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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 • • • • • • • • 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? • • • • • 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 • • • • • • Shovel ready site Top 10 Academic Institution Nationally recognized hospital Progressive local leadership World-class infrastructure Ready to get down to business Handling Attitudes • • • • Objection Acceptance Non-committal Indifference Handling Objection • Clarify • Determine if the objection is – Misunderstanding – Perceived drawback – Skepticism • • • • • 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 • • • • • • 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 • • • • Presentation will be available online. www.StrengtheningBrandAmerica.com www.SalesTrainingAdvice.com [email protected]