mktg 377 - chp 7

example

A brief description of a specific instance used to illustrate features and benefits of a product.

analogy

A special and useful form of comparison that explains one thing in terms of another.

comparison

A statement that points out and illustrates the similarities between two points.

case histories

A testimonial in story or anecdotal form used as a proof provider.

anecdote

A type of example that is provided in the form of a story describing a specific incident or occurrence.

Statistics

Facts that lend believability to product claims and are used as proof providers.

visual materials

Printed materials, photographs and illustrations, and charts and graphs used as sales aids.

testimonials

Proof providers that are in the form of statements from satisfied users of the selling organization's products and services.

check-backs or response checks

Questions salespeople use throughout a sales dialogue to generate feedback from the buyer.

Discuss how sales aids can engage and involve buyers.

Sales aids are various tools salespeople can use to engage and involve buyers, as well as generate interest and attention, and be more persuasive. Visual materials, electronic materials, and product demonstrations are the major categories of sales aids. It is important for salespeople to select the appropriate sales aids, but also to use them effectively. The SPES Sequence of stating the selling point and introducing the sales aid, presenting the sales aid, explaining the sales aid, and summarizing can help salespeople use sales aids successfully.

electronic materials

Sales aids in electronic format such as slides, videos, or multimedia presentations.

Discuss the special considerations involved in sales dialogue with groups.

Sales dialogues with individual buyers and with groups have many similarities, but several important differences. Salespeople interacting with a group of buyers need to address their arrival tactics, how to handle questions, the proper use of eye contact, and how to communicate most effectively to the group and individuals within the group.

Explain how salespeople can generate feedback from buyers.

Salespeople can generate feedback from buyers by paying attention to nonverbal cues from the buyer and using check-backs or response-checks to get the buyer to respond to what the salesperson has said throughout the sales dialogue.

Discuss how salespeople use confirmed benefits to create customer value.

Salespeople can use the ADAPT or SPIN questioning process to interact with the buyer and determine what the buyer considers to be value. The salesperson then focuses on these confirmed benefits during the remainder of a sales dialogue.

Explain how salespeople can support product claims.

Salespeople need to be able to support the claims they make concerning their products. Proof providers, such as statistics, testimonials, and case histories, represent the major approaches for supporting product claims.

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

Salespeople need to communicate value in an interesting and understandable manner. This can be accomplished by varying the pitch and speed of speech, using examples and anecdotes, and including comparisons and analogies.

preselling

Salespeople present their product/service to individual buyers before a major sales dialogue with a group of buyers.

confirmed benefits

The benefits the buyer indicates are important and represent value.

Describe the key characteristics of effective sales dialogue.

The most 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 manner, engage and involve the buyer, and support customer value through objective claims.

voice characteristics

The pitch and speed of speech, which salespeople should vary to emphasize key points.

sales aids

The use of printed materials, electronic materials, and product demonstrations to engage and involve buyers.

proof providers

The use of statistics, testimonials, or case histories to support product claims.

verbal support

The use of voice characteristics, examples and anecdotes, and comparisons and analogies to make sales dialogue interesting and understandable.