SAlES representation

1. ANDREW ZIELINSKI, MBA SAlES representation www.accrongroup.com/fengyeacademyl/

2. Objectives– 10 Steps to Professional Sales in 7 Weeks • Professional Sales Call Preparation – Pre-Approach • Professional Client Relations – The Approach • Needs Analysis • Product/Service Presentation - 1:1 and to Groups • Handling Objections • Negotiation • Closing • Follow-Up • Merchandising and Promotion • After-Sales Service Module 5: sales representation

3. Professional Sales Call Preparation – Pre-Approach • Articulate the goal of customer call • Research: your company’s values and style, customer, competitive environment, economic situation • Review Customer File or Create One • Appropriate Preparation of product file, required materials, sales presentation • Review Handout on Preparation (Web Site – Class 21) • 3 Steps to Preparation • 1 – Research • 2 – Buyer Personality Types • 3 – Reeiew exercises in Steps 1 and 2 • Review Assignment 5.1.1 Study guide for module 5: exam 1

4. Professional Client Relations – The Approach Setting Appointments Courtesy Relevant Attention-Getting Techniques Adjusting to Customer’s Pace Developing a Relationship of Trust Summaries on Slides 14-15, salesrep21 Powerpoint Review Slides 17 – 27 for: Approach, Needs, Observing Behavior How to Apply: Approach Techniques, Slides 28-36 Brining It All Together: Slides 39 - 44 Study guide for module 5: exam 1

5. Needs Analysis and More on Approach • Review Assignments 5.3.2 and 5.4.1 • Observing: “Personal Packaging,” Behavior • Dominant Communication and Learning Styles (salesrep 23, Powerpoint) • Introvert/Extrovert • Task/Results Focused vs People/Feelings Focused • Approach Guidelines – Slides 13 – 16, salesrep23 • AIDA • Getting a “Yes” • The Four-Twenties • Understanding Buyer Motivation for Better Approaches • Maslow’s Hierarchy of Needs • Mapping Communication Styles, Learning Styles, and Maslow’s Hierarchy • Asking the Right Type of Question • Open • Closed • Directed • Offering Alternatives (Choices) • Sample Opening Questions, Slides 20 – 24 and Handout on Qualifying Questions, on Class web site, Class 24 • The Approach Funnel, Slide 25 Study guide for module 5: exam 1

6. Product/Service Presentation Covered in this Section Product and Service Categories Features and Benefits Words that Work Building Sales Pitches Effective Presentations Summary Module 5: sales representation

7. Product/Service Categories Module 5: sales representation Tangible Products Physical, obvious features – we see them, smell, touch, taste. We can handle them, store them, etc. Intangible Products Not physical in nature. An activity, a form of help or service that provides a benefit. Often referred to as a “service” Durable Products Relatively more costly, last a long time. Purchased less frequently and is often a replacement, end of guarantee, or introduction of new model Non-Durable Products Perishables, used for a short period of time. Also called “consumer goods”

8. Features, Benefits, Characteristics Feature An attribute or particularity of a product or serive that defines or describes it factually thereby making it available for comparison and analysis Advantage A feature or aspect of a product that distinguishes it from competitive products Benefit An interest or advantage that the customer obtains by purchasing the product or service Module 5: sales representation

9. FEATURES: Terminology and Examples Module 5: sales representation

10. FEATURES: Terminology and Examples Module 5: sales representation

11. Advantages and Benefits Some authors present these as separate aspects of a product In this course, we consider them to be the same due to their close similarity. In fact, with some products or services, they are indistinguishable from each other Typically, advantages include: durability, performance, reliability. However, in general, these aspects are better communicated through more developed benefit statements Benefits – Statements on the value of the product or service to the customer as a function not only of what they do with the product or service but in how these will make their life better A benefit statement requires the writer of this statement to be aware of the essence of WHY customers buy their product or service, for example, to reduce costs, to feel more important or prettier or confident. To address nutritional requirements, etc. Benefit statements succinctly convey to the customer a sense of why this product or service is so important to them Module 5: sales representation

12. Activity 5.6.1 Developing Feature Statements Think of the companies you are targeting for internship Pick one product or service from one of those companies Use the template on the next slide. You can copy it to a Word document Write the name, brand, or model of this product or service on the first line of the template and save as: Assignment561_FirstName_LastName.docx or you save save as pdf By searching the internet, find 4 features on this product or service and fill in the first column of the template For each feature, find advantages and benefits that your customer would enjoy if they purchased this product or service and enter this information in the second column of the template For each feature, in the third column, indicate two types of customers that would be interested by that feature Copy the features in the first column to the template on the second slide, after this slide. Indicate the type of feature that each of your four features represents Print a copy of your final table, write your name on all pages and hand in at next class Now, you do it!

13. Activity 5.6.1 Developing Feature Statements Now, you do it!

14. Activity 5.6.1 Developing Feature Statements Now, you do it!

15. Words that Work! To build effective sales pitches, it is important to have the right words – experts have measured that 90% of a sales pitch’s effectiveness is based on choice of words The Ted Talk on how images and words stimulate particular parts of the brain that affect behavior is quantitative evidence of this principle Messaging is an important part of Marketing’s “4P’s,” as it pertains the one of these P’s, Product Key Principle The key to an effective message is to be POSITIVE Module 5: sales representation

16. Examples of Words that Work Affordable Free Unique Customized Ideal Appealing New Attractive Exhilarating Advantageous Practical Beneficial Profitable Green Proven Exclusive Safe Easy Healthy Module 5: sales representation

17. Examples of Action Words that Work Buy or Purchase Reduce Win Simplify Add Distinguish Multiply Stabilize Upgrade Save Acquire Attain Beautify Gain Ensure Avoid Profit Grow Ease Protect Complete Facilitate Reap Consolidate Favor Resist Develop Invest Succeed Module 5: sales representation

18. Examples of Words to Avoid Costly Worry Maybe Expensive Inconvenient Problem Fear Despite Sales Quotas, objectives Credit Unfortunately Nothing Danger But Risk Sorry However Only Expense No Wrong Disturb Obscure Prevent Objection Worry Breakdown Excuse Personally, I… Module 5: sales representation

19. Activity 5.6.2 Using Words the Work Download Activity 5.6.2 from class web site Transform the sentences provided into more positive pitches Please staple to Activity 5.6.1 before handing it in Now, you do it!

20. Pitching Products/Services • 2 types: • Rational – tangible, concrete (guarantee, value, delivery) • Affective – emotions, customer values, imagination (complexity of product, easy choice) • Holding a Winning Hand – the Four Aces of Pitching • Product Knowledge • Faith in Your Product/Service • Product Strengths • Proof

21. Effectively Presenting Your Product Remember AIDA? Approach – Discover who your client is Interest – Find what interests them, why they are in your store Desire – Create the demand in them Present your offer Offer support and proof Summarize and Call to Action Action – Close the Sale Module 5: sales representation

22. AVOID Speaking in an authoritarian tone Asking questions as an interrogation Jumping too quickly to a conclusion Thinking or deciding for the customer Interrupting Using words that are too technical Being too informal, familiar Being aggressive Being too insistent, too in a hurry to close sale Put down your competitors, their products or services Module 5: sales representation

23. Activity 5.6.3 Building Pitches Find customer motives or needs and create convincing pitches that are based on customer’s reason for visiting your business Work with features, benefits, advantages as seen in this section See handout for cases Now, you do it!