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.