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PERSUASIVE SELLING / 5 STEPS PRESENTATION
5 STEPS OF 5 STEPS OF PERSUASIVE PERSUASIVE SELLING…the SELLING…the key to success!key to success!Objectives
Learn the 5 Step Format
Use benefits/features appropriately to
make the sale!
Why Buyers Buy...The Buyer Asks… Does the idea fit my
situation?
Is it practical?
How does it work?
What’s the benefit?
What’s required of me?
The Buyer Buys If… The seller understands
the customer’s situation.
The seller’s suggestion
is practical.
The buyer understands
the seller’s explanation.
The buyer sees the
benefits.
It is easy for the buyer to
agree.
Persuasive Selling
Steps:
1. Summarize the Situation
2. State the Idea
3. Explain How It Works
4. Reinforce Key Benefits
5. Suggest an Easy Next Step
#1 - Summarize the Situation...
Includes conditions, needs, limitations, opportunities
Concept: FrontloadingDetermines buyer’s real needs
and interest
#2 State the IdeaIs it simple, clear and concise?Does it meet the CUSTOMER’S need or
opportunity?Is there ACTION? Example:
My idea is to have you receive our lowest cost on Pantene by July 2005!
#3 - Explain How It WorksDiscuss the 4 Ws and the H
Who, What, When, Where and How
Ask questions to ensure buyer involvement
Example:This action plan outlines the key
elements needed for you to receive our lowest cost by July 2005.
#4 - Reinforce Key Benefits
Example:
- You will increase efficiencies
- You will increase your $ sales
- You will reduce your out-of-stocks
These key benefits MUST address the customer’s need!
to success:
BENEFITS -VS- FEATURES
Features TELL and Benefits SELL !!!
Emphasize benefits ... NOT features!
• Features are the CHARACTERISTICS:
“Pantene Pro-V is the #1 selling shampoo, great item for an ad.”
• Benefits are the VALUE of the brand’s features:
“Pantene Pro-V will meet your customer’s needs and will increase your business - along with groceries, shoppers will buy their HABA here.
Can you tell a Feature from a Benefit?
1)Pringles is growing your category by 10% annually.
2)Head and Shoulders has a 17 share in your market.
3)Pringles outsells Lays 2 to 1.4)Increasing the facings on Pampers will
decrease your out-of-stocks.5)Crest now comes in pre-built displays.6)Pampers now comes in jumbo pack sizes.
#5 - CLOSE!...Suggest an easy next Step
$ Be prepared - close early and often. Make it easy for your buyer to say YES!. Be positive, ASSUME the close.
(Assumption close). Suggest something you can do to ignite the action (Action close). Be silent, so the buyer can decide... “He who talks first - LOSES!”
REAL-LIFEEXAMPLE
Let’s sell a RSA retailer on working with us on SOOSSummary (Wants/Needs/Limitations):
SOOS Project
The Idea:
SOOS Project
How It Works: .
SOOS ProjectSOOS Project
Reinforce The Key Benefits:Reinforce The Key Benefits:
SOOS ProjectSOOS Project
The Close:The Close:
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