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Sales Dialogue:
Creating and
Communicating Value
After completing this chapter, you should be able to:
L01 Describe the key characteristics of effective sales
dialogue.
L02
Explain how salespeople can generate feedback from
buyers.
L03
Discuss how salespeople use confirmed benefits to create
customer value.
L04 Describe how verbal support can be used to
communicate value in an interesting and understandable
manner.
L05 Discuss how sales aids can engage and involve
buyers.
L06 Explain how salespeople can support product claims.
L07 Discuss the special considerations involve in sales
dialogue with groups.
After the introductory part of a sales call, the salesperson must try to
determine what the buyer considers to be of value.
Confirmed benefits
The benefits the buyer indicates are important and represent
value.
Simply informing the prospect about the benefits and their value to the
buyer is seldom sufficient to generate the level of interest and desire
required to result in a purchase decision.
Sales aids
The use of printed materials, electronic materials and product
demonstrations to engage and involve buyers.
A salesperson should use the sales aids that will engage and involve
each buyer most effectively in a particular sales dialogue.
Visual Material
Printed materials, photographs and illustrations, and charts and graphs
used as sales aids.
Electronic Materials
Sales aids in electronic format such as slides, videos, or multimedia
presentation.
Product Demonstration
The product itself is often the most effective sales tool because it
provides the prospective buyer with an opportunity for hands-on
experience.
Proof Providers
Statistics
Facts that lend believability to product claims and are used as proof
providers.
Testimonials
Proof providers that are in the form of statements from satisfied users
of the selling organizations products and services.
Case Histories
A testimonials in story or anecdotal form used as a proof provider.