Sales Part 2
0 likes1,238 views
This document discusses tactics for influencing buyers during the sales process. It outlines techniques like overcoming homeostasis by exploring a buyer's needs and problems. Summation is described as presenting sales points repeatedly over time or in different ways to increase their impact. The document also covers analyzing a buyer's reactions, dealing with resistance through understanding its psychological or logical roots, and using suggestion by focusing on benefits and indirect or positive wording. The overall aim is to help salespeople effectively navigate interactions with buyers.
Sales Part 2
- 1. THE SALES PROCESS Part 2 TACTICS TO INFLUENCE THE BUYER HOMEOSTASIS SUMMATION REACTIONS RESISTANCE SUGGESTION
- 2. 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 ?
- 3. 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
- 4. 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
- 5. 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
- 6. 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
- 7. 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
- 8. 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
- 9. 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
- 10. PROSPECT REACTIONS The salesman ’s tactics Observe Understand Adjust to the prospect ’s reactions
- 11. 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
- 12. 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
- 13. 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
- 14. 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
- 15. 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
- 16. LOGICAL RESISTANCE Price Delivery Specifications or any other variable
- 17. DELIBERATE RESISTANCE The prospect Observes the salesman ’s technique Belittles the salesman or the product Agrees with everything the salesman says Uses physical techniques
- 18. 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
- 19. OPPORTUNITIES FOR SUGGESTION Suggestion takes place When reasoning is inhibited When there is dissociation factors influencing suggestibility prejudice ignorance low intellligence
- 20. 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
- 21. 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
- 22. SUGGESTION : OTHER USES Reassurance Testimonials Guarantees Comparison