Chapter 8: Making the Sales Call Flashcards
Advantages
Reasons why a feature would be important to someone.
Balanced Presentation
Occurs when the salesperson shows all sides of the situation—that is, is totally honest.
Benefit
How a particular feature will help a particular buyer.
Benefit Opening
Approach in which the salesperson focuses on the prospect’s needs by stating a benefit of the product or service.
Closed Questions
Questions that can be answered with a word or short phrase.
Compliment Opening
Approach in which the salesperson begins the sales call by complimenting the buyer in some fashion.
Credibility
The characteristic of being perceived by the buyer as believable and reliable.
Credibility Statement
A description of the seller and his or her company, offered to buyers to show that the seller can meet their needs.
Customer Benefit Proposition
Statement showing how a product addresses the buyer’s specific needs.
FAB
When salespeople describe the features, advantages (why that feature is important), and benefits of their product or service.
Feature
(1) Quality or characteristic of the product or service. (2) Putting a product on sale with a special display and featuring the product in advertising.
Feature Dumping
Talking about lots of features of little interest to the customer and wasting the buyer’s time.
FEBA
A method of describing a product or service where salespeople mention the feature, provide evidence that the feature actually does exist, explain the benefit (why that feature is important to the buyer), and then ask whether the buyer agrees with the value of the feature and benefit.
Four A’s
The selling process, consisting of acknowledge, acquire, advise, and assure.
Halo Effect
How one does in one thing changes a person’s perceptions about other things one does.
Implication Questions
Questions that logically follow one or more problem questions (in SPIN); designed to help the prospect recognize the true ramifications of the problem.
Impression Management
Activities in which salespeople engage to affect and manage the buyer’s impression of them.
Introduction Opening
Approach method in which salespeople simply state their names and the names of their companies.
Major Sale
Sale that involves a long selling cycle, a large customer commitment, an ongoing relationship, and large risks for the buyer if a bad decision is made.
Need Payoff Questions
Questions that ask about the usefulness of solving the problem.
Office Scanning
Activity in which the salesperson looks around the prospect’s environment for relevant topics to talk about.
Open Questions
Questions for which there are no simple yes–no answers.
Opening
A method designed to get the prospect’s attention and interest quickly and make a smooth transition into the next part of the presentation. Examples include introduction, product, question, referral, and so on.
Problem Questions
Questions about specific difficulties, problems, or dissatisfactions that the prospect has.
