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Sales Dialogue: Creating and Communicatin g Value

Chapter 7 - Sales Dialogue: Creating and Communicating Value

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LEARNING OUTCOMES

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Learning Outcomes

1. Describe the key characteristics of effective sales dialogue

2. Explain how salespeople can generate feedback from buyers

3. Discuss how salespeople use confirmed benefits to create customer value

4. Describe how verbal support can be used to communicate value in an interesting and understandable manner

LEARNING OUTCOMES (continued)

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Learning Outcomes (continued)

5. Discuss how sales aids can engage and involve buyers

6. Explain how salespeople can support product claims

7. Discuss the special considerations involved in sales dialogue with groups

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Effective Sales Dialogues

• Are planned and practiced by salespeople

• Encourage buyer feedback • Focus on creating value for the

buyer • Present value in an interesting and

understandable way • Engage and involve the buyer • Support customer value through

objective claims

LO 1

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Buyer Feedback

• Salesperson continually assesses and evaluates the reactions and responses of prospective buyers

• Provides the salesperson with important information measuring: • The climate between the salesperson

and the buyer • The buyer’s level of interest in the

product’s features and benefits • How well the presentation is

progressing toward the buyer’s purchase decision

LO 2

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Check-Backs or Response-Checks

• Questions that salespeople use during a sales dialogue to generate feedback from the buyer

• Employed to: • Confirm benefits and assess a

prospective buyer’s level of interest • Evaluate the level to which the

salesperson has handled a buyer’s objection

LO 2

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Creating Customer Value

• Salesperson should: • Identify confirmed benefits for the

buyer ➖ Confirmed benefits: Benefits the

buyer indicates are important and represent value

• Present a recommended solution ➖ Emphasize product features that will

produce the confirmed benefits desired by the buyer

• Helps maintain relationships with existing customers

LO 3

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Ethical Dilemma

LO 4

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Interesting and Understandable Sales Dialogue

• Salesperson needs to present selling points in an interesting and understandable manner to the buyer • Should employ verbal support

elements ➖ Voice characteristics ➖ Examples and anecdotes ➖ Comparisons and analogies

LO 4

Exhibit

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7.3 Reasons for Using Sales Aids

LO 5

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Types of Sales Aids

• Visual materials • Electronic materials • Product demonstrations

LO 5

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Using Sales Aid in the Presentation

• Salesperson should develop multiple aids to create a positive impact

• Effectiveness of a sales aid can be increased 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

LO 5

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Proof Providers

• Use of statistics, testimonials, or case histories to support product claims • Statistics: Facts that lend

believability to claims of value and benefit

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

• Case histories: Testimonials in a story or anecdotal form

LO 6

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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

LO 7

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Sales Tactics for Selling to Groups

• Arrival tactics • 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

LO 7

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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

• Show proper respect to the person asking the question

• Address the entire group while answering a question from an individual

• Answer questions as succinctly and convincingly as possible

LO 7

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KEY TERMS

Key Terms

• Check-backs or response checks

• Confirmed benefits • Verbal support • Voice characteristics • Examples • Anecdote • Comparison • Analogy

• Sales aids • Visual materials • Electronic materials • Proof providers • Statistics • Testimonials • Case histories • Preselling

18Copy r i ght ©201 6 Ceng age L ear ni n g. Al l Ri ght s Res er v ed . M a y n ot b e sc a nne d, c o pi e d o r dup l i c a te d, or pos t ed t o a pub l i c l y ac c es s i bl e web s i t e, i n whol e o r i n pa r t . HIST4 | CH7 18SELL6 | CH7 18

SUMMARY

Summary

• Effective sales dialogues can be ensured by planning and practicing

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

• Salespeople can use various sales aids to make an interesting presentation

• Salespeople should prepare in advance while making presentations to groups

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Chapter 07

Chapter 7 - Sales Dialogue: Creating and Communicating Value
Learning Outcomes
Learning Outcomes (continued)
Effective Sales Dialogues
Buyer Feedback
Check-Backs or Response-Checks
Creating Customer Value
Ethical Dilemma
Interesting and Understandable Sales Dialogue
7.3 Reasons for Using Sales Aids
Types of Sales Aids
Using Sales Aid in the Presentation
Proof Providers
Group Sales Dialogue
Sales Tactics for Selling to Groups
Handling Questions in Group Presentation
Key Terms
Summary
Chapter 07