The document discusses effective sales techniques for creating value in sales dialogues and earning customer commitment. It provides guidance on using check-backs to get buyer feedback, identifying important benefits to the customer, giving verbal support using examples and analogies, and addressing objections by listening and acknowledging concerns. The document also outlines techniques for group presentations, such as making eye contact with each member, and methods for overcoming buyer resistance like translation and compensation.

1. 7
Sales Dialogue:
Creating and
Communicating
Value

2. Effective Sales Dialogue
7
Good
salespeople
are very much
like surgeons in
that they are
serious in what
they do and leave
nothing to chance.

3. Encouraging Buyer Feedback
7
Commonly used to:
1) Confirm
benefits and
assess buyer’s
level of interest,
and
Check-Backs
2) evaluate the
or Response- level to which
Checks: the salesperson
Questions has handled a
salespeople use
throughout a
buyer’s
sales dialogue objection.
to generate
feedback from
the buyer.

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 indicates
are important
and represent
value.

5. Interesting and Understandable
Sales Dialogue 7
Having a
Smartphone is
Verbal 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. Interesting and Understandable
Sales Dialogue 7

7. Interesting and Understandable
Sales Dialogue 7

8. Working with Sales Aids:
7
tate selling point & introduce the sales aid
resent the sales aid
xplain the sales aid
ummarize

9. Interesting and Understandable
Sales Dialogue 7

10. Supporting Product Claims
7
Proof 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. Group Sales Presentations
7
“When selling to groups, salespeople can expect
tough questions and should prepare accordingly”
“When selling to a group, salespeople should take
every opportunity to pre-sell individual group
members prior to the group presentation”

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. 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. 7
Addressing
Concerns and
Earning
Commitment

15. Sales Resistance (Objection)
7
Anything the buyer says or does
that slows down or stops the
buying process.

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. Summary of Reasons Why
Prospects Raise Objections 7

18. Major Categories of Objections
7

19. Responding to Need Objections
7

20. Responding to
Product/Service Objections 7

21. Responding to
Company/Source Objections 7

22. Responding to Price Objections
7

23. Responding to Time Objections
7

24. LAARC Method for
Handling Buyer Resistance 7
1. Listen
2. Acknowledge
3. Assess
4. Respond
5. Confirm

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. 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. Commitment
7
Often referred to as “closing,”
gaining commitment is the
culmination of the selling
process, it refers to the
prospect’s willingness to make a
purchase from the salesperson.

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. 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. Techniques to Earn Commitment
7

31. Techniques to Avoid
7