SALES REPRESENTATION
ANDREW ZIELINSKI, MBA
www.accrongroup.com/fengyeacademyl/
MODULE 5: SALES REPRESENTATION
Objectives – 10 Steps to Professional Sales in 7 Weeks
Professional Sales Call Preparation – Pre-Approach
 Professional Client Relations – The Approach
 Needs Analysis
4.
Product/Service Presentation - 1:1 and to Groups
5.
Handling Objections
6.
Negotiation
7.
Closing
8.
Follow-Up
9.
Merchandising and Promotion
10. After-Sales Service
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STUDY GUIDE FOR MODULE 5: EXAM 1
1.
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Professional Sales Call Preparation – Pre-Approach
Articulate the goal of customer call
Research: your company’s values and style, customer, competitive
environment, economic situation
Review Customer File or Create One
Appropriate Preparation of product file, required materials, sales
presentation
Review Handout on Preparation (Web Site – Class 21)
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3 Steps to Preparation
1 – Research
2 – Buyer Personality Types
3 – Reeiew exercises in Steps 1 and 2
Review Assignment 5.1.1
STUDY GUIDE FOR MODULE 5: EXAM 1
2.
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Professional Client Relations – The Approach
Setting Appointments
Courtesy
Relevant Attention-Getting Techniques
Adjusting to Customer’s Pace
Developing a Relationship of Trust
Summaries on Slides 14-15, salesrep21 Powerpoint
Review Slides 17 – 27 for: Approach, Needs, Observing Behavior
How to Apply: Approach Techniques, Slides 28-36
Brining It All Together: Slides 39 - 44
STUDY GUIDE FOR MODULE 5: EXAM 1
3.
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Needs Analysis and More on Approach
Review Assignments 5.3.2 and 5.4.1
Observing: “Personal Packaging,” Behavior
Dominant Communication and Learning Styles (salesrep 23, Powerpoint)
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Approach Guidelines – Slides 13 – 16, salesrep23
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Maslow’s Hierarchy of Needs
Mapping Communication Styles, Learning Styles, and Maslow’s Hierarchy
Asking the Right Type of Question
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AIDA
Getting a “Yes”
The Four-Twenties
Understanding Buyer Motivation for Better Approaches
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Introvert/Extrovert
Task/Results Focused vs People/Feelings Focused
Open
Closed
Directed
Offering Alternatives (Choices)
Sample Opening Questions, Slides 20 – 24 and Handout on Qualifying Questions, on
Class web site, Class 24
The Approach Funnel, Slide 25
MODULE 5: SALES REPRESENTATION
4.
Product/Service Presentation
Covered in this Section
1.
2.
3.
4.
5.
6.
Product and Service Categories
Features and Benefits
Words that Work
Building Sales Pitches
Effective Presentations
Summary
MODULE 5: SALES REPRESENTATION
1.
Product/Service Categories
Tangible Products
Physical, obvious features – we see
them, smell, touch, taste. We can
handle them, store them, etc.
Durable
Products
Relatively more costly,
last a long time.
Purchased less
frequently and is often
a replacement, end of
guarantee, or
introduction of new
model
Non-Durable
Products
Perishables, used for
a short period of time.
Also called “consumer
goods”
Intangible Products
Not physical in nature. An activity, a
form of help or service that
provides a benefit.
Often referred to as a “service”
MODULE 5: SALES REPRESENTATION
2.
Features, Benefits, Characteristics
Feature
An attribute or particularity of a product or serive that defines or
describes it factually thereby making it available for comparison
and analysis
Advantage
A feature or aspect of a product that distinguishes it from
competitive products
Benefit
An interest or advantage that the customer obtains by purchasing
the product or service
MODULE 5: SALES REPRESENTATION
FEATURES: Terminology and Examples
Feature Type
Definition
Examples
Company
Features
A feature that highlights the enterprise
and its expertise in order to set it apart
from competitors. Used to show
company’s reliability to gain customer
confidence
Technical
Features
Information that identifies the product
• Style, size, color, weight
or service in terms of its components or • How it was made
technical capabilities. Directly related to • How it works
the functioning of the product
Commercial
Also product-related but pertaining to
financing, sales terms and conditions,
and any other transactional aspects
•
•
•
•
•
•
•
•
•
Years in business
Location
How well-known it is
Client testimonials
It’s support of the community
Price, promotions
Quantities on hand
Delivery terms
Guarantees
MODULE 5: SALES REPRESENTATION
FEATURES: Terminology and Examples
Feature Type
Definition
Psychological
Features that evoke, in customer, their
emotions and values. When in play, they
cause customer to buy into more than
just the product or service itself, but
how it addresses their needs as a
person
Environmental Features that show that the product or
service is produced and exists in an
manner that respect sound ecological
principles. Important in these times of
environmental consciousness
Examples
•
•
•
•
•
Brand, Reputation, Exclusivity
Endorsed by a famous person
Locally produced
Not tested on animals
Organic
• Recyclable bags
• Restricting amount of middle
distribution and processing
layers
• Use of natural products only
• Biodegradable, organic,
“green”
MODULE 5: SALES REPRESENTATION
Advantages and Benefits
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Some authors present these as separate aspects of a product
In this course, we consider them to be the same due to their close similarity. In
fact, with some products or services, they are indistinguishable from each other
Typically, advantages include: durability, performance, reliability. However, in
general, these aspects are better communicated through more developed
benefit statements
Benefits – Statements on the value of the product or service to the customer as
a function not only of what they do with the product or service but in how these
will make their life better
A benefit statement requires the writer of this statement to be aware of the
essence of WHY customers buy their product or service, for example, to reduce
costs, to feel more important or prettier or confident. To address nutritional
requirements, etc.
Benefit statements succinctly convey to the customer a sense of why this
product or service is so important to them
NOW, YOU DO IT!
Activity 5.6.1
Developing Feature Statements
1.
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9.
Think of the companies you are targeting for internship
Pick one product or service from one of those companies
Use the template on the next slide. You can copy it to a Word document
Write the name, brand, or model of this product or service on the first line of the
template and save as: Assignment561_FirstName_LastName.docx or you save save as
pdf
By searching the internet, find 4 features on this product or service and fill in the first
column of the template
For each feature, find advantages and benefits that your customer would enjoy if they
purchased this product or service and enter this information in the second column of
the template
For each feature, in the third column, indicate two types of customers that would be
interested by that feature
Copy the features in the first column to the template on the second slide, after this
slide. Indicate the type of feature that each of your four features represents
Print a copy of your final table, write your name on all pages and hand in at next class
NOW, YOU DO IT!
Activity 5.6.1
Developing Feature Statements
Feature
Advantage/Benefit
Customer Type
1.
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3.
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4.
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NOW, YOU DO IT!
Activity 5.6.1
Developing Feature Statements
Feature
Enterprise
Commercial
Technical
Psychological Environmental
MODULE 5: SALES REPRESENTATION
3.
Words that Work!
To build effective sales pitches, it is important to have the right
words – experts have measured that 90% of a sales pitch’s
effectiveness is based on choice of words
 The Ted Talk on how images and words stimulate particular
parts of the brain that affect behavior is quantitative evidence
of this principle
 Messaging is an important part of Marketing’s “4P’s,” as it
pertains the one of these P’s, Product
Key Principle
 The key to an effective message is to be POSITIVE
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MODULE 5: SALES REPRESENTATION
Examples of Words that Work
Affordable
Customized
Appealing
Attractive
Advantageous
Beneficial
Green
Exclusive
Easy
Free
Ideal
New
Exhilarating
Practical
Profitable
Proven
Safe
Healthy
Unique
MODULE 5: SALES REPRESENTATION
Examples of Action Words that Work
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Buy or Purchase
Add
Upgrade
Attain
Ensure
Grow
Complete
Consolidate
Develop
Reduce
Distinguish
Save
Beautify
Avoid
Ease
Facilitate
Favor
Invest
Win
Multiply
Acquire
Gain
Profit
Protect
Reap
Resist
Succeed
Simplify
Stabilize
MODULE 5: SALES REPRESENTATION
Examples of Words to Avoid
Costly
Expensive
Fear
Credit
Danger
Sorry
Expense
Disturb
Prevent
Worry
Excuse
Worry
Inconvenient
Despite
Unfortunately
But
However
No
Obscure
Objection
Breakdown
Personally, I…
Maybe
Problem
Sales Quotas, objectives
Nothing
Risk
Only
Wrong
NOW, YOU DO IT!
Activity 5.6.2
Using Words the Work
1.
2.
3.
Download Activity 5.6.2 from class web site
Transform the sentences provided into more positive pitches
Please staple to Activity 5.6.1 before handing it in
4.
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Pitching Products/Services
2 types:
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Rational – tangible, concrete (guarantee, value, delivery)
Affective – emotions, customer values, imagination (complexity of
product, easy choice)
Holding a Winning Hand – the Four Aces of Pitching
1.
2.
3.
4.
Product Knowledge
Faith in Your Product/Service
Product Strengths
Proof
MODULE 5: SALES REPRESENTATION
5.
Effectively Presenting Your Product
Remember AIDA?
Approach – Discover who your client is
Interest – Find what interests them, why they are in your store
Desire – Create the demand in them
Present your offer
Offer support and proof
Summarize and Call to Action
Action – Close the Sale
MODULE 5: SALES REPRESENTATION
AVOID
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Speaking in an authoritarian tone
Asking questions as an interrogation
Jumping too quickly to a conclusion
Thinking or deciding for the customer
Interrupting
Using words that are too technical
Being too informal, familiar
Being aggressive
Being too insistent, too in a hurry to close sale
Put down your competitors, their products or services
NOW, YOU DO IT!
Activity 5.6.3
Building Pitches
1.
2.
3.
Find customer motives or needs and create convincing
pitches that are based on customer’s reason for visiting your
business
Work with features, benefits, advantages as seen in this
section
See handout for cases