1. Presenting the Product Chapter 14

2. The Goal of the Presentation Match customer’s needs with appropriate product features and benefits. To do this, follow these guidelines:

3. Show and Tell Select a few items that match needs. Begin by showing a medium-priced product. Show no more than three products at a time Talk about the product’s features and benefits Use layman’s terms – words the average customer can understand.

4. Make the Presentation Come Alive Display and handle the product creatively and handle with respect.

5. Make the Presentation Come Alive Demonstrating the product in use helps build customer confidence.

6. Make the Presentation Come Alive Use sales aids such as samples, models, photos, graphs, charts, reprints, testimonials, warranty information

7. Involving the Customer If possible get the customer physically involved – hold it, try it on, test-drive it, etc. Involve the customer verbally. Regain your customer’s attention by asking a question.

8. Objections Objections – concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase. Excuses – insincere reasons for not buying Welcome and plan for objections – they can guide you through the sales process.

9. Common Objections Need – may be a conflict between needs and wants “Do I really need this BMW or do I just want it?

10. Common Objections Product – concerns with color, size, or style

11. Common Objections Source – past experiences with the firm or brand “My mother really did not like GE appliances. She said that they are of inferior quality.”

12. Common Objections Price – “That’s more than I wanted to spend.”

13. Common Objections Time – “I think I’ll wait until July when these sandals are on sale.”

14. Process for Handling Objections Listen Carefully – demonstrate concern Acknowledge the Customer’s Objection – “I can see your point.” Restate the Objections – paraphrase Answer the Objection – be tactful!

15. Specialized Methods of Handling Objections Substitution – Recommending a different product that would satisfy the customer’s needs. Customer: “I don’t like the way this dress looks on me.” Salesperson: “Here, why don’t you try this dress. It has a completely different look. I think it will fit your style better than the one you just had on.”

16. Specialized Methods of Handling Objections Boomerang – bring the objection back to the customer. Customer: “This ski jacket is so lightweight, it can’t possibly keep me warm.” Salesperson: “It’s made of a special material called Thinsulate which will keep you warmer than something heavier.”

17. Specialized Methods of Handling Objections Question – question to learn more about the objections. Customer: “I don’t think my friend will like this shirt.” Salesperson: “Why don’t you think she will like it?”

18. Specialized Methods of Handling Objections Superior Point – Admit disadvantages in certain products but then present superior points to offset or compensate for them. Customer: “Your prices are higher than your competitors.” Salesperson: “That’s true. We use better quality materials and our product will last longer.

19. Specialized Methods of Handling Objections Denial – use when the customer’s objection is based on misinformation. Customer: “This shirt will shrink.” Salesperson: “No, it won’t shrink because the fabric is a special blend.”

20. Specialized Methods of Handling Objections Demonstration – Show how to operate a product. Seeing is believing! Use when appropriate “I can’t believe the food won’t stick to the bottom of the pan.”

21. Specialized Methods of Handling Objections Third Party – using a previous customer or another neutral person who can give a testimonial about the product. Customer: “I’m not sure how this sofa will look in my house.” Salesperson: “Well, Jill Hess bought one just like it last month. She loves it.”