CHAPTER 10

Conviction and Motivation

“A man always has tworeasons for doing anything;

a good reason and the real reason”

John Pierpont Morgan

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10The Conviction and Motivation Steps

The salesperson must convince her prospects of the validity and desirability of her offer and motivate them toward completing the transaction

Only by selling value can the salesperson be convincing

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10Customer-Perceived Value

What is the source of customer-perceived value?

Does value derive from the product, the brand image, or the sales firm?

Is the prospect's value objectively defined or perceived?

Table 10.1Components of Prospect/Customer-Perceived Value

Economic Non-economic

Intrinsic (Product) Performance

Reliability

Technology

Price

Maintenance

Durability

Brand name

Styling

Packaging

Appearance

Extrinsic (Seller) Operator training

Maintenance training

Warranty

Parts availability

Post-purchase costs

Reputation

Reliability

Responsiveness

Salesperson relationship

Service Adapted from Tzokas, N., and M. Saren (2000), “Value Transformation in Relationship Marketing,” http://www.relationshipmarketing.com

= Core solution + Additional servicesPrice + Relationship

Customer-Perceived Value

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10Competitive Advantage

An advantage is an aspect of the salesperson's offering that is superior to that of a competitive offering

Salespeople must know: Their competitors' offerings How their own offerings compare to those of

their competitors

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Role of Product Knowledgeand Self-Knowledge

Self-confidence and enthusiasm are enhanced when salespeople know their products and are sold on the products themselves

Salespeople should review their knowledge before every prospect contact

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10Knowledge Checklist

In order to build prospect conviction, salespeople must understand: How customers/clients use products How salespeople can increase value to prospects How prospects measure success What might occur to change a prospect's use of a

product

See Table 10.2 Knowledge Checklist

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10Gaining Conviction

To successfully perform the conviction step the salesperson should be sure to: Explain what the product or service is and how it

works Explain the facts and features and their related benefits Establish the prospect's belief in the salesperson by

presenting evidence Explain any related information that the prospect

would like to know

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10Misrepresentation

Salespeople are often accused of misrepresenting their products or services

Salespeople must be positive that what they say is true

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10Providing Evidence

A salesperson should never tell a prospect anything about a product or service unless that claim can be supported with materials that prove or provide a mode of proof Documentation beats speculation!

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10Securing Agreement

Secure the prospect's agreement with a wrap-up question (i.e., a trial close)

“How important is this to you?”

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Structuring A CompleteUnit Of Conviction

Step 1 State fact or feature

Step 2 Offer evidence to document fact or feature

Step 3 Show related buyer benefits with "which means to

you”

Step 4 Secure agreement with a wrap-up question

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10Handling Objections

Effective salespeople are able to: Anticipate objections Answer them with confidence Probe for more concerns Quickly get back to motivating the

prospect/customer to make a decision in favor of purchasing

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10Anticipating Objections

Salespeople must be able to anticipate: Prospects’ objections and prepare answers

before making sales calls Questions concerning how the technical aspects

of the product/service solution can help prevent the occurrence of problems

Value improvements

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10Value Improvements

Value improvements can be anything that will help prospects see that their overall situation can be improved through the purchase of a product or service

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10Types of Objections

Three common types of objections are:1. Stoppers

2. Stalls

3. Searches

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10Stoppers

Stoppers are genuine objections to all or part of the salesperson’s proposal

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10Stalls

Stalls are invalid objections (i.e., excuses)

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10Searches

Searches are requests for more information either from the salesperson, the competition, or both

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10Overcoming Objections

The salesperson’s formula for handling objections has five parts:1. Listen very carefully to the prospect's objection

2. Clarify the concern

3. Cushion the objection

4. Classify the objection to determine when and how to answer it

5. Answer the objection with concern, conviction, and enthusiasm

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Five ClassicObjection-Handling Techniques

Forestall the Objection

Compensate

Counter

Boomerang

Feel, Felt, Found

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10Negotiation

Generally, if salespeople have to negotiate, they have not convinced the prospect/ customer that the offer has enough value

However, when salespeople do have to negotiate terms, win-win negotiating is the rule

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10Creating a Win-Win Outcome

To create a win-win outcome, both buyers and sellers have to be willing to make concessions

How many sales are lost because salespeople do not concede on minor issues?

The Stalemate

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10Critical Components In Negotiating

Fairness

Commitment

Communication

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10When to Walk Away

It is helpful for businesspeople to establish in advance at what point they will walk away

Disagreement during a particular negotiation does not necessarily mean that the partnership dissolves

Often such business relationships are reconciled and become very successful partnerships

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10Obvious Reasons to Walk Away

The final best offer is not acceptable

A better alternative is found

Something seriously disturbing is uncovered about the other party

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10Motivational Selling

The salesperson using motivational selling asks the prospect a preselected set of questions to determine the prospect’s dominant buying urge

This knowledge is then used to show the prospect how buying the product/service will help to satisfy that urge

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10Building Wants

Salespeople have to make prospects want what they are selling as well as they know how to tell prospects what they are selling

Salespeople must detect the real reasons that prospects want what they are offering

A prospect does not just want to save money; the prospect wants to save

money for a reason

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10The RAP Method

Use the RAP method to formulate the motivation step

• Reviewing the problem

• Answering the prospect's questions

• Projecting the prospect as a satisfied customer by painting a mental image of the prospect using the product

RAP

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10Reviewing the Problem

Salespeople should review what each prospect wants most

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10Answering the Prospect’s Questions

Salespeople should confirm their understanding of what the prospect says she wants most

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Projecting the Prospectas a Satisfied Customer

Salespeople should ask prospects to visualize success as a result of purchasing the product or service

Get prospects to think about accomplishing both their personal and professional goals

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Imaginative Visualizationand Creative Imagery

Through imaginative visualization and creative imagery, salespeople can help their prospects anticipate how they will use and enjoy products Salespeople can make prospects:

• Feel

• Want

• Act

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10Using the RAP Method Effectively

Using the RAP method effectively involves: Creative Imagination Empathy Enthusiasm

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10Creative Imagination

Creative imagination refers to the ability to create mental images, or pictures of things not yet in existence

Salespeople must first be able to picture their own mental and physical reactions in their own mind

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10Empathy

Empathy is the ability to mentally put oneself in the other person's place—to look at that person’s situation through his eyes

Empathy is the most important characteristic of a salesperson

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10Enthusiasm

If salespeople are sincerely interested in prospects and excited about the value and benefits of their products, their enthusiasm will show The key is sincerity

RememberEmotions arouse, sustain, and

direct human behavior

“That’s what you reallywant, isn’t it?”

Salespeople who get a positive reaction at this point should

immediately ask for the order

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10Trial Close Again

After answering all the prospect's questions and concerns, it is time to trial close again

The salesperson can ask the prospect any of the following questions: “What do you think?" "How does all of this sound?" "How do you feel about what I’ve said so far?"