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The Role of Emotion in Selling Attitudes, Emotions, Promises

The Role of Emotion in Selling Attitudes, Emotions, Promises. CoreNet Global October 14, 2010 Louisville, Kentucky. Ed Burghard Retired P&G Harley Procter Marketer OBDC Executive Director. BA – State University of New York @ Potsdam in Mathematics

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The Role of Emotion in Selling Attitudes, Emotions, Promises

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  1. The Role of Emotion in SellingAttitudes, Emotions, Promises CoreNet Global October 14, 2010 Louisville, Kentucky

  2. Ed BurghardRetired P&G Harley Procter MarketerOBDC Executive Director BA – State University of New York @ Potsdam in Mathematics MBA – Syracuse University in Innovation Management and Marketing Retired Procter & Gamble Harley Procter Marketer 33years in Procter & Gamble Member of the Association of Ohio Commodores Past Board Member Arthritis Foundation Past Marketing Committee Member Dan Beard Council BSA Founder & CEO The Burghard Group LLC

  3. Agenda • Importance of making and keeping a promise • Difference between a feature and benefit • Effective handling of attitudes • Creating a positive experience

  4. Capital Investment Decision Process Three Moments of Truth

  5. You Need to Make a Promise A brand is a promise. It sets an expectation of what a consumer can expect if he/she invests in your product or service. Branding is making certain your promise is realized across a complex delivery system.

  6. Examples • Ritz Carlton - Courteous service • BMW - Exciting driving experience • Apple - Cool innovation • Volvo - Safety • FedEx - Reliable overnight delivery • Avis - Extra effort • Las Vegas - Fun without guilt • Wal-Mart - Great value

  7. What Makes a Great Promise? • Relevant • Competitive • Authentic • Simple & Clear • Benefit Focused

  8. To Sell You Must Add Value

  9. Features Tell - Benefits Sell

  10. People don’t want to buy the 1/4 inch drillThey want to buy the 1/4 inch hole. • Feature - Your community asset • Advantage - What the asset does • Benefit - What your community asset allows the Company to do

  11. Converting Features into Benefits Templates • This [asset] helps the CEO deliver better shareholder value by/through [benefit goes here]. • What this [asset] means to the CEO is [benefit goes here].

  12. Exercise

  13. Name That Benefit • Shovel ready site • Top 10 Academic Institution • Nationally recognized hospital • Progressive local leadership • World-class infrastructure • Ready to get down to business

  14. Handling Attitudes • Objection • Acceptance • Non-committal • Indifference

  15. Handling Objection • Clarify • Determine if the objection is • Misunderstanding • Perceived drawback • Skepticism • Answer directly or put in perspective • Offer Proof • Check if satisfied • Provide other relevant benefits • Action close

  16. Handling Acceptance • Clarify to see is sincere (use open-ended questions) • Action Close

  17. Handling Non-Committal • Ask open-ended questions, then closed-ended questions • Determine other possible attitude • If other attitude - handle appropriately • If true non-committal - provide benefit and then trial close

  18. Handling Indifference • Clarify satisfaction and/or need • If need exists and satisfied with current solution, probe for areas of dissatisfaction (ask questions) • Support (agree with need and share benefit) • Offer Proof • Action close

  19. Creating a Positive Experience • Make the experience personal • Deliver your message in an authentic, relevant and engaging way • Build a consistent experience throughout • Make the experience comfortable and seemingly simple • Go above and beyond expectations

  20. Make the Experience Personal • Consider the person(s) a guest • Get to know as a person • Anticipate and respond to individual needs and style • Focus on being “in the moment” • Listen to what is said and not said

  21. Deliver Your Message • Anticipate information needs • Present is a customized manner • Be genuine, remember actions speak louder than words

  22. Build a Consistent Experience • Make certain the entire visit is well planned - each piece and the whole (plan to win, prepare to win) • Define the desired experience and execute from the first interaction through the final follow-up

  23. Make Experience Comfortable • Put your guest at ease • Provide clear direction • Say what you mean and mean what you say

  24. Go Above and Beyond • Have a positive attitude • Find ways to gain personal satisfaction in meeting the needs of your guest(s) • Never be satisfied with the status quo

  25. Summary • Emotion Matters • Make a Promise and Keep it • Talk Benefits • Handle Attitudes Professionally • Put the Investor at the Center • Create a Positive Experience

  26. Additional Resources • Presentation will be available online. • www.StrengtheningBrandAmerica.com • www.SalesTrainingAdvice.com • eburghard@me.com

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