Transcript Fundamentals of Selling

Review of
FAB and Trial
Close
4-1
Sell Sequence
SELL Sequence
S - Show Feature - physical characteristic
E - Explain advantage- performance characteristic
L - Lead into benefit - result of advantage
L - Let customer talk - ask opinion question
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Industrial Salesperson to Industrial
Purchasing Agent:
“This equipment is made of stainless steel
(feature ), which means it won’t rust
( advantage ). The real benefit is that it reduces
your replacement costs, thus saving you money
( benefit)! That’s what you’re interested in - right
( trial close )?”
4-3
It Helps to Construct Four Columns in Creating
Your SELL Sequence
Feature
Advantage
Benefit
Trial Close
 Product made Will not rust  Reduces your  How does it
of stainless
replacement
sound to
steel
cost
you?
4-4
Exhibit 4-6: Examples of Features, Advantages, Benefits,
and Trial Closes that Form the SELL Sequence
4-5
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 sales presentation
4-6
The Trial Close Helps
You to Determine:
Whether the prospect likes your product’s
features, advantages, or benefits
Whether you have successfully answered any
objections
Whether any objections remain
Whether the prospect is ready for you to close
the sale
4-7
In These Examples of Trial Closes, Notice
They Do NOT Ask Someone to Buy Directly
 “How does that sound to you?”
 “Is this important to you?”
 “That’s great - isn’t it?”
 “I notice your smile. What do you think
about…?”
4-8
Do You See How the Trial Close Asks for the Person’s
Opinion Concerning What Has Just Been Said?
For example:
“Does that answer your concern?”
“Am I on the right track with this
proposal?”
4-9
The Trial Close Does Not
Ask for a Decision
It asks a question to better understand what the
person is thinking about what is being said by
the salesperson - you
4-10
Let’s Review! When Are the
Times to Use a Trial Close?*
1. After making a strong selling point in the
presentation (FABs)
2. After the presentation but before the close
3. After answering an objection
4. Immediately before you move to close the
sale
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Let’s Review! What Does the Trial
Close Allow You to Determine?
1. Whether the prospect likes your product’s
FAB - the strong selling point
2. Whether you have successfully answered the
objection
3. Whether any objections remain
4. Whether the prospect is ready for you to
close the sale
4-12
You Try It!
 Grab something out of your backpack,
purse, or pocket.
 Use the SELL sequence with your
neighbor.
 Give each other feedback.
4-13
Buyer
Personality
Type
4-14
Adaptive Selling Based on
Buyer’s Style
Personality typing
Adapt your presentation to the buyer’s
style
Thinker style
Intuitor style
Feeler style
Sensor style
TIFS
4-15
Exhibit 4-8: Guidelines to Identify
Personality Style
4-16
Watch for Clues to Someone’s
Personality Type
How would you describe this person?
What does their desk look like?
What is their attitude?
How do they dress?
4-17
First Know Your Style
This helps you to adapt to the other person’s
style
Which leads to better communication
Knowing your style helps you identify a
person’s style, especially if your styles are the
same. It takes one to know one ;>)
Exercise #3: Personality Test
4-18
Communication
4-19
Communication: It Takes Two
In a sales context, communication is the act of
transmitting verbal and nonverbal information
and understanding between the seller and
buyer
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RECEIVER
SENDER
Message
encoded
Message
Message
decoded
“Noise”: culture,
values, traditions.
Feedback
decoded
Frame of
Reference
Feedback
Feedback
encoded
Frame of
Reference
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Message Distortion
Spoken message: Are you going to wear
those pants?
Message heard: You think I’m fat.
4-22
Message Distortion
Male Salesperson presenting shelving system
to woman buyer.
Spoken message: “It’s probably difficult for
your workers to lift heavy boxes to the top
of shelving units”.
Woman buyer hears: “Because you’ve hired
so many women, who are weaker…”
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Message Clearing
Male Salesperson presenting shelving system
to woman buyer.
Spoken message: On the job injuries are
rising for all workers, but our product can
help reduce these in your company.
Woman buyer hears: I can save money for
the company.
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Nonverbal Communication:
Watch For It
Concept of space
Territorial space
Intimate space -- 2 feet
Personal 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
4-25
Exhibit 5-3: Office Arrangements and
Territorial Space
4-26
Communication Through Appearance
and the Handshake
Style hair carefully
Dress as a professional
Shake hands firmly and look people in the eye
4-27
Body Language Gives You Clues
Nonverbal signals come from:
Body angle
Face
Hands
Arms
Legs
http://www.selfgrowth.com/articles/kyle.html
4-28
A Light Signal for Vehicles has a Green,
Yellow, and Red Light
 A person also sends
three types of messages
using body communication
signals
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You Have the Green Light
 Acceptance signals - a
green light gives the “go
ahead.”
 It indicates the buyer is
willing to listen and
 May like what is being said
4-30
You Have the Yellow Light
 Caution signals - a yellow
light gives a neutral or
skeptical sign indicating the
buyer maybe uncertain about
what you are saying. Handle
it, or it may change from
yellow to red
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You Have the Red Light
 Disagreement signals - a
red light indicates the
person may not be
interested in your product
4-32
Recognizing Body Signals
Knowing body signal guidelines can improve
your communication ability by allowing the
salesperson to
Be able to recognize nonverbal signals
Be able to interpret them correctly
Be prepared to alter a selling strategy
Respond positively both nonverbally and verbally
to a buyer’s nonverbal signals
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What Would You Do?
You arrive at the industrial purchasing agent’s
office on time. This is your first meeting. After
you have waited five minutes, the agent’s
secretary says, “She will see you.” After the
initial greeting, she asks you to sit down.
For each of the following three situations determine:
1. What nonverbal signals is she communicating?
2. How would you respond nonverbally?
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What Would You Do? Situation #1
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?
Caution
nonverbal
signalnonverbally?
How
would
you respond
Green
nonverbal
signal
4-35
What Would You Do? Situation #2
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?
How
would
younonverbal
respond
Caution
or red
signal
Green
nonverbal
signal nonverbally?
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What Would You Do? Situation #3
In the middle of your presentation, you notice
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?
Caution
nonverbal
signalnonverbally?
How
would
you respond
Green
nonverbal
signal
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Barriers To Communication
Differences in perception
Buyer does not recognize a need for product
Selling pressure
Information overload
Distractions
Poor listening
How and what you say
Not adapting to buyer’s style
4-38
Master Persuasive Communication
To Maintain Control
Persuasion is the ability to change a person’s
belief, position, or course of action
Feedback guides your presentation
Probing -- asking questions
Remember to use trial closes
Empathy puts you in your customer’s shoes
Keep it Simple Salesperson (KISS)
Creating mutual trust develops friendship
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Master Persuasive Communication
To Maintain Control cont…
Listening clues you in
Hearing
Listening
Listen to words, feelings, and thoughts
Three levels of listening
– Marginal listening
– Evaluative listening
– Active listening
Technology helps to remember
4-40
Your Attitude Makes the Difference
Enthusiasm
Excitement
Positive view on:
– Helping others
– Yourself
– Being a salesperson
4-41
Proof Statements Make You Believable
Credibility through
Empathy, listening, enthusiasm
Proof statements
Substantiate claims
4-42