mouth reviews

Businesses need to carefully manage the relationship with customers after the sales has taken by:

• Communicating with the customer according to their wishes providing extended product support

• Maintaining a positive reputation

• Continuing to offer what the customer wants

• Using promotional tactics to encourage repeat purchases