the sales process chapter 14.1 & 14.2 chapter 14.1 and 14.2 steps 4 and 5
TRANSCRIPT
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