Sales Dialogue: Creating and Communicating Value Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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 communicate value in an interesting and understandable manner

Learning Objectives (continued) 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

7.1 Keys to Effective Sales Dialogue The content in the exhibit is listed as follows: The most effective sales dialogues: 1. Are planned and practiced by salespeople. 2. Encourage buyer feedback. 3. Focus on creating value for the buyer. 4. Present value in an interesting and understandable way. 5. Engage and involve the buyer. 6. Support customer value through objective claims.

Check-Backs or Response-Checks Questions that salespeople use during a sales dialogue Help generate feedback from the buyer Employed to: Confirm benefits and assess buyer’s level of interest Evaluate the level to which the salesperson has handled a buyer’s objection

7.2 Illustrative Examples of Check-Backs

Creating Customer Value Identify confirmed benefits for the buyer Confirmed benefits: Benefits that the buyer indicates are important and represents value Present a recommended solution Emphasize product features that will produce the confirmed benefits desired by the buyer Helps maintain long-term buyer-salesperson relationship

Ethical Dilemma

Interesting and Understandable Sales Dialogue Anecdotes Voice characteristics Analogies Verbal support elements Examples Comparisons

7.3 Reasons for Using Sales Aids

Product demonstrations Types of Sales Aids Visual materials Electronic materials Product demonstrations

7.4 Tips for Preparing Visual Materials

7.5 Guidelines for Product Demonstrations

Using Sales Aid in the Presentation Develop multiple aids to create a positive impact Increase effectiveness by using the SPES sequence S - State the selling point and introduce the sales aid P - Present the sales aid E - Explain the sales aid S - Summarize

Proof Providers Statistics Facts that lend believability to claims of value and benefit Testimonials Statements from satisfied users of the selling organization’s products and services Case histories Testimonials in a story or anecdotal form

Involves salespeople interacting with buyer groups Salespeople should: Group Sales Dialogue Involves salespeople interacting with buyer groups Salespeople should: Prepare for tough questions from the buyers Engage in preselling Preselling: Presenting the product or service to individual buyers before presenting it to the whole group

Sales Tactics for Selling to Groups Arrival Arriving and setting up before the arrival of the buying group Eye contact Making periodic eye contact with each member of the buying group Communication Soliciting opinions and feedback from each member of the buying group and avoiding taking sides

Handling Questions in Group Presentation Salesperson should: Listen carefully and maintain eye contact with the person asking the question Repeat or restate the question to ensure understanding Address the entire group while answering a question from an individual Answer questions as succinctly and convincingly as possible

Key Terms Check-backs or response checks Sales aids Visual materials Confirmed benefits Verbal support Voice characteristics Example Anecdote Comparison Analogy Sales aids Visual materials Electronic materials Proof providers Statistics Testimonials Case histories Preselling

Effective sales dialogue can be ensured by planning and practicing Summary Effective sales dialogue can be ensured by planning and practicing SPIN or ADAPT questioning processes are designed to get the buyer to provide feedback Help the salesperson identify the confirmed benefits for the buyer Salespeople can use various sales aids to make an interesting presentation Should prepare in advance while making presentations to groups