The Sales Process (Edexcel GCSE Business)

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Lisa Eades

Written by: Lisa Eades

Reviewed by: Steve Vorster

Steps in the Sales Process

  • The sales process is the set of steps that a company takes to deliver its product to customers

Steps in the Sales Process

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

The Importance of Customer Service

  • Developing customer loyalty helps businesses to grow and be successful in the long term

  • Good customer service generates customer loyalty which drives repeat purchases and helps the firm to reduce marketing costs when launching new products

Examples of How Businesses Develop Customer Loyalty

Method

Explanation

Example

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%

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Lisa Eades

Author: Lisa Eades

Expertise: Business Content Creator

Lisa has taught A Level, GCSE, BTEC and IBDP Business for over 20 years and is a senior Examiner for Edexcel. Lisa has been a successful Head of Department in Kent and has offered private Business tuition to students across the UK. Lisa loves to create imaginative and accessible resources which engage learners and build their passion for the subject.

Steve Vorster

Author: Steve Vorster

Expertise: Economics & Business Subject Lead

Steve has taught A Level, GCSE, IGCSE Business and Economics - as well as IBDP Economics and Business Management. He is an IBDP Examiner and IGCSE textbook author. His students regularly achieve 90-100% in their final exams. Steve has been the Assistant Head of Sixth Form for a school in Devon, and Head of Economics at the world's largest International school in Singapore. He loves to create resources which speed up student learning and are easily accessible by all.