Contents


Module 9 – The approach to the sales presentation 1. Approach techniques .....................................................................................................................................................................................74 1.1 The question technique ..................................................................................................................................................................74 1.2 Making a stimulating statement .............................................................................................................................................75 1.3 Shock approach ......................................................................................................................................................................................75 1.4 Product approach .................................................................................................................................................................................75 1.5 The customer-benefit approach .............................................................................................................................................76 1.6 The compliment approach ...........................................................................................................................................................77 1.7 The premium approach ..................................................................................................................................................................77 1.8 Showmanship approach ................................................................................................................................................................77 2. Factors which assure an effective and successful approach ...................................................................................77


Module 10 – The sales presentation Introduction ......................................................................................................................................................................................................................80 1. Objectives for an effective sales presentation .......................................................................................................................80 1.1 Get the prospect’s attention ........................................................................................................................................................80 1.2 Make the prospect aware of his problem or need ................................................................................................80 1.3 Point out the advantages to the prospect.......................................................................................................................80 1.4 Provide proof of advantages ......................................................................................................................................................81


2. Techniques used to prove claims .......................................................................................................................................................81 3. Criteria for an effective and successful sales presentation .......................................................................................83 3.1 What the salesperson says ...........................................................................................................................................................83 3.2 What the salesperson shows (demonstrates).............................................................................................................83 3.2.1 Aim and planning of visual presentations ..............................................................................................83 3.2.2 Different types of visual aids (the salesperson can use a combination of visual aids) .............................................................................................................................................................................84


4. Demonstrations ...................................................................................................................................................................................................84 5. The principles of effective product demonstration ..........................................................................................................85


Module 11 – Handling objections 1. Types of objections ...........................................................................................................................................................................................90 1.1 Physical objections ..............................................................................................................................................................................90 1.1.1 Money and price objections ..................................................................................................................................90 1.1.2 Inconvenience ....................................................................................................................................................................91 1.1.3 No need ....................................................................................................................................................................................91 1.1.4 Wrong time ............................................................................................................................................................................91 1.1.5 Other obligations..............................................................................................................................................................92


1.2 Psychological objections ................................................................................................................................................................92 1.2.1


Prejudice ..................................................................................................................................................................................92


1.2.2 Ignorance (lack of knowledge) ............................................................................................................................92 1.2.3 Fear................................................................................................................................................................................................93 1.2.4 1.2.5


Self-satisfaction ..................................................................................................................................................................93 Indecision ................................................................................................................................................................................93


2. Techniques to overcome objections ................................................................................................................................................94


Module 12 – Closing the sales 1. The right time for the close ......................................................................................................................................................................98 1.1 Closing signals..........................................................................................................................................................................................98


2. Sales closing techniques..............................................................................................................................................................................99 2.1 The assumptive close ........................................................................................................................................................................99 2.2 The minor question technique .............................................................................................................................................100


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