Sales On The Go Prof Kathy Naasz

AIDA Attention Interest Desire Acceptance

3 Units of Conviction: Concise, carefully prepared “mini-presentations” that are used as building blocks in constructing the information the salesperson presents. Prepare units of conviction ahead of time Practice them until they are comfortable They become a permanent part of your selling arsenal Learn how to personalize units of conviction

4 Each Unit of Conviction Contains: FeatureFeature (A fact about the product or service) phraseTransitional phrase or bridge BenefitBenefit (What’s in it for me?) EvidenceEvidence or proof statements Tie-downTie-down (trial close or nail down) FeatureFeature (A fact about the product or service) phraseTransitional phrase or bridge BenefitBenefit (What’s in it for me?) EvidenceEvidence or proof statements Tie-downTie-down (trial close or nail down) Units of Conviction

5 Features and Benefits Translating features into benefits is one of your most important skills Are the components (or facts) of your product or service They are the same no matter who uses the product or service Features… Benefits… Are the value to the customer

6 Here is an exercise to give your mind a healthy benefit workout: What are the benefits of a 270- horsepower engine in a luxury car? Features and Benefits Every feature of your product has numerous benefits.

7 Here is an exercise to give your mind a healthy benefit workout: What are the benefits of a 270- horsepower engine in a luxury car? They could include a smoother ride, power to spare when passing a slower car, quick acceleration away from a hazard, the feeling of being in charge, less wear and tear, higher resale value, etc. The point is, one feature does not equal one benefit. List your product’s top features, then come up with at least three different benefits of each feature Remember, features only justify the price, benefits justify the purchase. Features and Benefits Every feature of your product has numerous benefits.

Your Turn Individually, take 10 minutes to list five features for the product you are selling For each feature, state three benefits Pair and share 8

9 Transitional Phrases Phrases that connect features to benefits: What this gives you... This lets you … That means … Because…

10 Evidence to Support Claims Samples appeal to the senses if possible Testimonials Facts and Statistics Demonstrations Case Histories

11 Five Specific Techniques for Handling Objections 1. Feel, Felt, Found –Answer it by referring to a third party and using that experience as your “proof or testimony” –If the source is reliable or reputable, this can be especially successful 2. Compensation or Counterbalance Method –Admit the objection is valid –Describe some counterbalancing benefit

12 3. Deny the Objection Direct denial Direct denial involves refuting the opinion or belief of a prospect –Considered a high risk method of handling buyer resistance –If buyer resistance is not valid, there may be no other option than to refute it by providing accurate information –Be firm in stating your beliefs; be sincere and don’t be defensive Five Specific Techniques for Handling Objections

13 Indirect Denial - Sometimes prospect’s objection is valid, or at least accurate to some degree –Best approach is to acknowledge that the prospect is correct –It initially appears as agreement with the customer’s objection –If done in a natural, conversational way it will not offend the prospect –Rephrase or have the prospect rephrase –Blame yourself –Give the facts that answer the objection Five Specific Techniques for Handling Objections

14 4. The Boomerang Method –Turn the objection into a reason to buy –A trial offer lets prospects try product without obligation to buy –Popular with customers because they can get fully acquainted with a product without making a major commitment Five Specific Techniques for Handling Objections

15 5. The Comparison Technique –Value analysis - Determine the best product for the money –Comparison of your product’s features, advantages, and benefits against competitors –Comparison of long-run costs and savings –Evaluation of the buyer’s present product –Helps determine if the buyer would benefit more from a higher-priced, better-performing product Five Specific Techniques for Handling Objections

Your Turn Objections 1._________________ 2._________________ 3._________________ 4._________________ Technique and Response 1.________________ 2.________________ 3.________________ 4.________________ 16

17 The Tie-Down (Trial Close or Nail Down) Question A yes/no question that confirms that the prospect agrees that the benefit is applicable and important to them If the prospect says no, then go back over the feature/benefit This gives you feedback and builds commitment