HOW can an organisation's sales operation be improved? One of the keys to becoming more effective is to first determine the type of ''selling process'' which needs to be used. In other words, the role the salesperson must play has to be identified.
There are three different processes sales staff can adopt: narrative, suggestive and consultative.
The narrative approach depends on the salesperson moving quickly into a standardised presentation.
Every buyer receives the same presentation. Emphasis is on highlighting benefits and how the product or service can help the buyer.
This is an effective approach if the buying motive for all customers is basically the same. This process is well suited where there are a great number of prospects to be called on.
The suggestive approach depends on the seller being in a position to offer alternative recommendations.