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Personal Selling- Midterm Review

Terms in this set (71)

acceptance signals
caution signals
disagreement signals

acceptance signals - signs that your buyer is favourably inclined toward you and your presentation. Common acceptance signals include:
Body angle: Leaning forward or upright at attention.
Face: Smiling, pleasant expression, relaxed, eyes examining visual aids, direct eye contact, positive voice tones.
Hands: Relaxed and generally open, perhaps performing business calculations on paper, holding on as you attempt to withdraw a product sample or sales materials, firm handshake.
Arms: Relaxed and generally open.
Legs: Crossed and pointed toward you or uncrossed.

caution signals - signs that a buyer is neutral or skeptical toward what the salesperson says. Caution signals are indicated by:
Body angle: Leaning away from you.
Face: Puzzled, little or no expression, averted eyes or little eye contact, neutral or questioning voice tone, saying little, and then only asking a few questions.
Arms: Crossed, tense.
Hands: Moving, fidgeting with something, clasped, weak handshake.
Legs: Moving, crossed away from you.

disagreement signals - signs that the prospect does not agree with the presentation or does not think the product is beneficial. Disagreement signals may be indicated by:
Body angle: Retracted shoulders, leaning away from you, moving the entire body back from you, or wanting to move away.
Face: Tense, showing anger, wrinkled face and brow, little eye contact, negative voice tones, or suddenly silent.
Arms: Tense, crossed over chest.
Hands: Motions of rejection or disapproval, tense and clenched, weak handshake.
Legs: Crossed and away from you.
- Differences in perception
- Buyer does not recognize a need for product
- Selling pressure
- Information overload
- Disorganized sales presentation
- Distractions
- Poor listening
- Not adapting to buyer's style

1. Differences in perception: If the buyer and seller do not share a common understanding of information contained in the presentation, communication breaks down. The closer a buyer's and seller's perceptions, attitudes, and beliefs, the stronger communication will be between them. Cultural differences are easily misperceived by buyers and sellers. See, for example, the Selling Globally box, "Cross-Cultural Communication" on page 110.
2. Buyer does not recognize a need for product: Communication barriers exist if the salesperson is unable to convince the buyer of a need or that the salesperson represents the best supplier to buy from.
3. Selling pressure: There is a fine line between what is acceptable sales pressure or enthusiasm and what the buyer perceives as a high-pressure sales technique. A pushy, arrogant selling style can quickly cause the prospect to erect a communication barrier.
4. Information overload: You may present the buyer with an excess of information. This overload may cause confusion or perhaps offend, and the buyer will stop listening. The engineer making a presentation to a buyer who is not an engineer may concentrate on the technical aspects of a product, but the buyer may want only a small amount of information.
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5. Disorganized sales presentation: Sales presentations that seem unorganized to the buyer tend to cause frustration or anger. Buyers commonly expect you to understand their needs or problems, and to customize your sales presentation to their individual situation. If you fail to do this, communication can fall apart.
6. Distractions: When a buyer receives a telephone call or someone walks into the office, these are distractions. A buyer's thoughts may become sidetracked, and it may be difficult to regain attention and interest.
7. Poor listening: At times, the buyer may not listen to you. This result often occurs if you do all or most of the talking, not allowing the buyer to participate in the conversation.
8. Not adapting to buyer's style: Salespeople who prefer talking to showing should keep in mind that clients may instead prefer to see the product. It is critical for salespeople to use different communication styles for different clients, as discussed in Chapter 3. Most successful salespeople have learned to match their customers' communication styles.
Persuasion is the ability to change a person's belief, position, or course of action.

Feedback Guides Your Presentation
Learn how to generate feedback to determine whether your listener has received your intended message. Feedback refers to a recognizable response from the buyer. A shake of the head, a frown, or an effort to say something are all signals to the salesperson. If the salesperson fails to notice or respond to these signals, no feedback can occur, which means faulty or incomplete communication.

Empathy Puts You in Your Customer's Shoes
Empathy is the ability to identify and understand another person's feelings, ideas, and situation. As a salesperson, you need to be interested in what the buyer is saying—not just in giving a sales presentation. Many of the barriers to communication mentioned earlier can be overcome when you place yourself in the buyer's shoes. Empathy is saying to a prospect, "I'm here to help you," or, "Tell me your problems and needs so I can help you." Empathy is also evidenced by a salesperson's display of sincerity and interest in the buyer's situation.

Keep It Simple
The new salesperson was sitting with his boss in a customer's office waiting for the buyer. As they heard the buyer come into the office, the sales manager said, "Remember, a KISS for him." No, he was not saying to give the buyer a kiss but to use the KISS principle, the old selling philosophy of "Keep it simple, salesperson."
An overly complex, technical presentation should be avoided when it is unnecessary. Use words and materials that are understood easily by the buyer. The skilled salesperson can make a prospect feel comfortable with a new product or complex technology through the subtle use of nontechnical information and a respectful attitude.
From the moment you begin to talk, you have to quickly capture and maintain the prospect's attention. This may be difficult at times because of distractions, pressing demands on the prospect's time, or lack of interest, so carefully plan what to say and how to say it. Since attention-getters have only a temporary effect, be ready to quickly move to Step 2, sustaining the prospect's interest.

Before meeting with prospects, determine their important buying motives. These can be used to capture interest. If you cannot do this prior to your presentation, you may have to determine them at the beginning of your presentation by asking questions. Prospects move into the interest stage if they listen to and enter into a discussion with you. Quickly strive to link your product's benefits to the prospect's needs. If this link is completed, prospects usually express a desire for the product.

Using the FAB formula (Chapter 5), strive to bring prospects from lukewarm interest to a desire for your product. Desire is created when prospects express a wish or want for a product like yours.
To better determine whether the product should be purchased, prospects may have questions for you and may present objections to your product. Plan how you will anticipate prospects' objections and provide information to maintain their desire.

Although prospects may desire a product, they still have to be convinced that your product is best for their needs and that you are the best supplier of the product. In the conviction step, strive to create a strong belief that the product is best suited to the prospect's specific needs. Conviction is established when no doubts remain about purchasing the product from you.
Purchase or Action
Once the prospect is convinced, plan the most appropriate method of asking the prospect to buy or act. If each of the preceding steps has been implemented correctly, closing the sale—asking the prospect to purchase or take some action—is the easiest step in the sales presentation.
The Silent But Deadly

Cause: Chewing Gum

It may seem an innocent food, but chomping on chewing gum is actually causing those silent but deadly farts that no one wants to admit to. Chewing gum contains sorbitol, an indigestible sugar, that makes air swoop out of your bottom at a fast, but silent rate.

The Outta' Nowhere

Cause: Apples, Peaches, Prunes

Sorbitol also sneaks its way into fruits too. One of these fruity wonders may take you, and your loved ones, by surprise but they will mostly be quiet and not too stinky.


The Musical Toot

Cause: Cereal, Porridge, Bread

Lactose is one of the key ingredients to making big, juicy trumps. Although lactose is mainly in dairy products, it's also present in most breads and cereals. When it's combined with fibre and starch, it creates little gas bubbles in your colon - nice - which, you guessed it, produce tiny little toots. Lovely!

ice cream

The Gone-Off Milk

Cause: Milk, Ice-Cream, Cheese (basically anything delicious)

As discussed, lactose makes you fart. And if you're going to eat a lot of dairy products, be prepared to do lots of stinky ones. Lactose farts are so pungent, they might even be enough to put you off eating ice-cream. Yes, it is that serious.

The Dutch Oven

Cause: Spicy Curry

Oh, those wild nights out that end up with all 17 of your mates in your local curry house chowing down on the sweetest Korma to the spiciest Vindaloo - good times. But surviving the morning after when you wake up in a haze of your mates' beer and curry farts is something quite different. Especially when Rogan Josh guzzingly Gazza lets rip and holds you down under the quilt to fully breathe it in. That ladies and gentlemen, is what is called the dutch oven.

The Bean

Cause: Beans (obvs)

"Be a good boy and eat up your beans" said mum. Well how about no, mum, because I don't want to be the one farting my way through assembly, thanks. Beans - which contain a high amount of fibre and raffinose - are very good for you, but don't eat them when you need to be in the presence of other people.

The Nuclear Bomb

Cause: Fast Food

Fast food is rammed full of sugars and fats that make your intestines freak out, gurgle and eventually give-up, producing the most disgusting and feral farts known to man. A true explosion, there's no warning and no telling who is going to make it out alive. Is it worth it for that bit of fried chicken? Yes, of course it is. But spare a thought for your poor body, because something ain't right when it's making that kind of stench.