Review of FAB and Trial Close
Sell Sequence • S • E • L • L • SELL Sequence - physical characteristic - Show Feature - performance characteristic - Explain advantage - result of advantage - Lead into benefit - ask opinion question - Let customer talk
Industrial Salesperson to Industrial Purchasing Agent: • “This equipment is made of stainless steel ( ), which means it won’t rust ( ). The real benefit is that it reduces your replacement costs, thus saving you money ( )! That’s what you’re interested in - right ( )?” feature advantage benefit trial close
It Helps to Construct Four Columns in Creating Your SELL Sequence • Feature • Product made of stainless steel • Advantage • Will not rust • Benefit • Reduces your replacement cost • Trial Close • How does it sound to you?
Exhibit 4-6: Examples of Features, Advantages, Benefits, and Trial Closes that Form the SELL Sequence
The Trial Close -- A Great Way to Uncover Needs and Sell • The trial close asks for an opinion, not a decision to buy • It gives feedback. • The trial close is one of the best communication techniques in the sales presentation
The Trial Close Helps You to Determine: • Whether the prospect likes your product’s features, advantages, or benefits • Whether you have successfully answered any objections • Whether any objections remain • Whether the prospect is ready for you to close the sale
In These Examples of Trial Closes, Notice They Do NOT Ask Someone to Buy Directly • “How does that sound to you?” • “Is this important to you?” • “That’s great - isn’t it?” • “I notice your smile. What do you think about…?”
Do You See How the Trial Close Asks for the Person’s Opinion Concerning What Has Just Been Said? • For example: • “Does that answer your concern?” • “Am I on the right track with this proposal?”
The Trial Close Does Not Ask for a Decision • It asks a question to better understand what the person is thinking about what is being said by the salesperson - you
1. After making a strong selling point in the presentation (FABs) 2. After the presentation but before the close 3. After answering an objection 4. Immediately before you move to close the sale Let’s Review! When Are the Times to Use a Trial Close?*
1. Whether the prospect likes your product’s FAB - the strong selling point 2. Whether you have successfully answered the objection 3. Whether any objections remain 4. Whether the prospect is ready for you to close the sale Let’s Review! What Does the Trial Close Allow You to Determine?
Grab something out of your backpack, purse, or pocket. Use the SELL sequence with your neighbor. Give each other feedback. You Try It!
Buyer Personality Type
Adaptive Selling Based on Buyer’s Style • T • I • F • S • TIFS • Personality typing • Adapt your presentation to the buyer’s style hinker style ntuitor style eeler style ensor style
Watch for Clues to Someone’s Personality Type • How would you describe this person? • What does their desk look like? • What is their attitude? • How do they dress?
First Know Your Style • This helps you to adapt to the other person’s style • Which leads to better communication • Knowing your style helps you identify a person’s style, especially if your styles are the same. It takes one to know one ;>) • Exercise #3: Personality Test
Communication: It Takes Two • In a sales context, communication is the act of transmitting verbal and nonverbal information and understanding between the seller and buyer
RECEIVER SENDER Message decoded Message encoded Message “Noise”: culture, values, traditions. Feedback encoded Feedback decoded Feedback Frame of Reference Frame of Reference
Message Distortion • Spoken message: Are you going to wear those pants? • Message heard: You think I’m fat.
Message Distortion Male Salesperson presenting shelving system to woman buyer. • Spoken message: “It’s probably difficult for your workers to lift heavy boxes to the top of shelving units”. • Woman buyer hears: “Because you’ve hired so many women, who are weaker…”
Message Clearing Male Salesperson presenting shelving system to woman buyer. • Spoken message: On the job injuries are rising for all workers, but our product can help reduce these in your company. • Woman buyer hears: I can save money for the company.
Nonverbal Communication:Watch For It • Concept of space • Territorial space Intimate space -- 2 feet Personal space -- 2 to 4 feet Social space -- 4 to 6 feet Public space -- + 12 feet • Space threats -- too close • Space invasion -- OK to be close
Communication Through Appearance and the Handshake • Style hair carefully • Dress as a professional • Shake hands firmly and look people in the eye
Body Language Gives You Clues Nonverbal signals come from: • Body angle • Face • Hands • Arms • Legs • http://www.selfgrowth.com/articles/kyle.html
A Light Signal for Vehicles has a Green, Yellow, and Red Light • A person also sends three types of messages using body communication signals
You Have the Green Light • Acceptance signals - a green light gives the “go ahead.” • It indicates the buyer is willing to listen and • May like what is being said
You Have the Yellow Light • Caution signals - a yellow light gives a neutral or skeptical sign indicating the buyer maybe uncertain about what you are saying. Handle it, or it may change from yellow to red
You Have the Red Light • Disagreement signals - a red light indicates the person may not be interested in your product
Recognizing Body Signals • Knowing body signal guidelines can improve your communication ability by allowing the salesperson to • Be able to recognize nonverbal signals • Be able to interpret them correctly • Be prepared to alter a selling strategy • Respond positively both nonverbally and verbally to a buyer’s nonverbal signals
What Would You Do? • You arrive at the industrial purchasing agent’s office on time. This is your first meeting. After you have waited five minutes, the agent’s secretary says, “She will see you.” After the initial greeting, she asks you to sit down. • For each of the following three situations determine: 1. What nonverbal signals is she communicating? 2. How would you respond nonverbally?
What Would You Do? Situation #1 • Caution nonverbal signal • Green nonverbal signal • She sits down behind her desk. She sits up straight in her chair. She clasps her hands together and with little expression on her face says, “What can I do for you?” • What nonverbal signal is she communicating? • How would you respond nonverbally?
What Would You Do? Situation #2 • Caution or red nonverbal signal • Green nonverbal signal • As you begin the main part of your presentation, the buyer reaches for the telephone and says, “Keep going; I need to tell my secretary something.” • What nonverbal signal is she communicating? • How would you respond nonverbally?
What Would You Do? Situation #3 • Caution nonverbal signal • Green nonverbal signal • In the middle of your presentation, you notice the buyer slowly lean back in her chair. As you continue to talk, a puzzled looks comes over her face. • What nonverbal signal is she communicating? • How would you respond nonverbally?
Barriers To Communication • Differences in perception • Buyer does not recognize a need for product • Selling pressure • Information overload • Distractions • Poor listening • How and what you say • Not adapting to buyer’s style
Master Persuasive Communication To Maintain Control • Persuasion is the ability to change a person’s belief, position, or course of action • Feedback guides your presentation • Probing -- asking questions • Remember to use trial closes • Empathy puts you in your customer’s shoes • Keep it Simple Salesperson (KISS) • Creating mutual trust develops friendship
Master Persuasive CommunicationTo Maintain Control cont… • Listening clues you in • Hearing • Listening • Listen to words, feelings, and thoughts • Three levels of listening • Marginal listening • Evaluative listening • Active listening • Technology helps to remember
Your Attitude Makes the Difference • Enthusiasm • Excitement • Positive view on: • Helping others • Yourself • Being a salesperson
Proof Statements Make You Believable • Credibility through • Empathy, listening, enthusiasm • Proof statements • Substantiate claims