Sales Process and Selling Skills
The sales process is examined as a sequence, and marks are lost by mixing the stages or jumping to the close. Know what happens at each step and which skill it demands.
The stages
- Pre-approach: know the product, the store, the customer type and the competition.
- Approach: warm welcome, give browsing space, open with a question rather than 'Can I help you?' which invites 'no'.
- Probing: open questions to explore needs, closed questions to confirm; listen more than you talk.
- Presentation: match FAB to the stated need, demonstrate, use samples.
- Objection handling: listen, acknowledge, clarify, respond with evidence. Common objections are price, need, timing and trust.
- Close: trial close, assumptive close, alternative-choice close, summary close - only after buying signals.
- Follow-up: delivery, usage guidance, service reminders, referrals.
Cross-sell and upsell
Cross-sell adds a related product (shirt to belt). Upsell moves to a higher version or larger pack. Both must fit the customer's need, not the day's target.
Worked example
Customer says: 'It is too expensive.' Do not discount immediately. Probe: 'Compared to which option?' You may find they compared a bulk pack with a single unit. Respond with cost per use: a ₹1,200 shoe worn 300 days costs ₹4 a day, while a ₹600 shoe replaced twice costs more overall. Then offer the mid-model or EMI as an alternative. The objection is resolved with value, not price.
Traps that cost marks
- Closing before needs are established.
- Answering an objection you have not understood.
- Confusing upsell with cross-sell.
- Ignoring the silent browser, or pressuring them until they leave.
- Failing to record the sale and contact details for follow-up.