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Ch. 4 The Psychology of Selling: Ch. 4 The Psychology of Selling: Why People BuyWhy People Buy
Ch. 4 The Psychology of Selling: Ch. 4 The Psychology of Selling: Why People BuyWhy People Buy
Chapter
Chapter
4
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
4-2
Exhibit 4-1: Why People Buy–The Black Box Approach
Internalization process is referred to as a black box we can’t see into the buyer’s mind
Stimulus-response model
Exhibit 4-1: Stimulus-response model of buyer behavior
Stimulus Black box Response
Sales PresentationBuyer’s Hidden Mental Process Sale/No Sale
4-3
What’s Known About Mental Process
People buy for practical and emotional reasons
Some thoughts can be determined
4-4
Psychological Influences on Buying
Motivation to buy must be there Needs - lack of something desirable Wants - needs learned by the person
Economic needs: The best value for the money Price, quality, convenience, and service
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Psychological Influences on Buying, cont…
Awareness of needs: Some buyers are unsure conscious need preconscious unconscious
4-6
A FABulous Approach to BuyerNeed Satisfaction
Stressing benefits is a very powerful selling technique
FAB selling technique helps emphasize benefit
Feature
Advantage
Benefit
4-7
The Product’s Features: So What?
Feature – a physical characteristic Many salespeople emphasize features Examples:
size color
4-8
The Product’s Advantages: Prove It!
Advantage - a performance characteristic The chances of making a sale are increased
by describing the product’s advantagesHow a product can be usedHow a product will help the buyerExamples:
rapid copy on both sides
4-9
The Product’s Benefits: What’s in it for Me?
Benefit – People are interested in what the product will
do for them Emphasizing benefits increases sales
4-12
What’s In It For Me?
Stressing benefits in the sales presentation answers the prospect’s question
4-13
Can Not Leave Out Features and Advantages
In the sales presentation it is also important to mention features and advantages
Here is an example of how to stress a benefit while including a feature and an advantage:
4-14
Example: Sporting Goods Salesperson to Customer:
“With this ball, you’ll get an extra 10 to 20 yards on your drives (advantage) helping to reduce your score (benefit) because of its new solid core (feature).”
4-15
FABs Can Be Awkward at First
New salespeople are frequently not accustomed to using feature, advantage, and benefit phrases
It may seem awkward at first
4-16
Use the FAB Sequence
The standardized FAB Sequence can be used as follows: The…(feature)…means you…(advantage)…with
the real benefit to you being…(benefit)….
4-18
The Trial Close–a Great Way to Uncover Needs and Sell
The trial close asks for an opinion, not a decision to buy
It gives feedback. The trial close is one of the best
communication techniques in the sales presentation
4-19
The Trial Close Helps You to Determine:
Whether the prospect likes the product’s FAB
Whether you successfully answered objection
Whether any objections remain Whether the prospect is ready for you to
close
4-20
In These Examples of Trial Closes, Notice They Do NOT Ask Someone to Buy Directly “How does that sound to you?” “Is this important to you?” “Can you see how this can benefit you?” “I notice your smile. What do you think
about…?”
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Trial Closes
For example: You just answered a question.Trial close: Does thatYou just finished talking about a proposal.Trial close: Am I
4-22
To Help You Properly Use
The FAB selling technique and the trial close, incorporate the SELL Sequence into your presentation
4-23
SELL Sequence SELL Sequence
- Show Feature
- Explain advantage
- Lead into benefit-Let customer talk-
-Use throughout presentation
SELL
4-24
Personality typingReal self I amSelf image I think I am Ideal image I would like to beLooking glass self: how people think I am
Adaptive Selling Based on Buyer’s Style
4-25
Watch for Clues to Someone’s Personality Type
How would you describe this person? What is their time orientation – past, present,
future? What does their desk look like? What does their room look like? How do they dress?
Types of personality
The Thinker: logic, systematic inquiry
The Intuitor : knowledgeable/ futurist
The Feeler: people oriented/sensitive
The Senser: Action/ to the point!
4-26
4-27
Determining Style Can Be Difficult
What is the person’s primary style? What is the person’s secondary style? Does the person’s style comprise all four
types?
4-28
First Know Your Style
This helps you to adapt to the style of your client
Which leads to more sales
Knowing your style helps you identify a person’s style, especially if your styles are the same (It takes one to know one)
4-30
View Buyers as Decision Makers
Five basic steps in the buying decision1. Need arousal
2. collection of info.
3. info. evaluation
4. purchase decision
5. PostpurchaseSatisfactionDissonance (buyer’s remorse)
4-31
Exhibit 4-12: Personal, Psychological, and Social Forces that Influence Consumers’ Buying Behavior