1. Review of
FAB and Trial Close

2. 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

3. 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

4. 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?

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

6. 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

7. 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

8. 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…?”

9. 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?”

10. 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

11. 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

12. 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

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

14. Buyer
Personality
Type

15. 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

16. Exhibit 4-8: Guidelines to Identify Personality Style

17. 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?

18. 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

19. Communication

20. 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

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

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

23. 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…”

24. 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.

25. 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 feet
Space threats -- too close
Space invasion -- OK to be close

26. Exhibit 5-3: Office Arrangements and Territorial Space

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

28. Body Language Gives You Clues
Nonverbal signals come from:
Body angle
Face
Hands
Arms
Legs

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

30. 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

31. 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

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

33. 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

34. 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?

35. 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?

36. 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

37. 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?

38. 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

39. 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

40. 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

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

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