Professional English Online Cambridge University Press 2012 ..PHOTOCOPIABLE..
Making a sales pitch
Marjorie Rosenberg
Aims determining what makes a good sales pitch and potential problems being able to find answers in a talk deciding on vocabulary definitions give a short summary using notes deciding on true and false statements based on a video coming up with objections and reasons to buy a product being able to observe and give feedback Tasks discussing elements of a good sales pitch and problems a salesperson might have answering questions about a video matching terms to their definitions and using them to give a short summary working in groups on objections and reasons to buy a product carrying out a sales discussion and dealing with objections observing sales pitches and giving feedback This activity can be used as a stand-alone activity or used together with Business Advantage Advanced, Martin Lisboa and Michael Handford, Unit 3. Level Advanced (C1C2) Timing 55 minutes without the follow-up activity This should include the discussions, watching the two clips, checking answers, setting up the sales talks and holding the conversations in front of the observers. Lead-in (5 minutes) Students work in groups to discuss sales pitches and the elements found in them as well as the problems that can arise. They then present their ideas to the class. Complex versus simple sales pitches Discussion (5 minutes) Students discuss questions before watching Norb Mayrhofer from Procter & Gamble in Video 1 (length 1:55). They then check their answers to these questions. Key 1 When the person making the decision needs a lot of convincing. 2 Dont waste time on him or her. 3 Try to find out how the person will make his or her decision so that you can tailor your presentation to suit the situation. 4 You can waste a lot of time and energy and something you never considered comes up and you lose the sale. Vocabulary (5 minutes) Students work together to match words to their definitions. Key 1E, 2C, 3G, 4A, 5D, 6B, 7C
Professional English Online Cambridge University Press 2012 ..PHOTOCOPIABLE.. Giving a summary (10 minutes) Students use the vocabulary to make notes about the talk. They then give a one- minute summary of the talk they have heard to their partner who determines if they covered all the points and then switch roles. Thoughts on selling and handling objections Discussion (5 minutes) Students talk to their partner about specific sales situations. True or false (10 minutes) Students watch the second talk by Norb Mayrhofer, Video 2 (duration 1:04) and mark sentences true or false. They are asked to note down information about the false ones to correct them. They may have to watch the clip twice. Key 1 F (it begins when the customer says no) 2 T 3 F (let them continue till they stop giving objections) 4 F (pick out one or two that were the biggest) 5 T 6 F (do you think our customers know what we do well and recognize it?) 7 T 8 F (if the customer doesnt recognize or award you for it, it doesnt matter) Handling objections (15 minutes) Students are put into a group of at least four and decide on a product they would like to sell. They are then divided into two smaller groups, one of which works on coming up with objections and the other with reasons to buy the product without knowing which specific objections the buyers will have. They then carry out the sales discussion using another group as observers who give them feedback. When they have finished, the group which acted as observers then carry out their sales discussion with the first group observing them. When the groups have finished, the observers tell the class about their impressions and the class can hold a general discussion on the topic. Follow-up Students are asked to search the internet for different elements of a sales pitch. They should choose the model they think works best for a product they would be interested in selling. They can bring their ideas to class and work out phrases for the different parts of the sales pitch and try them out on a partner. Video script Video 1 Norb Mayrhofer: One of the keys to being a good salesperson is you have to master the complex and the simple pitch. Sometimes the presentation is very long, sometimes very short. Sometimes the purchaser or the person making the decision needs a lot of convincing. Sometimes they will never be convinced. The trick is to know that one early so you are not wasting a lot of time on them. My suggestion would be that early on with these folks that you are working with you try to get as close a handle on how they will make their decision well before you present any data. What is the criteria that you are going to use before you make your decision, and then try to tailor your work into that. The way we typically do that is we try to establish a joint score card ahead of time, so that it will be mostly driven by the math. The worst thing, hey, it happens to us. The worst thing you can do is you invest a lot of time and energy into something and then for some reason that you never even considered shows up as the reason not to go forward.
Professional English Online Cambridge University Press 2012 ..PHOTOCOPIABLE..
Video 2 Norb Mayrhofer: When you are selling, you come to the close, you try to get the order, and the customer says, No, I am not going to do that. What we teach our folks is, is that when a customer says no, thats when the selling begins. What you do then we go through a model. We call it the handling objections model, and what you do is you try to determine from the customer why not? How come? Well, its the wrong size. Is there anything else? Well, its the wrong color. Is there anything else? Well, its the wrong price. You cant get it here on time. You go through that. You just let them go until they stop giving you objections. You might get ten objections. If you could pick out the one or two things that were the biggest issues, which ones would they be, and then you try to deal with them. This is just the reverse of that. Get to what do we do well here? Lets build off of our strengths. What do we really do well? What else do we do well? What are the top two or three things that we really do well? Do you think our customers know that? Do they recognize that? Because if were doing it well and it doesnt matter to them, guess what? Think about what that means. If we are doing something well, we are in business now. Does anything we do not cost us money, anything? Flip on the light switch, buy pencils, drive cars, anything? Everything we do the most successful businesses are the ones that are able to identify target consumer and then focus as much resources as possible without friction losses against that. If youre doing something really well, it means you are investing in it some way, shape, or form. If the customer doesn't recognize or award you for it, it doesnt matter. You can have a really good violin player in your clothing store, and the consumer that comes in cant hear. Unless they are getting the vibrations, it doesnt matter.
Professional English Online Cambridge University Press 2012 ..PHOTOCOPIABLE.. Making a sales pitch Marjorie Rosenberg
Aims determining what makes a good sales pitch and potential problems being able to find answers in a talk deciding on vocabulary definitions give a short summary using notes deciding on true and false statements based on a video coming up with objections and reasons to buy a product being able to observe and give feedback Tasks discussing elements of a good sales pitch and problems a salesperson might have answering questions about a video matching terms to their definitions and using them to give a short summary working in groups on objections and reasons to buy a product carrying out a sales discussion and dealing with objections observing sales pitches and giving feedback Lead-in Work in a small group and write down elements of what makes a good sales pitch as well as the problems which could arise. Talk to your group and decide if there is a difference depending on the product and the situation. Present your ideas to the class and discuss them. Complex versus simple sales pitches Discussion You are going to watch Norb Mayrhofer, General Manager, North American Commercial Products, Procter & Gamble talking about sales pitches. Discuss the questions with a partner and note down your answers. Then watch and see if your answers match what he says. 1 In which situation do you need to give a longer presentation to a client? 2 What should you do if you realise that someone cannot be convinced? 3 What should you do in a sales pitch before you present any data and why? 4 What is the worst thing that can happen with a sales pitch?
Professional English Online Cambridge University Press 2012 ..PHOTOCOPIABLE.. Vocabulary Work with a partner and match these words used in the talk to their definitions. 1 (to) master A to make something specially so that it is right for a particular person, organisation or company 2 purchaser B to cause something to progress, develop or grow stronger 3 (to get a) handle (on something) C the person or company who buys something 4 (to) tailor D a written explanation of figures, finances, etc. 5 score card E to learn to do something well 6 (to be) driven by F to move to the next step 7 (to) go forward G to understand or be able to do something Giving a summary Use these words to make notes about the talk. Then use your notes to give a one- minute summary of the talk to your partner. After each of you have given a summary, check that you have both covered all the points. Thoughts on selling and handling objections Discussion Talk to your partner about these situations. Have you tried to sell something to another person? Can you give an example of this? What can you do if the buyer keeps saying No? What problem can you have if customers do not know your company well enough? True or false Watch the second talk by Norb Mayrhofer, and mark the sentences on the next page true or false. If they are false, note down the reasons why.
Professional English Online Cambridge University Press 2012 ..PHOTOCOPIABLE.. 1 The selling begins at the beginning of the sales pitch. 2 You need to find out exactly why a customer isnt interested in a product down to the last detail. 3 You should try to answer each of the objections as they come up. 4 Try to deal with each of the objections in one way or another. 5 Once you have heard the objections, point out what you do well. 6 Assume that customers know your strengths. 7 To be successful you have to find your target customer and put resources into selling without incurring too many losses. 8 Customers will always notice when you do something extremely well. Handling objections Work in a group of at least four and choose a product you would like to sell. Divide the group into two and have one half of the group come up with as many objections to the product as possible while the other group tries to find reasons to buy the product without hearing the objections. Then work with another group who take on the role of observers and carry out a sales discussion letting the group with the objections begin. The second group tries to handle the objections and stress the strengths of the product and/or company. Ask the observers for their feedback. Then switch roles so that you can observe the other group dong the same exercise. Those that observed report what they noticed back to the class. Follow-up Check the internet for steps in a sales pitch. Choose the one you feel is most suitable for a product you would be comfortable selling and bring your ideas to class. Try to write out some phrases you could use for each step of the sales pitch and try them out on your partner.
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