Review of FAB and Trial Close

Sell Sequence SELL Sequence - Show Feature - physical characteristic S - Explain advantage - performance characteristic - Lead into benefit - result of advantage - Let customer talk - ask opinion question

Industrial Salesperson to Industrial Purchasing Agent: “This equipment is made of stainless steel ( ), which means it won’t rust ( ). The real benefit is that it reduces your replacement costs, thus saving you money ( )! That’s what you’re interested in - right ( )?” feature advantage benefit trial close

It Helps to Construct Four Columns in Creating Your SELL Sequence Feature Product made of stainless steel Advantage Will not rust Benefit Reduces your replacement cost Trial Close How does it sound to you?

Exhibit 4-6: Examples of Features, Advantages, Benefits, and Trial Closes that Form the SELL Sequence

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

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

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…?”

For example: “Does that answer your concern?” 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?”

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

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

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

You Try It! Grab something out of your backpack, purse, or pocket. Use the SELL sequence with your neighbor. Give each other feedback.

Buyer Personality Type

Adaptive Selling Based on Buyer’s Style Personality typing Adapt your presentation to the buyer’s style T I F S TIFS hinker style ntuitor style eeler style ensor style

Exhibit 4-8: Guidelines to Identify Personality Style

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?

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

Communication

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

RECEIVER SENDER Message decoded Message encoded Message “Noise”: culture, values, traditions. Feedback encoded Feedback decoded Feedback Frame of Reference Frame of Reference

Message Distortion Spoken message: Are you going to wear those pants? Message heard: You think I’m fat.

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…”

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.

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

Exhibit 5-3: Office Arrangements and Territorial Space

Communication Through Appearance and the Handshake Style hair carefully Dress as a professional Shake hands firmly and look people in the eye

Body Language Gives You Clues Nonverbal signals come from: Body angle Face Hands Arms Legs http://www.selfgrowth.com/articles/kyle.html

A Light Signal for Vehicles has a Green, Yellow, and Red Light A person also sends three types of messages using body communication signals

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

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

You Have the Red Light Disagreement signals - a red light indicates the person may not be interested in your product

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

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?

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 signal Green nonverbal signal How would you respond nonverbally?

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? Caution or red nonverbal signal How would you respond nonverbally? Green nonverbal signal

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 signal Green nonverbal signal How would you respond nonverbally?

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

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

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

Your Attitude Makes the Difference Enthusiasm Excitement Positive view on: Helping others Yourself Being a salesperson

Proof Statements Make You Believable Credibility through Empathy, listening, enthusiasm Proof statements Substantiate claims