The Sales Process
Chapter 14.1 & 14.2
Chapter 14.1 and 14.2
Steps 4 and 5
Step Four: Presenting the Product
• The step of the sales processes where you can share
your expertise with the customer
Which product do you show? – after the approach stage you
should have learned enough about the customer to determine
which products will best meet their needs
For a customer who
wants a camera for
professional use
For an inexperienced
customer who is looking for
their first digital camera
Step Four: Presenting the Product
What price range should you offer?
• If you have not determined the customers
price range, you should start your
presentation with a mid priced item
• Don’t introduce price right away unless it
is a major selling point – you need to show
them the value in the product first
▫ If you present the product and they decided
they must have it, price becomes less
important
Step Four: Presenting the Product
How many products should you
show?
• To avoid overwhelming the customer
never show more than 3 options
• It is difficult to remember the features
of more than 3 products
• If the customer wants to see more,
eliminate one before adding another
Tips for Effective Product Presentation
Display and Handle the Product
• How the product appears to the
customer is important
• Always handle the product with
respect and care
Tips for Effective Product Presentation
Demonstrate
• Show the customer how the
product works
• Show the product in use
Tips for Effective Product Presentation
Involve the Customer
• Let the customer try
(experience) the product
• Give away free samples
• Encourage the use of one or
more of the five senses
• Car sales – test drive
What do you say?
• Talk about the product’s
features and benefits
• Use descriptive adjectives
• Avoid unclear words like
fine, nice, pretty
• Avoid slang and words with
double meaning
• Use Layman’s Terms: words
the average person
understands
Use Sales Aids
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Samples
Reprints of articles
Audio-visual aids
Models
Photographs
Drawings
Charts
Specification sheets
Customer testimonials
Warranty information
Step Five: Objections
• Objections: concerns, doubts,
hesitations or other reasons a
customer has for not making a
purchase
• Should be viewed as a positive
because they allow you a chance to
present more product information
• Being prepared for objections will
help you feel more confident
Step Five: Objections
• They can come in the form of a
question or a statement
▫ “Do you have any other products to
choose from?”
▫ “These shoes are not the right color.”
• Excuses: reasons for not buying a
product
▫ Often used when a customer is not in
the mood to buy or are hiding their
objections
Objections vs. Excuses
Objections
Excuses
• “I don’t really need
another coat.”
• “I’m just looking.”
• “I can’t wear this dress
to work.”
• “I‘ll have to talk to my
wife about purchasing
it.”
• “This is much too
expensive.”
• “I didn’t bring my
money with me today.”
Common Objections
Most objections fall into four categories
▫ Need
 usually occurs when the customer doesn’t
have an immediate need for the product
or they want the product but they don’t
need it
 “I want these sandals but I don’t need
another pair.”
▫ Product
 Objections based on the product itself
(more common)
 Concerns about construction, ease of use,
quality, color, size or style
 “I don’t like 100% cotton shirts because
you have to iron them.”
Common Objections
▫ Source
 Objections based on source often occur
because of negative past experiences with the
company or brand
 Happens most often in business to business
sales
 “The last time I ordered from your company,
I received it two weeks after the promised
date.”
▫ Price
 Objections based on the cost of the product
 “That is more than I wanted to spend.”
Four-Steps for Handling Objections
• Listen Carefully – be attentive, make eye-contact, let
customer talk
• Acknowledge the objection – demonstrates that you
understand and care about their concerns
▫ “I see your point.”
▫ “Others have asked the same question.”
• Restate the objection – to ensure you understand their
objection
▫ Don’t restate word for word - paraphrase
• Answer the objection – try and find a solution
7 Methods for Handling Objections
1. Substitution – recommending a different
product that would better suit the customer’s
needs
2. Boomerang – bring the objection back to the
customer
Customer: “These
gloves are so lightweight.
They can’t possibly keep
me warm.”
Salesperson: “ The gloves are so
light because of an insulation
material called Thinsulate. The
manufacturer guarantees that it will
keep you warmer than fiberfill
insulation, without the bulk and
extra weight.”
7 Methods for Handling Objections
3. Question – ask the customer more questions to
learn more about their objection
4. Superior Point – acknowledge objections as
valid yet offset them with product features and
benefits
5. Denial – use when customer’s objection is based
on misinformation
▫ Be prepared to provide proof to back you up
7 Methods for Handling Objections
6. Demonstration – show the customer how it
works
 Seeing is believing
7. Third party – using previous customer’s or
another neutral party who gave testimonial
about the product
Infomercials
• Good Morning America Infomercial
• Testing Infomercials
Hawaii Chair
Shake Weight
Tiddy Bear
Snuggie
Shamwow
Slap Chop
Assignment
Chapter 14 Bookwork
14.1 – pg. 300 – Key Terms and Concepts…..(1-3)
14.2 – pg. 307 – Key Terms and Concepts…..(1-3)
Chapter Review – Review Facts and Ideas…..(2-11)
You will be held responsible
for all the red dot terms for the test