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Why People Buy &

Relationship Building: It’s
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 buyer’s mind !
Stimulus-response model of buyer behavior
Stimulus
Response
Black box
Sales
Presentation
Buyer’s 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
• What’s 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, you’ll 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 Buyer’s Needs to Product’s 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
salesperson’s 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 person’s
belief, position, or course of action
 Feedback guides your presentation
Probing – asking questions
 Remember to use trial closes
 Empathy puts you in your customer’s 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