Chapter 14: Presenting the product

Layman's terms

words the average customer can understand

objections

concerns, hesitations, doubts or other honest reasons a customer has for not making a purchase

excuses

reasons for not buying or not seeing the salesperson

objection analysis sheet

a document that lists common objections and possible responses to them

paraphrase

to restate something in a different way

substitution method

involves recommending a different product that would satisfy the customer's needs

boomerang method

brings the objection back to the customer as a selling point

superior-point method

a technique that permits the salesperson to acknowledge objections as valid yet still offset them with other features and benefits

third-party method

involves using a previous customer or another neutral person who can give a testimonial about the product

5 ways to make a presentation come alive

displaying and handling the product, demonstrating the product, using sales aids, involving the customer, holding the customer's attention

sales aids

samples, reprints or magazine and newspaper articles, audiovisual aids, models, photographs, drawing, graphs, charts, specification sheets, customer testimonials, and warranty information.

four step process for handling objections

Listen, acknowledge the objection, restate the objection, and answer the objection.

common objections

need, product, source, price, and time

specialized methods of handling objections

substitution, boomeramg, question, superior-point, deial, demonstration, third-party

jargon

used when selling industrial products

testimonial

good things said about a product from a customer who has bought the product