PERSUASIVE SELLING / 5 STEPS PRESENTATION

5 STEPS OF 5 STEPS OF PERSUASIVE PERSUASIVE SELLING…the SELLING…the key to success!key to success!Objectives

Learn the 5 Step Format

Use benefits/features appropriately to

make the sale!

Why Buyers Buy...The Buyer Asks… Does the idea fit my

situation?

Is it practical?

How does it work?

What’s the benefit?

What’s required of me?

The Buyer Buys If… The seller understands

the customer’s situation.

The seller’s suggestion

is practical.

The buyer understands

the seller’s explanation.

The buyer sees the

benefits.

It is easy for the buyer to

agree.

Persuasive Selling

Steps:

1. Summarize the Situation

2. State the Idea

3. Explain How It Works

4. Reinforce Key Benefits

5. Suggest an Easy Next Step

#1 - Summarize the Situation...

Includes conditions, needs, limitations, opportunities

Concept: FrontloadingDetermines buyer’s real needs

and interest

#2 State the IdeaIs it simple, clear and concise?Does it meet the CUSTOMER’S need or

opportunity?Is there ACTION? Example:

My idea is to have you receive our lowest cost on Pantene by July 2005!

#3 - Explain How It WorksDiscuss the 4 Ws and the H

Who, What, When, Where and How

Ask questions to ensure buyer involvement

Example:This action plan outlines the key

elements needed for you to receive our lowest cost by July 2005.

#4 - Reinforce Key Benefits

Example:

- You will increase efficiencies

- You will increase your $ sales

- You will reduce your out-of-stocks

These key benefits MUST address the customer’s need!

to success:

BENEFITS -VS- FEATURES

Features TELL and Benefits SELL !!!

Emphasize benefits ... NOT features!

• Features are the CHARACTERISTICS:

“Pantene Pro-V is the #1 selling shampoo, great item for an ad.”

• Benefits are the VALUE of the brand’s features:

“Pantene Pro-V will meet your customer’s needs and will increase your business - along with groceries, shoppers will buy their HABA here.

Can you tell a Feature from a Benefit?

1)Pringles is growing your category by 10% annually.

2)Head and Shoulders has a 17 share in your market.

3)Pringles outsells Lays 2 to 1.4)Increasing the facings on Pampers will

decrease your out-of-stocks.5)Crest now comes in pre-built displays.6)Pampers now comes in jumbo pack sizes.

#5 - CLOSE!...Suggest an easy next Step

$ Be prepared - close early and often. Make it easy for your buyer to say YES!. Be positive, ASSUME the close.

(Assumption close). Suggest something you can do to ignite the action (Action close). Be silent, so the buyer can decide... “He who talks first - LOSES!”

REAL-LIFEEXAMPLE

Let’s sell a RSA retailer on working with us on SOOSSummary (Wants/Needs/Limitations):

SOOS Project

The Idea:

SOOS Project

How It Works: .

SOOS ProjectSOOS Project

Reinforce The Key Benefits:Reinforce The Key Benefits:

SOOS ProjectSOOS Project

The Close:The Close: