Persuasive Selling Format (P&G):

1. We understand their SITUATION = Summarize the Situation Set the stage and provide a common background for the idea you are selling: Conditions: increased competition, general market picture, etc. Needs: achieve objectives, greater Return on Investment, etc. Limitations: time, money, competitive pressures, etc. Opportunities: lower costs, increase sales, customers, etc. Your goal is get the buyer INTERESTED up front in the idea and the action youll want them to take: So whats in it for ME? How will this help MY business? How will this help ME in my job? How will it help ME meet my objectives? Determine buyer interest by using general leads, restatements and pauses 2. They understand the IDEA = State the Idea Is your idea simple, clear and concise? Does it relate to the buyers current needs or opportunities addressed in the summary of the situation? Does it suggest action from the buyer? 3. They understand HOW the idea works = Explain How It Works Discuss the details: explain who does what, when, and where Give assurance the idea is practical: use features and benefits to explain how your idea will meet the accounts conditions, needs, limitations, or opportunities Ask questions to involve the buyer Anticipate questions and objections the buyer might have 4. They see the BENEFITS to them = Reinforce Key Benefits Briefly summarize how your idea meets their needs as stated in the summary of the situation 5. They find it EASY to agree = Suggest an Easy Next Step (Close the Sale) Ask for the order: Based on our discussion, I recommend Suggest something you can do to ignite the action: Ill go back and . . . Offer a choice: This week or next, strategic or tactical package etc. Ask an open ended question: When do you place your next order? Then be silent, so they can decide...

Retrieved and edited from: www.shs.issaquah.wednet.edu/.../09%201-6%20Persuasive%20Selling%20Format.ppt and www.funosophy.com/pdf/.../Oct%2007%20Marketing%20Memo.pdf. Follow me on Twitter: vincentvdlubbe