Chapter 7:
Effective Sales Dialogues

Are planned and practiced by salespeople

Encourage buyer feedback

Focus on creating value for the buyer

Present value in an interesting and understandable way
Buyer Feedback

Salesperson continually assess and evaluates the reactions and responses of prospective
buyers

Provides the salesperson with important information measuring:
o
The climate between the salesperson and the buyer
o
The buyer’s level of interest in the product’s features and benefits
o
How well the presentation is progressing toward the buyer’s purchase decision
Check-Backs or Response-Checks

Questions that salespeople use during a sales dialogue to generate feedback from the
buyer

Employed to:
o
Confirm benefits and assess a prospective buyer’s level of interest
o
Evaluate the level to which the salesperson has handled a buyer’s objection