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The sales process.pptx
Built from the lesson script on 28 September 2026.
EDEXCEL GCSE BUSINESS · PAPER 2
The sales process
Making operational decisions
Lesson 4 of 4
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EDEXCEL GCSE BUSINESS · PAPER 2
Last Lesson
Making operational decisions
Lesson 4 of 4
Answer from memory before the answers appear.
1
What is quality control?
2
What is quality assurance?
3
Give one cost of poor quality.
4
How does quality give competitive advantage?
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EDEXCEL GCSE BUSINESS · PAPER 2
Last Lesson - Answers
Making operational decisions
Lesson 4 of 4
1
What is quality control?
Checking finished products for faults.
2
What is quality assurance?
Checking quality at every stage to prevent faults.
3
Give one cost of poor quality.
Waste, returns, recalls or damaged reputation.
4
How does quality give competitive advantage?
A reputation for quality makes customers choose the business over rivals.
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EDEXCEL GCSE BUSINESS · PAPER 2
Learning Objectives
Making operational decisions
Lesson 4 of 4
1
Explain the stages of the sales process.
2
Explain product knowledge, speed and efficiency of service, customer engagement and responding to feedback.
3
Explain post-sales service.
4
Explain the importance of good customer service to a business.
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EDEXCEL GCSE BUSINESS · PAPER 2
The Sales Process
Making operational decisions
Lesson 4 of 4
Customer service matters at every stage.
1
Before the sale
Answering questions, giving advice and helping the customer choose.
2
The sale
Taking the order and payment quickly and accurately.
3
Delivery
Getting the product to the customer on time and in perfect condition.
4
After the sale
Help with problems, repairs, returns and follow-up.
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EDEXCEL GCSE BUSINESS · PAPER 2
Good Customer Service
Making operational decisions
Lesson 4 of 4
Product knowledge
Staff understand the products well enough to answer questions and recommend the right one.
Speed and efficiency
Short queues, quick answers, fast delivery and accurate orders.
Customer engagement
Friendly, personal contact that makes customers feel valued - in person and online.
Responding to feedback
Listening to reviews and complaints, fixing problems and improving.
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EDEXCEL GCSE BUSINESS · PAPER 2
Knowing the Product
Making operational decisions
Lesson 4 of 4
Product knowledge helps customers choose - and trust the business.
A customer spending hundreds of pounds on a bike wants advice they can trust. A sales assistant who really knows the products helps them choose the right one, so they are happier with it, less likely to return it and more likely to come back.
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EDEXCEL GCSE BUSINESS · PAPER 2
Post-sales Service
Making operational decisions
Lesson 4 of 4
Post-sales service is the help a business gives customers after they have bought.
Guarantees and warranties
Promises to repair or replace a faulty product for a set time.
Repairs and servicing
Fixing or maintaining products, such as servicing a car or a boiler.
Returns and refunds
Handling returns quickly and fairly.
Follow-up
Checking the customer is happy, and offering help, tips or future offers.
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EDEXCEL GCSE BUSINESS · PAPER 2
Help After the Sale
Making operational decisions
Lesson 4 of 4
Post-sales service: the relationship continues after the sale.
Post-sales service turns a one-off sale into a long-term relationship. A customer whose phone is fixed quickly and politely is far more likely to buy their next phone from the same business.
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EDEXCEL GCSE BUSINESS · PAPER 2
Why Customer Service Matters
Making operational decisions
Lesson 4 of 4
Good service is one of the few advantages rivals cannot easily copy.
Customer satisfaction
Happy customers are more likely to buy again.
Customer loyalty and repeat purchases
It costs far less to keep a customer than to win a new one.
Reputation and reviews
Good reviews online attract new customers; bad ones drive them away.
Competitive advantage
When products and prices are similar, service decides where customers buy.
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EDEXCEL GCSE BUSINESS · PAPER 2
Making operational decisions
Lesson 4 of 4
CASE STUDY
Apple: The Genius Bar
When Apple opened its first shops in 2001, it included a "Genius Bar" - a counter where customers could get free advice and technical help from trained staff, and book repairs for their devices. It turned the shop into a place customers returned to after buying, not just before. Staff are trained to have deep product knowledge, and customers can book appointments online. By making post-sales service a central part of the shop, Apple built a reputation for looking after its customers that encourages them to stay loyal to the brand.
2001
Apple's first shops open with a Genius Bar
After the sale
Where the Genius Bar focuses its help
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EDEXCEL GCSE BUSINESS · PAPER 2
Key Terms
Making operational decisions
Lesson 4 of 4
Sales process
All the stages of selling, from the first enquiry to after-sales help.
Customer service
How a business looks after its customers before, during and after a sale.
Product knowledge
Staff understanding of the products they sell.
Customer engagement
How a business interacts with and builds relationships with customers.
Post-sales service
Help given to customers after they have bought, such as repairs and warranties.
Customer loyalty
When customers keep buying from the same business.
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EDEXCEL GCSE BUSINESS · PAPER 2
Making operational decisions
Lesson 4 of 4
YOUR TASK
Fix the Service
12 minutes
An online electronics shop has these reviews: "Nobody could tell me which laptop suited me", "Took three weeks to arrive", "Never replied to my email about a faulty charger", "Five weeks to get a refund". For each review, name the part of customer service that failed, and suggest an improvement.
1
Identify the failure.
2
Suggest an improvement.
3
Explain the benefit to the business.
WHAT A GOOD ANSWER SHOWS
Each review linked to product knowledge, speed of service, responding to feedback or post-sales service, with a practical improvement.
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EDEXCEL GCSE BUSINESS · PAPER 2
Can I...?
Making operational decisions
Lesson 4 of 4
Describe the stages of the sales process.
Explain product knowledge.
Explain speed and efficiency of service.
Explain customer engagement.
Explain responding to customer feedback.
Explain post-sales service.
Explain why good customer service matters.
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EDEXCEL GCSE BUSINESS · PAPER 2
Summary & Exam Focus
The sales process runs from the first enquiry to after the sale.
Good service: product knowledge, speed and efficiency, engagement and responding to feedback.
Post-sales service includes warranties, repairs, returns and follow-up.
Good service builds satisfaction, loyalty, reputation and competitive advantage.
EXAM FOCUS
Explain one benefit to a business of providing good post-sales service. (3 marks)
Service answers should always finish with what it means for the business: repeat purchases, loyalty, reviews or competitive advantage.
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