Chapter 7. Creating and Communicating Value. Participation. Participation. Insight. Insight. Learning Principles. Learning Principles. Association. Association. Transfer. Transfer. General Guidelines for Effective Sales Presentations.
Creating and Communicating Value
TransferGeneral Guidelines for Effective Sales Presentations
In sales presentations and demonstrations, salespeople can facilitate prospect involvement and the learning process by using 4 learning principles.
Should first identify:
Major Buying Motives
These are the prospect’s most important concerns and the salesperson should give them top priority.
Minor Buying Motives
These are peripheral concerns and the salesperson should discuss these only after addressing the major buying motives.
Selling is a listen before you speakbusiness
Each communication must bring knowledge to the prospect
Communications that focus on benefits and value are viewed as quality communications (remember the SPT)
Salespeople are responsible for making information available to the members of the buying center
Developing a list of questions will allow salespeople to target their benefits to customers’ needs
Astute salespeople anticipate prospects’ concerns and prepare answers before meeting with prospects
When seeking to partner with prospects, effective salespeople attempt to involve the prospects.
Listen carefully to align your suggestions with the prospect’s needs and wants
Read all non-verbal communication
It is important that salespeople show a willingness to collaborate
Closed-ended questions designed to clarify, check for understanding, confirm interest, or confirm resolution of a concern.
What are you offering me?
Exactly how does it work (product, service, process)?
How will it help me?
Is it as good as you say it is? Who else says so?
What evidence can you offer that it is as good as you say?
Is it worth the price? Why?
Will it help me accomplish what I really want to accomplish?
Sell the prospect results( benefits, not features). Why?
FAB leads to SELLS
—Features are the obvious characteristics of the product/service.
—Advantages are the performance traits of the product that show how it can be used to help the customer better solve a problem than present products can.
—Benefitsare what the customer wants from the product.
—Show the product’s features.
—Explain its advantages.
—Lead into the benefits for the prospect.
—Letthe prospect talk.
—Start a trial close.
Look for the following:
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 collaborationand two-way communication
Add clarity and enhance the prospect’s understanding
Provide supportive evidence and proof to enhance believability
Augment the prospect’s retention ofinformation
Enhance the professional image ofthe salesperson and the sellingorganization
Examples and Anecdotes
Comparisons & Analogies
Positioning & Seating Arrangements – Proxemics are an important consideration
“In January, Fortune magazine recognized CDW as the top rated technology vendor on the basis of services provided to the buying customer.”Sales Aids: Proof Providers
“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”
Arrival – Arriving early may provide the opportunity to connect with each group member prior to meeting as a large 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
Once a salesperson has:
It is time to ascertain if the relationship will proceed with or without a transaction