CHAPTER 14 – PRESENTING THE PRODUCT –

SHOW & TELL PROCESS

1. Select a few sample products: match product features to customer’s needs

2. Determine customer’s price range show medium-priced projects

3. DON’T overwhelm customers4. AVOID slang terms, 5. USE layman’s terms: Words

the average customer can understand

Make The Presentation Come Alive

DISPLAYING & HANDLING THE PRODUCT

Goal : create eye-catching display

DEMONSTRATING THE PRODUCT

Goal : show off features of by demonstrating use of the product

Make The Presentation Come Alive Cont..

USING SALES AIDS Goal: Use sales aids when

presenting to help emphasize selling points Ex) samples, magazines, graphs

INVOLVING THE CUSTOMER Goal: Let customer get

involved with the product Ex) walk around in shoes, test

drive a car

HOLDING THE CUSTOMER’S ATTENTION

Goal: keep customer involved and listening Ex) ask questions

Make The Presentation Come Alive Cont..

OBJECTIONS

UNDERSTANDING & PLANNING FOR OBJECTIONS

Objections: hesitations or doubts for a purchase

Excuses: reasons for not buying

Objection Analysis Sheet: lists common objections and responses

COMMON OBJECTIONS

Need Conflict between a need and a

want “I really want these sandals, but I

really don’t need another pair” Product

Concerns about construction, ease of use, quality, color, size, or style

“I don’t buy 100% cotton shirts because you always have to iron them”

MORE COMMON OBJECTIONS

Source Negative past experiences with a

brand or company “I don’t think I want to, the last time I

placed an order with your company, I received it two weeks after the promised date!”

Price “That’s more than I wanted to spend”

Time Commonly excuses “I think I’ll wait until July when you

have your summer sale”

FOUR-STEP PROCESS FOR HANDLING OBJECTIONS

1. LISTEN CAREFULLY Be attentive, maintain eye contact, let

customer talk

2. ACKNOWLEDGE THE OBJECTIONS Make the customer feel their

objections are understandable DON’T disagree with the customer or

tell them they are wrong

3. RESTATE THE OBJECTIONS Paraphrase: restate something in a different

way Ex) [Objection] “I don’t like that color”

[paraphrase] “would you be interested in the

jacket if we could find it in another

color?” 4. ANSWER THE OBJECTIONS

Answer with respect Think of it as a way to better meet customer’s

needs, not to tell them they’re thoughts are wrong

FOUR-STEP PROCESS FOR HANDLING OBJECTIONS

7 SPECIALIZED METHODS OF HANDLING OBJECTIONS

SUBSTITUTION Substitution Method:

recommending a different product that would satisfy the customer’s needs

Used when a customer is looking for something other than what you are selling (different brand, model, style)

BOOMERANG METHOD Brings the objection back to

the customer as a selling point

Customer “These ski gloves are so lightweight. They can’t possibly keep me warm”

Salesperson “The gloves are so light because of an insulation material called Thinsulate. The manufacturer guarantees that Thinsulate will keep you warmer without the bulk and extra weight”

QUESTION Ask questions to

learn why the customer has an objection

Never ask questions in an abrupt manner

SUPERIOR POINT METHOD Technique that permits

the salesperson to acknowledge objections as valid yet still offset or compensate them with other features and benefits

Lets customers see additional reasons for buying

7 SPECIALIZED METHODS OF HANDLING OBJECTIONS

DENIAL Based on

misinformation Back up responses

with facts on product “Will this shirt shrink?” “No, it won’t shrink

because the fabric is made of 50% cotton and 50% polyester. The polyester will prevent shrinkage”

DEMONSTRATION Convincing

method Seeing is

believing

7 SPECIALIZED METHODS OF HANDLING OBJECTIONS

THIRD PARTY

Third-party method- using a previous customer or another neutral person who can give a testimonial about the product

“I can’t see how this machine can save me $1000 in operating costs the first year”

“Frank Smith, one of my customers, questioned the same point when he bought his machine a year ago. He now praises its efficiency and says that his costs have gone down by $1,200. Here’s a letter I recently received from him.”

7 SPECIALIZED METHODS OF HANDLING OBJECTIONS