The Sales Process (Edexcel GCSE Business)

Step

Explanation

1. Gain Customer Interest

• A business must make a customer aware of its product through marketing activities such as
• • promotional tactics such as advertising or direct mailing
  • branding 
  • sponsorship
  • sales promotions
  • public relations
     
• For example technology company IFS sponsors the Cloud Cable Car over the River Thames at Greenwich highlighting the businesses expertise in IT solutions for large-scale engineering projects
   
• Customer interest may also be gained through excellent product knowledge
• • A salesperson needs to be able to talk confidently about product features and be capable of answering questions and making recommendations

2. Provide a Speedy and Efficient Service

• 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

3. Engage the Customer

• In some cases it is 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 is regular communication with the customer
  • For example, estate agents speak regularly with homebuyers and sellers to provide updates and answer questions, negotiate and reassure
    
    
• Customised products may also need customer approval before they are manufactured so meetings may be arranged
  • For example, bridalwear retailers are likely to meet customers regular to discuss designs and make adjustments

4. Provide Post-sales Service

• Post-sales service is support given to customers after the purchase of a product and can include
  • support in using the product
  • dealing with complaints and faults
  • managing items that need to be returned
  • 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 
  • For example, The Cambridge Satchel Company provides a guarantee to repair its leather products for life

5. Achieve Customer Loyalty

• 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 sale has taken place 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

Customer service

• When customers have a positive customer service experience, they are more likely to return and recommend the business to others

• Zappos is an online retailer that is well known for its exceptional customer service
  • They offer free shipping and returns
  • Their customer service representatives are available 24/7 

Loyalty cards

• A popular way for businesses to encourage repeat customers
   
• These cards typically offer rewards or discounts for frequent purchases

• Sephora has a loyalty program called "Beauty Insider."
  • Members earn points for every purchase they make
  • They can redeem those points for beauty products or experiences

Saver schemes

• These schemes typically offer discounts or special pricing for customers who save money with them
   
• This helps customers gradually save up some money that can be used at periods when food bills are usually higher e.g Christmas

• Sainsbury's offers a Christmas saving scheme
  • Their discounts are then usually between 2% and 6%