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TPO40, EX1


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Narrator: Listen to part of a lecture from a business class.

Professor: Alright, so um, a good salesperson needs to know how to talk to customers effectively.
Sometimes customers looking to buy products will raise concerns, things that may be keeping them from buying the product.
And sales people stand a much better chance of selling their products if they can effectively address these concerns.
Let's look at a couple of strategies they use to address customers' concerns.
Okay, now, one strategy is to point out something special about the product, something that outweighs the customer's concern like a special feature.
Like, say a customer's in an electronic store.
And a salesperson is showing her a portable laptop computer.
The customer expresses a concern, saying the computer is expensive.
Well, that's true.
But the salesperson can provide information to outweigh the concern about the price by pointing out how fast the computer is, how much work it can get done in a short time.
This special feature may outweigh the customer's concern, convince her that it's more worth the price so she's more likely to buy it.
Now, another strategy is to demonstrate something about the product.
Actually use the product in front of the customer in response to a concern.
Going back to the electronic store example, say that the customer raises concerns about whether the laptop is portable enough, that it looks like it would be difficult to pack up and carry.
Well, the salesperson could address this concern by unplugging the computer, putting it into its carrying case and slinging it over his shoulder right in front of the customer.
That is, he can demonstrate how easy it is to transport.
This demonstration may help eliminate the customer's concern about buying the computer.
  • Using points and examples from the lecture, explain two strategies salespeople use to address customer concerns.