sales part 2
DESCRIPTION
TRANSCRIPT
THE SALES PROCESS
Part 2
TACTICS TO INFLUENCE THE BUYER
HOMEOSTASIS
SUMMATION
REACTIONS
RESISTANCE
SUGGESTION
HOMEOSTASIS
(satisfaction with the status quo)
« I don ’t need this product »
« I ’m satisfied with my current supplier »
« I have all I need right now »
What do you do if the customer resists change ?
OVERCOMING HOMEOSTASIS
Try this technique
Explore the prospect ’s needs
Identify the ones your product can meet
Draw out his problems
Ask what he ’s doing to solve them
Bring out his needs and values
this creates dissatisfaction
he ’ll start listening
you ’re increasing the chances of a sale
PLAN YOUR QUESTIONS
to fit with the person you ’re calling on
By product or product category
to disturb complacency
to elicit data he has about the product
to determine his need for the product
By prospect category
Depending on WHO you ’re selling to
different needs will emerge
amount & kind of buying data will differ
OTHER KINDS OF QUESTIONS
Questions are useful tactical devices
Preliminary
Use fact not opinion
Clarifying
Fit the puzzle together
Reverting
Return to an item not adequately discussed
Completing
Get the full picture
SUMMATION
A repeated stimulus elicits a response
a dripping tap
an alarm clock
a telephone
A sale is the cumulative effect of
a series of sales points
SUMMATION & THE SALESMAN
Summation can be temporal or spatial
TEMPORAL
same stimulus, same location, different times
a sales point is repeated at intervals
SPATIAL
same stimulus, different locations, same time
a sales point is presented in different ways
A given sales point can be expressed through various phrasings
SUMMATION : WHEN AND HOW
When the prospect shows interest in your proposal
Run through sales points using questions
Note which ones appear to interest him
These points will lead to a sale if accepted by prospect
Take a single point
Make an overall claim
Follow up with a specific point
When the prospect accepts that point
Move on to the next one
SUMMATION NEEDS PLANNING
Every salesman should
List all major sales points for his product
Note alternate phrasings
Use them during the interview
By knowing in advance what he ’s going to say, he can
Adopt a natural & convincing manner
Observe his prospect more closely
Note : the principle of summation applies between
as well as within sales calls
PROSPECT REACTIONS
The salesman ’s tactics
Observe
Understand
Adjust to
the prospect ’s reactions
CLASSIFYING REACTIONS
Positive
any reaction favorable to the call objective
Negative
any reaction unfavorable to the call objective
Voluntary
pertinent comments, questions, objections
Involuntary
body language, spontaneous comments
SALES TACTICS
for positive reactions
The salesman adjusts his behavior to bring the prospect nearer a close
Positive voluntary
move on to the next point
close, if sufficient points have been covered
Positive involuntary
reinforce the point that prompted the response
don’t move toward the close too quickly
provide more information
SALES TACTICS
for negative reactions
Negative involuntary
change to another sales point
if you don ’t, the reaction may become voluntary
Negative voluntary
assess the cause (personality, mood, co. policy)
change the approach
Classifying reactions forces the salesman to pay close attention to his prospect
SALES RESISTANCE
Verbal or nonverbal behavior that interferes with a sale
Psychological
Logical
Deliberate
It ’s a signal that the prospect feels a conflict between buying and not buying
Sales resistance is normal because it shows the prospect is evaluating your proposal and
trying to relate it to his situation
PSYCHOLOGICAL RESISTANCE
Resistance to interference
Preference for established habits
Budget consciousness
Tendency to resist domination
Predetermined ideas about the product
Dislike of decisionmaking
Neurotic attitude toward money
LOGICAL RESISTANCE
Price
Delivery
Specifications
or any other variable
DELIBERATE RESISTANCE
The prospect
Observes the salesman ’s technique
Belittles the salesman or the product
Agrees with everything the salesman says
Uses physical techniques
SUGGESTION
Uncritical acceptance of an idea
The buyer acts in accordance with
the wishes of the salesman
ADVANTAGES
Saves time - there ’s no discussion
Avoids friction between buyer & salesman
Focuses on benefits only
OPPORTUNITIES FOR SUGGESTION
Suggestion takes place
When reasoning is inhibited
When there is dissociation
factors influencing suggestibility
prejudice
ignorance
low intellligence
KINDS OF SUGGESTION
and when to use them
Direct : appropriate for inhibition
Try this product
Indirect : appropriate for dissociation
This product should solve your problem
Positive
Order it today
Negative
Don ’t put off ordering this
PRINCIPLES OF SUGGESTION
for use by salesmen
Indirect is better than direct
Positive is better than negative
Prestige of the suggester is a key factor
Several people suggesting the same thing is better
Attention level is a factor in suggestion
Absence of an opposing idea increases effectiveness
Repetition increases the probability of a result
Ignorance of the topic helps get an idea adopted
A disturbed state increases suggestibility
It ’s easier to suggest when a relationship exists already
Wording of the suggestion influences the customer
Seeing an act performed is a good motivator
SUGGESTION : OTHER USES
Reassurance
Testimonials
Guarantees
Comparison