Selling in Business (Fundamental Selling)

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    Why People Buy &

    Relationship Building: ItsNot All Talk

    2ND Meeting

    Ch 5

    4

    SHW Sep 2013 PMBS

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    Why People Buy

    The Black Box ApproachPeople buy for PRACTICAL (rational) &PSYCHOLOGICAL (emotional) reason. We

    cannot see into the buyers mind !

    Stimulus-response model of buyer behavior

    Stimulus sponsBlack box

    Sales

    Presentation

    Buyers Hidden

    Mental ProcessSale/No Sale

    SHW Sep 2013 PMBS

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    FAB the Powerfull Selling TechniquePhysical Characteristic

    Eq: Color, Size, Shape, Price

    Performance Characteristic How a product can be used / help buyer Compare to others

    Eq: Fasterst selling, store more information, etc

    A Result of Advantage Whats in it for ME?

    Can be both practical & psycho

    Should be specific not generalizations

    SHW Sep 2013 PMBS

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    Example:Sporting Goods Salesperson to

    Customer

    With this ball, youll get an extra 10 to 20

    yards on your drives ( ) helping to

    reduce your score ( ) because of its

    new solid core ( ).

    feature

    benefitadvantage

    People Buy Benefit(s)

    SHW Sep 2013 PMBS

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    Use Your FABs

    Feature Physical Characteristic

    Buyer thinks So What?

    Advantage Performance Characteristic

    Buyer thinks Prove It!

    Benefit Favorable result from advantage

    Benefits are what people buy! You can have a benefit of a benefit or a FABB

    SHW Sep 2013 PMBS

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    EXERCISE:

    Use the FAB Sequence

    The standardized FAB Sequence can be used as

    follows:

    The(feature)means you(advantage)with the

    real benefit to you being(benefit).

    Note how a benefit is emphasized

    Pick a product. Insert a FAB of the product into the

    above sequence

    Put in your own words

    Try it. It works!SHW Sep 2013 PMBS

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    Match Buyers Needs to Products Benefits and

    Emphasize Them in the Sales Presentation

    BenefitsSeller BuyerNeeds

    Unimportant Unimportant(de-emphasize)

    Important Important(emphasize)

    SHW Sep 2013 PMBS

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    Use SELL Sequence in Your

    Presentation- Show Feature

    - Explain advantage

    - Lead into benefit

    - Let customer talk

    S

    - physical characteristic

    - performance characteristic

    - result of advantage

    - ask opinion question

    SHW Sep 2013 PMBS

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    The Trial Close a Great Way to

    Uncover Needs and Sell

    The trial close asks for an opinion, not a

    decision to buy It gives feedback.

    The trial close is one of the best

    communication techniques in the salespresentation

    SHW Sep 2013 PMBS

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    When is the Time to Use a Trial

    Close?1. After making a strong selling point in the

    presentation (FABs)

    2. After the presentation but before theclose

    3. After answering an objection

    4. Immediately before you move to closethe sale

    SHW Sep 2013 PMBS

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    Personal, Psychological, and Social Forces,

    Influence Consumers Buying Behavior

    SHW Sep 2013 PMBS

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    Satisfied Customers Are Easier to

    Sell to It is easier to sell to a customer than to a

    stranger

    Building a relationship is important to a

    salespersons success

    SHW Sep 2013 PMBS

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    Communication:

    In a sales context, communication is the act of

    transmitting verbal and nonverbal

    information and understanding between the

    seller and buyer

    SHW Sep 2013 PMBS

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    The Basic Communication Model Has

    8 Elements

    SHW Sep 2013 PMBS

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    Concept of space

    Territorial space

    Intimate space 2 feetPersonal space 2 to 4 feet

    Social space 4 to 6 feet

    Public space + 12 feet

    Space threats too close

    Space invasion OK to be close

    Nonverbal Communication: Watch

    For It !!

    SHW Sep 2013 PMBS

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    Body communication Signals, Send

    3 Types of Messages

    SHW Sep 2013 PMBS

    > Disagreementsignals a red lightindicates the person

    may not be interested

    in your product

    > Caution signals -gives a neutral orskeptical sign, buyermaybe uncertain aboutwhat you are saying

    > Handle the signalproperly, or it maychange from yellow tored

    > Acceptance signalsgives the go ahead.

    > Indicates the buyer is

    willing to listen & likewhat is being said

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    Communication ThroughAppearance

    and the Handshake

    Dress as a professional

    Shake hands firmly, look people in the eye

    Body Language Gives You Clues

    Nonverbal signals come from:

    Body angle

    Face Hands

    Legs

    ArmsSHW Sep 2013 PMBS

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    She sits down behind her desk. She sits up

    straight in her chair. She clasps her hands

    together and with little expression on her face

    says,What can I do for you?

    What nonverbal signal is she communicating?

    How would you respond nonverbally? Green (acceptance) nonverbal signal

    Yellow (caution) nonverbal signal

    EXERCISE.

    What Would You Do? Situation #1

    SHW Sep 2013 PMBS

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    As you begin the main part of your presentation, the

    buyer reaches for the telephone and says, Keep

    going; I need to tell my secretary something.

    What nonverbal signal is she communicating?

    Yellow (caution) or red (disagreement)nonverbal signal

    How would you respond nonverbally?

    Green (acceptance) nonverbal signal

    What Would You Do? Situation #2

    SHW Sep 2013 PMBS

    EXERCISE.

    What Would You Do? Situation # 2

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    In the middle of your presentation, younotice the buyer slowly lean back in her

    chair. As you continue to talk, a puzzled

    looks comes over her face. What nonverbal signal is she

    communicating?

    How would you respond nonverbally? Green (acceptance) nonverbal signal

    Yellow (caution) nonverbal signal

    What Would You Do? Situation #3

    SHW Sep 2013 PMBS

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    Barriers To Communication Which May Kill

    a Sale

    SHW Sep 2013 PMBS

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    Master Persuasive Communication

    To Maintain Control

    Persuasion is the ability to change a persons

    belief, position, or course of action

    Feedback guides your presentationProbing asking questions

    Remember to use trial closes

    Empathy puts you in your customers shoes

    Keep it Simple Salesperson (KISS)

    Creating mutual trust develops friendship

    SHW Sep 2013 PMBS

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    Summary of Major Selling Issues

    Communication is the transmission of verbal and

    nonverbal information and understanding between

    a salesperson and prospect

    Modes of communication words, gestures, visualaids

    Communication process model

    Barriers may hinder or prevent constructive

    communication during a sales presentation

    SHW Sep 2013 PMBS