Chapter 7

Question 1

The 6 Keys to an Effective Sales Dialog

Answer 1

1. are planned and practiced by salespeople
2. encourage buyer feedback
3. focus on creating value for the buyer
4. present value in an interesting and understandable way
5. engage and involve the buyer
6. support customer value through objective claims

Question 2

check-backs/response checks

Answer 2

questions that salespeople use throughout a sales dialog in order to generate feedback from the buyer.

• usually occur after the salesperson presents features and benefits or following the response of an objection
  ex: “how does this sound to you?” “do you like this color?” Is this what you had in mind?”

Question 3

confirmed benefits

Answer 3

benefits that the buyer indicates are important and represent value

Question 4

verbal support

Answer 4

include voice characteristics, examples and anecdotes, and comparison and analogies to make a sales dialog interesting and understanding

Question 5

voice characteristics

Answer 5

refer to the pitch and speed to speech. the salesperson should vary these in order to emphasize key points.

Question 6

example

Answer 6

a brief description of a specific instance used to illustrate features and benefits of a product.

Question 7

anecdote

Answer 7

a type of example that is provided in the form of a story describing a specific incident or occurrence

Question 8

comparison

Answer 8

a statement that points out and illustrates the similarities between two points

Question 9

analogy

Answer 9

a form of comparison that explains one thing in terms of another

Question 10

sales aids

Answer 10

the use of printed materials, electronic materials, and product demonstrations used to engage and involve buyers.

Question 11

visual materials

Answer 11

printed materials such as photographs, illustrations, charts, graphs, etc.

Question 12

electronic materials

Answer 12

sales aids in an electronic format like slides, videos, multimedia presentations.

Question 13

product demonstrations

Answer 13

most effective sales aid because it gives the buyer to opportunity to have a hands on experience.

Question 14

SPES

Answer 14

s= state selling point and introduce the sales aid
p= present the sales aid
e= explain the sales aid
s= summarize

Question 15

proof providers

Answer 15

the use of statistics, testimonials, or case histories to support product claims

Question 16

statistics

Answer 16

facts that lend believability to product claims are are used as proof providers

Question 17

testimonials

Answer 17

proof providers in the form of statements from satisfied customers of the selling organization’s products or services

Question 18

case histories

Answer 18

a testimonial in a story or anecdotal form used as a proof provider

Question 19

preselling

Answer 19

salespeople present their product or service to individual buyers before a major sales dialog with a group of buyers

Question 20

sales tactics for group presentations

Answer 20

arrival tactics- arrive early and before buyers
eye contact
communication tips-avoid being caught in the middle of disagreements between buyers
-also stand to the left of visual aids when possible