chapter 7-final

relationship between confirmed benefits & customer value

-confirmed benefits are what the buyer indicates are important & represent value -salesperson's job is to present solutions that produce the confirmed benefits, so the customer perceives value in the solution

ways salespeople can make sales dialogue interesting & understandable

-developing & incorporating sales aids/tool

advantages of visual materials

-easy to carry -can be left behind easily -can present complex info simply

advantages of product demonstrations

-engage the buyer directly -gives buyer opportunity to see product in action -salesperson can demonstrate the value of the creation

advantages of electronic materials

-greater sensory presentation of materials -low costs involved in distribution & use -can help build a complete, graphic presentation customized for individual prospects quickly

Advantages of using response-checks during a sales dialogue

-increase buyer interaction -enable salespeople to understand what the buyer is thinking & feels about ideas expressed -these questions advance the selling process when they confirm needs & benefits, gauge the buyer's interest level & confirm objections have been addressed

ways for salespeople to handle questions during a dialogue

-listen carefully -maintain eye contact -restate/rephrase question to ensure understanding -provide clear, concise, & convincing answer

disadvantages of product demonstrations

-may be difficult to arrange -product failure is a potential deal-killer & hard to recover from

disadvantages of electronic materials

-may be expensive to produce the original -requires access to a power source -requires equipment -may fail to operate

disadvantages of visual materials

-relatively expensive to distribute -do not engage buyer directly -once developed, they are not customizable

key challenges of selling to groups vs individuals

-salesperson is working simultaneously w/ people possessing different personalities, communication styles, needs, expertise, & responsibilities

electronics used as sales aids

-slides -videos -multimedia presentations --can be presented: via computer, face-to-face; online (real-time); online (on demand); LCD projector; phones & personal media devices

ways testimonials can support product claims

-when testimonials are relevant to the product claim

4 stages SPES explained

1. (S): goal is to prepare buyer for the visual aid & inform him/her that attention is required 2. (P): show the aid & allow a few moments for customer to examine/familiarize themselves 3. (E): salespersons points out material information & explains how it supports his/her points 4. (S): salesperson reviews the aid's contributions & removes the aid to prevent distraction

key characteristics of effective sales dialogue (1-3)

1. Planned & practiced by salespeople 2. Encourage buyer feedback 3. Focus on creating value for the buyer

4 stages SPES sequences for using sales aids

1. State the selling point & introduce the sales aid 2. Present the sales aid 3. Explain the sales aid 4. Summarize

key characteristics of effective sales dialogue (4-6)

4. Present value in an interesting & understandable way 5. Engage & involve the buyer 6. Support the customer value through objective claims