Presentation & Response Block Selling

Slide 7.
Tactical Level
Response Block Selling by Victor Antonio

A New Approach for lowering Buyer Resistance and Selling more!
Slide 7.2
Presenting the benefits
? Response Block Selling by Victor Antonio

Slide 7.3
1. Memorize the important features of your product

2. Develop benefit statements (i.e., what it will do for
the prospect) for each feature your product has to
offer.
3. List every possible question a potential prospect
may ask about your product
Your job as a salesperson is to be able to answer these

feature questions, and then add a benefit
statement.

Slide 7.4
The best way to reduce buying anxiety is to

demonstrate your competence by
recommending the best product for them to buy.
They can believe you or take your advice, they
have to see you as an expertsomeone who
knows what they are talking about.
Sometimes, selling is simply a transfer of

confidence

Slide 7.5
Sales Pitch
A postal service, selling two types of accounts
Business Account = Rs 2000 per year

Individual Account = Rs 1100 per year

Slide 7.6
Gain
Easy Access
Better
More convenient
Dont have to pick up mail for 2-3 weeks
Mail box wont get jammed
Letter wont get crushed
Handle big packages

Slide 7.7
Loss
Change your address
Change Biz cards
Change information on website
Change all promotional materials
Contact all clients that all your address have
been changed
How much time and money will this cost

Slide 7.8
People are motivated more by

Fear of loss
Than a desire for gain

Slide 7.9
People do not look to make the superior

choice.
They want to avoid making a bad choice

Slide 7.10
Its not how you sell, its how they buy

Slide 7.11
General Presentation
The How in presentation
How do you prepare for a presentation?

Slide 7.12
Presenting in sales
What do you have to present give a list
List the items/topics you want to talk in a sales
presentation
Give all necessary options that can be
presented in a sales presentation

Slide 7.13
Presenting in sales
Now Sequence the options in the order it is to
be presented

Slide 7.14
So, What's the difference between a

general presentation and a sales
presentation

Slide 7.15
Typical Sales Presentations

Slide 7.16
Model 1
Figure 8.1 The personal selling process

Slide 7.17 Model 2
Company background
Existing clients and testimonials
Management Structure
Product(s) and/or service(s) offered
Demonstration
Pricing options
Clients support reassurances
Victor Antonio

Slide 7.18 Model 3
Introduction personal/company
Offerings
Features
Benefits
Competitor comparison
Pricing
Closing

Slide 7.19
When you are speaking what are people doing

Slide 7.20
When you are speaking people are
Listening
The Listen what you speak (80-120 words per
minute)

Slide 7.21
No

Slide 7.22
When you are speaking people are
Listening + Thinking
Can you guess at what rate they are thinking

Slide 7.23
They are thinking at approx 800 words per

minute

Slide 7.24
Where were you wrong?

You presented the product
You presented the features
You presented the benefits
You presented the pricing
You presented the competitors
What did you miss?

Slide 7.25
Them
The Customer
The Client
The Listener

Slide 7.26
They were
Not engaged
Uncomfortable
Had queries in mind
What type of queries? Can you list some

Slide 7.27
Queries in customers mind

1. What is the price
2. The price might be high
3. The Quality must be poor
4. I need more time to think
5. I want to but dont have enough money
6. I dont think it will be easy to learn
7. I can get it cheaper elsewhere
8. Your company is new
9. I dont like your product
10. What is the after sales service

Slide 7.28
Queries in customers mind

11.Where to get the warranty
12.Is your name credit worthy
13.I have not heard about your product/brand
14.Are there any hidden charges
15.I have heard it does not work
16.What if I buy and find something better later

Slide 7.29
Remember
Its not how you sell

Its how they buy

Slide 7.30
We must understand
What is the basic tasks in Sales?

Slide 7.31
Basic task of Sales is

1. To convince the listener
2. To have him/her purchase
Or we can say
Basic task is to know how to convert that
mental yes into getting them to buy
instantly

Slide 7.32
What actually is clients psyche

Prejudice
Prejudgment
Remember first impression is the last one
People make a decision about you, your

company and product based on these
prejudgments no matter right or wrong

Slide 7.33
What if the client draws a wrong conclusion

about you, your company, product?
Can a sales person do anything to correct
those perceptions?

Slide 7.34
Two prominent social psychologists Morton Deutsch

and Harold Gerard conducted a study to answer the
question
What degree it was possible to get people to change

their mind after being shown that their judgment was
erroneous
Under what conditions people would be more
reluctant or willing to change their mind if they were
shown that their judgment was proven to be incorrect

Slide 7.35
Or the Research Questions go as

Would people change their minds if they were
proven to be wrong?
Under what conditions would people be more
willing or reluctant to admit their error in
judgment?

Slide 7.36
An Experimental design was chosen

Sample: College students
Three groups were formed
They were shown a set of lines and asked to estimate
the lengths of the lines and record answers
1st group: Estimate the lengths of lines in their own
mind (private)
2nd group: Record their answers on a magic slate and
than erase it (semi private).
3rd group: jot down their answers on a paper, sign it
and hand it in. (public)

Slide 7.37
All the groups were shown correct answers

(contrary to their)
Findings
1st group: Willingly accepted that their answers
were incorrect
2nd group: Were somewhat reluctant to change
their mind
3rd group: Most resistant to change their minds

Slide 7.38
The results were consistent with study of
Leon Festinger (developed consistency theory)
Consistency Theory:
Inconsistency between ones beliefs and behaviors will
cause an undesirable psychological tension.
The only way to reduce this undesirable psychological tension
is for the person to change his or her beliefs to fit his or
her actual behavior.
So, if you do something (behavior) and youre not in-full
agreement with it, you then have to modify your thinking
(belief) to fit the behavior (to reduce the psychological
tension) so that you remain in or attain a state of
consistency.

Slide 7.39
What actually happened in Morton

Deutsch and Harold Gerard experiment
The more public a behavior is, the more
likely the person unwilling to change his or
her mind in order to appear consistent.
Because your belief system has been

assaulted and challenged

Slide 7.40
After placing a bet, a person is more assured of

having a winning ticket
You are more willing to give a charitable donation
if in the past you stated aloud youre in favor of
charity organizations in general
More failures of love vs arranged marriages
Another concept is selective perception: you

see what you want to see

Slide 7.41
Conclusions
Inconsistencies between what you say and
what you do will cause psychological tension
This will lead people to change their beliefs to
fit their actual behavior
The more public the decision, the more likely
you are to act consistently with that decision

Slide 7.42
How to deal with such situations

One way to deal with this is to look for
information or reasons that will support your
inconsistency, to reduce tension.

Slide 7.43
So, you have to decide as being a sales

person, interviewee, influencer, motivator
Let your audience raise the objection and you
start giving arguments
Or
Simply Block objections before they arise

Slide 7.44
What is required to get equipped with this

technique?
Tools
Skills
Expertise
Experience etc..
Your dedication and commitment can commit

your success with you

Slide 7.45
Before going into how to block objection

Lets clarify
Why do they actually object

Slide 7.46
Why they object

Have you seen a child of your time and now
Do you think they are the same in terms of
knowledge, technology, information etc.
Similarly consumers have scores of options and
when a person has options than think how
choosy he/she becomes
Past they had, newspaper, radio and television
What are the options now .

Slide 7.47
So, the buyer is informed or we can say
Informed Buyer
The main success is in overcoming the

Informed buyer
We must understand the fact
We must not underestimate how much the
buyer knows about our product or competition
So, How ?
Slide 7.48
Response Block Selling

Getting a head-on but in a strategic fashion

Slide 7.49
Response block selling

The philosophy:
If a buyer states an objection aloud, the buyer
is more likely to stick to that objection (rule of
consistency) and will look for validating
information (selective perception) to support or
defend that particular viewpoint.
The key is to prevent the buyer from voicing an
objection thereby shunting the need to then
support that objection.

Slide 7.50
If you raised and address the concern prior to

the buyer bringing up the issue
What will be the benefits for you?

Slide 7.51
If you raised and address the concern prior to

the buyer bringing up the issue, you will have:
Established credibility in the buyers eyes by
demonstrating a firm understanding of the
buyers concerns
Gained trust by being forthright and not trying
to obfuscate any product or service
shortcomings, and
Taken control of the objection and be in a
position to address the matter in a manner that
is favorable to you.

Slide 7.52
People dont care how much you know

until they know how much you care
about them
Zig Ziglar

Slide 7.53
Dont let them catch (predict) you but surprise

them by Reversing Field
If you are caught you start explaining
What is the drawback of explaining?

Slide 7.54
Reversing Field
What is it?
How to use it?
What is the buyers thinking when you are
selling what are you going to tell more benefits
or ________?

Slide 7.55
Imagine 1 (Resturant)
You walk into a restaurant, after spending some
time on the menu you ordered a dish, the waiter
said
The last three people I had in here before you
ordered the same dish and in both cases they
werent very happy with the way it was prepared
and of the quantity. If youre really hungry for that
type of dish, try this other dish. People love it! Its a
bigger serving and Rs 50 cheaper than the special.

Slide 7.56
Will you think

He is such
a good person
Honest man
He saved me Rs 50
He cares for me
What are the chances that you gave him a
good tip

Slide 7.57
Imagine 2 (UPS sale)

You went to buy a new UPS and Batteries, he
has all kinds of batteries, but
The seller tells you that brand A has lots of
complaints compared to brand B.
Will you think him to be more honest than the
man who is trying to shunt benefits of all
brands

Slide 7.58
If you are caught you start explaining, if you are

explaining you are loosing
What happens when we start the
argument/explanation game
We are now in buyers zone rather than ours
Your goal, Aim, target is lost at the very moment
Its now their discussion not yours
Do you think it will effect your bargaining power

Slide 7.59
Imagine 1 (Software sale)

If you are selling a new software to a
company, and average age of the employees
are between 35-60
What shall be the possible objection

Slide 7.60
Imagine 1 (Software sale)

Objection: The product seems difficult to use
Now there are two options
1. Let him raise

Or
2. You raise

Slide 7.61
What if they raise the objection

Slide 7.62
What if they raise the objection

1st While you are presenting they are
Thinking how difficult it will be to use and
implement
Even if you are repeatedly saying in your
presentation that it is easy to use
This will jeopardize your ability to close the
deal

Slide 7.63
Remember
Buyer have more excuses not to buy than

your, to buy

Slide 7.64
Some people think this software is very

complicated
Sir, in the last two organizations, I had
installed the software where employees had
an experience of 15+ years on an average
They told me that even after this experience,
they felt this software to be very user friendly
and in accordance to their daily usage

Slide 7.65
Scenario 1 (Lack of resources)

You dont have the resources to offer the item
in any color other than the standard black and
gray.
Mr. _A____, Im well aware that some of our
clients prefer our product in colors other than
what we offer, black and gray. But they would
agree that were more concerned about the
products performance than color-
coordination, would you agree?

Slide 7.66
Scenario 2 (Abundance of resources)

You do have the resources to offer the product
in blue
Mr. _A___, although our product is only
available in black and gray today, we will be
more than willing to special order the product
in any color you desire. A service we provide
to our most valued buyers at no charge. Does
that sound fair?

Slide 7.67
Response Block
Based on
1. Rule of consistency
2. Selective perception
The basic purpose of response block is

1. To answer buyers concerns before they are made
public, and
2. In so doing, we prevent buyers from selecting
reasons for why they shouldnt buy (i.e., take away
any excuses or justification, real or imagined).

Slide 7.68
Response Block Structure

Step1:
List all possible client objections that a client
might give you for not buying. This is starting
point for an effective sales pitch.
What can be the list of possible objections?

Slide 7.69
Possible objections
1. Your price is too high.
2. I need to speak with my boss or partner before I can make a
decision.
3. I want to think about it some more
4. I dont make same-day decisions
5. I can do it myself
6. Were already using a competitors product (or service)
7. Ive got more business than I can handle
8. I dont think I can learn how to use it (or do it)
9. Ill do it later, down the road.
10. I can get it cheaper elsewhere

Slide 7.70
Possible objections
11. Your company hasnt been around a long time
12.I dont like your product
13.Im concerned about your customer support
14.I cant afford it right now
15.Im afraid of the hidden fees
16.My friends (or family) tell me it doesnt work
17.What if I buy and find something better later?
18.Ive heard bad things about your company

Slide 7.71

Step 2:
Take each objection and create an
acknowledgement statement or a response
block so you can raise the objection yourself.
By raising the objection you can control the
direction of the conversation

Slide 7.72

Step 3:
Create an offer to resolve that objection for the
client.
What youre looking for here is to make the
client agree to a deal so to speak.
For example,
Mr __A__ if I can show you how this will do X,
will you promise to do Y.

Slide 7.73
Agreement Questions
Resolve Statement
If I can show X, would that be of use to you?
If I can prove that A = B, would that help?
What if I could show you a way. Would you agree
thats a better way?

Slide 7.74

Step 4
Demonstrate how your product or service can
help overcome the particular objection youve
just raised in Step 2

Slide 7.75

Step 5
Tie down the prospect to an agreement that the objection was
resolved.
This is the opportunity to get the buyer to agree that the
objection you raised was indeed put to bed in the buyers
eyes.
The goal here is to get an agreement so that later on in the
presentation the buyer doesn't use it as an excuse not to
move forward. This agreement should be in line with the
agreement youve asked for in step 3.
All you want here is confirmation

Slide 7.76
Tie Down
Based on what I just showed you would you
agree?
After seeing the demo, can you see how this will help
you?
Based on these testimonials, wouldnt you agree
that?

Slide 7.77
In my sales process, do I empathize

with my clients enough? Do I
provide enough education to
empower them?

Slide 7.78
Empathy, education and

Empowerment are the
foundational elements of any sales
process.

Slide 7.79
People dont care how much you know

until they know how much you care
about them
Zig Ziglar

Slide 7.80
Dont let them catch (predict) you but surprise

them by Reversing Field
If you are caught you start explaining, if you are
explaining you are loosing
What happen when we start the
argument/explanation game
We are now in buyers zone rather than ours
Your goal, Aim, target is lost at the very moment
Its now their discussion not yours

Slide 7.81
Figure 8.2 Dealing with objections

Slide 7.82
Figure 8.3 The level of buyers purchase intentions throughout a sales

presentation
Slide 7.83
Figure 8.4 Closing the sale


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Slide 7.

Response Block Selling by Victor Antonio

Presenting the benefits

? Response Block Selling by Victor Antonio

1. Memorize the important features of your product

Your job as a salesperson is to be able to answer these

Response Block Selling by Victor Antonio

The best way to reduce buying anxiety is to

Sometimes, selling is simply a transfer of

Response Block Selling by Victor Antonio

Business Account = Rs 2000 per year

Response Block Selling by Victor Antonio

Response Block Selling by Victor Antonio

How much time and money will this cost

Response Block Selling by Victor Antonio

People are motivated more by

Response Block Selling by Victor Antonio

People do not look to make the superior

Response Block Selling by Victor Antonio

Its not how you sell, its how they buy

Response Block Selling by Victor Antonio

Response Block Selling by Victor Antonio

Response Block Selling by Victor Antonio

Response Block Selling by Victor Antonio

So, What's the difference between a

Response Block Selling by Victor Antonio

Typical Sales Presentations

Response Block Selling by Victor Antonio

Figure 8.1 The personal selling process

Response Block Selling by Victor Antonio

Response Block Selling by Victor Antonio

Response Block Selling by Victor Antonio

When you are speaking what are people doing

Response Block Selling by Victor Antonio

When you are speaking people are

Response Block Selling by Victor Antonio

Response Block Selling by Victor Antonio

When you are speaking people are

Can you guess at what rate they are thinking

Response Block Selling by Victor Antonio

They are thinking at approx 800 words per

Response Block Selling by Victor Antonio

Where were you wrong?

What did you miss?

Response Block Selling by Victor Antonio

Response Block Selling by Victor Antonio

Response Block Selling by Victor Antonio

Queries in customers mind

Response Block Selling by Victor Antonio

Queries in customers mind

Response Block Selling by Victor Antonio

Its not how you sell

Response Block Selling by Victor Antonio

Response Block Selling by Victor Antonio

Basic task of Sales is

Response Block Selling by Victor Antonio

What actually is clients psyche

Remember first impression is the last one

People make a decision about you, your

Response Block Selling by Victor Antonio

What if the client draws a wrong conclusion

Response Block Selling by Victor Antonio

Two prominent social psychologists Morton Deutsch