14) chapter 14 overheads -presenting the product
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14) chapter 14 overheads -presenting the product

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    14) chapter 14 overheads -presenting the product 14) chapter 14 overheads -presenting the product Presentation Transcript

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