Sales%20Dialogue:%20Creating%20and%20Communicating%20Value

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Sales Dialogue Creating and Communicating Value
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Learning Objectives

• Describe the key characteristics of effective
  sales dialogue.
• Explain how salespeople can generate feedback
  from buyers.
• Discuss how salespeople use confirmed benefits to
  create customer value.
• Describe how verbal support can be used to
  describe value in an interesting and
  understandable manner.

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Learning Objectives

• Discuss how sales aids can engage and involve
  buyers.
• Explain how salespeople can support product
  claims.
• Discuss the special considerations involved in
  sales dialogue with groups.

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Effective Sales Dialogue
Good salespeopleare very muchlike surgeons in
that they are serious in whatthey do and leave
nothing to chance.
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Encouraging Buyer Feedback

• Commonly used to
• Confirm benefits and assess buyers level of
  interest, and
• evaluate the level to which the salesperson has
  handled a buyers objection.

Check-Backsor Response-Checks Questions
salespeople use throughout a sales dialogue to
generate feedback from the buyer.
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Creating Customer Value

• _________________________________________________.
  . .
• How the buyers needs will be met or howan
  opportunity can be realized as aresult of a
  purchase.
• How the product features translate,in a
  functional sense, into benefitsfor the buyer.
• While remembering that . . .
• _______________________________.
• Not all features are important to the buyer.
• __________________________________________________
  __.

Confirmed Benefits The benefits the buyer
indicates are important and represent value.
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Ethical Dilemma
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Interesting and UnderstandableSales Dialogue
Having a Smartphone is like having your own
personal secretary.
Verbal Support

• Voice Characteristics
• Examples and Anecdotes
• Comparisons and Analogies

This Smartphone has the same features as these
other phones yet it costs 20 less.
Sales Aids The use of printed materials,
electronic materials, and product demonstrations
to engage and involve buyers.
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Interesting and UnderstandableSales Dialogue
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Interesting and UnderstandableSales Dialogue
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Working with Sales Aids
_________________________________
__________________
_________________
_________________
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Interesting and UnderstandableSales Dialogue
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Supporting Product Claims
Proof Providers

• Statistics Facts that lend believability to
  product claims.
• ___________ Statements from satisfied customers
  of the selling organizations products and
  services
• Case Histories A testimonial in a story or
  anecdotal form.

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Ethical Dilemma
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Group Sales Presentations
When selling to groups, salespeople can expect
tough questions and should prepare accordingly
When selling to a group, salespeople should take
every opportunity to pre-sell individual group
members prior to the group presentation
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Sales Tactics for Selling to Groups

• Arrival Arrive and setup before the buying
  group.
• Eye Contact _________________________
  _________________________.
• Communication Solicit opinions and feedback
  from each member of the buying group and avoid
  taking sides.

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Handling Questionsin Group Presentation

• _____________and ________________with the person
  asking the question.
• __________________________as necessary to ensure
  understanding.
• Answer each question ______________________.

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Role Play