The Sales ProcessChapter 14.1 & 14.2

Chapter 14.1 and 14.2

Steps 4 and 5

Step Four: Presenting the Product• The step of the sales processes where you can

share your expertise with the customer

Which product do you show? – after the approach stage you should have learned enough about the customer to determine which products will best meet their needs For a customer who

wants a camera for professional use

For an inexperienced customer who is looking

for their first digital camera

Step Four: Presenting the Product

What price range should you offer?

• If you have not determined the customers price range, you should start your presentation with a mid priced item

• Don’t introduce price right away unless it is a major selling point – you need to show them the value in the product first

▫ If you present the product and they decided they must have it, price becomes less important

Step Four: Presenting the ProductHow many products should

you show?• To avoid overwhelming the

customer never show more than 3 options

• It is difficult to remember the features of more than 3 products

• If the customer wants to see more, eliminate one before adding another

Tips for Effective Product Presentation

Display and Handle the Product

• How the product appears to the customer is important

• Always handle the product with respect and care

Tips for Effective Product Presentation

Demonstrate • Show the customer how

the product works

• Show the product in use

Tips for Effective Product Presentation

Involve the Customer

• Let the customer try (experience) the product

• Give away free samples

• Encourage the use of one or more of the five senses

• Car sales – test drive

What do you say?

• Talk about the product’s features and benefits

• Use descriptive adjectives

• Avoid unclear words like fine, nice, pretty

• Avoid slang and words with double meaning

• Use Layman’s Terms: words the average person understands

Use Sales Aids

• Samples• Reprints of articles• Audio-visual aids• Models• Photographs• Drawings• Charts• Specification sheets• Customer

testimonials• Warranty information

Step Five: Objections

• Objections: concerns, doubts, hesitations or other reasons a customer has for not making a purchase

• Should be viewed as a positive because they allow you a chance to present more product information

• Being prepared for objections will help you feel more confident

Step Five: Objections

• They can come in the form of a question or a statement

▫“Do you have any other products to choose from?”

▫“These shoes are not the right color.”

• Excuses: reasons for not buying a product▫Often used when a customer is not in

the mood to buy or are hiding their objections

Objections vs. ExcusesObjections Excuses

• “I don’t really need another coat.”

• “I can’t wear this dress to work.”

• “This is much too expensive.”

• “I’m just looking.”

• “I‘ll have to talk to my wife about purchasing it.”

• “I didn’t bring my money with me today.”

Common ObjectionsMost objections fall into four categories

▫Need usually occurs when the customer

doesn’t have an immediate need for the product or they want the product but they don’t need it

“I want these sandals but I don’t need another pair.”

▫Product Objections based on the product itself

(more common) Concerns about construction, ease of

use, quality, color, size or style “I don’t like 100% cotton shirts because

you have to iron them.”

Common Objections▫Source

Objections based on source often occur because of negative past experiences with the company or brand

Happens most often in business to business sales

“The last time I ordered from your company, I received it two weeks after the promised date.”

▫Price Objections based on the cost of the product “That is more than I wanted to spend.”

Four-Steps for Handling Objections• Listen Carefully – be attentive, make eye-

contact, let customer talk• Acknowledge the objection – demonstrates that

you understand and care about their concerns▫ “I see your point.” ▫ “Others have asked the same question.”

• Restate the objection – to ensure you understand their objection▫ Don’t restate word for word - paraphrase

• Answer the objection – try and find a solution

7 Methods for Handling Objections

1. Substitution – recommending a different product that would better suit the customer’s needs

2. Boomerang – bring the objection back to the customer

Customer: “These 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 it will keep you warmer than fiberfill insulation,

without the bulk and extra weight.”

7 Methods for Handling Objections3. Question – ask the customer more questions

to learn more about their objection

4. Superior Point – acknowledge objections as valid yet offset them with product features and benefits

5. Denial – use when customer’s objection is based on misinformation

▫Be prepared to provide proof to back you up

7 Methods for Handling Objections6. Demonstration – show the customer how

it works

Seeing is believing

7. Third party – using previous customer’s or another neutral party who gave testimonial about the product

Infomercials•Good Morning America Infomercial

•Testing Infomercials

Hawaii ChairShake WeightTiddy BearSnuggieShamwowSlap Chop

Assignment

Chapter 14 Bookwork

14.1 – pg. 300 – Key Terms and Concepts…..(1-3)

14.2 – pg. 307 – Key Terms and Concepts…..(1-3)

Chapter Review – Review Facts and Ideas…..(2-11)

You will be held responsible for all the red dot terms for the test