marketing

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Chapter 14Presenting the Product

• Linda McClurg
• Period 1
• 2/18/10

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Objectives

1. State the goal of the product presentation.
2. Explain how products are selected for the
   presentation.
3. Describe what to say during the product
   presentation.
4. Identify four techniques that will make a lively
   and effective product presentation.
5. Distinguish between objections and excuses.
6. Identify the five buying decisions upon which
   common objections are based.
7. Explain the general four-step method for handling
   customer objections.
8. List six specific methods of handling objections
   and when each should be used.

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The Product Presentation

• Goal- the goal of the product presentation is to
  match the customers needs with appropriate
  product features and benefits.
• You can achieve this goal by following certain
  guidelines that can make your product
  presentation smooth.

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Show and Tell

• The preparation that you have put into
  learning about the product or products you sell
  and how to communicate their selling points
  selling points will assist you. These are some
  decisions you need to make in the product
  presentation.
• Which products to show- After you have learned
  the intended use of the product, you should be
  able to select a few items that match those needs.

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Show and Tell

• What price range to offer- When you dont know
  the customers price range and your knowledge of
  the intended use is insufficient to determine a
  price range, begin by showing a medium-priced
  product.
• You can move up or down in price once you
  begin to get the customers feedback.
• How many products to show- To avoid overwhelming
  your customer, show no more than three products
  at a time. It is difficult for most people to
  remember all the features of more than three
  items during a presentation.
• When a customer wants to see more than
  three, put away the displayed products in which
  the customer shows no interest.

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Show and Tell

• What to say- Talk about the products features
  and benefits. Tell your customer the product
  features that match his or her buying motives and
  needs.
• Use highly descriptive adjectives and
  active verbs.
• Avoid unclear words, such as nice, pretty,
  and fine.
• Laymans Terms- words the average customer
  can understand.

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Making the PresentationCome Alive

• Displaying and Handling the Product- Creatively
  displaying the product is the first step in an
  eye-catching presentation.
• Example- Diamond rings look best on a black
  velvet display.
• The way you physically handle a product presents
  an image of its quality.
• Handle it with respect and use hand gestures to
  show the significance of certain features.
• Example- Expensive crystal goblets should be held
  up to the light to show the quality of the glass.

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Making the Presentation Come Alive

• Demonstrating- helps to build customer
  confidence.
• Especially true if selling an item that requires
  manipulation or operation.
• Television, camera, CD player, food processor,
  computer, etc.
• To prove selling points or claims made by the
  manufacturer, you may need to demonstrate a
  product in a more dramatic way.
• To prove a fabric is water resistant, you can
  pour water on the garment to show how the fabric
  repels water.

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Making the Presentation Come Alive

• Using Sales Aids- When it is impractical to
  demonstrate the actual product or when you want
  to emphasize certain selling points, you can use
  sales aids in your presentations.
• Samples, reprints of magazine and newspaper
  articles, audiovisual aids, models, photographs,
  drawings, graphs, charts, specification sheets,
  customer testimonials, warranty information, etc.
• Be creative when determining which sales aids you
  will use.
• An insurance salesperson might use graphs and
  charts to show how dividends will accumulate or
  to compare
• the benefits of one policy to another.
• Could also use a computer to personalize
• the presentation.

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Making the Presentation Come Alive

• Involving the Customer- It is best to get the
  customer physically involved with the product as
  soon as possible in the sales presentation.
• Hold and swing golf clubs, try on and walk around
  in a pair of shoes, use a computer key board or
  mouse, test drive an automobile, or taste and
  smell food products.
• You can also involve the customer verbally by
  asking questions and confirming selling points.
• The key is to keep the customer involved, if
  attention is lost ask a simple question.
• Now that youve seen the features of this camera
  what do you think about it?

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Understanding Objections

• Objections- concerns, hesitations, doubts, or
  other honest reasons a customer has for not
  making a purchase.
• Should be viewed as positive because they give
  you an opportunity to present more information to
  the customer.
• Can be a question or statement.
• Do you carry any other brands?
• These shoes dont fit right.

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Understanding Objections

• Excuses- Insincere reasons for not buying or not
  seeing the salesperson. Often used when they are
  not in the mood to buy or when concealing real
  objections.
• Excuses Im too busy to see you today.
• We dont need any more
• Im just shopping around.
• I didnt plan to buy
  anything today.
• It is often hard to distinguish between
  objections and excuses.
• Encourage the customer to look
• around and ask you any questions
• they may have.

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Welcome and Plan for Objections

• Objections can occur at any time during the sales
  process and should be answered promptly.
• when a customer has to wait for responses to
  questions or concerns, they often become
  preoccupied with the objection. You may lose the
  customers attention and confidence.
• Objections can guide you in the sales process by
  helping you redefine the customers needs and
  determine when the customer wants more
  information.
• A customer may say, This item is very
  expensive. What the person may really mean is
  Tell me why this product costs so much.

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Welcome and Plan for Objections

• Objection Analysis Sheet- Lists common objections
  and possible responses.
• Although the actual objections may be slightly
  different from those you anticipated, thinking of
  those responses gives you an idea of how to
  handle other objections.
• It is good to incorporate objections into your
  presentation to keep the customer from bringing
  them up, but dont have too many.
• An example of a good statement is The suspension
  on this snowmobile is specially designed to keep
  it stable. It is very safe to operate. Your
  telling the benefits of the safety features,
  dont say something like I guess your worried
  about the safety of this snowmobile. that might
  scare the customer.

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Common Objections

• Most objections are based on key decisions a
  customer must make before buying.
• Need- usually occur when the customer does not
  have an immediate need for the item or wants the
  item but does not truly need it.
• A comment such as I really like this sweater,
  but it doesnt match anything I have, is an
  objection based on a conflict between a need and
  a want.

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Common Objections

• Product- more common, include concerns about such
  things as construction, ease of use, quality,
  color, size, or style.
• Example I dont like the way this jacket fits
  me.
• Source- occur because of negative past
  experiences with the firm or brand.
• Example The last time I put an outfit on
  layaway, you couldnt find it for a week. Im not
  sure I want to take that chance again.

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Common Objections

• Price- more common with high-quality expensive
  merchandise.
• Example Thats more than I wanted to spend.
• Time- reveal a hesitation to buy immediately.
• They are sometimes excuses.
• Customers usually have a real reason for not
  wanting to make a purchase on the spot.
• Example I think Ill wait until July when you
  have your summer sale to buy those sandals.
• You will hear many different kinds of
  objections once you begin selling. You should
  note them for future reference.

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Four-Step Process for Handling Objections

• Listen Carefully.
• Demonstrate sincere concern for youre customers
  objections.
• Be attentive, maintain eye contact, and let the
  customer talk.
• Acknowledge the Customers objections.
• Demonstrates that you understand and care about
  the customers concerns.
• Common Examples I can see your point. or
  Other customers have asked us the same
  question.
• This makes the customer feel that his or her
  objections are understandable, valid and worthy
  of further discussion.
• Always try to acknowledge the customers
  objection in a positive way!

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Four-Step Process for Handling Objections

• Restate the Objections.
• To be sure you understand the customer. They can
  be restated in a number of ways.
• Example I can understand your concerns. You
  feel that Am I correct? In other words you
  feel that Let me see if I understand. You
  want to know more about
• Dont repeat the customers objection word for
  word.
• Paraphrase- Restate them in a different way.
• Example Customer says The style is nice, but I
  dont like the color. You could say Would you
  be interested in the jacket if we could find your
  size in another color?

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Four-Step Process for Handling Objections

• Answer the Objections.
• Answer each objection tactfully.
• Never answer with an air of superiority or
  suggest that the persons concern is unimportant.
• Think of yourself as a consultant, using the
  objections to further define or redefine the
  customers needs.
• When price is the objection, offer a
  higher-priced item to a customer if it is
  warranted .
• Be sure to explain the benefits and features of
  the more expensive model and why that item is
  better suited to the customer.

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Specialized Methods of Handling Objections

• Boomerang- Brings the objection back to the
  customer as a selling point.
• Example Customer says This ski jacket is so
  lightweight. It cant possibly keep me warm.
  Salesperson says The jacket is so light because
  of the insulation material called Thinsulate.
  This material is guaranteed to keep you warmer
  than fiberfill insulation, without the bulk and
  extra weight.
• You must be careful when using the boomerang
  method, you dont want to sound as if your trying
  to outwit the customer.
• Use a friendly, helpful tone to explain how the
  objection is really a selling point.
• Question- You question the customer to learn more
  about the objections.
• Your questions may reveal hidden objections and
  may help you learn more about the customers
  needs and wants.
• Your questions may also let the customer realize
  that an objections may not be valid.
• Never ask questions in an abrupt manner- this may
  seem rude and create a defensive atmosphere.
• Example Customer says I dont see the point of
  having two sinks in our master bathroom, as
  featured in your suggested layout. Salesperson
  says Do you and your husband ever need to go out
  at the same time? Customer Yes Salesperson Do
  either one of you have to wait for the other to
  finish using the sink on those occasions?
  Customer Yes. I see your point.