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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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SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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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SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
3
7.1 Keys to Effective Sales Dialogue
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Exhibit
SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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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SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
5
7.2 Illustrative Examples of Check-Backs
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Exhibit
SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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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SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Ethical Dilemma
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SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
8
Interesting and Understandable Sales Dialogue
Verbal support elements
Voice characteristics
Examples
Anecdotes
Comparisons
Analogies
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SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
9
7.3 Reasons for Using Sales Aids
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Exhibit
SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
10
Types of Sales Aids
Visual materials
Electronic materials
Product demonstrations
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SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
7.4 Tips for Preparing Visual Materials
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Exhibit
SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
.
12
7.5 Guidelines for Product Demonstrations
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Exhibit
SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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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SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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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SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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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SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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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SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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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SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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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SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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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SELL5 | CH7
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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