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Sales Dialogue:
Creating and
Communicating
Value
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Objectives
L 1
Describe the key characteristics of effective
sales dialogue.
L 2
Explain how salespeople can generate feedback
from buyers.
L 3
Discuss how salespeople use confirmed benefits
to create customer value.
L 4
Describe how verbal support can be used to
communicate value in an interesting and
understandable manner.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Learning Objectives
L 5
Discuss how sales aids can engage and involve
buyers.
L 6
Explain how salespeople can support product
claims.
L 7
Discuss the special considerations involved in
sales dialogue with groups.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Key Thoughts
• People don’t buy when they have a problem or
dissatisfaction; they do buy when they have a
problem or dissatisfaction they want to resolve.
• Good salespeople are able to help buyer’s
understand the importance of resolving a
problem or dissatisfaction.
• People don’t buy features; they buy the
utility (value) the features provide.
• Do not under estimate the value of
understanding and effectively utilizing
sales tools and aids.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Q. 1. Define Features, Potential Benefits,
and Confirmed Benefits.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Features and Benefits
Feature
A quality or characteristic of a
product.
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Two separate
Buyer:
paper trays
“Iallows
want
This printer
to
thebeuser
able
has
toto
two
print
print
letters
separate
and envelopes
paper trays.
at the
same
same time.”
time.
Potential Benefit
The value a feature provides.
Confirmed Benefit
The value a feature provides that the customer
acknowledges as important.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Q. 2. Define Selling Point.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Importance of a “Selling Point”
A selling point is the combination of a feature and
meaningful benefit statement.
When used strategically, selling points are
powerfully persuasive because they represent
solutions addressing the buyer’s most pressing
needs.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Keys to Effective Sales Dialogue
Are planned and practiced by salespeople
Encourage buyer feedback
2
Focus on creating value for the buyer
3
Successfully communicate value gain
4
Engage and involve the buyer
1
5
Support customer value through objective claims
6
Good salespeople are very much like surgeons in that they are serious in what
they do and leave nothing to chance.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Q. 3. What are two buying motives?
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Buying Motives
• Major buying motives
• Minor buying motives
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Check-Backs or Response-Checks
• Questions salespeople use throughout
a sales dialogue to generate feedback
from the buyer.
• Commonly used to:
– Confirm benefits and assess buyer’s
level of interest, and
– evaluate the level to which the
salesperson has handled a buyer’s
objection.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Encouraging Buyer Feedback
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Q. 4. What is the SELL sequence for
effective presentations?
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
SELL
•
•
•
•
Select and describe a feature
Explain what the feature does
Lead into the potential benefit
Let the customer talk and confirm the benefit
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Q. 5. What are the reasons for using
presentation tools and sales aids?
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Reasons for Using
Presentation Tools and Sales Aides
•
•
•
•
Capture prospective buyer’s attention
Generate interest in the recommended solution
Make presentations more persuasive
Increase the buyer’s participation
and involvement
• Provide the opportunity for collaboration
and two-way communication
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Reasons for Using
Presentation Tools and Sales Aides
• Add clarity and enhance the prospect’s understanding
• Provide supportive evidence and proof to enhance
believability
• Augment the prospect’s retention of
information
• Enhance the professional image of
the salesperson and the selling
organization
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Interesting and
Understandable Sales Dialogue
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Interesting and
Understandable Sales Dialogue
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Creating Customer Value
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.
• Not all features are important to the buyer.
• Not all benefits of a particular feature are important to the buyer.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Ethical Dilemma
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Interesting and
Understandable Sales Dialogue
Verbal Support
• Voice Characteristics
• Examples and Anecdotes
• Comparisons and Analogies
Having a
Smartphone is
like having your
own personal
secretary.
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This Smartphone has
the same features as
these other phones
yet it costs 20% less.
Sales Aids
The use of printed materials, electronic materials, and
product demonstrations to engage and involve buyers.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Q. 6. What are the components of the
sales presentation toolbox?
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Sales Presentation Toolbox
Visual Aids
Sales Call Setting
•
Product Demonstrations
•
Location
•
Printed Materials
•
Positioning and Seating Arrangements
•
Photographs and Illustrations
•
Disruptions
•
Graphs and Charts
Verbal Support
Proof Providers
•
Statistics
•
Testimonials
•
Case Histories
Presentation Tools
And Sales Aids
•
Voice Characteristics
•
Examples and Anecdotes
•
Comparisons and
Analogies
Electronic Media
•
Computer-Based Presentations
•
Video
•
Slides
•
Overhead Transparencies
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Sales Aids: Verbal Support
• Voice Characteristics
• Examples and Anecdotes
• Comparisons & Analogies
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Sales Aids: Sales Call Setting
• Location
• Positioning & Seating
Arrangements
• Disruptions
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Sales Aids: Proof Providers
• Statistics
• Testimonials
• Case Histories
“In January, Fortune
magazine recognized
CDW as the top rated
technology vendor on
the basis of services
provided to the buying
customer.”
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Supporting Product Claims
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.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Sales Aids: Visual Aids
• Product Demonstration & Models
• Printed Materials
• Photographs &
Illustrations
• Graphs & Charts
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
7
Interesting and
Understandable Sales Dialogue
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
7
Sales Aids: Electronic Media
• Computer-Based Presentations
• Video
• Slides
• Overhead Transparencies
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Q. 7. What is the SPES model?
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Working with Sales Aids:
State selling point & introduce the sales aid
Present the sales aid
Explain the sales aid
Summarize
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Ethical Dilemma
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Group Sales Presentations
“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”
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Q. 8. What are the sales tactics for selling
to groups?
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Sales Tactics for Selling to Groups
• 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.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Handling Questions
in Group Presentation
• 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.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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