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7 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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7 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.

7 Q. 2. Define Selling Point.

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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

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Focus on creating value for the buyer

3

Successfully communicate value gain

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Engage and involve the buyer

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Support customer value through objective claims

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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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7 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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7 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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7 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.

7 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

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Printed Materials

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Positioning and Seating Arrangements

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Photographs and Illustrations

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Disruptions

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Graphs and Charts

Verbal Support Proof Providers •

Statistics

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Testimonials

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Case Histories

Presentation Tools And Sales Aids

•

Voice Characteristics

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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.”

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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.

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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.

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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7 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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7 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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