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. 7 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. 7 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. 7 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. 7 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. ©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. 7 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. 7 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. 7 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. 7 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. 7 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. 7 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. 7 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. 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 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 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. 7 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. 7 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. 7 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 • 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. 7 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. 7 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. 7 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. 7 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. 7 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. 7 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. 7 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. 7 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. 7 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. 7 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. 7