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CHAPTER 14 – PRESENTING THE PRODUCT –

CHAPTER 14 – PRESENTING THE PRODUCT – . SHOW & TELL PROCESS. Select a few sample products: match product features to customer’s needs Determine customer’s price range show medium-priced projects DON’T overwhelm customers AVOID slang terms ,

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CHAPTER 14 – PRESENTING THE PRODUCT –

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  1. CHAPTER 14 – PRESENTING THE PRODUCT –

  2. SHOW & TELL PROCESS • Select a few sample products: match product features to customer’s needs • Determine customer’s price range show medium-priced projects • DON’Toverwhelm customers • AVOID slang terms, • USE layman’s terms: Words the average customer can understand

  3. Make The Presentation Come Alive DISPLAYING & HANDLING THE PRODUCT • Goal : create eye-catching display DEMONSTRATING THE PRODUCT • Goal : show off features of by demonstrating use of the product

  4. Make The Presentation Come Alive Cont.. USING SALES AIDS • Goal: Use sales aids when presenting to help emphasize selling points • Ex) samples, magazines, graphs INVOLVING THE CUSTOMER • Goal: Let customer get involved with the product • Ex) walk around in shoes, test drive a car

  5. Make The Presentation Come Alive Cont.. HOLDING THE CUSTOMER’S ATTENTION • Goal: keep customer involved and listening • Ex) ask questions

  6. OBJECTIONS UNDERSTANDING & PLANNING FOR OBJECTIONS Objections: hesitations or doubts for a purchase Excuses: reasons for not buying Objection Analysis Sheet: lists common objections and responses

  7. COMMON OBJECTIONS • Need • Conflict between a need and a want • “I really want these sandals, but I really don’t need another pair” • Product • Concerns about construction, ease of use, quality, color, size, or style • “I don’t buy 100% cotton shirts because you always have to iron them”

  8. MORE COMMON OBJECTIONS • Source • Negative past experiences with a brand or company • “I don’t think I want to, the last time I placed an order with your company, I received it two weeks after the promised date!” • Price • “That’s more than I wanted to spend” • Time • Commonly excuses • “I think I’ll wait until July when you have your summer sale”

  9. FOUR-STEP PROCESS FOR HANDLING OBJECTIONS • 1. LISTEN CAREFULLY • Be attentive, maintain eye contact, let customer talk • 2. ACKNOWLEDGE THE OBJECTIONS • Make the customer feel their objections are understandable • DON’T disagree with the customer or tell them they are wrong

  10. FOUR-STEP PROCESS FOR HANDLING OBJECTIONS • 3. RESTATE THE OBJECTIONS • Paraphrase: restate something in a different way • Ex) [Objection] “I don’t like that color” [paraphrase] “would you be interested in the jacket if we could find it in another color?” • 4. ANSWER THE OBJECTIONS • Answer with respect • Think of it as a way to better meet customer’s needs, not to tell them they’re thoughts are wrong

  11. 7 SPECIALIZED METHODS OF HANDLING OBJECTIONS • SUBSTITUTION • Substitution Method: recommending a different product that would satisfy the customer’s needs • Used when a customer is looking for something other than what you are selling (different brand, model, style) • BOOMERANG METHOD • Brings the objection back to the customer as a selling point • Customer “These ski gloves are so lightweight. They can’t possibly keep me warm” • Salesperson “The gloves are so light because of an insulation material called Thinsulate. The manufacturer guarantees that Thinsulate will keep you warmer without the bulk and extra weight”

  12. 7 SPECIALIZED METHODS OF HANDLING OBJECTIONS • SUPERIOR POINT METHOD • Technique that permits the salesperson to acknowledge objections as valid yet still offset or compensate them with other features and benefits • Lets customers see additional reasons for buying • QUESTION • Ask questions to learn why the customer has an objection • Never ask questions in an abrupt manner

  13. 7 SPECIALIZED METHODS OF HANDLING OBJECTIONS • DEMONSTRATION • Convincing method • Seeing is believing • DENIAL • Based on misinformation • Back up responses with facts on product • “Will this shirt shrink?” • “No, it won’t shrink because the fabric is made of 50% cotton and 50% polyester. The polyester will prevent shrinkage”

  14. 7 SPECIALIZED METHODS OF HANDLING OBJECTIONS • “I can’t see how this machine can save me $1000 in operating costs the first year” • “Frank Smith, one of my customers, questioned the same point when he bought his machine a year ago. He now praises its efficiency and says that his costs have gone down by $1,200. Here’s a letter I recently received from him.” • THIRD PARTY • Third-party method- using a previous customer or another neutral person who can give a testimonial about the product

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