7 Sales Dialogue: Creating and Communicating Value
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. L L L L 1 2 3 4
Learning Objectives 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. L L L 5 6 7
Key Thoughts • People don’t buy when they have a problem or dissatisfaction; they do buy when they have a problem or dissatisfaction they want to resolve. • Good salespeople are able to help buyer’s understand the importance of resolving a problem or dissatisfaction. • People don’t buy features; they buy theutility (value) the features provide. • Do not under estimate the value of understanding and effectively utilizingsales tools and aids.
Features and Benefits This printer has two separate paper trays. Two separate paper trays allows the user to print letters and envelopes at the same time. Buyer: “I want to be able to print letters and envelopes at the same time.” Feature A quality or characteristic of a product. Potential Benefit The value a feature provides. Confirmed Benefit The value a feature provides that the customer acknowledges as important.
The Importance of a “Selling Point” A selling point is the combination of a feature and meaningful benefit statement. When used strategically, selling points are powerfully persuasive because they represent solutions addressing the buyer’s most pressing needs.
Keys to Effective Sales Dialogue Are planned and practiced by salespeople 1 Encourage buyer feedback 2 Focus on creating value for the buyer 3 Successfully communicate value gain 4 Engage and involve the buyer 5 Support customer value through objective claims 6 Good salespeople are very much like surgeons in that they are serious in whatthey do and leave nothing to chance.
Buying Motives • Major buying motives • Minor buying motives
Check-Backs or Response-Checks • Questions salespeople use throughout a sales dialogue to generate feedback from the buyer. • Commonly used to: • Confirm benefits and assess buyer’s level of interest, and • evaluate the level to which the salesperson has handled a buyer’s objection.
SELL • Select and describe a feature • Explain what the feature does • Lead into the potential benefit • Let the customer talk and confirm the benefit
Reasons for UsingPresentation Tools and Sales Aides • 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
Reasons for UsingPresentation Tools and Sales Aides • 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
Creating Customer Value • Salespeople should strive to communicate to the buyer . . . • How the buyer’s needs will be met or howan opportunity can be realized as aresult of a purchase. • How the product features translate,in a functional sense, into benefitsfor the buyer. • While remembering that . . . • Features may have many benefits. • Not all features are important to the buyer. • Not all benefits of a particular feature are important to the buyer.
Interesting and Understandable Sales Dialogue Having a Smartphone is like having your own personal secretary. Verbal Support • Voice Characteristics • Examples and Anecdotes • Comparisons and Analogies This Smartphone has the same features as these other phones yet it costs 20% less. Sales Aids The use of printed materials, electronic materials, and product demonstrations to engage and involve buyers.
Sales Presentation Toolbox Sales Call Setting Visual Aids • Location • Positioning and Seating Arrangements • Disruptions • Product Demonstrations • Printed Materials • Photographs and Illustrations • Graphs and Charts Verbal Support • Voice Characteristics • Examples and Anecdotes • Comparisons and Analogies Proof Providers • Statistics • Testimonials • Case Histories Electronic Media • Computer-Based Presentations • Video • Slides • Overhead Transparencies Presentation Tools And Sales Aids
Sales Aids: Verbal Support • Voice Characteristics • Examples and Anecdotes • Comparisons & Analogies
Sales Aids: Sales Call Setting • Location • Positioning & Seating Arrangements • Disruptions
Sales Aids: Proof Providers • Statistics • Testimonials • Case Histories “In January, Fortune magazine recognized CDW as the top rated technology vendor on the basis of services provided to the buying customer.”
Supporting Product Claims Proof Providers • Statistics – Facts that lend believability to product claims. • Testimonials – Statements from satisfied customers of the selling organization’s products and services • Case Histories– A testimonial in a story or anecdotal form.
Sales Aids: Visual Aids • Product Demonstration & Models • Printed Materials • Photographs & Illustrations • Graphs & Charts
Sales Aids: Electronic Media • Computer-Based Presentations • Video • Slides • Overhead Transparencies
Working with Sales Aids: S State selling point & introduce the sales aid P Present the sales aid E Explain the sales aid S Summarize
Group Sales Presentations “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”
Sales Tactics for Selling to Groups • Arrival – Arrive and setup before the buying group. • Eye Contact – Make periodiceye contact with eachmember of the buying group. • Communication – Solicitopinions and feedback from each member of the buyinggroup and avoid taking sides.
Handling Questionsin Group Presentation • Listen carefully and maintain eye contact with the person asking the question. • Repeat or restate the question as necessary to ensure understanding. • Answer each question succinctly and convincingly.