Week 4 Chapters 7 & 8


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Week 4 Chapters 7 & 8

  1. 1. 7Sales Dialogue: Creating andCommunicating Value
  2. 2. Effective Sales Dialogue 7Goodsalespeopleare very muchlike surgeons inthat they areserious in whatthey do and leavenothing to chance.
  3. 3. Encouraging Buyer Feedback 7 Commonly used to: 1) Confirm benefits and assess buyer’s level of interest, andCheck-Backs 2) evaluate theor Response- level to whichChecks: the salespersonQuestions has handled asalespeople usethroughout a buyer’ssales dialogue objection.to generatefeedback fromthe buyer.
  4. 4. Creating Customer Value 7 Salespeople should strive to communicate to the buyer . . . • How the buyer’s needs will be met or how an opportunity can be realized as a result of a purchase. • How the product features translate, in a functional sense, into benefits for the buyer. While remembering that . . . • Features may have many benefits.Confirmed • Not all features are important to the buyer.Benefits:The benefits the • Not all benefits of a particular feature are important to the buyer.buyer indicatesare importantand representvalue.
  5. 5. Interesting and Understandable Sales Dialogue 7 Having a Smartphone isVerbal Support like having your own personal • Voice Characteristics secretary. This Smartphone has • Examples and Anecdotes the same features as these other phones • Comparisons and Analogies yet it costs 20% less. Sales Aids The use of printed materials, electronic materials, and product demonstrations to engage and involve buyers.
  6. 6. Interesting and Understandable Sales Dialogue 7
  7. 7. Interesting and Understandable Sales Dialogue 7
  8. 8. Working with Sales Aids: 7 tate selling point & introduce the sales aid resent the sales aid xplain the sales aid ummarize
  9. 9. Interesting and Understandable Sales Dialogue 7
  10. 10. Supporting Product Claims 7Proof Providers • Statistics – Facts that lend believability to product claims. • Testimonials – Statements from satisfied customers of the selling organization’s products and services • Case Histories – A testimonial in a story or anecdotal form.
  11. 11. Group Sales Presentations 7“When selling to groups, salespeople can expecttough questions and should prepare accordingly”“When selling to a group, salespeople should takeevery opportunity to pre-sell individual groupmembers prior to the group presentation”
  12. 12. Sales Tactics for Selling to Groups 7• Arrival – Arrive and setup before the buying group.• Eye Contact – Make periodic eye contact with each member of the buying group.• Communication – Solicit opinions and feedback from each member of the buying group and avoid taking sides.
  13. 13. Handling Questions in Group Presentation 7• Listen carefully and maintain eye contact with the person asking the question.• Repeat or restate the question as necessary to ensure understanding.• Answer each question succinctly and convincingly.
  14. 14. 7 AddressingConcerns and EarningCommitment
  15. 15. Sales Resistance (Objection) 7Anything the buyer says or doesthat slows down or stops thebuying process.
  16. 16. Reasons Why Prospects Raise Objections 7• The prospect wants to avoid the sales interview.• The salesperson has failed to prospect and qualify properly.• Objecting is a matter of custom.• The prospect resists change.• The prospect fails to recognize a need.• Prospect lacks information.
  17. 17. Summary of Reasons WhyProspects Raise Objections 7
  18. 18. Major Categories of Objections 7
  19. 19. Responding to Need Objections 7
  20. 20. Responding toProduct/Service Objections 7
  21. 21. Responding toCompany/Source Objections 7
  22. 22. Responding to Price Objections 7
  23. 23. Responding to Time Objections 7
  24. 24. LAARC Method for Handling Buyer Resistance 71. Listen2. Acknowledge3. Assess4. Respond5. Confirm
  25. 25. Other Methods for Handling Buyer Resistance 7• Forestall – Introduce the source of the objection before the prospect brings it up.• Direct Denial – A rather harsh response that the prospect is wrong.• Indirect Denial – Softening the blow when correcting a prospect’s information.• Translation or Boomerang – Turn a reason not to buy (the source of the objection) into a reason to buy.• Compensation – Counterbalance the objection with an offsetting benefit.
  26. 26. Other Methods for Handling Buyer Resistance 7• Question – Ask the buyer assessment questions to gain a better understanding of the what they are objecting to.• Third Party Reinforcement – Use the opinion or data from a third party source to help overcome the objection and reinforce the salesperson’s points.• Feel-Felt-Found – Salesperson relates that others actually found their initial opinions to be unfounded.• Coming-to-That – The salesperson tells the buyer that he or she will be covering the objection later in his or her presentation.
  27. 27. Commitment 7Often referred to as “closing,”gaining commitment is theculmination of the sellingprocess, it refers to theprospect’s willingness to make apurchase from the salesperson.
  28. 28. Guidelines for Earning Commitment 7• Look for Commitment Signals – “That will get the job done” – “I didn’t realize you delivered everyday.” – “The price is lower than I thought it would be.”• Ask Trial Commitment Questions – “What do you think about what we’ve discussed?” – “Do you see how this will help your organization?”
  29. 29. Guidelines for Earning Commitment 7• Resolve “Red Light” Statements Made by the Prospect – “I’m not sure that will work." – “The price is higher than I though it would be.” – “Your delivery schedule does not work for us.” – “I don’t see the advantage of going with your proposal.”
  30. 30. Techniques to Earn Commitment 7
  31. 31. Techniques to Avoid 7