Sales Part 2

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Sales Part 2

  1. 1. THE SALES PROCESS Part 2 TACTICS TO INFLUENCE THE BUYER  HOMEOSTASIS  SUMMATION  REACTIONS  RESISTANCE  SUGGESTION
  2. 2. HOMEOSTASIS (satisfaction with the status quo)  « I don ’t need this product »  « I ’m satisfied with my current supplier »  « I have all I need right now » What do you do if the customer resists change ?
  3. 3. OVERCOMING HOMEOSTASIS Try this technique  Explore the prospect ’s needs  Identify the ones your product can meet  Draw out his problems  Ask what he ’s doing to solve them  Bring out his needs and values  this creates dissatisfaction  he ’ll start listening  you ’re increasing the chances of a sale
  4. 4. PLAN YOUR QUESTIONS to fit with the person you ’re calling on  By product or product category  to disturb complacency  to elicit data he has about the product  to determine his need for the product  By prospect category Depending on WHO you ’re selling to  different needs will emerge  amount & kind of buying data will differ
  5. 5. OTHER KINDS OF QUESTIONS Questions are useful tactical devices  Preliminary  Use fact not opinion  Clarifying  Fit the puzzle together  Reverting  Return to an item not adequately discussed  Completing  Get the full picture
  6. 6. SUMMATION A repeated stimulus elicits a response  a dripping tap  an alarm clock  a telephone A sale is the cumulative effect of a series of sales points
  7. 7. SUMMATION & THE SALESMAN Summation can be temporal or spatial  TEMPORAL same stimulus, same location, different times  a sales point is repeated at intervals  SPATIAL same stimulus, different locations, same time  a sales point is presented in different ways A given sales point can be expressed through various phrasings
  8. 8. SUMMATION : WHEN AND HOW When the prospect shows interest in your proposal  Run through sales points using questions  Note which ones appear to interest him  These points will lead to a sale if accepted by prospect  Take a single point  Make an overall claim  Follow up with a specific point  When the prospect accepts that point  Move on to the next one
  9. 9. SUMMATION NEEDS PLANNING Every salesman should  List all major sales points for his product  Note alternate phrasings  Use them during the interview By knowing in advance what he ’s going to say, he can  Adopt a natural & convincing manner  Observe his prospect more closely Note : the principle of summation applies between as well as within sales calls
  10. 10. PROSPECT REACTIONS The salesman ’s tactics  Observe  Understand  Adjust to the prospect ’s reactions
  11. 11. CLASSIFYING REACTIONS  Positive  any reaction favorable to the call objective  Negative  any reaction unfavorable to the call objective  Voluntary  pertinent comments, questions, objections  Involuntary  body language, spontaneous comments
  12. 12. SALES TACTICS for positive reactions The salesman adjusts his behavior to bring the prospect nearer a close  Positive voluntary  move on to the next point  close, if sufficient points have been covered  Positive involuntary  reinforce the point that prompted the response  don’t move toward the close too quickly  provide more information
  13. 13. SALES TACTICS for negative reactions  Negative involuntary  change to another sales point  if you don ’t, the reaction may become voluntary  Negative voluntary  assess the cause (personality, mood, co. policy)  change the approach Classifying reactions forces the salesman to pay close attention to his prospect
  14. 14. SALES RESISTANCE Verbal or nonverbal behavior that interferes with a sale  Psychological  Logical  Deliberate It ’s a signal that the prospect feels a conflict between buying and not buying Sales resistance is normal because it shows the prospect is evaluating your proposal and trying to relate it to his situation
  15. 15. PSYCHOLOGICAL RESISTANCE  Resistance to interference  Preference for established habits  Budget consciousness  Tendency to resist domination  Predetermined ideas about the product  Dislike of decisionmaking  Neurotic attitude toward money
  16. 16. LOGICAL RESISTANCE  Price  Delivery  Specifications or any other variable
  17. 17. DELIBERATE RESISTANCE The prospect  Observes the salesman ’s technique  Belittles the salesman or the product  Agrees with everything the salesman says  Uses physical techniques
  18. 18. SUGGESTION Uncritical acceptance of an idea The buyer acts in accordance with the wishes of the salesman ADVANTAGES  Saves time - there ’s no discussion  Avoids friction between buyer & salesman  Focuses on benefits only
  19. 19. OPPORTUNITIES FOR SUGGESTION Suggestion takes place  When reasoning is inhibited  When there is dissociation factors influencing suggestibility  prejudice  ignorance  low intellligence
  20. 20. KINDS OF SUGGESTION and when to use them  Direct : appropriate for inhibition Try this product  Indirect : appropriate for dissociation This product should solve your problem  Positive Order it today  Negative Don ’t put off ordering this
  21. 21. PRINCIPLES OF SUGGESTION for use by salesmen  Indirect is better than direct  Positive is better than negative  Prestige of the suggester is a key factor  Several people suggesting the same thing is better  Attention level is a factor in suggestion  Absence of an opposing idea increases effectiveness  Repetition increases the probability of a result  Ignorance of the topic helps get an idea adopted  A disturbed state increases suggestibility  It ’s easier to suggest when a relationship exists already  Wording of the suggestion influences the customer  Seeing an act performed is a good motivator
  22. 22. SUGGESTION : OTHER USES  Reassurance  Testimonials  Guarantees  Comparison

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