©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 Dialogue: Creating and Communicating Value 7

©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 Describe the key characteristics of effective sales dialogue. Explain how salespeople can generate feedback from buyers. Discuss how salespeople use confirmed benefits to create customer value. Describe how verbal support can be used to communicate value in an interesting and understandable manner. L 1 L 2 L 3 L 4

©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 Discuss how sales aids can engage and involve buyers. Explain how salespeople can support product claims. Discuss the special considerations involved in sales dialogue with groups. L 5 L 6 L 7

©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 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. Key Thoughts

©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. 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. 7 Features and Benefits Feature A quality or characteristic of a product. Potential Benefit The value a feature provides. Confirmed Benefit The value a feature provides that the customer acknowledges as important. This printer has two separate paper trays. Two separate paper trays allows the user to print letters and envelopes at the same time. Buyer: “I want to be able to print letters and envelopes at the same time.”

©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. 7 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 Good salespeople are very much like surgeons in that they are serious in what they do and leave nothing to chance. Are planned and practiced by salespeople 11 Encourage buyer feedback 22 Focus on creating value for the buyer 33 Successfully communicate value gain 44 Engage and involve the buyer 55 Support customer value through objective claims 66

©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. 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. 7 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 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. 7 SELL S elect and describe a feature E xplain what the feature does L ead into the potential benefit L et 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 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. 7 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. 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. 7 Sales Presentation Toolbox Visual Aids Product Demonstrations Printed Materials Photographs and Illustrations Graphs and Charts Sales Call Setting Location Positioning and Seating Arrangements Disruptions Verbal Support Voice Characteristics Examples and Anecdotes Comparisons and Analogies Electronic Media Computer-Based Presentations Video Slides Overhead Transparencies Proof Providers StatisticsStatistics TestimonialsTestimonials Case HistoriesCase Histories 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. 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 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. 7 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 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. 7 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.