The document discusses keys to effective sales dialogue including planning, encouraging buyer feedback through check-backs, focusing on creating value, and engaging the buyer. It covers using questions to understand buyer needs and identify benefits, presenting benefits in an interesting way using examples and media, and supporting claims with proof like statistics and testimonials. Guidelines are provided for group sales dialogues including arrival tactics, eye contact, and communication tips.

1. CHAPTER 5
SALES DIALOGUE:
CREATING AND COMMUNICATING VALUE

2. KEYS TO EFFECTIVE SALES DIALOGUE
The most effective sales dialogues:
• Are planned and practiced by salespeople.
• Encourage buyer feedback.
• Focus on creating value for the buyer.
• Present value in an interesting and understandable
way.
• Engage and involve the buyer.
• Support customer value through objective claims.

3. ENCOURAGING BUYER FEEDBACK
CHECK-BACKS/RESPONSE CHECKS
- Questions salespeople use throughout a
sales dialogue to generate feedback from
the buyer.

4. ENCOURAGING BUYER FEEDBACK
Although, feedback can be sought at any point in the
conversation, CHECK-BACKS are commonly employed
at two key points:
• after a specific feature-benefit sequence in order to
confirm the benefit and better assess the prospective
buyer’s level of interest
• following the response to an objection in order to
evaluate the level to which the salesperson has
handled the problem.

5. ILLUSTRATIVE EXAMPLES OF CHECK-BACKS
• “How does this sound to you?”
• “Does this make sense to you so far?”
• “Would this feature be useful to you in your current operations?”
• “What do you think?”
• “So is this something that would be valuable to you?”
• “Isn’t that great?”
• “Do you like the color?”
• “From your comment, it sounds like you would want the upgraded memory. Is that correct?”
• “Does that answer your concern?”
• “Would this be an improvement over what you are doing right now?”
• “Is this what you had in mind?

6. CREATING CUSTOMER VALUE
• Determine what the buyer considers to be of value. A
salesperson can use the SPIN OR ADAPT questioning
strategies to understand the buyer’s situation and to
identify needs, problems, or opportunities important to
the buyer.
• There are several factors that go into creating value for the
customer, included in that is price (Price Value).
• CONFIRMED BENEFITS – The benefits the buyer
indicates are important and represent value.

7. INTERESTING AND UNDERSTANDABLE
SALES DIALOGUE
• The salesperson needs to present key selling points in a
manner that is interesting and understandable to the
buyer.
• The presentation should focus on the buyer and is
intended to gain and hold the buyer’s attention, and to
increase the buyer’s understanding and retention of the
information.
• VERBAL SUPPORT – The use of voice characteristics,
examples and anecdotes, and comparisons and analogies to
make sales dialogue interesting and understandable.

8. VOICE CHARACTERISTICS
•The pitch and speed of speech, which salespeople
should vary to emphasize key points.
•Voice quality can be used to bring excitement
and drama to the presentation by doing three
things:
varying the pitch
fluctuating the speed, and
altering the volume.

9. EXAMPLE
• A brief description of a specific instance used to illustrate features
and benefits of a product.
• May be either real or hypothetical and are used to further explain
and emphasize a topic of interest.
ANECDOTE
• A type of example that is provided in the form of a story
describing a specific incident or occurrence.
• A salesperson’s use of examples and anecdotes keeps the buyer
interested, brings clarity into the presentation, and improve the
buyer’s understanding and retention of what the salesperson is
presenting.

10. COMPARISON
• A statement that points out and illustrates the similarities
between two points.
• Increase the buyer’s level of interest and understanding of the
information.
ANALOGY
• A special and useful form of comparison that explains one thing
in terms of another.
• Analogies are useful for explaining something complex by
allowing the buyer to better visualize it in terms of something
familiar that is easier to understand.

11. ENGAGING AND INVOLVING THE BUYER
• To maximize the effectiveness of the sales dialogue,
salespeople utilize various sales aids to engage and
involve the buyer throughout the sales interaction.
SALES AIDS
• The use of printed materials, electronic materials, and
product demonstrations to engage and involve buyers.
• These sales aids also help to capture and hold the
buyer’s attention, boost the buyer’s understanding,
increase the believability of the claims, and build the
buyer’s retention of information.

12. TYPES OF SALES AIDS
•VISUAL MATERIALS - Printed materials,
photographs and illustrations, and charts
and graphs used as sales aids.
•ELECTRONIC MATERIALS – Sales aids in
electronic format such as slides, videos, or
multimedia presentations.
•PRODUCT DEMONSTRATIONS

13. GUIDELINES FOR
PRODUCT DEMONSTRATIONS
• Ensure that the appearance of the product is neat and clean.
• Check for problem-free operation.
• Be confident and able to demonstrate the product skillfull.
• Practice using the product prior to the demonstration.
• Anticipate problems and have back-up or replacement parts on
hand.
• Make sure that setup and knockdown are easy and quick.

14. Using the SPES sequence can facilitate the
effectiveness of presentation tools and sales aids:
State the selling point and introduce the sales aid;
Present the sales aid;
Explain the sales aid; and
Summarize

15. SUPPORTING PRODUCT CLAIMS
PROOF PROVIDERS
•The use of statistics, testimonials, or case
histories to support product claims.
•Claims of benefits and value produced and
provided to the buyer need to be backed up
with evidence to highlight their believability.

16. PROOF PROVIDERS
• STATISTICS – Facts that lend believability to product
claims and are used as proof providers.
• TESTIMONIALS – Proof providers that are in the form
of statements from satisfied users of the selling
organization’s products and services.
• CASE HISTORIES – A testimonial in story or anecdotal
form used as a proof provider.

17. GROUP SALES DIALOGUE
PRESELLING
• Salespeople present their product/service to individual buyers
before a major sales dialogue with a group of buyers.
• SALES TACTICS can enhance presentations to groups. Sales
tactics for group presentations fall into three categories:
ARRIVAL TACTICS
EYE CONTACT
COMMUNICATION TIPS

18. THREE CATEGORIES
OF
SALES TACTICS
1. ARRIVAL TACTICS – Try to arrive at the location
for the meeting before the buying group arrives.
2. EYE CONTACT - The most effective eye contact is
to try to connect with each individual or small
subgroups for only a few seconds, moving through
the entire group over the course of the presentation.

19. 3. COMMUNICATION TIPS
When selling to groups:
•Make all members of the group feel that their
opinions are valuable.
•Avoid being caught in the middle of
disagreements between members of the buying
group.
•Salespeople must be diplomatic as a participant
in discussions that might develop between
members of the buying group.

20. 3. COMMUNICATION TIPS
In delivering group presentations:
•Maintain contact with group members.
•Think of slides and other audio-visual aids as
support tools, not as a “roll-and-scroll”
presentations to be read to the group.
•When possible, salespeople should stand to the
left of visual aids, as people read right to left.

21. 3. COMMUNICATION TIPS
Body language:
•Can add or detract to sales effectiveness in the
group setting.
•Posture should reflect an energetic, relaxed
person.
•Conventional wisdom dictates that presenters
should avoid contact with their own bodies while
presenting.

22. HANDLING QUESTIONS
IN
GROUP DIALOGUE
•In answering questions during a group
dialogue, salespeople should listen
carefully, answer directly, and address the
individual asking the question as well as
the others in the group.

23. THANK YOU!!
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