Chapter 5

SALES DIALOGUE:
CREATING AND
COMMUNICATING VALUE

INSTRUCTOR: RUFFA ANDREA PEARL L. TOBIAS

Learning Objectives
Describe the key characteristics of effective sales dialogue
Explain how salespeople can generate feedback from buyers
Discuss how salespeople use confirmed benefits to create customer
value
Describe how verbal support can be used communicate value in an
interesting and understandable manner
Discuss how sales can engage and involved buyers
Explain how salespeople can support product claims
Discuss the special considerations involved in sales dialogue with
groups.
Successful salespeople focus on creating and communicating
value during sales dialogue by addressing the key issues of each
buyer. This is a difficult task. because buyers are more informed
than in the past and more reluctant to meet with salespeople ,
especially in the early stages of their buying process. However,
technology is having an important impact on improving sales
dialogue between sellers and buyers.
5-1 EFFECTIVE SALES DIALOGUE
Preparing and completing this phase of the sales process successfully has been
compared to doing surgery in that it is complex and requires preparation,
knowledge, and skill prior to conducting surgery, the doctor has acquired a great
deal of relevant information from a variety of sources and developed a
comprehensive understanding of the patient's problems and needs.
Continuing the analogy, up to the point of presentation in the selling process, the
salesperson has ben developing his or her knowledge and understanding of the
buyer's situation and needs. Now, in the form of an effective presentation, the
salesperson presents a solution that is specific and customized to the needs of the
buyer, illustrates and demonstrates the benefits of the solution, and confirms the
buyer's belief in and desire tp obtain the benefits.
Exhibit 5.1
Keys to Effective Sales Dialogue

The most Effective Sales Dialogues:

1. Are planned and practiced by salespeople
2. Encourage buyer feedback
3. Focus on creating value for the buyer
4. Present value in an interesting and
understandable way
5. Engage and involve the buyer
6. Support customer value through objective claims.
5-2 ENCOURAGING BUYER FEEDBACK
In a productive sales dialogue, the salesperson continually
assesses and evaluate the reactions and responses of prospective
buyers. The SPIN and ADAPT questioning processes are designed to
get the buyer to provide feedback to specific questions the
salesperson ask.

The phrases check-backs or response checks have become common

names for this form of questioning-seeking feedback from the
buyer. The effective use of response checks helps the salesperson
evaluate the level of the buyer's understanding and keeps the
salesperson on the right track.
 Exhibit 5.2
Illustrative Examples of Check-Backs
"How does this sound to you?"
"Does this make sense to you so far?"
"Would this feature be useful to you in your current operations?"
"What do you think?"
"So is this something that would be valuable to you?"
"Isn't that great?"
"Do you like this color?"
"From your comment, it sounds like you would want the upgraded
memory. Is that correct?
"Does that answer your concern?"
"Would this be an improvement over what you are doing right now?"
"Is this what you had in mind?"
5-3 CREATING CUSTOMER VALUE

Confirmed
Benefits
are those benefits the buyer has
indicated are of interest.

A major purpose of the use of the

SPIN or ADAPAT questioning
process is to help the salesperson There are several factors
identify the confirmed benefits for that go into creating value
the buyers. for the customer, included
in that is price.
5-4 INTERESTING AND UNDERSTANDABLE SALES DIALOGUE
Once confirmed benefits have been identified, the salesperson need to
present key selling points in a manner that is interesting and understandable
to the buyer.
Verbal support elements include voice characteristics, examples and
anecdotes, and comparisons and analogies. Using these elements
appropriately can produce interesting and understandable sales dialogue.

5-4a Voice Characteristics

the pitch and speed of speech, which salespeople should vary to
emphasize key points.
5-4b Examples and Anecdotes
An example is a brief description of a specific instance used to illustrate
features and benefits.

An anecdote is a type of example presented in the form of a story describing a

specific incident or occurrence.

5-4c Comparisons and Analogies

A comparison is a statement that points out and illustrates the
similarities between two points.

An analogy is a special and useful form of comparison that explains one

thing in terms of another.
5-5 ENGAGING AND INVOLVING THE BUYER
To maximize the effectiveness of the sales dialogue, salespeople utilize various
sales aids to engage and involve the buyer throughout the sales interaction.
Exhibit 5.3
Reasons for Using Sales Aids
Capture prospective buyer's attention
Generate interest in the recommended solution
Make presentations more persuasive
Increase the buyer's participation and involvement
Provide the opportunity for collaboration and 2 way comm.
Add clarity and enhance the prospect's understanding
Provide supportive evidence and proof to enhance believability.
Augment the prospect's retention of information
Enhance the proffesional image of the salesperson and selling organization.
5-5a Types of Sales Aids
Sales aids refers to the use of printed materials, electronic materials, and
product demonstrations to engage and involve buyers. The types of sales
aids available to a salesperson include visual materials, electronic materials
and product demonstrations.

5-5b Visual Materials

Visual materials are printed materials, photographs and illustrations, and

charts and graphs used as sales aids.

5-5c Electronic Materials

Electronic materials includes all sales aids in electronic format such as
slides, videos or multimedia presentations.
5-5d Product Demonstrations
Guidelines for Product Demonstrations
Ensure that the appearance pf the product is neat and clean
Check for problem-free operation
Be confident and able to demonstrate the product skillfully
Practice using the product prior to the demonstration
Anticipate problems and have back-up or replacement parts on hand
Make sure that setup and knockdown are easy and quick.
5-5e Using Sales Aids in Presentation
Understand what features are relevant and what benefits are meaningful
to the prospective buyer in terms of value to be realized. Be confident in
developing and using multiple sales aids to add impact to the
presentation itself.
5-5f State the Selling Point and Introduce Sales Aid
This means stating the full selling point including the feature and
potential benefit and then introducing the sales aid.
5-5g Present the Sales Aid
Involves presenting the sales aid to the customer and allowing a few
moments for examination and familiarization before saying anything.

5-5h Explains the Sales Aid

5-5i Summarize
5-6 SUPPORTING PRODUCT CLAIMS
Claims of benefits and value produced and provided to the buyer need to
be backed up with evidence to highlight their believability.
5-6a Statictics
Statistics facts that lend believability to product claims and are used as
proof providers.
5-6b Testimonials
Testimonials proof providers that are in the form of statements from
satisfied users of the selling organization's product and services.
5-6c Case Histories
Case Histories a testimonial history or anecdotal form used as a proof
provider.
5-7 GROUP SALES DIALOGUE
When selling to groups, salespeople can expect tough questions and
should prepare accordingly. When selling to a group, salespeople should
take every opportunity of preselling to individual group members prior to
the group presentation.

5-7a Sales Tactics for Selling to Groups

There are some specific sales tactics that can enhance presentations to
group; arrival tactics. eye contact, and communication tips during
presentation delivery.
5-7b Arrival Tactics
Try to arrive at the location for the meeting before the buying groups
arrives. This provides opportunity to set up and check audio-visual
equipment, prepare collateral material for distribution to the group, and
become familiar to the sorroundings.

5-7c Eye Contact

5-7d Communication Tips
When selling to groups, it is essential to make all members of the group fell
that their opinions are valuable.
5-7e Handling Questions in Group Dialogue
Salespeople should recognize that questions fill information gaps, thus
allowing buyers to make better decisions.
Thank you
FOR LISTENING!
Don't hesitate to ask any questions!