Ch 7: Sales Dialogue: Creating And Communicating Value

Question 1

What are the keys to an effective sales dialogue

Answer 1

• Are planned and practiced by salespeople.
• Encourage buyer feedback.
• Focus on creating value for the buyer.
• Present value in an interesting and understandable way.
• Engage and involve the buyer.
• Support customer value through objective claims.

Question 2

Feedback provides the salesperson with important information measuring:

Answer 2

• The climate between the salesperson and the buyer.
• The buyer’s level of interest in the product’s features and benefits.
• How well the presentation is progressing toward the buyer’s purchase decision

Question 3

What are check-backs or response checks

Answer 3

Questions salespeople use throughout a sales dialogue to generate feedback from the buyer (how does this sound to you OR does this make sense to you so far)

These questions (a) confirm benefits and assess a buyer’s level of interest and (b) evaluate the level to which the salesperson has handled a buyer’s objection

Question 4

What are the guidelines for product demonstrations

Answer 4

• Ensure that the appearance of the product is neat and clean.
• Check for problem-free operation.
• Be confident and able to demonstrate the product skillfully.
• Practice using the product prior to the demonstration.
• Anticipate problems and have back-up or replacement parts on hand.
• Make sure that setup and takedown are easy and quick.

Question 5

What is a group sales dialogue

Answer 5

Involves salespeople interacting with buyer groups.

Salespeople should:
- Prepare for tough questions from the buyers
- Engage in preselling: presenting the product or service to individual buyers before a major sales dialogue with a group of buyers

Question 6

Sales tactics for group presentations fall into what three general categories

Answer 6

Arrival tactics: Arriving and setting up before the arrival of the buying group

Eye contact: Making periodic eye contact with each member of the buying group

Communications tips during presentation delivery: Ask for opinions and feedback from each member of the buying group and avoiding taking sides

Question 7

To handle questions that arise during a meeting, sales people should

Answer 7

• Listen carefully and maintain eye contact with the person asking the question.
• Repeat or restate the question to ensure understanding.
• Address the entire group while answering a question from an individual.
• Do not attempt to answer questions that you are not prepared to answer.

Question 8

Tips for preparing visual materials

Answer 8

• Keep them simple.
• Each visual should present only one idea.
• Use bullet points to emphasize key points.
• Check for typographical and spelling errors