Preview Open Floor

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Preview - Open Floor

• Hand in Five-Paragraph Essay in Front

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Preview - Open Floor

• Grade Sheet
• Now Posted
• Down in Front (Pick Up)
• Check, Let me Know if there are Questions

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Preview - Open Floor

• John Jolliff and Ken Callahan Feedback
• Good Keep Doing
• Improve
• Groups and Suggestions

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Three-Minute Drill

• Establish the Dominant Buying Urge for a..
• B to B Product or Service
• B2C Product or Service

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Preview - Open Floor

• Today
• Chapter 8 Examination
• Thursday
• Review of Five-Paragraph Essay

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CHAPTER 8

• Examination

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To listen closely and reply well is the highest
perfection we are able to attain in the art of
conversation

• Francois de La Rochefoucauld

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The Examination Step

• The basic goal of the examination step
• To confirm the salespersons understanding of the
  prospects/customers situation
• To uncover the prospects/customers latent needs

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If your prospect does not havesome want or need
in his mind,you don't have a prospect!
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Uncovering Wants and Needs

• This question-asking/listening step must be
  psychologically structured to help determine
• The prospect's primary concern
• The prospects dominant buying urge

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If someone speaks and no one listens, there has
been no communication

• Sometimes our egos get in the way

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EgoSpeak

• Ego speak is the art of boosting our own egos by
  speaking only about what we want to talk about,
  and not being sensitive to what the other person
  wants to say

few people, other than psychiatrists and women,
have had much training in listening. Dr. S.I.
Hayakawa
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Dominant Buying Urge

• That inner urge or drive that motivates your
  prospect to take the action required to
  consummate a sale
• Dominant - ruling or controlling
• Buying - acquiring or purchasing
• Urge - motive or impulse

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Three-Minute Drill

• Establish the Dominant Buying Urge for a..
• B to B Product or Service
• B2C Product or Service

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A Structure For Examining

• Before you can present your solution you must
  thoroughly understand the prospects problem
• Ask buyers needs-assessment questions early in
  the presentation

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Two General Types of Questions

• Open-ended questions
• Cant be answered with a yes or no
• Closed-ended questions
• Can be answered with a yes or no

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A general rule of thumb is 8020

• Your prospect speaks 80 of the time
• You speak 20 of the time

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Questioning Techniques

• Diagnostic and Surgical Inquiries
• Inquiring Questions
• Satisfied Customer Survey
• The What If Technique
• SPIN

(Situation-Problem-Implication, and Need-Payoff)
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Figure 8.1Diagnostic and Surgical Inquiries
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Inquiring Questions

• Inquiring questions are depth-probing questions
  that can be open-ended or closed-ended
• Use a questioning sequence
• Carefully listen
• Evaluate the customers answer
• Determine the dominant buying urge

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The "Satisfied Customer Survey"

• The satisfied customer survey is an examination
  that is conducted to poll satisfied customers
  (not prospects) to determine why they do business
  with the salesperson
• The salesperson reviews the survey and asks the
  prospect to choose which item he thinks is most
  important

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The What If Technique

• The what if technique consists of a series of
  questions to help salespeople determine exactly
  what a prospect wants and why
• The salesperson prefaces the answer to the
  prospects apparent problem with an if

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Figure 8.2 The SPIN Questioning Strategy

• Situation Questions
• Achieve fact-finding objectives

• Problem Questions
• Achieve objective of uncovering
• Current satisfaction

• Implication Questions
• Achieve objective of developing and channeling
  dissatisfaction
• Have high selling impact

• Need-payoff Questions
• Achieve objectives of rehearsing and selectively
  channeling customer attention
• Have high selling impact

Source Rackham, Neil (1989), Major Account Sales
Strategy. New York McGraw Hill
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Reacting Duringthe Questioning Stage

• Question-based presentations are the link between
  salespeoples ability to listen and to uncover
  buyer motivations
• Salespeople who are empathetic are better able to
  understand their prospects motives
• Check the pulse of prospects regularly
• Remain alert for any signals that prospects may
  send

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Responding to Tough Questions

• When your prospect asks you tough questions
• Restate the question
• Ask
• What do you think?
• What makes you ask?
• Start with a general reply
• Dont fake it

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How Well Do We Listen?

• People use 1/4 of their listening capacity
• People use 1/10 of their memory potential
• People forget 1/2 of what they have heard within
  eight hours
• Eventually, people forget 95 of what they have
  heard unless cued by something later on
• People usually distort what little they do
  remember

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In a Selling Context

• Put in a selling context, if you spend six hours
  a day with prospects, you might spend three hours
  listening to them. Then you would...
• ... Hear about 90 minutes worth
• ... Listen to 45 minutes worth
• ... Understand 22 1/2 minutes of it
• ... Believe only 11 minutes of it,
• ... Remember only 5 5/8 minutes of it

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Listening

• Listening is a trainable skill requiring three
  things
• A sense of how well you listen
• Some motivation to improve
• Practice

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Listening Strategies

• Good listening is an art
• Push something aside
• Nod/tilt your head on important points
• Take notes
• Show your interest without interrupting

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Table 8.1 lists ninetypes of poor listeners

• Which one best describes your listening style?

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Listening versus Hearing

• How many people get lost because they only half
  listen to a set of travel directions?
• Although a person must hear in order to listen, a
  person who is hearing is not necessarily listening

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Stages in the Listening Process

• Sensing
• The actual receipt of messages
• Processing
• Activities that occur in the mind of the listener
• Responding
• Acknowledgement of the receipt of the message

Ramsey, Rosemary P. and Ravipreet S. Sohi (1997),
Listening to Your Customers The Impact of
Perceived Salesperson Listening Behavior on
Relationship Outcomes, Journal of the Academy of
Marketing Science 25 (2), 127-137.
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Three Levels of Listening

• Marginal
• Evaluative
• Active

Alessandra, Anthony J., Phillip S. Wexler, and R.
Barrara (1987), Non-manipulative Selling, Reston,
VA Reston Publishing Company.
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Marginal Listening

• The most basic level of listening
• Recipients hear the words but are easily
  distracted and may allow their minds to wander

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Evaluative Listening

• An improvement over marginal listening
• Listeners are concentrating on what is being said
  but do not sense what is being communicated
  nonverbally or through more subtle verbal cues

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Active Listening

• A process in which the listener receives
  messages, processes them, and responds so as to
  encourage further communication
• The listener is using all of her senses

Refer to Table 8.2--Habits to Differentiate Good
from Poor Listening
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Listening Attentiveness

• Consider how its meaning changes when the accent
  is placed on different words in the following
  sentence
• "I never said that I needed this product
• "I never said that I needed this product
• "I never said that I needed this product

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Nonverbal Communication

• More information is communicated nonverbally than
  through any other form of communication
• Tone of voice and accents
• Body language (facial expressions, gestures, and
  attitudes)
• Choice of dress, housing, and cars

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Body Language

• Success in sales requires that the salesperson
  observe gestures
• A perceptive salesperson can read a persons
  nonverbal communication and accurately match it
  to that persons verbal communication

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Reading and Reacting to Nonverbal Signals

• Nonverbal signals are processed at a sub-
  conscious level
• There are five major nonverbal communication
  channels
• Body Angle
• Face
• Arms
• Hands
• Legs

Refer to Figure 8.4--Nonverbal signals
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Is the Prospect Listening?

• The salesperson needs to know whether the
  prospect is listening
• Effective salespeople look for buying signals

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Interpret Body Language

• Pay close attention to ones own body language
• Set aside at least fifteen minutes a day to read
  and study the gestures of other people

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Questions - 8

• Prospects Primary Concern?
• Dominant Buying Urge?
• Is there Always A Reason for Buying?
• Making Prospects Aware of their Needs?
• Poor and Good Listening Behavior?
• How Can You Tell if Someone is Listening?

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Knowledge-Building Case

• Thaldorf Uncover Dominant Buying Urge?
• SPIN Questions to Learn about Lohmans Wants?
• Did Buying Center members Listen to Thaldorf?

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Review and Preview

• Today
• Chapter 8 Examination
• Next Time
• Five-Paragraph Essay Review
• Chapter 9 Prescription

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Preview - Open Floor

• Five-paragraph Essays
• Comments
• Topic/Relate Topic to Customer Exercise
• Lecture on Examination (Chapter 8) on Thursday

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Five-Paragraph Essay

• Weaknesses
• Clichés
• Do Not List
• Do List

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Five-Paragraph Essay Weaknesses

• More Drafts
• Examples
• One Line Can Sink You
• Intro Punch
• Cut the BS
• How I Can Help You
• Not Your Point of View, THEIRS!

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Five-Paragraph Essay Clichés

• Work Ethic
• Got Good Grades
• I Love People
• I Like Your Company
• Over-the-Top

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Essay Do Not List

• I Like Marketing, Im Going to Graduate, I Like
  Your Company, I Would Be Very Good for You to
  HireFlowery
• Dont Tell Them What They Already Know
• Dont Believe, KNOW
• Avoid Straw-Man Hypothetical Situations

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Essay Do List

• Spelling
• Grammar
• Subject/Verb Agreement
• Word Selection
• Paragraph Hooks
• Punctuation
• Punchy Not Wordy/Not Concise

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Essay Do List

• Better Way to Say It
• Spell Out Numbers
• Good Call to Action
• Hit Over Head with Points
• Lead with Benefits
• Draw Better Parallels between What You Do and
  What They Need

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Five-Paragraph Essay

• In addition to Posted Comments
• Compound Adjective
• Five-Week Project
• Second-Largest Store
• Commission-Based Compensation
• Long-Term Interest
• First-Hand Experience
• City, State
• WIC Website

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Five-Paragraph Essay

• How to Get Ten More Points Next Time
• Three Topics in Intro
• Paragraph Topic
• How Topic Provides Value to Customer
• Less Flowery Stuff
• No I love
• Not too Meek-Mild

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Essay Review

• Match Up in Pairs
• Discuss Strengths of Both Essays
• Discuss Area for Improvement
• Identify Topic for Each of Your Partners
  Paragraphs
• How This Topic Provides Value to Customer
• Enrich with Examples!
• Any Questions for Me