chapter 14 – presenting the product –. show & tell process 1. select a few sample products:...
TRANSCRIPT
CHAPTER 14 – PRESENTING THE PRODUCT –
SHOW & TELL PROCESS
1. Select a few sample products: match product features to customer’s needs
2. Determine customer’s price range show medium-priced projects
3. DON’T overwhelm customers4. AVOID slang terms, 5. USE layman’s terms: Words
the average customer can understand
Make The Presentation Come Alive
DISPLAYING & HANDLING THE PRODUCT
Goal : create eye-catching display
DEMONSTRATING THE PRODUCT
Goal : show off features of by demonstrating use of the product
Make The Presentation Come Alive Cont..
USING SALES AIDS Goal: Use sales aids when
presenting to help emphasize selling points Ex) samples, magazines, graphs
INVOLVING THE CUSTOMER Goal: Let customer get
involved with the product Ex) walk around in shoes, test
drive a car
HOLDING THE CUSTOMER’S ATTENTION
Goal: keep customer involved and listening Ex) ask questions
Make The Presentation Come Alive Cont..
OBJECTIONS
UNDERSTANDING & PLANNING FOR OBJECTIONS
Objections: hesitations or doubts for a purchase
Excuses: reasons for not buying
Objection Analysis Sheet: lists common objections and responses
COMMON OBJECTIONS
Need Conflict between a need and a
want “I really want these sandals, but I
really don’t need another pair” Product
Concerns about construction, ease of use, quality, color, size, or style
“I don’t buy 100% cotton shirts because you always have to iron them”
MORE COMMON OBJECTIONS
Source Negative past experiences with a
brand or company “I don’t think I want to, the last time I
placed an order with your company, I received it two weeks after the promised date!”
Price “That’s more than I wanted to spend”
Time Commonly excuses “I think I’ll wait until July when you
have your summer sale”
FOUR-STEP PROCESS FOR HANDLING OBJECTIONS
1. LISTEN CAREFULLY Be attentive, maintain eye contact, let
customer talk
2. ACKNOWLEDGE THE OBJECTIONS Make the customer feel their
objections are understandable DON’T disagree with the customer or
tell them they are wrong
3. RESTATE THE OBJECTIONS Paraphrase: restate something in a different
way Ex) [Objection] “I don’t like that color”
[paraphrase] “would you be interested in the
jacket if we could find it in another
color?” 4. ANSWER THE OBJECTIONS
Answer with respect Think of it as a way to better meet customer’s
needs, not to tell them they’re thoughts are wrong
FOUR-STEP PROCESS FOR HANDLING OBJECTIONS
7 SPECIALIZED METHODS OF HANDLING OBJECTIONS
SUBSTITUTION Substitution Method:
recommending a different product that would satisfy the customer’s needs
Used when a customer is looking for something other than what you are selling (different brand, model, style)
BOOMERANG METHOD Brings the objection back to
the customer as a selling point
Customer “These ski gloves are so lightweight. They can’t possibly keep me warm”
Salesperson “The gloves are so light because of an insulation material called Thinsulate. The manufacturer guarantees that Thinsulate will keep you warmer without the bulk and extra weight”
QUESTION Ask questions to
learn why the customer has an objection
Never ask questions in an abrupt manner
SUPERIOR POINT METHOD Technique that permits
the salesperson to acknowledge objections as valid yet still offset or compensate them with other features and benefits
Lets customers see additional reasons for buying
7 SPECIALIZED METHODS OF HANDLING OBJECTIONS
DENIAL Based on
misinformation Back up responses
with facts on product “Will this shirt shrink?” “No, it won’t shrink
because the fabric is made of 50% cotton and 50% polyester. The polyester will prevent shrinkage”
DEMONSTRATION Convincing
method Seeing is
believing
7 SPECIALIZED METHODS OF HANDLING OBJECTIONS
THIRD PARTY
Third-party method- using a previous customer or another neutral person who can give a testimonial about the product
“I can’t see how this machine can save me $1000 in operating costs the first year”
“Frank Smith, one of my customers, questioned the same point when he bought his machine a year ago. He now praises its efficiency and says that his costs have gone down by $1,200. Here’s a letter I recently received from him.”
7 SPECIALIZED METHODS OF HANDLING OBJECTIONS