1. Sales Dialogue: Creating & Communicating Value
Chapter 7

2. 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.

3. Check-backs or Response Checks – Questions salespeople use throughout a sales dialogue to generate feedback from the buyer.
Confirmed Benefits – The benefits the buyer indicates are important and represent value.

4. Interesting and Understandable Sales Dialogue
Verbal Support – The use of voice characteristics, examples and anecdotes, and comparisons and analogies to make sales dialogue interesting and understandable.
Voice Characteristics – The pitch and speed of speech, which salespeople should vary to emphasize key points.
Example – A brief description of a specific instance used to illustrate features and benefits of a product.
Anecdote – A type of example that is provided in the form of a story describing a specific incident or occurrence.
Comparison – A statement that points out and illustrates the similarities between two points.
Analogy – A special and useful form of comparison that explains one thing in terms of another.

5. Sales Aids
Sales Aids – The use of printed materials, electronic materials, and product demonstrations to engage and involve buyers.
Visual Materials – Printed materials, photographs and illustrations, and charts and graphs used as sales aids.
Electronic Materials – Sales aids in electronic format such as slides, videos, or multimedia presentations.
Product Demonstrations - The product itself is often the most effective sales tool because it provides the prospective buyer with an opportunity for hands-on experience.

6. Using Sales Aids in the Presentation
SPES Sequence:
S = State selling point and introduce the sales aid
P = Present the sales aid
E = Explain the sales aid
S = Summarize

7. Supporting Product Claims
Proof Providers – The use of statistics, testimonials, or case histories to support product claims.
Statistics – Facts that lend believability to product claims and are used as proof providers.
Testimonials – Proof providers that are in the form of statements from satisfied users of the selling organization’s products and services.
Case Histories – A testimonial in story or anecdotal form used as a proof provider.

8. Group Sales Dialogue
Pre-selling – Salespeople present their product/service to individual buyers before a major sales dialogue with a group of buyers.

9. Sales Tactics for Selling to Groups
Arrival Tactics – Try to arrive at the location for the meeting before the buyer group arrives. It sets the stage for the salesperson to greet individuals from the buying team personally as they enter the room. In a symbolic way, it also signals territorial command, or that the salesperson is in charge of the meeting.
Eye Contact – For both small and large groups, establishing periodic eye contact with individuals is important.
Communications Tips – When selling to groups, it is essential to make all members of the group feel that their opinions are valuable. It is also important to avoid being caught in the middle of disagreements between members of the buying group. This sometimes means remaining silent while the discussion comes to a resolution, and sometimes means playing an active role.

10. Handling Questions in Group Dialogue
First, salespeople should not attempt to answer a question until he or she and the group members clearly understand the question.
Second, salespeople should not attempt to answer questions that they are not prepared to answer. It is far better to make a note and tell the group you will get back to them with the answer than to speculate or give a weak answer.
Third, try to answer questions as directly as possible. Salespeople will quickly lose credibility if they take a long time to get to the point in their answer.