Transcript Chapter 14 * Presenting the Product

Unit 5
 Selling
an expensive product such as a car
relies on both product features and on
emotional aspects of decision making.
 A car salesperson, for example, must be able
to relate to the customer on all these levels
in order to close the sale.
 Selling
is, in many ways like putting a jigsaw
puzzle.

you analyze the various parts by shape and size.
 When
you sell, you analyze your customer’s
needs and buying motives.

use that information to begin framing your
product presentation.
 1st

What product or products to show your customer
 2nd

Step
Step
Think about what you are going to say and how
you are going to say it
 After
you have learned the customer’s
intended use of a product, you should be
able to select a few samples that match
those needs.
 Begin
by showing a medium-priced product.
You can then move up or down in price one
you begin to get some customer feedback
 To
avoid overwhelming your customer, show
no more than 3 products at a time.
 When a customer wants to see more than 3,
put away the displayed products in which the
customer shows no interest

Why would you do this?
 Talk
about the product’s features and
benefits.
 Tell your customer the product features that
match his or her buying motives and needs.
 Use highly descriptive adjectives and active
verbs when describing product features.
 Avoid unclear words such as nice, pretty, and
fine.
 Use Layman’s terms – words the average
customer can understand
 If
you are loosing your customers attention,
ask a simple question.

Example: Now that you’ve seen the features of
this product, what do you think about it?
 The
key is keeping the customer involved
 Display

and Handle the product
Show the customer any special features of the
product
 Demonstrate

Show the customer how the product works
 Involve

the Customer
If possible let the customer try the product
 When
you cannot determine a customers
intended price range, what price level of
product should you show?
 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?
 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
 Objections
can occur at any time during the
sales process and should be answered
promptly.
 Objections can guide you in the sales process
by helping you redefine the customer’s needs
and determine when the customer wants
more information.
 Objection


Analysis Sheet
A document that lists common objections and
possible responses to them.
Thinking of objections ahead of time gives you an
idea of how to handle other objections.
 Need

Usually occur when the customer does not have
an immediate need for the item or wants the
item but does not truly need it
 Product


Objections based on the product itself are more
common
They include concerns about things such as
construction, ease of use, quality, color, size, or
style.
 Source

Often occur because of negative past
experiences with the firm or brand
 Price

More common with expensive merchandise.
 Time


Reveal a hesitation to buy immediately
Ex. I think I’ll wait until July when you have your
summer sale to buy those sandals.
 Listen
Carefully
 Acknowledge the Objections
 Restate the Objections
 Answer the Questions
 Substitution

Involves recommending a different product that
would satisfy the customer’s needs
 Boomerang


method
method
Brings the objection back to the customer as a
selling point
Example
 Questions

Question the customer to learn more about the
objections. While answering your inquiries, the
shopper may even come to realize that an
objection may not be valid.
 Superior-Point

Method
Permits the salesperson to acknowledge
objections as valid yet still offset them with
other features and benefits.
 Find
a few ads (2) that promote products
such as clothing, pharmaceuticals,
cosmetics, athletic footwear, etc. Write a
brief description of the ads you selected.
 Then note whether the ads give
information about the products’ features
and benefits. Explain why they do or why
they don’t.