The Role of Emotion in SellingAttitudes, Emotions, Promises
CoreNet Global
October 14, 2010
Louisville, Kentucky
Ed BurghardRetired P&G Harley Procter Marketer
OBDC Executive Director
BA – State University of New York @ Potsdam in Mathematics
MBA – Syracuse University in Innovation Management and Marketing
Retired Procter & Gamble Harley Procter Marketer
33years in Procter & Gamble
Member of the Association of Ohio Commodores
Past Board Member Arthritis Foundation
Past Marketing Committee Member Dan Beard Council BSA
Founder & CEO The Burghard Group LLC
Agenda
• Importance of making and keeping a promise
• Difference between a feature and benefit
• Effective handling of attitudes
• Creating a positive experience
Capital Investment Decision Process
Three Moments of Truth
You Need to Make a Promise
A brand is a promise. It sets an expectation of what a consumer can expect if he/she invests in your product or service.
Branding is making certain your promise is realized across a complex delivery system.
Examples
• Ritz Carlton - Courteous service• BMW - Exciting driving experience• Apple - Cool innovation• Volvo - Safety• FedEx - Reliable overnight delivery• Avis - Extra effort• Las Vegas - Fun without guilt• Wal-Mart - Great value
What Makes a Great Promise?
• Relevant
• Competitive
• Authentic
• Simple & Clear
• Benefit Focused
To Sell You Must Add Value
Features Tell - Benefits Sell
FEATURE BENEFITGPS built-in Will help keep you from getting lost and eliminates
the inconvenience of maps
LCD monitor Slimmer than a CRT and saves you valuable desk space.
Computer processor runs at 3 GHz You can run the latest productivity software easily
Parental controls on cable TV You can determine what your children are exposed to
Gold plated audio cables Crystal clear sound
Power steering Makes the car easier to steer and park
Micro bead exfoliate in face cream Makes skin feel young and healthy
People don’t want to buy the 1/4 inch drill
They want to buy the 1/4 inch hole.
• Feature - Your community asset
• Advantage - What the asset does
• Benefit - What your community asset allows the Company to do
Converting Features into Benefits Templates
• This [asset] helps the CEO deliver better shareholder value by/through [benefit goes here].
• What this [asset] means to the CEO is [benefit goes here].
Exercise
Name That Benefit
• Shovel ready site
• Top 10 Academic Institution
• Nationally recognized hospital
• Progressive local leadership
• World-class infrastructure
• Ready to get down to business
Handling Attitudes
• Objection
• Acceptance
• Non-committal
• Indifference
Handling Objection• Clarify• Determine if the objection is
– Misunderstanding– Perceived drawback– Skepticism
• Answer directly or put in perspective• Offer Proof• Check if satisfied• Provide other relevant benefits• Action close
Handling Acceptance
• Clarify to see is sincere (use open-ended questions)
• Action Close
Handling Non-Committal
• Ask open-ended questions, then closed-ended questions
• Determine other possible attitude
• If other attitude - handle appropriately
• If true non-committal - provide benefit and then trial close
Handling Indifference
• Clarify satisfaction and/or need• If need exists and satisfied with current
solution, probe for areas of dissatisfaction (ask questions)
• Support (agree with need and share benefit)
• Offer Proof• Action close
Creating a Positive Experience
• Make the experience personal• Deliver your message in an authentic,
relevant and engaging way• Build a consistent experience throughout• Make the experience comfortable and
seemingly simple• Go above and beyond expectations
Make the Experience Personal
• Consider the person(s) a guest
• Get to know as a person
• Anticipate and respond to individual needs and style
• Focus on being “in the moment”
• Listen to what is said and not said
Deliver Your Message
• Anticipate information needs
• Present is a customized manner
• Be genuine, remember actions speak louder than words
Build a Consistent Experience
• Make certain the entire visit is well planned - each piece and the whole (plan to win, prepare to win)
• Define the desired experience and execute from the first interaction through the final follow-up
Make Experience Comfortable
• Put your guest at ease
• Provide clear direction
• Say what you mean and mean what you say
Go Above and Beyond
• Have a positive attitude
• Find ways to gain personal satisfaction in meeting the needs of your guest(s)
• Never be satisfied with the status quo
Summary
• Emotion Matters
• Make a Promise and Keep it
• Talk Benefits
• Handle Attitudes Professionally
• Put the Investor at the Center
• Create a Positive Experience
Additional Resources
• Presentation will be available online.
• www.StrengtheningBrandAmerica.com
• www.SalesTrainingAdvice.com