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CHAPTER 9

CHAPTER 9. Prescription. “It isn’t that they can’t see the solution . It is that they can’t see the problem ”. G. K. Chesterton (1874–1936) Scandal of Father Brown (1935). The Prescription Step.

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CHAPTER 9

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  1. CHAPTER 9 Prescription

  2. “It isn’t that they can’t see the solution.It is that they can’t see the problem” G. K. Chesterton (1874–1936) Scandal of Father Brown (1935)

  3. The Prescription Step In the prescription stage of a sales presentation, the salesperson arouses a prospect’s interest by showing understanding of the prospect’s problem and prescribing (presenting) a solution to it.

  4. Solution Selling • Solution selling is the stage at which the salesperson • Assumes a knowledgeable role • Begins to earn the right to be an advisor to the prospect • Customizes her presentation of product features and benefits to the prospect’s specific needs and wants

  5. Business Partnering • Business partnering occurs as a result of sellers and buyers pooling resources in a trusting atmosphere focused on continuous and mutual gain

  6. Importance of Communication • Each communication must bring knowledge to the prospect • Communications that focus on benefits and value are viewed as quality communications • Salespeople are responsible for making information available to the members of the buying center

  7. Table 9.1Preferred Information Sourcesand Buying Situations

  8. Preparation for Prescription • Preparation is not completed once the salesperson has planned a presentation • The salesperson can improve it, polish it, rehearse it, and use various types of equipment to give it • When salespeople are prepared, they will appear professional

  9. Asking the Right Questions • Developing a list of questions will allow salespeople to target their benefits to customers’ needs • Astute salespeople anticipate prospects’ concerns and prepare answers before meeting with prospects

  10. Polishing the Salesperson’s Story • Salespeople should: • Work on their attitudes • Make it easy for the prospect to listen • Effectively use the prospect’s time • Practice their presentations • Be familiar with their catalogs, demonstrators, and visual aids

  11. Making AConvincing Presentation • Selling is a listen before you speakbusiness • Speak in a clear, concise, specific, relevant, and organized manner • The prospect must completely understand your explanation of the product or service

  12. It's not what you say . . . it's what the prospect understands of what you say

  13. K I S S Keep It Simple Seller

  14. Choice of Words • The salesperson should strive to communicate clearly • Short, simple words convey meanings best • The words salespeople use can: • Trigger positive or negative emotions • Gain (or lose) the attention and interest of prospects • Some words have very strong emotional appeal • Other words should be avoided Refer to Table 9.2 – Choice of Words

  15. What Your ProspectWants to Know • What are you offering me? • Exactly how does it work? • How will it help me? • Is it as good as you say it is? Who else says so? • What evidence can you offer that it is as good as you say? • Is it worth the price? • Will it help me accomplish what I really want to accomplish?

  16. Components of aSuccessful Presentation • Create a drama • Help prospects visualize product/service benefits • Don’t exaggerate • Keep promises

  17. Prospect Involvement • When seeking to partner with prospects, salespeople attempt to involve the prospects in the prescription for their problems • Listen carefully to align your suggestions with the prospect’s needs and wants • Salespeople must show a willingness to collaborate

  18. V = Q/P Where V = Value, Q = Quality, and P = Price The value of a delivered product or service increases as the quality of that product/service increases or the price of that product/service declines

  19. Establishing Trust • Trust can be defined as the prospect having confidence that a salesperson will not exploit the prospect’s vulnerabilities • Salespeople who keep promises • Sell value • Create mutually beneficial prescriptions • Show that they truly want to serve customers Dyer, J. and W. Chu (1998), “Supply Chain Management,” Harvard Business Review, (January-February), 18-19.

  20. Last year, thousands upon thousands of drill bits were sold in the United States Why? Did the purchasers want the drillbits or did they want holes?

  21. Sell Benefits Not Features • Deal only in facts • Sell the prospect results • What the product will do--not what it is!

  22. Features • A feature is a desirable characteristic that is inherent in the performance of the product • The technical aspects of the product • Features are most likely to be tangible • They can be observed, felt, or experienced

  23. Benefits • A benefit is a definitive advantage, improvement, or satisfaction that a customer acquires or experiences from a feature of a product • Benefits are often intangible Refer to Table 9.3--Examples of Product Features and Benefits

  24. Sales Presentation Structure • A sales presentation should make the prospect want the product/service being prescribed • Customize the presentation • Four features: • Completeness • Elimination of competition • Clarity • Prospect confidence

  25. Winning AProspect’s Confidence • Key aspects of winning prospects’ confidence are: • Confident salespeople • Salesperson knowledge • Helping prospects visualize the benefits Refer to Table 9.4--Seven Steps to Effective Presentations

  26. “A picture is worth a thousand words” “A demonstration is worth a thousand pictures”

  27. Demonstrations • A demonstration can project a prospect into an emotional setting • Prospects like action and will remember results better than they will remember facts • Demonstrations should: • Showa product feature • How it works • How the prospect benefits

  28. Dramatizing the Presentation • A sales presentation should be interesting, visually striking, and forcefully effective • Showmanship is the skill of presenting something in an entertaining and dramatic manner

  29. Catalogs • Catalogs provide: • Pictures of the product • Descriptions of how the product works • Information about various features • Costs

  30. Multimedia • Use bullet points in PowerPoint slides • A maximum of five to six per page • A maximum of five to six words per line • Separate with white space • Use graphs, charts, and pictures to add more impact • Use headlines that sell instead of those that just describe

  31. Visual Aids • Visual aids can: • Enhance the salesperson's ability to communicate product features and benefits • Clarify and enhance selling points • Add realism to the selling situation Table 9.6 presents a brief overview of some visual aids

  32. Persuading ProspectsTo Buy What’s Prescribed • Fear appeals • Discontent • Empathy • Presumptions • Graciousness • Specificity

  33. Moving Toward Purchase • In the purchase stage, the focus of a sales presentation shifts from presenting product benefits to encouraging the prospect to make a buying commitment • Summarize the benefits and trial close

  34. Check theProspect’s Temperature • Trial closing is like taking the temperature of the buyer’s interest • The temperature question or “trial close” is not a closing question • The salesperson is not asking for a decision to buy • Avoid asking closed-ended questions

  35. Gauging Customer Reactions • A reactionis a visible or outward indication of an inward mental attitude • The prospect’s reactions will indicate how the prospect feels • Two categories of reactions • Positive • Physical and/or verbal • Negative • Physical and/or verbal Refer to Table 9.7--Gauging Customer Reactions

  36. The Climax of aSales Presentation Once a salesperson has: • Pointed out the problem • Prescribed how a product/service will solve that problem • Presented the terms of the sale It is time to ascertain if the relationship will proceed with or without a transaction

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