Module 10 • The sales presentation 1.4 Provide proof of advantages
Obtaining the prospect’s trust is an important requirement for the successful completion of the sales presentation. One of the ways to create trust and confidence in the salesperson and his products is to provide proof of what he says or claims. The following factors can contribute to a situation of confidence: • The impression the salesperson makes, especially his physical appearance • Statements and claims must be able to be proved. • Let the prospect experience for himself. Why? – He will experience ownership. – He will realise he can operate the product.
2. Techniques used to prove claims
It is important to prove claims you make about your product because these will give the prospect confidence in your product and he will be more easily convinced to buy it.
• Guarantees If the guarantee is in writing and the firm that gives it is regarded as trustworthy, it is much easier to gain the prospect’s trust.
If the guarantee is valid, over a long period, for example five to ten years, it creates greater confidence because the manufacturers indicate their confidence in their products. For example, Tupperware products come with a lifetime guarantee. AMC cookware also offers a lifetime warranty.
Visit:
http://www.tupperware.co.za/our-guarantee http://www.amcsa.co.za/content/about_amc_cookware
• Testimonials
Especially in cases where it is not possible to demonstrate the product or where a service is sold, such as insurance, a letter from a satisfied customer can be used successfully to create confidence with the prospective buyers. More so, if the testimonial is from a prominent personality in the community or an expert in a specific area, for example a medical specialist, a well-known successful businessman, etc. whose knowledge commands respect it will carry more weight. The testimonials must contain full details so that the prospect can follow it up if he deems it necessary.
With social media, it has become very easy to look at a business’s customer testimonials, for example, what people are saying about their product on their Facebook page etc. There are also dedicated websites like
www.hellopeter.com where customers can leave a message (complaint or compliment) about a business’s product / service for the whole world to see.
Activity 1: Class discussion
Can you think of current television advertisements that use customer testimonials to prove the product works?
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