Ch 7: Sales Dialogue: Creating and Communicating Value

Question 1

Name and explain the SPES sequence

Answer 1

• State the selling point and introduce sales aid: this means stating the full selling point, including the feature and potential benefits and then introducing the sales aid. For instance “to demonstrate the benefit I would like you to take a look at this video”. (this prepares the buyer for the visual aid and informs him or her to pay attention)
• Present the sales aid: this involves presenting the sales aid to the customer and allowing a few moments for examination and familiarization before saying anything. (for example, when using printed materials, place the material directly in front of the customer and allow it to be reviewed momentarily in silence)
• Explain the sales aid: no matter how carefully a sales aid is prepared, it will not be completely obvious. the customer will not necessarily understand the significance unless the sales person provides a brief explanation
• Summarize: when you’re finished explaining the significance of the sales aid, summarize its contributions and support, and remove the sales aid. (if not removed it can distract the buyers attention from the following feature and benefits)

Question 2

Name and explain the various types of sales aids

Answer 2

Visual materials - represents a variety of sales aids intended to engage and involve buyers visually, the major types of visual materials are printed materials, photographs, illustrations etc.

Electronic materials - includes all sales aids in electronic format, these include slides, videos, or multimedia presentations

Product demonstrations - the product itself is often the most effective sales tool because it provides buyers with an opportunity for a hands-on experience

Question 3

What are the different proof providers that are used to support claims of products or benefits

Answer 3

• statistics: facts that lend believability to product claims and are used as proof providers
• testimonials: are in the form of statements from satisfied users of the organizations product and services
• case histories: a testimonial in story or anecdotal form used as a proof provider