SELLING VALUE: Presenting a Value Proposition Dr. Timothy M. Smith BP 3503 University of Minnesota St. Paul, MN BP 3503-5503: MARKETING BIO-BASED PRODUCTS What makes a high-performing Rep? Variables Affecting Performance Source: Ford, Walker, Churchill 1988 % Variance in Performance Explained Personal History / Family Background 20.9 Marital/Family Status 11.9 Vocational Skills (Knowing the business) 9.4 General Management Skills 9.1 Sales Presentation Skills 4.8 Responsibility 4.0 Sales Aptitude 3.7 Sales Experience 2.8 Dominance 2.4 Interpersonal Skills 2.2 Self-Esteem 1.9 Non-sales Work Experience 1.4 Educational Content 0.9 Educational Attainment 0.2 | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS What makes a high-performing Rep? Variables Affecting Performance Source: Ford, Walker, Churchill 1988 % Variance in Performance Explained Personal History / Family Background 20.9 Marital/Family Status 11.9 Vocational Skills (Knowing the business) 9.4 General Management Skills 9.1 Sales Presentation Skills 4.8 Responsibility 4.0 Sales Aptitude 3.7 Sales Experience 2.8 Dominance 2.4 Interpersonal Skills 2.2 Self-Esteem 1.9 Non-sales Work Experience 1.4 Educational Content 0.9 Educational Attainment 0.2 | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS What makes a high-performing Rep? Type of Product Being Sold Variables Affecting Performance Industrial Consumer Service Personal History / Family Background Weak Weak Strong Marital/Family Status Weak Moderate Strong Sales Aptitude Strong Moderate Weak Dominance Weak Weak Moderate Self-Esteem Strong Moderate Moderate Sales Presentation Skills Strong Moderate Weak Moderate Moderate Weak Interpersonal Skills Source: Ford, Walker, Churchill 1988 | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS Characteristics Related to Sales Performance • Trade Selling – Age, Maturity vs. Youth – Empathy (understanding/compassion) vs. Aggressiveness – Knowledge of customer and business methods • Technical Selling – Education and Intelligence vs. persuasiveness – Product and customer knowledge – usually gained through training BIG PICTURE… It’s all about the relationship! | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS Personal Relationships Mutual trust Common goals Open communication Commitment to mutual fulfillment | UNIVERSITY OF MINNESOTA, Department of Bio-based Products Social support © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS Customer Relationships Mutual trust Common goals Open communication Commitment Organizational to mutual support Gain (Value) (Weitz et al. 2000) | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS The Evolution of Personal Selling (Weitz et al. 2000) | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS Selling Value Continuum – What kind of relationship fits? Wasted Effort Investment by Supplier Lost Sales Investment by Customer (Rackham and DeVincentis 2000) | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS Transactional Sale Where Can the Sales Force Add Value? Recognition of Needs Evaluation Of Options Resolution Of Concerns Customer has Already Defined needs And problems completely Customer already understands Alternative solutions Customer has few issues or concerns Little or no Opportunity to Create sales value Little or no Opportunity to Create sales value Little or no Opportunity to Create sales value Purchase Seller can Help make Purchase Painless, convenient, And Hassle-free Implementation Customer Generally Knows how to use product Little or no Opportunity to Create sales value (Rackham and DeVincentis 2000) | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS Consultative Sale Where Can the Sales Force Add Value? Recognition of Needs Seller can create most value early in the process by helping customers define needs Evaluation Of Options Seller can design customized solutions and help customers make informed choices Resolution Of Concerns Purchase Transaction process is minimized Seller can counsel customers and help resolve concerns Little or no Opportunity to Create sales value Implementation Seller can advise and problem solve Delivery, installation, set-up, maintenance issues (Rackham and DeVincentis 2000) | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS PRESENTATION STRATEGY ADDS VALUE • Pre-approach preparation adds value • Presentation plan adds value • Outstanding service adds value with; – friendly approach – customer centered presentation – effective demonstrations – win win negotiations – timely close – after sale service | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS SIX STEP PLAN The Six-Step Presentation Plan Step One APPROACH Review Strategic/Consultative Selling Model Initiate customer contact Step Two PRESENTATION Determine prospect needs Select product or service Initiate sales presentation Step Three DEMONSTRATION Decide what to demonstrate Select selling tools Initiate demonstration Step Four NEGOTIATION Anticipate sales resistance Plan negotiating methods Initiate double-win negotiations Step Five CLOSE Plan appropriate closing methods Recognize closing clues Initiate closing methods Step Six SERVICING THE SALE Suggestion selling Follow through Follow up calls | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS SIX STEP PLAN The Six-Step Presentation Plan Step One APPROACH Review Strategic/Consultative Selling Model Initiate customer contact | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS BUILDING RELATIONSHIPS • Become genuinely interested in others • Smile • Remember names • Be a good listener – encourage other to talk about themselves • Talk in terms of other’s interest • Make others feel important | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS SPIN SELLING (Situation, Problem, Implication, Need-Payoff) | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS SPIN SELLING (Situation, Problem, Implication, Need-Payoff) | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS SIX STEP PLAN The Six-Step Presentation Plan Step One APPROACH Review Strategic/Consultative Selling Model Initiate customer contact Step Two PRESENTATION Determine prospect needs Select product or service Initiate sales presentation | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS TYPES OF QUESTIONS TYPE OF QUESTION DEFINITION Informationgathering questions General questions designed to get the prospect to disclose certain types of basic information WHEN USED EXAMPLES Usually at the beginning of a sale “How many miles per year do you drive your company car?” (auto leasing) | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS TYPES OF QUESTIONS TYPE OF QUESTION DEFINITION WHEN USED EXAMPLES Usually at the beginning of a sale “How many miles per year do you drive your company car?” (auto leasing) Informationgathering questions General questions designed to get the prospect to disclose certain types of basic information Probing questions More specific questions designed When you feel the need to obtain to uncover and clarify the prospect’s more specific information that is perceptions and opinions needed to fully understand the problem and prescribe a solution | UNIVERSITY OF MINNESOTA, Department of Bio-based Products “What type of image do you want your advertising to project to current and potential customers?” (newspaper advertising) © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS TYPES OF QUESTIONS TYPE OF QUESTION DEFINITION WHEN USED EXAMPLES Usually at the beginning of a sale “How many miles per year do you drive your company car?” (auto leasing) Informationgathering questions General questions designed to get the prospect to disclose certain types of basic information Probing questions More specific questions designed When you feel the need to obtain to uncover and clarify the prospect’s more specific information that is perceptions and opinions needed to fully understand the problem and prescribe a solution Confirmation Designed to find whether or not questions your message is understood by the prospect After each important item of information is presented | UNIVERSITY OF MINNESOTA, Department of Bio-based Products “What type of image do you want your advertising to project to current and potential customers?” (newspaper advertising) “Do you see the merits of purchasing a copy machine with the document enlargement feature?” (office copy machine) © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS TYPES OF QUESTIONS TYPE OF QUESTION DEFINITION WHEN USED EXAMPLES Usually at the beginning of a sale “How many miles per year do you drive your company car?” (auto leasing) Informationgathering questions General questions designed to get the prospect to disclose certain types of basic information Probing questions More specific questions designed When you feel the need to obtain to uncover and clarify the prospect’s more specific information that is perceptions and opinions needed to fully understand the problem and prescribe a solution “What type of image do you want your advertising to project to current and potential customers?” (newspaper advertising) “Do you see the merits of purchasing a copy machine with the document enlargement feature?” (office copy machine) Confirmation Designed to find whether or not questions your message is understood by the prospect After each important item of information is presented Summary confirmation questions Usually used after several items of “I would like to summarize what information have been presented you have told me thus far. You want a four-bedroom home with a basement and a two-car garage. (real estate) Designed to clarify your understanding of the prospect’s needs and buying condition | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS SIX STEP PLAN The Six-Step Presentation Plan Step One APPROACH Review Strategic/Consultative Selling Model Initiate customer contact Step Two PRESENTATION Determine prospect needs Select product or service Initiate sales presentation Step Three DEMONSTRATION Decide what to demonstrate Select selling tools Initiate demonstration | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS USING DEMONSTRATIONS PRODUCTIVELY WHY WHAT WHEN • improves communication • improves retention speed • proves buyer benefits • feeling of ownership • confidence • saves time • product, models, samples • product, models, samples • photos, illustrations, reprints • portfolio, graphs, charts, tests • testimonial, guarantees • computer printouts, audio, visuals • as a product approach • to prove benefits • to overcome objection • to strengthen close • to service the sale | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS Demonstration Worksheet Feature to Be Demonstrated What I Will Say (Include Benefit) What I or the Customer Will Do Special computer circuit board to accelerate drawing graphics on a color monitor screen “This monitor is large enough to display multiple windows. You can easily compare several graphics.” Have the customer bring up several windows using computer keyboard. Meeting room setup at a hotel and conference center “This setup will provide three feet of elbow space for each participant. For long meetings the added space provides more comfort.” Give the customer a tour of the room and invite her to sit in a chair at one of the conference tables. | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS SIX STEP PLAN The Six-Step Presentation Plan Step One APPROACH Review Strategic/Consultative Selling Model Initiate customer contact Step Two PRESENTATION Determine prospect needs Select product or service Initiate sales presentation Step Three DEMONSTRATION Decide what to demonstrate Select selling tools Initiate demonstration Step Four NEGOTIATION Anticipate sales resistance Plan negotiating methods Initiate double-win negotiations | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS NEGOTIATING PRICE Salesperson Tactics • Add value by explaining the cluster of satisfactions • Discuss price confidently Customer Tactics • Budget limitation • Take it or leave it • Split the difference • Discuss value rather than price • Discuss the relationship of price and quality • Discuss difference between price and cost | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS Negotiations Worksheet Customer’s objection Type of objection Possible response “Fifteen cases of olives will take up valuable space in my receiving room. It is already crowded.” Product Direct denial: “You will not have to face that problem. With the aid of our merchandising plan you can display ten cases immediately on the sales floor.” “This is a poor time of the year to buy a large order of olives. People are not buying at this time.” Time Indirect denial: “I agree that it has been a problem in the past, but consumer attitudes seem to be changing.. ... We will supply you with point-of-purchase material that suggests new ways to use this high-profit item.” “I would rather not tie up my money in a large order.” Price Superior benefit: “As you know, olives represent a high-profit item. The average margin is 26 percent. With the addition of our $1.00 per case allowance the margin will rise to about 30 percent. This order will give you a good return on your investment.” | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS SIX STEP PLAN The Six-Step Presentation Plan Step One APPROACH Review Strategic/Consultative Selling Model Initiate customer contact Step Two PRESENTATION Determine prospect needs Select product or service Initiate sales presentation Step Three DEMONSTRATION Decide what to demonstrate Select selling tools Initiate demonstration Step Four NEGOTIATION Anticipate sales resistance Plan negotiating methods Initiate double-win negotiations Step Five CLOSE Plan appropriate closing methods Recognize closing clues Initiate closing methods | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS GUIDELINES FOR CLOSING THE SALE • Focus on dominant buying motives • Negotiate tough points before closing • Avoid surprises at the close • Do not isolate prospect during the sale • Display self-confidence during the close • Ask for the order more than once • Recognize closing clues | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS METHODS OF CLOSING THE SALE • Trial • Summary-of-benefits • Assumption • Special Concession • Negotiating the single-problem • Limited choice • Direct appeal | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS Closing Worksheet Closing clue (prospect) Closing method Closing statement (salesperson) “Our staff will need to be trained in the use of this equipment.” Negotiating-thesingle problem “We will send our technical staff to your company as soon as the product arrives. They will spend two days with your staff showing them the entire operational program. In addition, they will be on call for any questions or service during the following six weeks.” “That sounds fine.” “What kind of financing do you offer?” “Well, we don’t have large amounts of cash available at this time.” Direct appeal “Good, may I get your signature on this order form?” Limited choice “We have two financing methods available: ninety-day credit or two-year-long term financing. Which of these do you prefer?” Assumption “Based on your cash position, I would recommend you consider our lease-purchase plan. This plan allows you to pay a very small initial amount at this time and keep the cash you now have for everyday business. I will be happy to write up your order on the lease-purchase plan.” | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS SIX STEP PLAN The Six-Step Presentation Plan Step One APPROACH Review Strategic/Consultative Selling Model Initiate customer contact Step Two PRESENTATION Determine prospect needs Select product or service Initiate sales presentation Step Three DEMONSTRATION Decide what to demonstrate Select selling tools Initiate demonstration Step Four NEGOTIATION Anticipate sales resistance Plan negotiating methods Initiate double-win negotiations Step Five CLOSE Plan appropriate closing methods Recognize closing clues Initiate closing methods Step Six SERVICING THE SALE Suggestion selling Follow through Follow up calls | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS SELLING DYNAMICS MATRIX Parts of the Sales Presentation Consultative selling skills Need discovery Selecting solution Need satisfaction presentation • To confirm selection Questioning skills • As a question approach • To find needs and buying motives • To probe for buying motives • To confirm needs and buying motives Presenting benefits • As a benefit approach • To discover potential benefits • To match up with buying motives • To present and summarize features effectively Demonstrating skills • As a product approach • To clarify need • To clarify selection • To strengthen product claims Negotiating skills • To overcome initial resistance to sales interview • To overcome need objection • To overcome product objection Closing skills • When customer has made buying decision • When buyer immediately recognizes solutions | UNIVERSITY OF MINNESOTA, Department of Bio-based Products • To confirm benefits • To confirm mutual understanding • To overcome source, price, and time objection • Whenever buyer presents closing signals Servicing the sale • To make suggestions • To confirm delivery and installations • To handle complaints • To build goodwill • To secure credit arrangements • To make suggestions • To use credit as a close • When making effective suggestions • In handling complaints • To overcome financing objection • After suggestion • To secure repeats and referrals © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS SPIN SELLING (Situation, Problem, Implication, Need-Payoff) | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005 BP 3503-5503: MARKETING BIO-BASED PRODUCTS SPIN SELLING (Situation, Problem, Implication, Need-Payoff) | UNIVERSITY OF MINNESOTA, Department of Bio-based Products © T. M. Smith, 2005