Sell Like A Pro!

Mark McKenzie, ACBPersuasive Speaking

Project 1 - The Effective SalespersonMarch 27, 2013

Objectives of Presentation

• Explain the buyer-seller relationship

• Role play

• Discussion

Purchases

Post-Purchase Evaluation

Evaluation of Alternatives

Information Search

Need Recognition & Problem Awareness

Consumer Buying Decision Process

A Five-step thought process used by buyers

Need Identification Begins when buyer has an unsatisfied need

Recognition of Importance Buyer realizes the need is important that it requires action

Search for Fulfillment Buyer looks for ways to fill this recognized need.

Evaluation of Options Buyer examine different options, study information collected and match needs against each option

Decision-making After considering the information and options, buyer makes decision either purchase or not purchase.

Source: The Anatomy of Persuasion by Norbert Aubuchon, see page 7 Persuasive Speaking, Toastmasters Advance Communication Series

Across Domains: Retail Offerings

ASSESSMENT

•Ask open questions

•Get client to tell you about his/her

situation.

•Should be relaxed and non-

threatening , seem easy for client but

packed with information for you.

DISCOVERY

•Identify some areas which are of

particular interest to you or where you

may be able to make a sale.

•Ask client about problems he/she

may be experiencing.

•DO NOT start selling product at

this point.

ACTIVATION

•Activate their perception and

discomfort about the problem in more

detail

•Make them dissatisfied with the

current situation

•The 'hurt' of the Hurt and Rescue

principle

PROJECTION

•Now that the client is actively

uncomfortable

•Your next action is to move the

client from despair at the size of

his /her problem to hope that he/

she will be able to find a solution.

TRANSITION

•The last stage is to move to the

'rescue' of the Hurt and Rescue

principle

A.D.A.P.T

Across Domains:

Healthcare

•Watch body

language•Watch how their

body changes with

their words•It communicate

feelings

Observe

Listen

•Use active

and deep

listening

Com

bine

•Bringing things together leads to new thoughts and potentially useful discoveries.

Ask

•Ask questions to discover more detail that is relevant to your selling process.

Talk

•If you just ask questions, the

client may become suspicious.

•Share little information about

you and your company, do be

careful not to over-do this.

Em

path

ize

•Use empathy to show that you

care about them and hence

develop trust that will bond them

to you.

•Note that empathy is difficult

to fake -- if you truly do care

about them then it will shine

through your words and deeds.

•Detect their needs

and goals

L.O.C.A.T.E

Nassau, The Bahamas Zagreb, The Rep. of Croatia

Happy Me! – Time for Role Play