Product Presentation Techniques

1. Marketing Essentials Product Presentation Techniques

2. Product Presentation Needs What You'll Learn • The goal of the product presentation • How products are selected for the presentation • What to say during the product presentation • Four techniques that will make a lively and effective product presentation

3. Product Presentation Needs Why It's Important • In many ways, selling is like putting together a jigsaw puzzle. When you do a puzzle, you analyze the various parts by shape and size. Then you select the straight-edged pieces to use for the frame. When you sell, you analyze your customer's needs and buying motives. Then you use that information to begin framing your product presentation.

4. Product Presentation Needs Product Presentation During the product presentation phase of the sale, you show the product and tell about it. The goal of the product presentation is to match the customer's needs with appropriate product features and benefits.

5. Product Presentation Needs Show and Tell • This is the step of the sale where you have the opportunity to share your expertise with the customer. At this point you must make the following decisions: • Which products to show. • What price range to offer. • How many products to show. • What to say.

6. Product Presentation Needs Make the Presentation Come Alive • Planning is necessary for an effective product presentation. You must plan how you will do the following: • Display and handle the product. • Demonstrate the product. • Use sales aids. • Involve the customer. • Hold the customer’s attention.

7. Product Presentation Needs Displaying and Handling the Product • Creatively displaying the product is the first step in an eye-catching presentation. • The way you handle a product presents an image of its quality. Handle it with respect and point out its features.

8. Product Presentation Needs Demonstrating • Demonstrating the product in use helps to build customer confidence. • Example:To prove that a fabric is water resistant, you can pour water on the garment.

9. Product Presentation Needs Using Sales Aids When it is impractical to demonstrate the actual product or when you want to emphasize certain selling points, you can use sales aids such as samples, audiovisual aids, models, photographs, drawings, charts, specification sheets, customer testimonials, and warranty information.

10. Product Presentation Needs Involving the Customer • Get the customer physically involved with the product as soon as possible in the sales presentation. • Example: Have a customer hold and swing golf clubs. • Involve the customer verbally by confirming selling points. When you involve a customer in the sale, you help the person make intelligent buying decisions.

11. Product Presentation Needs Holding the Customer’s Attention When you involve a customer in the sale, you help the person make intelligent buying decisions. You also help yourself because a customer is generally more attentive when doing more than just listening to what you say.

12. ASSESSMENT Reviewing Key Terms and Concepts • 1. When you cannot determine a customer’s intended price range, what price level of product should you show? Why? Who the middle price range so your can move up or sown as required by the customer’s needs.

13. ASSESSMENT Reviewing Key Terms and Concepts • 2. For security purposes and to make your sales presentation effective, what would you do if a customer asks to see six pairs of expensive earrings? Answers will vary. Most will remember that three is the limit for effective product presentation, so they can tell the customer that their store policy states or manager prefers that not more than three are shown at a time.

14. ASSESSMENT Reviewing Key Terms and Concepts • 3. How could you involve a customer in the product presentation when selling a copy machine for a business? For a copying machine, you could have the customer use features such as double-sided copies, enlargement, reduction, collating, etc.

15. ASSESSMENT 14.1 Thinking Critically • What is wrong with these two selling statements? • "You look great in that suit." • "This fabric is made of 420/420 denier nylon."

16. Marketing Essentials Handling Customer Objections

17. Handling Customer Objections What You'll Learn • The difference between objections and excuses • Five buying decisions upon which common objections are based • The general four-step method for handling customer objections • Six specific methods of handling objections and when each should be used

18. Handling Customer Objections Why It's Important • Anticipating and planning potential answers to objections will help you feel more confident in your responses to customers. Selecting the most appropriate method for handling those objections will set you apart from other salespeople who do not have that expertise.

19. Handling Customer Objections Understanding Objections • Objections are concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase. Objections give you an opportunity to present more information to the customer. • Excuses are insincere reasons for not buying or not seeing the salesperson.

20. Handling Customer Objections Welcome and Plan for Objections • Objections can guide you in the sales process by helping you redefine the customer's needs and determine when the customer wants more information. • Prepare yourself for most objections by completing an objection analysis sheet, which lists common objections and possible responses to them.

21. Handling Customer Objections Common Objections • Most objections are based on key decisions the customer must make before buying: • need • product • source • price • time

22. Handling Customer Objections Common Objections • Need The customer does not have an immediate need for the item or wants the item but does not truly need it. • Product The customer is concerned about such things as construction, ease of use, quality, color, size, or style.

23. Handling Customer Objections Common Objections • Source The customer has had negative past experiences with the firm or brand. • Price The customer does not want to spend so much money. • Time The customer is hesitant to buy immediately (sometimes an excuse).

24. Handling Customer Objections Four-Step Process for Handling Objections • Successful salespeople have learned to use a very basic, four-step strategy when answering all objections: • Listen carefully. • Acknowledge the customer's objections. • Restate the objections. • Answer the objections.

25. Handling Customer Objections Four-Step Process for Handling Objections Listen Carefully To demonstrate sincere concern for your customer's objections, be attentive, maintain eye contact, and let the customer talk.

26. Handling Customer Objections Four-Step Process for Handling Objections Acknowledge the Customer's Objections Acknowledging objections demonstrates that you understand and care about the customer's concerns. This makes a customer feel that his or her objections are understandable, valid, and worthy of further discussion.

27. Handling Customer Objections Four-Step Process for Handling Objections • Restate the Objections To be sure you understand the customer, paraphrase the objections (restate them in a different way), but don't change the meaning of the customer's objection. • Answer the Objections Answer each objection tactfully. Think of yourself as a consultant, using the objections to further define or redefine the customer's needs.

28. The Four-Step Process for Handling Objections Listen Carefully Acknowledge the Customer's Objections Restate the Objections Answer the Objections

29. Handling Customer Objections Specialized Methods of Handling Objections • There are seven specialized methods for handling objections: • substitution • boomerang • question • superior point • denial • demonstration • third party

30. Handling Customer Objections Specialized Methods of Handling Objections • Superior Point Admit disadvantages in certain products but then present superior points to offset or compensate for them. This technique puts the customer in a position to decide between the different features and see additional reasons for buying. • Substitution involves recommending a different product that would satisfy the customer’s needs.

31. Handling Customer Objections Specialized Methods of Handling Objections • Denial When a customer's objection is based on misinformation, provide proof and accurate information to answer the objection. • Demonstration Demonstrate a product's features (but make sure they work before using them in a sales situation). • Third Party Use a testimonial from a previous customer or another neutral person.

32. Handling Customer Objections Specialized Methods of Handling Objections • Boomerang Use a friendly, helpful tone to explain how the objection is really a selling point. • Question Question the customer—but never in an abrupt manner—to learn more about the objections.

33. ASSESSMENT Reviewing Key Terms and Concepts • 1. Why should objections be answered promptly? So that the customer does not become preoccupied with the objection. When that happens, you man lose the customer’s attention and confidence.

34. ASSESSMENT Reviewing Key Terms and Concepts • 2. How can you prepare for objections? By anticipating them and preparing an objection analysis sheet, which lists common objections and possible responses to them.

35. ASSESSMENT Reviewing Key Terms and Concepts • 3. Which specialized method of handling objection with other features and benefits? The superior-point method is a technique that permits the salesperson to acknowledge an objection such as its high price as valid, yet still offset it with other features and benefits.