PRESENTING THE PRODUCT CHAPTER 14
PRODUCT PRESENTATION <ul><li>During this phase, you show the product and tell about it. </li></ul><ul><li>As you determine...
SHOW AND TELL <ul><li>The following determinations must be made as you decide to show the products: </li></ul><ul><ul><li>...
MAKING THE PRESENTATION  COME ALIVE <ul><li>Displaying and Handling the Product </li></ul><ul><ul><ul><li>Some products ne...
OBJECTIONS AND  REJECTIONS <ul><li>UNDERSTANDING OBJECTIONS </li></ul><ul><ul><ul><li>Objections  are concerns, hesitation...
COMMON OBJECTIONS <ul><li>Objections are usually based on the following items: </li></ul><ul><ul><li>NEED—this occurs when...
FOUR STEP PROCESS FOR  HANDLING OBJECTIONS <ul><li>Listen Carefully— let the customer talk </li></ul><ul><li>Acknowledge t...
SPECIALIZED METHODS OF  HANDLING OBJECTIONS <ul><li>BOOMERANG—brings the objection back to the customer as a selling point...
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14) chapter 14 overheads -presenting the product

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14) chapter 14 overheads -presenting the product

  1. 1. PRESENTING THE PRODUCT CHAPTER 14
  2. 2. PRODUCT PRESENTATION <ul><li>During this phase, you show the product and tell about it. </li></ul><ul><li>As you determine the customer’s buying motives, you should display products that match the needs you have discovered. </li></ul><ul><li>The goal is to match customer need to the product’s features and benefits. </li></ul>
  3. 3. SHOW AND TELL <ul><li>The following determinations must be made as you decide to show the products: </li></ul><ul><ul><li>Which products to show </li></ul></ul><ul><ul><li>What price range to offer </li></ul></ul><ul><ul><li>How many products to show </li></ul></ul><ul><ul><li>What to say </li></ul></ul><ul><ul><ul><ul><li>Make sure you use layman’s term when in a retail situation. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Avoid jargon unless in a business to business situation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Avoid slang </li></ul></ul></ul></ul>
  4. 4. MAKING THE PRESENTATION COME ALIVE <ul><li>Displaying and Handling the Product </li></ul><ul><ul><ul><li>Some products need better presentation than others </li></ul></ul></ul><ul><ul><ul><li>Handle products carefully unless intended otherwise </li></ul></ul></ul><ul><li>Demonstrating </li></ul><ul><ul><ul><li>This helps the customer build confidence and understanding of the product. </li></ul></ul></ul><ul><li>Using Sales Aides </li></ul><ul><ul><ul><li>These include samples, reprints of articles, audiovisual aides, models, photos, drawings, graphs, charts, spec sheets, testimonials, and warranty info. </li></ul></ul></ul><ul><li>Involve the Customer </li></ul><ul><ul><ul><li>Try to get the customer physically involved with the presentation. </li></ul></ul></ul><ul><ul><ul><li>This keeps the customer’s attention and interest. </li></ul></ul></ul>
  5. 5. OBJECTIONS AND REJECTIONS <ul><li>UNDERSTANDING OBJECTIONS </li></ul><ul><ul><ul><li>Objections are concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase. </li></ul></ul></ul><ul><ul><ul><li>Excuses are insincere reasons for not buying or not seeing the salesperson. Not in the mood to buy. </li></ul></ul></ul><ul><ul><ul><li>Objections should not be viewed negatively, but as a challenge to present more info about the product. </li></ul></ul></ul><ul><ul><ul><li>Objections can guide your sales presentation productively . </li></ul></ul></ul>
  6. 6. COMMON OBJECTIONS <ul><li>Objections are usually based on the following items: </li></ul><ul><ul><li>NEED—this occurs when a customer may want an item, but may not actually need it. </li></ul></ul><ul><ul><li>PRODUCT—these are concerns based on construction, ease of use, quality, color, size, or style. </li></ul></ul><ul><ul><li>SOURCE—based on negative past experience with the firm or brand. </li></ul></ul><ul><ul><li>PRICE—common with high end, expensive merchandise. </li></ul></ul><ul><ul><li>TIME—reveal a hesitation to buy immediately. Generally not really interested in buying. </li></ul></ul>
  7. 7. FOUR STEP PROCESS FOR HANDLING OBJECTIONS <ul><li>Listen Carefully— let the customer talk </li></ul><ul><li>Acknowledge the Customer’s Objections— this shows that you understand, even if you disagree. Never say, “You’re wrong.” </li></ul><ul><li>Restate the Objections— try to paraphrase what the customer has said. This shows you understand and can clarify the situation. </li></ul><ul><li>Answer the Objections— answer each objection tactfully and knowledgeably. </li></ul>
  8. 8. SPECIALIZED METHODS OF HANDLING OBJECTIONS <ul><li>BOOMERANG—brings the objection back to the customer as a selling point. </li></ul><ul><li>QUESTION—keep questioning the customer to overcome the objection </li></ul><ul><li>SUPERIOR POINT—offset the objection with a valid reason and offset with other features/benefits. </li></ul><ul><li>DENIAL—this is based on customer misinformation. </li></ul><ul><li>DEMONSTRATION—overcome by showing how to use the product. </li></ul><ul><li>THIRD PARTY—use a previous customer or neutral person to provide a testimonial. Letters or stories exemplify other’s experiences. </li></ul>**See pg. 250 for examples of each.**

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