Section 14'1 Product Presentation Techniques

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Marketing Essentials
n Chapter 14 Presenting the Product
Section 14.1 Product Presentation Techniques
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SECTION 14.1
Product Presentation Needs
What You'll Learn

• The goal of the product presentation
• How products are selected for the presentation
• What to say during the product presentation
• Four techniques that will make a lively and
  effective product presentation

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SECTION 14.1
Product Presentation Needs
Why It's Important
In many ways, selling is like putting together a
jigsaw puzzle. When you do a puzzle, you analyze
the various parts by shape and size. Then you
select the straight-edged pieces to use for the
frame. When you sell, you analyze your customer's
needs and buying motives. Then you use that
information to begin framing your product
presentation.
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SECTION 14.1
Product Presentation Needs
Key Terms

• layman's terms

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SECTION 14.1
Product Presentation Needs
Product Presentation
During the product presentation phase of the
sale, you show the product and tell about it. The
goal of the product presentation is to match the
customer's needs with appropriate product
features and benefits.
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SECTION 14.1
Product Presentation Needs
Show and Tell

• This is the step of the sale where you have the
  opportunity to share your expertise with the
  customer. At this point you must make the
  following decisions
• Which products to show.
• What price range to offer.
• How many products to show.
• What to say.

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SECTION 14.1
Product Presentation Needs
Make the Presentation Come Alive

• Planning is necessary for an effective product
  presentation. You must plan how you will do the
  following
• Display and handle the product.
• Demonstrate the product.
• Use sales aids.
• Involve the customer.

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SECTION 14.1
Product Presentation Needs
Displaying and Handling the Product
Creatively displaying the product is the first
step in an eye-catching presentation. The way
you handle a product presents an image of its
quality. Handle it with respect and point out its
features.
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SECTION 14.1
Product Presentation Needs
Demonstrating
Demonstrating the product in use helps to build
customer confidence.

• Example To prove that a fabric is water
  resistant, you can pour water on the garment.

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SECTION 14.1
Product Presentation Needs
Using Sales Aids
When it is impractical to demonstrate the actual
product or when you want to emphasize certain
selling points, you can use sales aids such as
samples, audiovisual aids, models, photographs,
drawings, charts, specification sheets, customer
testimonials, and warranty information.
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Marketing Essentials
End of Section 14.1
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Marketing Essentials
n Chapter 14 Presenting the Product
Section 14.2 Handling Customer Objections
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SECTION 14.2
Handling Customer Objections
What You'll Learn

• The difference between objections and excuses
• Five buying decisions upon which common
  objections are based
• The general four-step method for handling
  customer objections
• Six specific methods of handling objections and
  when each should be used

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SECTION 14.2
Handling Customer Objections
Why It's Important
Anticipating and planning potential answers to
objections will help you feel more confident in
your responses to customers. Selecting the most
appropriate method for handling those objections
will set you apart from other salespeople who do
not have that expertise.
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SECTION 14.2
Handling Customer Objections
Key Terms

• objections
• excuses
• objection analysis sheet
• paraphrase
• boomerang method
• superior point method
• third party method

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SECTION 14.2
Handling Customer Objections
Understanding Objections
Objections are concerns, hesitations, doubts, or
other honest reasons a customer has for not
making a purchase. Objections give you an
opportunity to present more information to the
customer. Excuses are insincere reasons for not
buying or not seeing the salesperson.
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SECTION 14.2
Handling Customer Objections
Welcome and Plan for Objections
Objections can guide you in the sales process by
helping you redefine the customer's needs and
determine when the customer wants more
information. Prepare yourself for most
objections by completing an objection analysis
sheet, which lists common objections and possible
responses to them.
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SECTION 14.2
Handling Customer Objections
Common Objections

• Most objections are based on key decisions the
  customer must make before buying
• need
• product
• source
• price
• time

Slide 1 of 3
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SECTION 14.2
Handling Customer Objections
Common Objections
Need The customer does not have an immediate
need for the item or wants the item but does not
truly need it. Product The customer is concerned
about such things as construction, ease of use,
quality, color, size, or style.
Slide 2 of 3
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SECTION 14.2
Handling Customer Objections
Common Objections
Source The customer has had negative past
experiences with the firm or brand. Price The
customer does not want to spend so much
money. Time The customer is hesitant to buy
immediately (sometimes an excuse).
Slide 3 of 3
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SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections

• Successful salespeople have learned to use a very
  basic, four-step strategy when answering all
  objections
• Listen carefully.
• Acknowledge the customer's objections.
• Restate the objections.
• Answer the objections.

Slide 1 of 4
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SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections
Listen Carefully To demonstrate sincere concern
for your customer's objections, be attentive,
maintain eye contact, and let the customer talk.
Slide 2 of 4
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SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections
Acknowledge the Customer's Objections
Acknowledging objections demonstrates that you
understand and care about the customer's
concerns. This makes a customer feel that his or
her objections are understandable, valid, and
worthy of further discussion.
Slide 3 of 4
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SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections
Restate the Objections To be sure you understand
the customer, paraphrase the objections (restate
them in a different way), but don't change the
meaning of the customer's objection. Answer the
Objections Answer each objection tactfully.
Think of yourself as a consultant, using the
objections to further define or redefine the
customer's needs.
Slide 4 of 4
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SECTION 14.2
Handling Customer Objections
Specialized Methods of Handling Objections

• There are six specialized methods for handling
  objections
• boomerang
• question
• superior point
• denial
• demonstration
• third party

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SECTION 14.2
Handling Customer Objections
Specialized Methods of Handling Objections
Superior Point Admit disadvantages in certain
products but then present superior points to
offset or compensate for them. This technique
puts the customer in a position to decide between
the different features and see additional reasons
for buying.
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SECTION 14.2
Handling Customer Objections
Specialized Methods of Handling Objections
Denial When a customer's objection is based on
misinformation, provide proof and accurate
information to answer the objection. Demonstration
Demonstrate a product's features (but make sure
they work before using them in a sales
situation). Third Party Use a testimonial from a
previous customer or another neutral person.
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SECTION 14.2
Handling Customer Objections
Specialized Methods of Handling Objections
Boomerang Use a friendly, helpful tone to
explain how the objection is really a selling
point. Question Question the customerbut never
in an abrupt mannerto learn more about the
objections.
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ASSESSMENT
14.2
Reviewing Key Terms and Concepts
1. Distinguish between objections and
excuses. 2. Why should you welcome objections in
the sales process? 3. Name the five buying
decisions upon which common objections are
based. 4. List the four steps involved in the
process for handling customer objections. 5.
Name six specific methods of handling objections.
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ASSESSMENT
14.2
Thinking Critically
Why is restating the objective often a successful
method in turning around objections?
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14.2
Graphic Organizer
The Four-Step Process for Handling Objections
Listen Carefully
Acknowledge the Customer's Objections
Restate the Objections
Answer the Objections
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Marketing Essentials
End of Section 14.2