Sales Techniques Notes

Overview of the Sales Process

  • Understanding the Sales Process: Familiarize yourself with the essential elements that constitute the sales process.

Sales Points Presentation

  • Sales Point Dependency: Presentation should align with qualified needs and purchasing motivations of the customer.
  • Value of Contextuality: Introducing unneeded sales points can undermine effectiveness.

Arguing for Your Product or Service

  • Key Components:
    • Features: Specific qualities of the product.
    • Benefits: What each feature means for the consumer.
    • Proofs: Evidence demonstrating the benefit of each feature.
  • Adaptation: Tailor Features, Benefits, and Proofs to fit the customer's SONCASE model.

Understanding CAP: Features, Benefits, and Proofs

  • Definition and Breakdown:
    • Feature: Qualities of the product.
    • Benefit: The advantage the feature provides.
    • Proof: Evidence supporting the benefit.
  • Example: Laminated glass protects against intrusions; a demo shows its strength by hitting it with a sledgehammer.

Example Product: Electric Reclining Chair

  • Specifications:
    • Dimensions: 85cm (L) x 94cm (W) x 100cm (H)
    • Weight Capacity: 120 kg
    • Adjustable height and reclining up to 140°
    • Features: Two lateral pockets, two cup holders, two USB ports.
  • Benefits:
    • Reduced footprint, matching most decors, easy for reduced mobility users.
    • Convenience features: repositionable back, device charging while relaxing.

Visuals and Proofs

  • Proposal Visuals for Electric Reclining Chair:
    • Demonstrations include showing the chair in use, highlighting safety features (reinforced frame).
  • Motivation Levers in SONCASE:
    • Security: Prevents tipping due to reinforced frame.
    • Convenience: Includes cup holder and USB ports.

Sales Support Tools (SSTs)

  • Definition: Tools/resources used to highlight a product's benefits.
  • Types:
    • Physical SSTs:
    • Product samples, brochures, business cards.
    • Non-Physical SSTs:
    • Advertising, CRMs, newsletters.
  • Imagination and Financial Resources: The only limits to SSTs are creativity and budget.

Application to "fil rouge" Case

  • Tasks:
    • Create a technical specification sheet for your product.
    • Determine CAP sales points based on SONCASE for each motivation lever.
    • Design three SSTs tailored to the distribution method.