1. Sales Dialogue: Creating and Communicating Value
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2. 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

3. Learning Objectives (continued)
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

4. 7.1 Keys to Effective Sales Dialogue
The content in the exhibit is listed as follows:
The most effective sales dialogues:
1. Are planned and practiced by salespeople.
2. Encourage buyer feedback.
3. Focus on creating value for the buyer.
4. Present value in an interesting and understandable way.
5. Engage and involve the buyer.
6. Support customer value through objective claims.

5. Check-Backs or Response-Checks
Questions that salespeople use during a sales dialogue
Help generate feedback from the buyer
Employed to:
Confirm benefits and assess buyer’s level of interest
Evaluate the level to which the salesperson has handled a buyer’s objection

6. 7.2 Illustrative Examples of Check-Backs

7. Creating Customer Value
Identify confirmed benefits for the buyer
Confirmed benefits: Benefits that the buyer indicates are important and represents value
Present a recommended solution
Emphasize product features that will produce the confirmed benefits desired by the buyer
Helps maintain long-term buyer-salesperson relationship

8. Ethical Dilemma

9. Interesting and Understandable Sales Dialogue
Anecdotes
Voice characteristics
Analogies
Verbal support elements
Examples
Comparisons

10. 7.3 Reasons for Using Sales Aids

11. Product demonstrations
Types of Sales Aids
Visual materials
Electronic materials
Product demonstrations

12. 7.4 Tips for Preparing Visual Materials

13. 7.5 Guidelines for Product Demonstrations

14. Using Sales Aid in the Presentation
Develop multiple aids to create a positive impact
Increase effectiveness by using the SPES sequence
S - State the selling point and introduce the sales aid
P - Present the sales aid
E - Explain the sales aid
S - Summarize

15. Proof Providers Statistics
Facts that lend believability to claims of value and benefit
Testimonials
Statements from satisfied users of the selling organization’s products and services
Case histories
Testimonials in a story or anecdotal form

16. Involves salespeople interacting with buyer groups Salespeople should:
Group Sales Dialogue
Involves salespeople interacting with buyer groups
Salespeople should:
Prepare for tough questions from the buyers
Engage in preselling
Preselling: Presenting the product or service to individual buyers before presenting it to the whole group

17. Sales Tactics for Selling to Groups
Arrival
Arriving and setting up before the arrival of the buying group
Eye contact
Making periodic eye contact with each member of the buying group
Communication
Soliciting opinions and feedback from each member of the buying group and avoiding taking sides

18. Handling Questions in Group Presentation
Salesperson should:
Listen carefully and maintain eye contact with the person asking the question
Repeat or restate the question to ensure understanding
Address the entire group while answering a question from an individual
Answer questions as succinctly and convincingly as possible

19. Key Terms Check-backs or response checks Sales aids Visual materials
Confirmed benefits
Verbal support
Voice characteristics
Example
Anecdote
Comparison
Analogy
Sales aids
Visual materials
Electronic materials
Proof providers
Statistics
Testimonials
Case histories
Preselling

20. Effective sales dialogue can be ensured by planning and practicing
Summary
Effective sales dialogue can be ensured by planning and practicing
SPIN or ADAPT questioning processes are designed to get the buyer to provide feedback
Help the salesperson identify the confirmed benefits for the buyer
Salespeople can use various sales aids to make an interesting presentation
Should prepare in advance while making presentations to groups