Chapter 4. Communicating Effectively. Communication to me is,………. http://video.google.ca/videoplay?docid=-109358107575560791&total=42&start=0&num=10&so=0&type=search&plindex=9. Effective Communication can,…. Sales Communication as a Collaborative Process.
What’s the difference between “talking at the customer” and “talking with the customer”?
Provide an example!
People use 1/4 of their listening capacity
People use 1/10 of their memory potential
People forget 1/2 of what they have heard within eight hours
Eventually, people forget 95% of what they have heard unless cued by something later on
People usually distort what little they do remember
Generate a mental picture in the receiver’s mind.
Use words and phrases that convey concrete and detailed meaning.
Integrate relevant visual aids into verbal communication.
“Tropicana juices are bursting with flavor.”
“This new system will increase weekly production by 2,100 units.”
“As you can see by this chart . . . .”
Role plays will start on either October 31st or November 2nd.
I will post the presentation schedule in the next couple of days.
Questions? Assignments are due and presentations will start November 23.
Groups have not notified me on their individual topics as of yet. Do this in the next few days please to ensure you get the topic you want.
Control the flow and direction of the conversation
Uncover important information (disclosure)
Demonstrate concern and understanding
Facilitate the customer’s understanding
Salespeople skilled at questioning take a strategic approach to asking questions so that they may:
Meaning and credibility of the message are significantly downgraded.
Receiver begins to focus on the sender rather than the message.
Receiver dismisses the sender and the sender’s organization as beingunqualified to perform the roleof an effective supplier and partner.
Presentation will be inefficient and ineffective.
Receiver will have to ask many questions to gain clarity.
Receiver may dismisses the sender as incompetent.
Generate Buyer Involvement
Gather Information through disclosure
Clarification and Emphasis
Advance the Sale
Probing – used for digging, useful during discovery and objection handling
Evaluative – uncovers attitudes, opinions and preferences
Tactical – used to shift or redirect the discussion/conversation
Reactive – used in response to the reaction of a buyer/customer
Four types of questions:
Finding out facts about the buyer’s existing situation.
How many people do you employ at this location? How do you manage your customers and contacts?
Least powerful of the SPIN questions. Negative relationship to success. Most people ask too many.
Eliminate unnecessary Situation Questions by doing your homework in advance.
Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation.
Have you ever had trouble managing your time & customers?Which parts of the system create error?
More powerful than Situation Questions. People ask more Problem Questions as they become more experienced at selling.
Think of your products or services in terms of the problems they solve for buyers—not in terms of the details or characteristics that your products possess.
Asking about the consequences or effects of a buyer’s problems, difficulties, or dissatisfactions.
What effect does that problem have on your productivity?Could that be impeding your ability to develop good relationships with your customers?
The most powerful of all SPIN questions. Top salespeople ask lots of Implication Questions.
These questions are the hardest to ask. Prepare for these questions by identifying and understanding the implications of various suspected needs prior to the sales call.
Asking about the value or usefulness of a proposed solution. They seek the buyer’s opinion as to what life would be like if the problem was solved.
How would better time & customer management help you?Would you like to discuss how we can do that for you?
Versatile questions used a great deal by top salespeople. These questions help the buyer to understand the benefits of solving the problem.
Use these questions to get buyers to tell you the benefits that your solution can offer.
Question-basedpresentations are the link between salespeople’s ability to listen and to uncover buyer motivations
Salespeople who are empathetic are better able to understand their prospects’ motives
“Check the pulse” of prospects regularly
Remain alert for any signals that prospects may send