Why People Buy &

Relationship Building: Its

Not All Talk
2
ND
Meeting
Ch
5
4
SHW Sep 2013 PMBS
Why People Buy
The Black Box Approach
People buy for PRACTICAL (rational) &
PSYCHOLOGICAL (emotional) reason. We
cannot see into the buyers mind !
Stimulus-response model of buyer behavior
Stimulus
Response
Black box
Sales
Presentation
Buyers Hidden
Mental Process
Sale/No Sale
SHW Sep 2013 PMBS
FAB the Powerfull Selling Technique
Physical Characteristic
Eq: Color, Size, Shape, Price
Performance Characteristic
How a product can be used / help buyer
Compare to others
Eq: Fasterst selling, store more information, etc
A Result of Advantage
Whats in it for ME?
Can be both practical & psycho
Should be specific not generalizations
SHW Sep 2013 PMBS
Example:
Sporting Goods Salesperson to
Customer
With this ball, youll get an extra 10 to 20
yards on your drives ( ) helping to
reduce your score ( ) because of its
new solid core ( ).
feature
benefit
advantage
People Buy Benefit(s)
SHW Sep 2013 PMBS
Use Your FABs
Feature Physical Characteristic
Buyer thinks So What?
Advantage Performance Characteristic
Buyer thinks Prove It!
Benefit Favorable result from advantage
Benefits are what people buy!
You can have a benefit of a benefit or a FABB
SHW Sep 2013 PMBS
EXERCISE:
Use the FAB Sequence
The standardized FAB Sequence can be used as
follows:
The(feature)means you(advantage)with the
real benefit to you being(benefit).
Note how a benefit is emphasized
Pick a product. Insert a FAB of the product into the
above sequence
Put in your own words
Try it. It works!
SHW Sep 2013 PMBS
Match Buyers Needs to Products Benefits and
Emphasize Them in the Sales Presentation
Benefits Seller
Buyer Needs
Unimportant Unimportant (de-emphasize)
Important
Important
(emphasize)
SHW Sep 2013 PMBS
Use SELL Sequence in Your
Presentation
- Show Feature
- Explain advantage
- Lead into benefit
- Let customer talk
S
E
L
L
- physical characteristic
- performance characteristic
- result of advantage
- ask opinion question
SHW Sep 2013 PMBS
The Trial Close a Great Way to
Uncover Needs and Sell
The trial close asks for an opinion, not a
decision to buy
It gives feedback.
The trial close is one of the best
communication techniques in the sales
presentation
SHW Sep 2013 PMBS
When is the Time to Use a Trial
Close?
1. After making a strong selling point in the
presentation (FABs)
2. After the presentation but before the
close
3. After answering an objection
4. Immediately before you move to close
the sale
SHW Sep 2013 PMBS
Guidelines to Identify Personality Style
SHW Sep 2013 PMBS
Personal, Psychological, and Social Forces,
Influence Consumers Buying Behavior
SHW Sep 2013 PMBS
Satisfied Customers Are Easier to
Sell to
It is easier to sell to a customer than to a
stranger
Building a relationship is important to a
salespersons success
SHW Sep 2013 PMBS
Communication:
In a sales context, communication is the act of
transmitting verbal and nonverbal
information and understanding between the
seller and buyer
SHW Sep 2013 PMBS
What Did You Say?
What Did I Hear?
SHW Sep 2013 PMBS
The Basic Communication Model Has
8 Elements
SHW Sep 2013 PMBS
Concept of space
Territorial space
Intimate space 2 feet
Personal space 2 to 4 feet
Social space 4 to 6 feet
Public space + 12 feet
Space threats too close
Space invasion OK to be close
Nonverbal Communication: Watch
For It !!
SHW Sep 2013 PMBS
Body communication Signals, Send
3 Types of Messages
SHW Sep 2013 PMBS
> Disagreement
signals a red light
indicates the person
may not be interested
in your product
> Caution signals -
gives a neutral or
skeptical sign, buyer
maybe uncertain about
what you are saying
> Handle the signal
properly, or it may
change from yellow to
red
> Acceptance signals
gives the go ahead.
> Indicates the buyer is
willing to listen & like
what is being said
Communication Through Appearance
and the Handshake
Dress as a professional
Shake hands firmly, look people in the eye
Body Language Gives You Clues
Nonverbal signals come from:
Body angle
Face
Hands
Legs
Arms
SHW Sep 2013 PMBS
She sits down behind her desk. She sits up
straight in her chair. She clasps her hands
together and with little expression on her face
says,
What can I do for you?
What nonverbal signal is she communicating?
How would you respond nonverbally?
Green (acceptance) nonverbal signal
Yellow (caution) nonverbal signal
EXERCISE.
What Would You Do? Situation #1
SHW Sep 2013 PMBS
As you begin the main part of your presentation, the
buyer reaches for the telephone and says, Keep
going; I need to tell my secretary something.
What nonverbal signal is she communicating?
Yellow (caution) or red (disagreement)
nonverbal signal
How would you respond nonverbally?
Green (acceptance) nonverbal signal
What Would You Do? Situation #2
SHW Sep 2013 PMBS
EXERCISE.
What Would You Do? Situation # 2
In the middle of your presentation, you
notice the buyer slowly lean back in her
chair. As you continue to talk, a puzzled
looks comes over her face.
What nonverbal signal is she
communicating?
How would you respond nonverbally?
Green (acceptance) nonverbal signal
Yellow (caution) nonverbal signal
What Would You Do? Situation #3
SHW Sep 2013 PMBS
Barriers To Communication Which May Kill
a Sale
SHW Sep 2013 PMBS
Master Persuasive Communication
To Maintain Control
Persuasion is the ability to change a persons
belief, position, or course of action
Feedback guides your presentation
Probing asking questions
Remember to use trial closes
Empathy puts you in your customers shoes
Keep it Simple Salesperson (KISS)
Creating mutual trust develops friendship
SHW Sep 2013 PMBS
Summary of Major Selling Issues
Communication is the transmission of verbal and
nonverbal information and understanding between
a salesperson and prospect
Modes of communication words, gestures, visual
aids
Communication process model
Barriers may hinder or prevent constructive
communication during a sales presentation
SHW Sep 2013 PMBS