SALES REPRESENTATION
ANDREW ZIELINSKI, MBA
www.accrongroup.com/fengyeschool/
MODULE 5: SALES REPRESENTATION
4.
Product/Service Presentation
Covered in this Section

Product and Service Categories
Features and Benefits
Words that Work
Building Sales Pitches
5.
Effective Presentations (later)



We will complete this section over the next two classes when
Assignments 5.2 – 5.3 are completed
MODULE 5: SALES REPRESENTATION
Where we are:
Objectives – 10 Steps to Professional Sales in 7 Weeks
Professional
Sales Call Preparation – Pre-Approach
Professional Client Relations – The Approach
Needs Analysis
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
Starting Section 5 of Module early due to exam and extra time to
complete Assignments 5.1 – 5.3
REVIEW
Activity 5.6.1
Developing Feature Statements
1.
2.
3.
4.
5.
6.
7.
8.
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
REVIEW
Activity 5.6.1
Developing Feature Statements
Feature
Advantage/Benefit
Customer Type
1.
1.
2.
1.
2.
2.
1.
2.
1.
2.
3.
1.
2.
1.
2.
4.
1.
2.
1.
2.
REVIEW
Activity 5.6.1
Developing Feature Statements
Feature
Enterprise
Commercial
Technical
Psychological Environmental
REVIEW
Activity 5.6.2
Using Words the Work
1.
2.
3.
4.
5.
Download Activity 5.6.2 from class web site (Class 25)
Transform the sentences provided into more positive pitches
Save the template, with your answers as:
Assignment562.docx (or pdf)
Print and bring to next class
Please staple to Assignment561 before handing it in
REVIEW
Activity 5.6.3
Building Pitches
1.Find
customer motives or needs and create convincing pitches
that are based on customer’s reason for visiting your business
2.Work with features, benefits, advantages as seen in this section
3.See handout for cases
RESERVED FOR NEXT WEEK…
The Short Presentation
MODULE 5: SALES REPRESENTATION
Handling Objections and Negotiations
In this Section…
Handling


Objections
Types
Proven Responses by Type
Negotiations


Key Elements
Strategic Attitudes
MODULE 5: SALES REPRESENTATION
Why Customer Didn’t Buy NOW…
Looking
for more information
Doesn’t have the money
Not really interested/doesn’t really need it
Still shopping (comparing)
Unsure about its quality
Not sure that it answers their needs
Doesn’t understand the benefits
Needs re-assurance
Not in a hurry to buy
They are not the decider







Afraid of regretting the
expense
Didn’t understand
what salesperson said
No trust in
salesperson
Testing salesperson’s
knowledge
Already got a better
offer elsewhere
They like to bargain
Afraid of “being had”
MODULE 5: SALES REPRESENTTION
Objections are Not an Attack
They
don’t understand something
Not convinced it’s a good buy
Experts say that the mere fact that a prospect expresses an
objection indicates some degree of interest, otherwise prospect
would just leave
MODULE 5: SALES REPRESENTATION
Types
Objection Type
Definition
Example
Doubt or further
consideration
Customer not yet ready to
commit. Delay of closing
“I need to think about it”
“Still shopping”
“Want to check out a few
other places, first”
Emotion-based or
principle-based
Customer links an
emotional attribute to the
objection (friendship,
loyalty, habit, etc.)
“I’ve been doing business
with your competitor for
over 5 years”
“It’s always been this way”
“I liked the young lady that
work here before”
MODULE 5: SALES REPRESENTATION
Types
Objection Type
Escapes
Definition
Customer wants to avoid
the problem or escape the
responsibility of
committing to a purchase
Lack of information Customer want more
information. Wants to
better understand the
benefits
Example
“I need to speak with my
husband first”
“I am not the decider”
“Is it certain that I will get those
results?”
“I want to revisit this part”
“I have more questions regarding
the guarantee”
MODULE 5: SALES REPRESENTATION
Sub-Types of Objections
Sub-Type
Definition
Example
Product or Service Related
Qualitative or quantitative
aspects of the product or
service
“It’s too complicated”
“It’s not the size I had
imagined”
“This model is out of style”
Price Related
Either customer doesn’t
want to pay the price or
doubts the value
“It’s too expensive”
“It’s out of my price range”
“I did not expect this
expense”
Brand or Location Related
Usually happens after a
bad previous experience or
bad atmosphere in store
“I once bought this brand.
It’s no good”
It’s hard to move around in
your store”
“It’s always dirty, here”
“I rarely buy here. Usually, I
go to…”
MODULE 5: SALES REPRESENTATION
Sub-Types of Objections
Sub-Type
Definition
Example
Staff Related
Usually occur due personal “I would like another salesperson
differences between a
to serve me, please”
salesperson and customer “I prefer being served by a woman
(man)”
Competition Related
Customer thinks they have
a better deal somewhere
else – price, product,,
service, other conditions
“Same product at XYZ store but
lower price”
“I got a better guarantee at the
other store”
“I’ve been doing business with
them for years”
Time Related
Lack of time, need time to
think, to research, to get
advice, to compare, etc.
“I want to think about it some
more”
“I want to take the time to shop
around”
“I’m in a rush”
MODULE 5: SALES REPRESENTATION
When do Objections Arise?
When?
Definition
Example
How to Handle
Opening
Challenging to overcome
since usually not related to
the deal. Customer objects
even before you start to
present. Maybe your attitude
puts them off. Feels forced
“It’s okay; I’m just
looking”
• Take some time to
observe from a
distance
• After 15-20
seconds, approach
again, differently
During
Presentation
Often a sign of interest.
Customer questions specific
points. Objects because not
yet convinced of benefits
“It’s a bit out of our • Stay calm and
price range”
respectful
“It’s less expensive • Don’t contradict
elsewhere”
• Listen carefully and
reformulate to
signal that you have
indeed understood
• Never put down the
customer
MODULE 5: SALES REPRESENTATION
When do Objections Arise?
When?
At the end
Definition
Example
How to Handle
Customer still not convinced. “Interesting. I will
• Be courteous and
Can be a way for customer to think about it some
composed
not commit to purchase
more”
• Try to highlight the
without frustrating you
benefits
• If customer really
doesn’t want to buy,
let it be
• Stay professional
and let them know
that you are
available to them at
the next call
MODULE 5: SALES REPRESENTATION
Understanding their Objections Clearly…
This
is where we put into practice all the communication skills we
covered in Module 2:
1.
2.
3.
4.
5.
6.
7.
8.
Be prepared – research and understand which types of objections arise
most commonly in your product/service area. Do some research on your
client. The more you know ahead of time about them and their buying
situation, the better
Be empathetic
Avoid confrontation
Listen
Demonstrate interest
Smile
Stay cool
From one sales engagement to another, note what works and what does
not
MODULE 5: SALES REPRESENTATION
Avoid…
Appearing
indifferent
Appearing to agree with the objection
Contradict the customer
Hold to your base proposition
Putting down the competition
Taking objections personally
MODULE 5: SALES REPRESENTATION
How to Respond to Objections
Openers




that matter
“You are right to focus on this point…”
I understand you point of view…”
I empathize with your situation…”
It is understandable that you say that…”
MODULE 5: SALES REPRESENTATION
Some Effective Responses
Technique
Definition
Example
Boommerang
Turns an objection into a
reason to buy
Used to re-enforce your
sales argument
You bring customer to
decide by eliminating their
doubts
“On that point, you are
right. Now, let me show
you…”
“I am happy that you said
that…”
“Exactly, this feature will
help you…”
Questioning
Helps to better hone in on
customer’s real concerns
and thereby determine
best response. Requires
customer to explain their
objection
“What are you saying,
exactly?”
“Can you provide more
information on this point?”
“If I understood you
correctly, you want more
information on…”
MODULE 5: SALES REPRESENTATION
Some Effective Responses
Technique
Definition
Example
Re-Framing
Highlights the positive
aspect of the issue raised.
Turns a negative into a
positive by re-framing the
customer’s concerns
“Let’s look at this situation
from a different angle…”
“If you are not convince, I
can demonstrate how it
works”
Bumping
Moves, or bumps, the
answer to the question to a
later time. Allows
opportunity to first focus
on product features. Helps
customer first understand
the product and may even
answer the customer’s
question
“I’ll get to that in a minute”
“Let me first explain this
part…”
“Let’s hold that question
and get to it in a little bit…”
MODULE 5: SALES REPRESENTATION
Some Effective Responses
Technique
Definition
Example
Re-direction
Weakens the objection by re-directing it
along solution lines intended by the
product. Re-formulates the client’s
objection in more positive terms, more
favorable terms and to re-ignite their
interest
“It true; some pickier people
may not like the taste, but
our studies have shown that
they are few “
“Less handy people may find
this project more complex
but the more advanced
builders are really proud to
see the end-results”
Implication
Customer answers the question
themselves. Makes customer feel involved
in the process and engaged in the
communication. Customer will understand
product and service more clearly
“As you, yourself, said this
model will…”
“Referring back to what you
said before…”
NOW, YOU DO IT!
Activity 5.7.1
Identifying Types of Objections
Case 1:
Customer says: “I don’t want to take your time but I am really
looking for an organic product.”
Salesperson answers: “The tomatoes and basil that go into the
production of this sauce come from hydroponic greenhouses that
are well controlled.”
What technique did the salesperson use?
________________________________________________
NOW, YOU DO IT!
Activity 5.7.1
Identifying Types of Objections
Case 2:
Customer says: “Your product is not innovative. There are already
10 models like this on the market”
Salesperson answers: “What you want to know is how our product
is different. Is that correct?”
What technique did the salesperson use?
________________________________________________
NOW, YOU DO IT!
Activity 5.7.1
Identifying Types of Objections
Case 3:
Customer says: “It’s heavy for a product that size.”
Salesperson answers: “I am happy that you noticed the quality of
construction and ruggedness of this product.”
What technique did the salesperson use?
________________________________________________
NOW, YOU DO IT!
Activity 5.7.1
Identifying Types of Objections
Case 4:
Customer says: “I don’t understand how this will help me save.”
Salesperson answers: “I will get to that in a minute. For now, I
would like to mention that many customers have purchase this
new model recently and really enjoy it”
What technique did the salesperson use?
________________________________________________
NOW, YOU DO IT!
Activity 5.7.1
Identifying Types of Objections
Case 5:
Customer says: “I can find a similar product elsewhere, at a better
price.”
Salesperson answers: “Like I mentioned earlier, this model is
exclusive to us and offer features that the other, similar, models
don’t.”
What technique did the salesperson use?
________________________________________________
NOW, YOU DO IT!
Activity 5.7.1
Identifying Types of Objections
Case 6:
Customer says: “It seems like this system is complicated to
install.”
Salesperson answers: “Some people are not handy in that way
and might need some support to install the system. For you,
though, you said earlier that you are into this type of technology.”
What technique did the salesperson use?
________________________________________________
NOW, YOU DO IT!
Activity 5.7.1
Identifying Types of Objections
Case 7:
Customer says: “I don’t your products very well. I usually buy from
the store across the street.”
Salesperson answers: “You will quickly come to see our large
product selection. I’m available to answer any questions you may
have.”
What technique did the salesperson use?
________________________________________________
IN-CLASS ACTIVITY
Objections!
1.
2.
3.
4.
5.
In teams of 3, prepare (or recycle) a short product/service
presentation: pitch 2 features and two benefits in less than 5
minutes (ideally 2-3 minutes)
Anticipate 3-5 objections and list them
Create 1 response to 2 of the 5 objections and write them
down
Present your product or service to the class
Class poses three random but related objections to your
presentation
MODULE 5: SALES REPRESENTATION
Negotiating
A
negotiation is not an objection
Your company determines the degrees of freedom you
will have in any negotiation
It’s not always about price
MODULE 5: SALES REPRESENTATION
Sources
Getting
to Yes
Getting Past No
Who Says Elephants Can’t Dance?
Objective
We
will look at how to work a negotiation situation to an
amicable close. Negotiation and closing are closely related… to
the extent that in many cases they are the same
MODULE 5: SALES REPRESENTATION
Getting to Yes is a book originally published in 1981 by
Williams & Ury, two professors working in a leading group
researching negotiation, at Harvard University
Proposed approach to negotiations:
1.
2.
3.
4.
5.
"Separate the people from the problem"
"Focus on interests, not positions"
"Invent options for mutual gain"
"Insist on using objective criteria"
"Know your BATNA (Best Alternative To Negotiated Agreement)"
MODULE 5: SALES REPRESENTATION
Getting Past No is a follow-up to Getting to Yes
First published in September 1991 it focused on
collaborative negotiation in difficult situations. As a
negotiating style, it is neither aggressively competitive
nor accommodating and cooperative, but both
aggressively cooperative
Written by William L. Ury and revised in March 2007
MODULE 5: SALES REPRESENTATION
Overview








Have the joint problem-solving mentality together
Break the 5 barriers to cooperation: your reaction, their
emotion, their position, their dissatisfaction, their power.
Prepare, prepare, prepare yourself by identifying/developing:
Interests of each side
Options
Standards
BATNA - Best Alternative To a Negotiated Agreement
What do you aspire to? What would you be content with? What
could you live with?
MODULE 5: SALES REPRESENTATION
Proposed Approach to Negotiations
1.
2.
3.
4.
5.
Don't react: Go to the balcony
Don't argue: Step to their side
Don't reject: Reframe
Don't push: Build them a golden bridge
Don't escalate: Use power to educate
Details
MODULE 5: SALES REPRESENTATIVE
In-Class Simulation
NOW, YOU DO IT!
Activity 5.7.2
Negotiation Scenarios
1.
2.
Go to web site, Class 28, and download the document: Activity
5.7.2
For all cases, determine how you would answer your client and
how you would behave
MODULE 5: SALES REPRESENTATION
Back to Previous Section….
4.Product/Service
Presentation
Covered in this Section
1.Product
and Service Categories
2.Features and Benefits
3.Words that Work
4.Building Sales Pitches
5.Effective
Presentations
The purpose of presentations
MODULE 5: SALES REPRESENTATION

Presentations are a powerful way to
communicate your message to a group.

They are an opportunity to gather your
audience together to engage in a two-way
dialogue.
MANAGERS USE PRESENTATIONS TO:

Persuade the audience to take a particular
course of action

Convey something you want the audience to
know

Tailor information to meet the needs of a
particular audience
MODULE 5: SALES REPRESENTATION

Provide a forum for discussion of
controversial or challenging ideas

Find out how people are reacting to a
situation or an idea

Gain commitment and alignment

Engage people in generating solutions to
problems
DIFFERENT TYPES OF PRESENTATIONS
There are many different types of
presentations that meet specific needs.
These are some examples:

Sales: Outlines the benefits, features, and
reasons to buy a product or service

Persuasion: Provides the reasons or support
to pursue a particular idea or path
MODULE 5: SALES REPRESENTATION

Status report: Details the progress of a
project, a task force, or product sales

Product demonstration: Shows how
something works

Business plan or strategy: Sketches out what
an organization plans to do next, or
articulates the company's goals
MODULE 5: SALES REPRESENTATION

Sharing detailed information is not a good
use of a presentation.

Audiences will not remember detail.
Thus, your purpose drives the type of
presentation you choose.
MODULE 5: SALES REPRESENTATION

USE PRESENTATION:
You can use a presentation to inform an
audience about a major change or initiative.

USE WRITTEN FORM:
Use written forms of communication for the
details.
MODULE 5: SALES REPRESENTATION
your purpose drives the type of
presentation you choose.
DEFINE YOUR OBJECTIVE
Your objective drives how you
develop your presentation.
KNOW YOUR AUDIENCE
Maximize the impact of your
presentation by learning more
about your audience.
STAGES OF PREPARATION
Many of us have experienced the paralysis of
knowing what we want to accomplish, but
having trouble putting down the actual words
and ideas.
Usually, the easiest way to proceed is to divide
the work into stages.
STAGES OF PREPARATION

Stage 1: Define your key message.
What do you want people to remember and what
action you want them to take?
This message flows directly from your objective.
You can have a number of supporting
arguments, ideas, and facts, but only one key
message.
STAGES OF PREPARATION

Stage 2: Identify the arguments that support
your message.
Avoid excessive detail but be sure to talk about
more than just the facts.
It is important to identify and address the
emotional underpinnings of your message.
Why should the audience care about it?
STAGES OF PREPARATION

Stage 3:
Finally, identify when it is important to get
audience participation, reactions, agreement,
or buy-in.
REVIEW AND REFINE YOUR IDEAS
After you have generated your
initial set of ideas on content,
you are ready to review and
refine them.
CONSIDER THE FOLLOWING:

Is the key message you have selected really the
most critical?

Does it support the objectives of the
presentation?

Are the arguments you have made
understandable to all levels of your audience?
MODULE 5: SALES REPRESENTATION

Will your content convince the audience to
agree with you?

Are logical connections explicit?

What arguments need to be developed?

What contrary arguments do you need to
neutralize?
MODULE 5: SALES REPRESENTATION

Then, ask yourself what else you can do or say
that may help to persuade your audience.
Remember:
Include only those details that will persuade. If
you are not sure about the impact of a point,
leave it out.
KEEP IT SIMPLE

Simplicity in communication is key—especially
in large organizations.

Be aware that people can interpret the same
words differently, so keep communication
concise to avoid the potential for
misunderstanding.
MODULE 5: SALES REPRESENTATION
Effective Presentations


10 Tips for More Effective Powerpoint Presentations
Watch slideshow on class web site