Presenting the Product

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Presenting the Product

• Chapter 14

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Product Presentation

• Goal of Product Presentation
• Match customers needs with appropriate product
  features and benefits.
• Must determine needs
• This step may make or break the sale to the
  customer.

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Decisions for Salesperson

• What product or products to show customer
• What are you going tell customer about the
  products
• Things that may help
• Product knowledge
• Feature benefit charts
• Be prepared to show the product you must be the
  expert

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Pre-Approach and Product Presentation

• What is the relationship between Determining
  Needs and Presenting the Product?
• Helps the salesperson show and demonstrate
  products that will give the customer solution to
  the problem or meet their needs.

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Which Product to Show?What Price Range?

• If you havent determined price range
• Start with medium price
• Allows for movement in price, up or down
  depending on feedback from customer
• You must listen and observe customers!
• Match product to customers needs

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How Many Products To Show

• No more then 3 products Why?
• You may overwhelm your customer
• If customer wants more put away the ones
  customer show little or no interest in. Out of
  sight out of mind.
• You must know the product line well so you can
  meet the individual needs of each customer.

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What to Say?

• Match customers needs (Determining Needs) with
  the appropriate features
• Must know your product!
• Use descriptive adjectives and action verbs.
  Avoid unclear words such as nice, pretty and
  fine.
• Example Selling ski coat
• The full cut sleeves allows for complete
  rotation of the arm, making it extremely
  comfortable for skiing

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What to Say?

• Avoid slang and jargon, unless appropriate for
  the situation
• Business to Business sales vs. Consumer Sales

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Planning the Presentation

• How to display merchandise?
• How to handle merchandise?
• How to effectively demonstrate products to
  enhance the customer benefits?
• What sales aids do you need to help demonstrate
  features of products?
• How do involve the customer?

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Displaying and Handling

• Creative displays
• Catch the eye of the customer
• Handling the Product
• Handle the product with respect
• Use body language and hand gestures to show
  significance of feature in demonstrating the
  product.

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Using Sales Aids

• When impractical to demonstrate product
• Caterpillar Tractors sales
• Architects building homes, office buildings
• Sales aids include
• Models
• Poster
• Charts
• Customer testimonials
• Warranty info

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Involving the Customer

• Show the customer how to use and encourage them
  to try it
• If you are losing the customer ask her/him a
  simple question, Is this feature important to
  you?
• Keep customer involved in presentation Ask
  Questions!

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Understanding Objections

• Objections Concerns, hesitations, doubts, or
  other honest reasons a customer has for not
  making a purchase.
• View as an opportunity to present more
  information about product to customer

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Excuses

• Insincere reasons for not buying or not seeing
  the salesperson. Customers often use excuses
  when theyre not in the mood to buy or concealing
  real objections.
• Examples of Excuses
• Im too busy to see you today.
• We dont need any more
• Im just shopping
• I didnt plan to buy anything today

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• How do you handle these excuses?
• Be polite, encourage the customer to look around
  and ask questions.
• Be prepared to re-approach the customer.

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Business to Business

• If customer refuses to see you, when you call
  leave a business card and ask if it would be
  possible to call (or come back) at a more
  convenient time.
• Never expect the customer to call you back

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Plan for Objections

• Let the objection guide you through the sales
  process.
• It will help redefine customer needs and
  determine when customer wants more information.

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Examples

• Customer says
• This item is very expensive
• Customer is really thinking
• Tell me why this item costs so much
• This objection gives the salesperson info on why
  the customer is reluctant to buy and gives the
  salesperson an opportunity to present additional
  features of the product.

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Plan for Objections

• Objection analysis sheet
• A list of common objections and possible
  responses to them.

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Common Objections

• Need
• Product
• Source
• Price
• Time

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Need Objection

• Customer has no immediate need for item
• I really need this sweater but it doesnt match
  anything I have.
• These shoes are very comfortable but I have
  three similar pair

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Product Objection

• Based on the product. These are very common in
  retail selling. They include concerns about
• Construction of product
• Quality
• Size, color, or style
• I dont like the way this jacket fits me.

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Source Objection

• Objections based on source often occur because of
  a negative past experience with the company.
• Customer may say
• The last time I put a outfit on layaway, you
  couldnt find it for a week. Im not so sure I
  want to take that chance again.

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Price Objection

• This objection is very common in the sales
  process.
• Salesperson must determine if this is truly an
  objection or an excuse.
• Thats more then I wanted to spend.

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Time Objection

• Objections based on time reveal a hesitation to
  buy now
• I think Ill wait to buy these shoes until they
  go on sale.
• Sales person must again determine if this is an
  excuse or real objection.

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Four Step Process for Handling Objections

1. Listen
2. Acknowledge
3. Restate
4. Answer

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Listen Carefully

• Be attentive, good eye contact, and let the
  customer talk
• Demonstrate that you care about the customers
  needs. Remember your job is to give the customer
  the opportunity to make a satisfying buying
  decision.

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Acknowledge the customers objection

• I can see your point
• Other customers have asked that same question
• Make the customer feel that their concerns are
  valid and important.
• DO NOT DISAGREE WITH THE CUSTOMER!!!

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Restate the Objection

• I can understand your concerns. You feel that
  
• Let me see if I understand you correctly. You
  want more about.
• Dont repeat the objection paraphrase it.
• Help the customer understand their concerns

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Methods of Handling Objections

• Boomerang
• Question
• Superior Point
• Denial
• Demonstration
• Third Party

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Boomerang

• Brings the objection back to the customer as a
  selling point.
• Customer
• These shoes seem so light I dont think they
  will last very long.
• Salesperson
• Because of the new material used in these shoes
  the manufacture guarantees them to last. If you
  have any problems just bring them back and we
  will replace them.

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Superior Point

• Superior point method allows you to admit
  disadvantages of your product but then present
  superior points to offset or compensate for them.
• This methods puts the customer in a position to
  choose between features of the products

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Superior Point

• Example Thats true -- the price is a little
  higher then the other brand. The difference is
  the quality of the product. This product will
  last an average of 3 to 5 years longer then the
  other brand.

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Questioning

• The question technique is used to learn more
  about the objection of the customer.
• Your question may reveal other hidden objections
  and help learn more about the needs of the
  customer.

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Questioning

• Customer
• I dont see the need of having two sinks in the
  master bedroom as your floor plan suggests.
• Salesperson
• Do you and wife ever need to get ready at the
  same time?
• Customer
• Yes
• Salesperson
• Do you both of you need to use the sink?
• Customer
• I see your point

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Denial

• The denial method is when the customers
  objection is based on misinformation
• When using this method you must back your
  information with accurate facts that you can
  prove to the customer

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Denial

• Customer
• Im afraid this shirt will shrink when I wash
  it.
• Salesperson
• No, these garments have been pre-washed and are
  guaranteed not to shrink. If you have any
  problems we will replace the garment.

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Demonstration

• Show the customer how it works!
• Customer
• I cant believe that food wont stick to the
  bottom of the pan if you dont use oil or
  butter.
• Salesperson
• Let me show you!

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Third Party

• Third party method involves using a previous
  customer or another neutral person who can give a
  testimonial.
• Customer
• I cant believe that these new windows will save
  me 25 per month on my heating bills.
• Salesperson
• I know its hard to believe but we recently had
  Consumer Reports evaluate our windows and here
  are their results.

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What method would you use?

• The price seems a little high compared to your
  competition
• Superior Point
• Yes it is high, but the quality is much higher
  as well.

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What method would you use?

• But can I can e-mail the pictures from my phone
  directly?
• Demonstration
• Yes, let me show you!