Communicating The Sales Message

6 6-1

Communicating the Sales Message

COMMUNICATING THE SALES MESSAGE

6-2

COMMUNICATING THE SALES MESSAGE

Learning Objectives • Understand the characteristics of a sales presentation • Identify sales presentation strategies • Discuss the steps in preparing for the sales presentation • Discuss the steps involved in approaching the customer 6-3

COMMUNICATING THE SALES MESSAGE

Learning Objectives • Understand how to apply your sales knowledge to the customer’s needs • Understand how important product demonstrations are in the presentation • Define the keys to a great sales presentation • Understand the role sales managers play in sales presentations 6-4

COMMUNICATING THE SALES MESSAGE

Fitting the Presentation to the Customer Situation First meeting w/ customer

Competitors trying to take business away Winning back lost customers Making the final presentation before the order is given

Salesperson’s focus should be: Listening (about 80% of the total meeting time) to determine the customer’s needs Restating the value proposition Letting customers vent their frustration Answering any last minute details for the customer

Source: Julia Chang, “Tailor Made,” Sales and Marketing Management, April 2003, pp.37-41.

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COMMUNICATING THE SALES MESSAGE

Communicating the Sales Message Sales presentation • Delivery of information relevant to solving the customer’s needs • Often involves a product demonstration

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COMMUNICATING THE SALES MESSAGE

expert advice 6.1 Three most important characteristics of a successful sales presentation

– Research the customer’s business and technical needs in advance of the sales call – Tailor the presentation materials according to the research results – Listen to what the customer says in the meeting, then further refine the discussion to meet the customer’s needs and interests 6-7

COMMUNICATING THE SALES MESSAGE

EXHIBIT

6-8

6.1

Characteristics of a Great Sales Presentation

•

Explains the Value Proposition

•

Asserts the advantages and benefits of the product

•

Enhances the customer’s knowledge of the company, product, and services

•

Creates a memorable experience

COMMUNICATING THE SALES MESSAGE

Enhancing the Customer’s Knowledge - Example • Pampers brand does a good job of enhancing customer product knowledge • Visit the “What We Are Made Of” page on their website (www.pampers.com) • Here you will find a complete description of the product and its benefits 6-9

COMMUNICATING THE SALES MESSAGE

EXHIBIT

6-10

6.2

Sales Presentation Strategies

Presentation Strategy

Focal Point of Presentation

Talk/Listen Ratio

Memorized

Product

90/10

Formula

Product

70/30

Need satisfaction

Customer

50/50

Problem solving

Customer

40/60

COMMUNICATING THE SALES MESSAGE

Memorized Presentations • May discuss some areas not important to the customer and leave out some that are • Tend to seem high pressure • Ensure consistent delivery • Are able to deliver more information in the same amount of time 6-11

COMMUNICATING THE SALES MESSAGE

Formula Presentations Based on the acronym AIDA • • • •

6-12

Get the customer’s attention Create interest in the product Develop a strong desire for the product Move the customer to action

COMMUNICATING THE SALES MESSAGE

Need Satisfaction Presentations • Need identification stage – questioning the customer to discover needs • Need analysis stage – by combining knowledge of the company’s products and services with the recognition of the customer’s needs, determining how to best meet those needs • Need satisfaction stage – presenting the company’s solution to the customer’s needs 6-13

COMMUNICATING THE SALES MESSAGE

Problem-Solving Presentations

6-14

•

Focus on customer

•

Considered the most complex and difficult presentation strategy

•

Preferred presentation strategy in relationship selling

COMMUNICATING THE SALES MESSAGE

How Technology Can Help You • Portable computer systems - match the technology to meet presentation needs (don’t overbuy) • Wireless communication – connecting to the company or anywhere else on the Internet allows the salesperson to provide the most current data available 6-15

COMMUNICATING THE SALES MESSAGE

Wireless Communication - Example • Companies are combining a variety of workplace tools into one device • Visit Palm Products at www.palmone.com/us and review the Treo line of products • The Treo line combines PDAs with digital cell phone technology for total communication, scheduling, and contact management 6-16

COMMUNICATING THE SALES MESSAGE

INNOVATION

6.2

Tablet PC May Revolutionize the Selling Experience

• Can be used as a traditional laptop or as a “legal pad” by recognizing the user’s handwriting on the screen • Uses Microsoft Windows XP Tablet PC software Source: “Tablet PCs: Hot or Not?” Michael Weinreb, Sales and Marketing Management, April 2003, p. 21.

6-17

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc. All rights reserved.

COMMUNICATING THE SALES MESSAGE

INNOVATION

6.2

Tablet PC May Revolutionize the Selling Experience

• Many companies offer tablet PCs • • • • • •

Acer Fujitsu Hewlett-Packard Motion Computing Toshiba ViewSonic

Source: “Tablet PCs: Hot or Not?” Michael Weinreb, Sales and Marketing Management, April 2003, p. 21.

6-18

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc. All rights reserved.

COMMUNICATING THE SALES MESSAGE

Setting Goals and Objectives Presentations should meet at least one of the five following goals: • Educate the customer • Get the customer’s attention • Build interest for the company’s products and services • Nurture the customer’s desire and conviction • Obtain a customer commitment to action (purchase) 6-19

COMMUNICATING THE SALES MESSAGE

Approach the Customer • Before the meeting – never make the customer wait • Greeting the customer • Dress appropriately • Turn off or silence all wireless communication devices • Be organized

• The first three minutes • Build rapport • Non-controversial subjects 6-20

COMMUNICATING THE SALES MESSAGE

Objectives of the Customer Approach • Get the customer’s attention • Create enough interest in you, your company, and its products and services that you can continue the presentation

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COMMUNICATING THE SALES MESSAGE

leadership 6.3 Never Underestimate the Power of Your First Impression • • • •

6-22

Portray a confident but not superior manner A clean, neat appearance is essential to making a positive first impression It’s important to smile Try to use your prospect’s name when conversing

COMMUNICATING THE SALES MESSAGE

leadership 6.3 Never Underestimate the Power of Your First Impression • • • •

Show that this meeting is important to you Don’t apologize for taking your prospect’s time Be comfortable and relaxed Position yourself through everything you say and do Source: Bill Brooks, “Never Underestimate the Power of Your First Impression,” American Salesman, April 2002, pp. 3-5.

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COMMUNICATING THE SALES MESSAGE

EXHIBIT

6.3

Approaches to the Sales Presentation

• Referral • Customer Benefit • Question • Assessment • Product demonstration 6-24

COMMUNICATING THE SALES MESSAGE

EXHIBIT

6-25

6.4

The Sales Presentation

COMMUNICATING THE SALES MESSAGE

EXHIBIT

6.5

Question Type

Categories of Questions Advantage

Disadvantage

Unrestricted Encourages customer to Time consuming speak Restricted Gets specific information Discourages dialogue Data Uncovers relevant data Collection Investigation Helps uncover customer needs Validation Provides customer buy-in 6-26

Wastes customer time Difficult to manage responses Can derail presentation

COMMUNICATING THE SALES MESSAGE

Questioning Drives a Great Presentation • Unrestricted/restricted questions – encourage the customer to share information • Unrestricted – encourage the customer to speak more freely and salesperson to develop a richer understanding of the customer’s needs • Restricted – provide specific information from the customer that the salesperson can use to shape the presentation 6-27

COMMUNICATING THE SALES MESSAGE

Questioning Drives a Great Presentation • Data collection questions • Gather basic data about customer’s current business or historical perspective • Limit use in presentations • May provide information that interferes with elements of the presentation • Customer may perceive a lack of preparation

• Investigation questions – assess the customer’s current state of mind 6-28

COMMUNICATING THE SALES MESSAGE

Questioning Drives a Great Presentation • Validation questions – help get agreement from the customer • Situation questions – provide basic information about the customer’s situation • Problem questions – get the customer concentrating on particular issues 6-29

COMMUNICATING THE SALES MESSAGE

Questioning Drives a Great Presentation • Implication questions – help the customer recognize a problem’s implications • Need payoff questions – directly connect the problem with the value proposition

6-30

COMMUNICATING THE SALES MESSAGE

leadership 6.4 The SPIN Selling Approach Situation Questions Problem Questions Implication Questions Need Payoff Questions

Finding facts about the customer’s existing situation Learning about the customer’s problems Learning about the effects of the customer’s problems Learning about the value of a proposed customer solution

Source: Neil Rackman, SPIN Selling (Burr Ridge, IL: McGraw-Hill, 1988).

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COMMUNICATING THE SALES MESSAGE

Listening • In sales, listening is as, or more, important than talking • Most people listen actively only 25% of the time • Most people can hear up to 800 words per minute, but only speak around 140 words per minute

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• Active listening - requires commitment to focus on the speaker, concentrate on what is being said, and take in nonverbal as well as verbal messages

COMMUNICATING THE SALES MESSAGE

EXHIBIT

6.6

Guidelines for Active Listening

1. Listen patiently 2. Try to understand the feeling the other person is expressing 3. Restate the person’s feeling 4. Allow time for discussion to continue without interruption 5. Avoid direct questions and arguments about facts Source: Dan Sharp, “Guidelines for Active Listening and Reflection,” www.salesconcepts.com, June 2003

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COMMUNICATING THE SALES MESSAGE

EXHIBIT

6.6

Guidelines for Active Listening

Repeat points you want to know more about Listen for what is not said When solicited, be honest in your reply Do not get emotionally involved BE QUIET

Source: Dan Sharp, “Guidelines for Active Listening and Reflection,” www.salesconcepts.com, June 2003

6-34

COMMUNICATING THE SALES MESSAGE

Sell FAB • Feature – any material characteristic or specification of the company’s products or services • Advantage – a particular product/service characteristic that helps meet the customer’s needs • Benefit – the beneficial outcome to the buyer from the advantage found in the product feature 6-35

COMMUNICATING THE SALES MESSAGE

Satisfy Customer Needs • Get customer agreement • Minimize change conflict • Establish the relationship

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Keys to a Great Presentation • Demonstrations • Three benefits to the salesperson • Can build credibility with customers • Create a greater connection between the customer and the product • Enhance the effectiveness of your communication

• Prepare for a successful demonstration • Develop objectives • Get customers involved • Practice, practice, practice 6-37

COMMUNICATING THE SALES MESSAGE

INNOVATION

6-38

6.5

•

How to be a Better Communicator Focus on listening

•

Ask for clarification

•

Be brief

•

Don’t repeat yourself

•

Ask, “Am I making sense?”

•

Have an open-door policy

•

Use self-deprecating humor

Source: “How to Be a Good Communicator,” Sales and Marketing Management, February 2003, p. 46. McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc. All rights reserved.

COMMUNICATING THE SALES MESSAGE

EXHIBIT

6.7

Demonstration Checklist

• Justify the need for a product demonstration • State the objective of the demonstration • Design the demonstration • Rehearse the demonstration • Plan for unforeseen circumstances 6-39

COMMUNICATING THE SALES MESSAGE

Nonverbal Communication • Nonverbal communication is the most important element in the communication process • Less than 10% of communication is based on what we say

6-40

COMMUNICATING THE SALES MESSAGE

Customer Nonverbal Communication • Face – single most important feature in nonverbal communication • Arms and hands – open indicate person is open to communication • Body language • Leaning forward = interest • Leaning backward = lack of concentration • Quick movements = change of mind 6-41

COMMUNICATING THE SALES MESSAGE

Territorial Space Intimate Space Personal Space Social Space Customer 2-3’ 4’

12’

Public Space

6-42

COMMUNICATING THE SALES MESSAGE

When Things Go Wrong • Interruptions during the Presentation • Assess nature of interruption • Consider as an opportunity to plan where to take the presentation from here

• Inappropriate Environment - be prepared for less than ideal conditions • Technology Failure – always have a backup plan 6-43

COMMUNICATING THE SALES MESSAGE

Sales Manager’s Role • Mentor – help salespeople improve their presentation skills • Salesperson – especially at presentations to large customers • Equip salespeople for success • Training • Equipment • Motivation 6-44