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

• eburghard@me.com