Marketing 377 Spring 2007 Interview Comments and Script Product to be Sold Company Selling Product Partner Partner

r 2 Partner 3 !roup "etter

In order to construct a sales script you will need to interact with the person and firm that you have chosen. The script should flow from section to section. This paper will take you through the script in a series of work sheets. Between each worksheet is a series of questions about the person and company that you have selected. The idea is that you will ask and answer these questions and incorporate the results into the script In the end, you should be able to remove all of the questions and answers and read a smooth flowing script that goes from introduction to closes. I know that it will be a challenge to get as many of the techniques as possible and still make it realistic and complete sales presentation.

Pictures and inserts#

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$pproac% as Practiced &ow does your salesperson open a sales call'

(answer below)

&ow would you improve on t%at' (answer below)

Marketing 377 Spring 2007 Interview Comments and Script $pproac% *orks%eet
Customer Benefit Approach &rite the opening script for you in class presentation. Identify the Curiosity Approach various techniques The last interchange in the script should be your Question Approach transition to the needs analysis portion of your presentation. Identify Qualifying Question Approach the techniques that you use. 'ou will be evaluated on the overall, Complement Approach Referral Approach realistic flow of the script and the use and understanding of the Shock Approach various techniques. The script should be based on what you learned Product Approach while creating the checklist of sales essentials. Self Introduction Approach This script should be usable during your in(class presentation. Type your script in the table below. )ot every line needs a method. #nly those that actually employ one of the techniques above. 'ou can type over my e*ample. Hint. To add a row to a table, click on the right cell in the last row. Then press T+B. 'ou can also add a row by pressing +,T + I B

Marketing 377 Spring 2007 Interview Comments and Script +pening Script
%eller -ood $orning $r. #.-in, I am +dam /apple from the firm of 0ewey, 1heetum and Howe. Buyer -ood morning +dam. 'ou can call me 1arson

Met%od
%elf introduction +pproach

Marketing 377 Spring 2007 Interview Comments and Script ,eeds $nalysis SPI, *orks%eet
The needs analysis portion of your script should !ero in on a problem that you can solve. 1omplete the needs analysis by picking up where you left off at the end of the last assignment. Identify each statement or question made by the seller as %ituation, roblem, Implication or )eed( ayoff. Please type over my examples. %eller &hat equipment do you use at present2 %ituation Buyer &e use the model t. %eller How long have you had it2 %ituation Buyer Five years. %eller How is the reliability of the system roblem Buyer )ot bad %eller 1ould you e*plain what you mean2 1larification probe Buyer The machine is down about one day per month. %eller &hat effect does that have on your output2 roblem Buyer )ot bad. &e did get behind one month and had to work some overtime. %eller &hat did that cost2 roblem Buyer ,et.s see two people had to work eight hours at time and a half. They earn 345 per hour %eller %o that.s 345 * 6hrs * 7 people * 48 93:7; per incident Buyer That.s right %eller &ould it help you to get rid of that overtime2 Implied need Buyer 'es, I suppose it would2 %eller How much does it cost to service the machine each month2 roblem Buyer &e have a service agreement. %o it does not cost anything. %eller &hat does the service agreement cost2 %ituation Buyer 3<;;; per year %eller &hat do the employees do when the system goes down. roblem Buyer )ot much. I try to find some odd =obs for them to do. %eller +t 345 * 6 hrs * 7 people that.s 37>; per month or 3766; per year. How much of that is roblem =ust wasted money2 Buyer $ost of it. ,et.s say 6;? %eller %o that.s 3766; * 6;? or 37:;; per year. lus 3<;;; for the service agreement. lus a couple of 3:7; overtime incidents per year. Buyer That sounds right %eller &ould it help you if the machine was down only once per year instead of once per month. )eed(payoff Buyer 'es I suppose that it would. %eller If I could show you a way to reduce the downtime to less than one day per year with no Bridge service agreement then would you like to hear about it

Presentation as Practiced &ow does your salesperson usually make presentations'

(answer below)

Marketing 377 Spring 2007 Interview Comments and Script &ow would you improve on t%at' (answer below)

Presentation and -emonstration

ick up where you left off. %tart e*plaining the features and benefits of your product or service. In the right column identify whether the seller.s statement is a feature, benefit, proof, or nail down. lease present all the features that you plan to use in your presentation. 'ou can incorporate some ob=ections from the buyer. I won.t grade the responses. &e will fine tune them in the ne*t assignment. &hen you incorporate a demonstration in your presentation, you need to plan each step meticulously. %o follow the demonstration worksheet that is outlined in your te*t. In the e*ample below @which you must deleteA I tried to incorporate some units of conviction, parts of a demonstration and an ob=ection. Please type over my examples.

Presentation . -emonstration
%eller #ur new improved model s has solid state architecture. This improves Feature reliability significantly Here are the actual downtime results for all of our current customers. roof This means less down time and cost savings Benefit 1an you see how this system will save you money )ail 0own 'es ,et me demonstrate. Here hold this unit in your hand &hat I will say @ lace the unit in the buyer.s hand. $ake sure that he his holding it correctly &hat I will do before I let goA -rasping the unit &hat the buyer will be doing. )ow push the red button and listen to the sound. &hat I will say @ oint to the small red button and make sure that the buyer listens closely. &hat I will do ushing and listening &hat the buyer will be doing &e have worked very hard to make our unit this quiet. Feature @proof is in the demonstrationA This will make your workplace much more pleasant Benefit 0o you think that you would appreciate the softer sound2 )ail down 'es. Its very peaceful. Isn.t it )ail down. I am worried that some of my employees will fall asleep2 #b=ection I understand how you feel. $any of our customers felt the same way. They #b=ection response found that the workers did not fall asleep and their productivity actually went up because they were not distracted by the noise. 0oesn.t that make the lower sound levels even more attractive2 )ail down 'es

Buyer %eller

%eller

Buyer %eller Buyer %eller

Buyer

Marketing 377 Spring 2007 Interview Comments and Script /alue $nalysis -escribe t%e /alue $nalysis t%at 0ou will do in class'
(-elete my e1ample in t%e rows below and put in your own value analysis)

%eller Buyer %eller Buyer %eller Buyer %eller Buyer %eller Buyer

,et me show you how this product will save you money #B &e said that our product will save you a 3<;;; annual service contract. If we look over five years that comes to 3:;,;;;. Is that right2 %o far. &e also said that it would save you 37:;; in unnecessary overtime costs per year. #ver five years that adds another 344,5;;. 0o you agree with that2 'es. It may even be more &ell, let.s be conservative and keep it at that figure. %o the total five year savings is 3>4,5;;. 'es, I see that #ur machine comes with a five year service agreement. It costs 377,;;;. The net savings to you over five years is 4C,5;;. That breaks down to savings of 3:C;; per year. &owD

Sample +rder
1reate an order form that you will ask the buyer to sign. It should include quantity, price, shipping, and any other relevant terms and conditions. Feel free to use the actual companyEs order form

Marketing 377 Spring 2007 Interview Comments and Script ,egotiation . Closing *orks%eet
ick up where you left off. 'ou can repeat the dialog from the presentation that contains ob=ections. This time identify the technique that you used. Feel free to improve the way that the ob=ection was handled or use a different technique. 'ou may also introduce additional units of conviction when you handle ob=ections. Finish the presentation. repare two alternative endingsF sale and no sale. 'ou will be graded on the correct use and identification of the negotiating and closing techniques used. #b=ection Handling Techniques 1losing Techniques 4 Feel, Felt, Found +lternative 1hoice 1lose +nswer with a question Balance(%heet 1lose +sk &hy 1all(Back 1lose Boomerang 1ontinuous 'es 1lose 1ompensation @1ounterbalanceA 0irect 1lose Gephrase the ob=ection Impending Hvent 1lose 0irect denial $inor oint 1lose Indirect denial #rder Blank 1lose Trial offer. hysical +ction 1lose robability 1lose %imilar %ituation %pecial 1oncession 1lose %ummary 1lose Trial(#rder 1lose

Please delete my e1ample t%e rows below

Buyer %eller I am worried that some of my employees will fall asleep2 I understand how you feel. $any of our customers felt the same way. They found that the workers did not fall asleep and their productivity actually went up because they were not distracted by the noise. 0oesn.t that make the lower sound levels even more attractive2 'es. But I am also concerned about the si!e of the unit. It is very small. &hat sort of problem does the si!e present %omeone could easily steal it. 'ou are right. %omeone could steal it. But the si!e has its advantages. The light weight insures that the employee is not fatigued and therefore more productive. )ow isn.t the increased productivity more important than the risk of someone stealing the unit 'es. I suppose it is. +fter all, what would they do with it once it is stolen2 H*actly I am also concerned that your company is smaller than your competitor. '[Link] concerned that we won.t give you good service2 Iust so. The fact that we are smaller is e*actly the reason that you should buy from us. &e consider each of our customers to be precious. If we are going to compete then we have to do it with service. %o you will never get a call center or get put on hold when you call us with a problem. That makes sense2 #b=ection Feel felt found )ail down ob=ection robe 1ompensation and counterbalance. )ail down )ail down #b=ection Gephrase Boomerang

Buyer %eller.

Buyer %eller Buyer %eller Buyer %eller

Buyer
4

This is an %0%" favorite. &e will all get tired of it by the end of the presentations. %o try to use a few others as well.

Marketing 377 Spring 2007 Interview Comments and Script

%eller Buyer %eller Buyer %eller Buyer %eller Buyer %eller Buyer %eller Buyer 0oesn.t it2 It sure does %hould I write the order for all of your offices or =ust the local office. )ail down +lternative choice close.

Buyer %eller

Buyer

I.m not sure if I want either =ust yet. 1an you tell me what is holding you back2 robe I still haven.t seen your competitor.s proposal #b=ection In addition to that is there anything else. robe 1ash flow. I =ust don.t want to release the funds =ust yet #b=ection +nything else2 robe )ot that I can think of. Iust suppose that we could get you the units with no change in your cash robe flow. &ould you want to go ahead 'es, I suppose that I would &e have a financing program that will spread out your payments over five Feature years or si*ty months. &e have already seen that the unit will save you about 37;;; per month. Benefit The payments will be about 345;; per month. That means that your monthly cash flow will actually improve. 0oes this solve your cash flow problem2 )ail down 'es it does %o we have seen that the unit will improve productivity, reduce employee %ummary close turnover and improve your cash flow. [Link] =ust put five year financing and enough units to cover this office on the #rder blank close first order If I could get your autograph on the line that is marked with an JKL then [Link] have the units here by ne*t Tuesday. #k, lend me your pen

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