Unformatted text preview: Luz Hernandez 64809860 AEB 3341 Selling Strategically Selfevaluation of the OneonOne Sales Presentation 4/17/2008 Sales Presentation Background Information: I am currently a technical advisor for TORO Pest Management, a pest control service company in Miami, Florida. TORO Pest Management's headquarters are in Miami, Florida and have offices in New York City as well. My sales territory includes all of South Florida together with the Keys and some of North Florida. As a technical advisor, I sell contracts of service for a one time services as well as yearly contracts with options to extend. Contracts for a year include services bundled to each customer's specific needs, monthly visits scheduled to the convenience of the customer, two emergency visits available to use at any time of the year, and a full protection money back guarantee. Our 24hour help line is available at any time to answer any questions and schedule any visits needed. My prospect, Mr. Al Wysocki, owns a coffee shop and is married with children and pets. Currently, his wife has been on his case because of their pest problem at home. Britni, a friend of both his wife and I, recommended my services. They are in desperate need of a service that will be effective and efficient. In the past, Al and his wife have not had a service of this sort, instead, they have bought products at local stores, but this has not been effective and maybe escalated their problem. He is now looking for a service that will help him get rid of his problem and protect him from pests in the future. The main criteria is convenience because he owns a coffee shop and is very busy as well as a product that will target all of the pests at once. He wants to find a service that will be reliable and provide excellent service. To address the needs of Mr. Wysocki, I will offer him TORO GUARD, a one year contract of service. This service will be bundled to his specific needs meaning once an inspection is done at his property and pests are identifies, they can treat accordingly. As a customer with a full year contract, he will be able to schedule is monthly visits to his convenience and receive the treatment necessary to protect his family and home. After the contract is completed, he will have the option to extend at a discount. My presentation will include a value comparison to alternative products or treatments, the goal to convince my customer that TORO GUARD, offers more value for his money when compared to alternative solutions. Page 1 of 9 Luz Hernandez 64809860 Evaluation of the OneonOne Sales Call: The Opening What worked? When I entered the room, I smiled politely and made eye contact with my client. As I introduce myself to Mr. Wysocki, I gave him a firm handshake. I wanted to build rapport with Mr. Wysocki, so I asked him about his wife and kids. Then, I reminded him how great it was seeing her at Britni's engagement party, a mutual friend. The opening went ok. Initially, I was a bit nervous, but once I sat down and began to speak with Mr. Wysocki it all made a little more sense. I asked for his permission to show him a small PowerPoint presentation that I had made for him and immediately began to build rapport for the company. I told him about the many years the company has been around for and the services it provides. Then, I gave him some of my background information to establish my credibility. This included my educational background in Food and Resource Economics. I also provided him with my post graduation work experience in real estate and then sales for TORO Pest Management. I mentioned that my past two years with the company have been very exciting and rewarding. What didn't work? During the opening, I was nervous and forgot to say my name assuming he already knew me. I would agree that practicing my presentation would have been extremely helpful. Remembering the slides on my PowerPoint was not as easy as I thought. The Presentation During the presentation, I listened attentively to the needs of my customer. However, I had trouble understanding them. After my customer clarified the situation, I restated the problem. The need of my customer required a product that could rid their home of many pests in the long run. I understood this and asked to proceed to show him a PowerPoint presentation of TORO GAURD, a product that I felt could meet his needs and maybe even create him into a raving fan. Page 2 of 9 Luz Hernandez 64809860 Selling Point #1 What worked? In my first selling point, I highlighted the feature of TORO GAURD that directly fit the need of my customer. He was having a pest problem but was unable to identify the pests that were infesting his home. Aside from this, he was having trouble finding the right product to eradicate the pests. Our product feature is the bundling of specific services. We have a team of entomologists that are experts in the field of pest identification. First, they complete an inspection to detect the types of pests present at the site. After this, they can effectively begin a specific treatment that will target the pests found. By correctly identifying the pests and treating them, my customer would benefit by successfully getting rid of the pests in an efficient way which allows him to save time. This bundling of services has proven to be very successful. As I demonstrated in my presentation, the testimonial given by business owner Marcos Andrade proved the success of our company. His office was infested with termites; however, he thought he had an ant problem. He wasted time and money on the wrong products. With the help of our team, he was able to find a solution to his problem allowing him to pass inspections and open his business. The final step in my selling point, gaining conviction was interrupted as my customer voiced an objection. My customer was concerned that in the past, customers had additional charges for services that should have been included in the contract. I handled the objection using indirect denial. What didn't work? Overall, I believe my presentation should have been rehearsed several times prior to my delivery. When my customer raised an objection, I was caught off guard and was hesitant as to how to handle it correctly. I should have been able to empathize with my customer in order to complete my selling point. Page 3 of 9 Luz Hernandez 64809860 Trial Close After several minutes, the customer seemed to be in agreement with my presentation showing a strong liking to my product. The customer was very positive and comfortable which are definite buying signals. The presentation was going so well, that I was almost sure my customer would say yes to my product. Thus, I proceeded with my attempt to do a trial close. What worked? After finishing my presentation, I attempted to do my trial close by asking the customer if he wanted me to prepare a contract with TORO Pest Management. I thought this was the appropriate time to do a trial close because of the many buying signals I received from him. The customer objection was a setback, however I thought that my indirect denial to his objection would make him reconsider and accept my proposition. As my customer expressed his concern for additional charges not explained in the contract, I had to handle the objection by stating that this might have been a problem in the past with other sales associates and reinforce that this has not been the case with me. As a result of this failed attempt to close, I recognized my customer's apprehension towards making a commitment for a full year contract. This is when I proceeded to explain my second selling point, full protection money back guarantee outlined in my value comparison. What didn't work? As I was attempting my trial close, I could have empathized with my customer's concerns, reassuring him that there would be no hidden fees. I perceived the customer's objection as a form of rejection which discouraged me. I should have kept a more positive outlook on the situation. Page 4 of 9 Luz Hernandez 64809860 Selling Point #2 What worked? I introduced the full protection money back guarantee as my second selling point. The customer's previous objection was the perfect transition into my second selling point. I highlighted some of TORO GUARD'S full protection features. These features include the ability to terminate the contract for any reason at any time and receive full remaining balance of any unused months of service. In my presentation, I demonstrated that our company is flexible and will cater to your needs. The testimonial given by the Lopez family verified the flexibility of the company. The Lopez family had reoccurring pest problems and could not find a solution. They had tried all kinds of expensive products and had been unsuccessful. They heard of our company through referral by their neighbors. The experts at TORO Pest Management were competent and friendly as they provided their service. When they moved out of state for personal reasons, they had to terminate the contract. This process was hassle free and the Lopez family very appreciative that we were able to refund the remaining balance to them. This was a benefit for the Lopez family because moving was an expense that they did not anticipate, and getting some extra cash back was a huge help to them. With our outstanding service and flexibility, the Lopez family was very satisfied with our company and has referred new customers to us. What didn't work? While delivering my second selling point, I could have improved the overall strength of my presentation. I could have better explained my value comparison of TORO GUARD to alternative products or treatments. I also could have used alternative methods to prove the flexibility of the company in regards to the full protection money back guarantee. Page 5 of 9 Luz Hernandez 64809860 Handling Objection #1 When I attempted to do the trial close, my customer expressed his concern of additional charges. He stated, "I have heard about TORO Pest Management. However, I heard of a few cases where customers were charged for visits that were told were included in the contract." When the strategy is appropriate and not appropriate to use The indirect denial handling objection strategy admits that an issue might have been a problem in the past, but that it is no longer an issue. After the customer's initial objection, I was able to use indirect denial because it allowed me to empathize with the customer while gaining his trust. This should not be used if an objection cannot be denied with a substantial explanation. What worked? I followed the steps to handling objections and used indirect denial strategy. After listening to my customer's objection, I restated it and then confirmed that I understood what my customer was saying. I used the strategy as I told the customer that in the past, TORO pest Management had some issues with additional fees, however, this was an issue with other sales associates. I reassured my customer that this is no longer the case and it has not been the case with my customers. After I addressed his objection, I did the final step in handling objections; I asked if he had any further questions. What didn't work? I could have been a more active listener when my customer explained his concerns for additional fees to the contract. This is what gave me trouble in understanding his objection. Asking the customer to repeat his concern definitely helped me to understand what the issue was and properly address it. I also could have offered a trial use of our services to motivate the customer to use our company. Page 6 of 9 Luz Hernandez 64809860 Handling Objection #2 When the strategy is appropriate and not appropriate to use The compensation or counterbalance strategy attempts to counter or compensate a minor valid objection with a more important benefit. The customer raised an objection to using our company because of one time switching fees. I was able to use the compensation or counterbalance strategy because it allowed me to bring out a more important benefit to the customer. This strategy should not be used if the customer's objection has no apparent way to counter or compensate with a more important benefit. What worked? I followed the first two steps to handling any objection, and then I used the compensation or counterbalance strategy. As the customer objected to the one time switching fees, I told him that our switching fees were minimal and his compensation would be of greater value to him. Then, I stated that the benefit of our one time switching fees is that they are only paid once, and they will help him be more at ease. Therefore, he will have a greater peace of mind. After this, I made sure to verify that his questions and concerns were handled properly. What didn't work? This objection was the hardest for me to handle. I had trouble understanding what his concerns for the fees were. I thought it was not a big deal to pay a switching fee. However, my customer felt this was of great importance. I should have done a better job explaining how the fees were minimal for the extent of using our services, and I could have shown him a value analysis comparing our one time switching fees to those of our competitors. I feel like at this point, I was a bit lost. It took me a couple seconds, to think about how to correctly handle this objection using the compensation or counterbalance strategy. I had to deal with it, and went along with it. To my surprise, the customer seemed to be satisfied with my response. But, it was difficult to use this strategy. Honestly, if I was not pushed in the right direction, this would have impeded me from closing my sale. Page 7 of 9 Luz Hernandez 64809860 Closing the Sale At this point of the presentation, I realized that my customer had no further questions and was ready to make a decision. My closing strategy was assumption close. The customer said to me, "I like what I hear, and I don't need to hear anything else." Thus I preceded properly using the assumption close and asking the customer how he wanted to pay for the contract. I asked if he wanted to pay with a check or credit card. When the strategy is appropriate and not appropriate to use I used the assumption strategy because my customer agreed with all of features and benefits. I felt this was the appropriate time and delaying the closing might lose the sale. If there no apparent buying signals and the customer does not understand the features and benefits of your company, you should not use the assumption strategy to close. What worked? I thought I had good knowledge of the foundation of the closing strategy and how to execute a proper closing. I made sure to summarize my selling points and make sure my customer did not have any additional concerns. I tried to communicate to my customer that our product, TORO GUARD was the best solution for his pest problem. My customer was in agreement with me, and I knew I had gained conviction. So, I then asked if he would like to pay with a check. After this, my customer said that he saw in my brochure that he could pay with master card and that he was ready to do just that. I knew I had made my sales call objective! What didn't work? I thought this went rather smoothly, except for the fact that I had to think what would be a good question to ask if I had assumed they were ready to close. When I arrived at this point, I could not believe it was finally the end. I had obtained my sale! If I had to improve on something it would probably be my summarizing of the benefits. If I would have practiced these, it would have been much easier for my customer to know that they were making the right choice in using our company. I also was not as aware as I should have been of my customer's readiness. Page 8 of 9 Luz Hernandez 64809860 Visual Aids What worked? I think I did an excellent job of using my PowerPoint presentation to clearly communicate to my customer our company information, personal background, and product information. My slides were concise and accurately arranged. They helped me deliver a stronger presentation to my customer. They also facilitated the message to the customer by presenting the features and benefits. Using PowerPoint was a great visual aid for my sales presentation. My slides were very modern and simple and helped keep my customer interested. What didn't work? I used too many slides in my presentation. I could have left out some unnecessary information that I thought the customer would have inquired about. For this reason, I did not get the chance to go through all of my slides. However, this was not a big deal, for I stopped my presentation after my value comparison. Professionalism What worked? I dressed professionally yet relatable because I wanted to make sure that my customer did not feel threatened by my appearance. During my presentation I made sure to listen carefully to my customer. I also restated some of his objections and made sure to handle them correctly. By doing so my customer realized that I was paying close attention and interested in his needs. I used proper etiquette throughout my whole presentation. What didn't work? I feel that overall my presentation went well. However, I did notice that when I was nervous, I started to tap my pen on the table. This could have been a distraction to my customer. I believe that having an analytical social style made it harder to cater to my customer's amiable social style. I would have done better with someone with my social style. However, this was good practice because in a real world scenario you would encounter customers with different types of social styles. Page 9 of 9 ...
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This note was uploaded on 09/23/2009 for the course AEB 3341 taught by Professor Wysocki during the Spring '04 term at University of Florida.
- Spring '04