Response checks and check backs are most commonly used

Sales Dialogue: Creating and Communicating Value

7

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

Learning Objectives

LEARNING OUTCOMES

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2

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

Learning Objectives (continued)

LEARNING OUTCOMES

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3

7.1 Keys to Effective Sales Dialogue

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Exhibit

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The content in the exhibit is listed as follows:

The most effective sales dialogues:

1. Are planned and practiced by salespeople.

2. Encourage buyer feedback.

3. Focus on creating value for the buyer.

4. Present value in an interesting and understandable way.

5. Engage and involve the buyer.

6. Support customer value through objective claims.

4

Check-Backs or Response-Checks

Questions that salespeople use during a sales dialogue

Help generate feedback from the buyer

Employed to:

Confirm benefits and assess buyer’s level of interest

Evaluate the level to which the salesperson has handled a buyer’s objection

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5

7.2 Illustrative Examples of Check-Backs

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Exhibit

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6

Creating Customer Value

Identify confirmed benefits for the buyer

Confirmed benefits: Benefits that the buyer indicates are important and represents value

Present a recommended solution

Emphasize product features that will produce the confirmed benefits desired by the buyer

Helps maintain long-term buyer-salesperson relationship

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Ethical Dilemma

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8

Interesting and Understandable Sales Dialogue

Verbal support elements

Voice characteristics

Examples

Anecdotes

Comparisons

Analogies

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9

7.3 Reasons for Using Sales Aids

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Exhibit

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10

Types of Sales Aids

Visual materials

Electronic materials

Product demonstrations

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7.4 Tips for Preparing Visual Materials

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Exhibit

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.

12

7.5 Guidelines for Product Demonstrations

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Exhibit

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13

Using Sales Aid in the Presentation

Develop multiple aids to create a positive impact

Increase effectiveness by using the SPES sequence

S - State the selling point and introduce the sales aid

P - Present the sales aid

E - Explain the sales aid

S - Summarize

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Proof Providers

Facts that lend believability to claims of value and benefit

Statistics

Statements from satisfied users of the selling organization’s products and services

Testimonials

Testimonials in a story or anecdotal form

Case histories

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15

Group Sales Dialogue

Involves salespeople interacting with buyer groups

Salespeople should:

Prepare for tough questions from the buyers

Engage in preselling

Preselling: Presenting the product or service to individual buyers before presenting it to the whole group

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Sales Tactics for Selling to Groups

Arrival

Arriving and setting up before the arrival of the buying group

Eye contact

Making periodic eye contact with each member of the buying group

Communication

Soliciting opinions and feedback from each member of the buying group and avoiding taking sides

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17

Handling Questions in Group Presentation

Salesperson should:

Listen carefully and maintain eye contact with the person asking the question

Repeat or restate the question to ensure understanding

Address the entire group while answering a question from an individual

Answer questions as succinctly and convincingly as possible

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18

Key Terms

Check-backs or response checks

Confirmed benefits

Verbal support

Voice characteristics

Example

Anecdote

Comparison

Analogy

Sales aids

Visual materials

Electronic materials

Proof providers

Statistics

Testimonials

Case histories

Preselling

KEY TERMS

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Effective sales dialogue can be ensured by planning and practicing

SPIN or ADAPT questioning processes are designed to get the buyer to provide feedback

Help the salesperson identify the confirmed benefits for the buyer

Salespeople can use various sales aids to make an interesting presentation

Should prepare in advance while making presentations to groups

Summary

SUMMARY

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