SALES DIALOGUE: CREATING AND COMMUNICATING VALUE
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This document discusses supporting product claims and conducting sales dialogues with groups. It outlines different types of proof providers like statistics, testimonials, and case histories that can be used to back up claims of a product's benefits. When selling to groups, the document recommends tactics like arriving early, making eye contact with all members, and being diplomatic in discussions. It also provides tips for delivering group presentations like maintaining contact with attendees and standing to the left of visual aids. Finally, it advises listening carefully to questions from group members and addressing both the question asker and the entire group when answering.
SALES DIALOGUE: CREATING AND COMMUNICATING VALUE
- 1. Submitted by: ALMAIDA, CHARLENE M. CHAPTER 5 SALES DIALOGUE: CREATING AND COMMUNICATING VALUE 5-6 SUPPORTING PRODUCT CLAIMS PROOF PROVIDERS – The use of statistics, testimonials, or case histories to support product claims. Claims of benefits and value produced and provided to the buyer need to be backed up with evidence to high-light their believability. 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 seelling organization’s products and services. CASE HISTORIES – A testimonial in story or anecdotal form used as a proof provider. 5-7 GROUP SALES DIALOGUE PRESELLING – Salespeople present their product/service to individual buyers before a major sales dialogue with a group of buyers. SALES TACTICS can enhance presentations to groups. Sales tactics for group presentations fall into three categories: 1. ARRIVAL TACTICS – Try to arrive at the location for the meeting before the buying group arrives. 2. EYE CONTACT - The most effective eye contact is to try to connect with each individual or small subgroups for only a few seconds, moving through the entire group over the course of the presentation. PROFSMSHP – Professional Salesmanship – 2nd Sem, S Y 2016-2017
- 2. 3. COMMUNICATION TIPS - When selling to groups: Make all members of the group feel that their opinions are valuable. Avoid being caught in the middle of disagreements betweeen members of the buying group. Salespeople must be diplomatic as a participant in discussions that might develop between members of the buying group. In delivering group presentations: Maintain contact with group members. Think of slides and other audio-visual aids as support tools, not as a “roll-and-scroll” presentations to be read to the group. When possible, salespeople should stand to the left of visual aids, as people read right to left. Body language: Can add or detract to sales effectiveness in the group setting. Posture should reflect an energetic, relaxeed person. Conventional wisdom dictates that presenters should avoid contact with their own bodies while presenting. HANDLING QUESTIONS IN GROUP DIALOGUE In answering questions during a group dialogue, salespeople should listen carefully, answer directly, and address the individual asking the question as well as the others in the group.