Download The Role of Emotion in Selling

The Role of Emotion in Selling
Attitudes, Emotions, Promises
CoreNet Global
October 14, 2010
Louisville, Kentucky
Ed Burghard
Retired P&G Harley Procter Marketer
OBDC Executive Director

BA – State University of New York @
Potsdam in Mathematics

MBA – Syracuse University in Innovation
Management and Marketing

Retired Procter & Gamble Harley Procter
Marketer

33years in Procter & Gamble

Member of the Association of Ohio
Commodores

Past Board Member Arthritis Foundation

Past Marketing Committee Member Dan
Beard Council BSA

Founder & CEO The Burghard Group LLC
Agenda
• Importance of making and keeping a
promise
• Difference between a feature and
benefit
• Effective handling of attitudes
• Creating a positive experience
Capital Investment
Decision Process
Three Moments of Truth
You Need to Make a Promise
A brand is a promise. It sets an
expectation of what a consumer can
expect if he/she invests in your product
or service.
Branding is making certain your promise
is realized across a complex delivery
system.
Examples
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Ritz Carlton - Courteous service
BMW - Exciting driving experience
Apple - Cool innovation
Volvo - Safety
FedEx - Reliable overnight delivery
Avis - Extra effort
Las Vegas - Fun without guilt
Wal-Mart - Great value
What Makes a Great Promise?
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Relevant
Competitive
Authentic
Simple & Clear
Benefit Focused
To Sell You Must Add Value
Features Tell - Benefits Sell
FEATURE
BENEFIT
GPS built-in
Will help keep you from getting lost and eliminates
the inconvenience of maps
LCD monitor
Slimmer than a CRT and saves you valuable desk
space.
Computer processor runs at 3 GHz
You can run the latest productivity software easily
Parental controls on cable TV
You can determine what your children are exposed
to
Gold plated audio cables
Crystal clear sound
Power steering
Makes the car easier to steer and park
Micro bead exfoliate in face cream
Makes skin feel young and healthy
People don’t want to buy
the 1/4 inch drill
They want to buy
the 1/4 inch hole.
• Feature - Your community asset
• Advantage - What the asset does
• Benefit - What your community asset
allows the Company to do
Converting Features into
Benefits Templates
• This [asset] helps the CEO deliver
better shareholder value by/through
[benefit goes here].
• What this [asset] means to the CEO is
[benefit goes here].
Exercise
Name That Benefit
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Shovel ready site
Top 10 Academic Institution
Nationally recognized hospital
Progressive local leadership
World-class infrastructure
Ready to get down to business
Handling Attitudes
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Objection
Acceptance
Non-committal
Indifference
Handling Objection
• Clarify
• Determine if the objection is
– Misunderstanding
– Perceived drawback
– Skepticism
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Answer directly or put in perspective
Offer Proof
Check if satisfied
Provide other relevant benefits
Action close
Handling Acceptance
• Clarify to see is sincere (use openended questions)
• Action Close
Handling Non-Committal
• Ask open-ended questions, then
closed-ended questions
• Determine other possible attitude
• If other attitude - handle appropriately
• If true non-committal - provide benefit
and then trial close
Handling Indifference
• Clarify satisfaction and/or need
• If need exists and satisfied with current
solution, probe for areas of dissatisfaction
(ask questions)
• Support (agree with need and share
benefit)
• Offer Proof
• Action close
Creating a Positive Experience
• Make the experience personal
• Deliver your message in an authentic,
relevant and engaging way
• Build a consistent experience throughout
• Make the experience comfortable and
seemingly simple
• Go above and beyond expectations
Make the Experience
Personal
• Consider the person(s) a guest
• Get to know as a person
• Anticipate and respond to individual
needs and style
• Focus on being “in the moment”
• Listen to what is said and not said
Deliver Your Message
• Anticipate information needs
• Present is a customized manner
• Be genuine, remember actions speak
louder than words
Build a Consistent Experience
• Make certain the entire visit is well
planned - each piece and the whole
(plan to win, prepare to win)
• Define the desired experience and
execute from the first interaction
through the final follow-up
Make Experience Comfortable
• Put your guest at ease
• Provide clear direction
• Say what you mean and mean what
you say
Go Above and Beyond
• Have a positive attitude
• Find ways to gain personal
satisfaction in meeting the needs of
your guest(s)
• Never be satisfied with the status quo
Summary
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Emotion Matters
Make a Promise and Keep it
Talk Benefits
Handle Attitudes Professionally
Put the Investor at the Center
Create a Positive Experience
Additional Resources
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Presentation will be available online.
www.StrengtheningBrandAmerica.com
www.SalesTrainingAdvice.com
[email protected]