1. EFFECTIVE SELLING SKILLS
FOR THE
CONSUMERS FIRST
ASSOCIATE
With A Focus on Overcoming
Objections

2. Agenda
1. Introduction
2. DuPont CORIAN® Market Research
3. Seven Steps to Successful Selling
4. Questions and Wrap-Up

3. Market Research
In our latest survey, we talked to consumers, both
prospects and owners of CORIAN®:
•Females between the age of 25 and 64
•Incomes over $35,000
•Homeowners who have remodeled in the past
five years or plan to remodel in the next two years
Here’s what we found...

4. Awareness is high and rising!
68% of consumers are aware of
CORIAN® and they have a
favorable impression of the
product .

5. Consumer preference has doubled!
Today, 28%of consumers say
CORIAN® is their first and only choice!
(Compared to 13% in 1995)
Yet, amazingly, only 4%currently own
CORIAN®.

6. Consider this:
If we can close even half the gap
between preference and
purchases, your CORIAN®
business would more than triple
in sales!

7. The Great Opportunity Gap!
Higher awareness and stronger
preference make your opportunities
better than ever…
BUT, YOU HAVE TO
CLOSE THE GAP!

8. Selling is a skill and like any skill,
you can learn it!
Good salespeople are made, not born.
Top salespeople have a very positive perception
of themselves; they see themselves as a
consultant, an expert resolving their customer’s
problems.
They see themselves as completely professional
people in a highly respected profession and they
have high ethical standards.

9. .
The more enthusiastic and
knowledgeable you are about your
product, the more effectively you can
communicate.
80% OF SELLING IS PSYCHOLOGICAL
AND 20% IS TECHNICAL
Selling is the transfer of enthusiasm!

10. Seven Steps of
Successful Selling
 Consumers rate these issues as “important”
when purchasing a “large ticket” item.
 Quality of the product
 Brand recognition
 Follow-up support (trouble-free ownership, e.g. Lexus and
Infiniti)
 Reputation of the product and the company that makes it
 Terms
 Delivery and installation: dependable
 Price

11. Seven Steps of
Successful Selling
Consultative Selling is the process
of asking the consumer questions
throughout the sale to reach agreement
on each aspect of the purchase. When
you learn to do that effectively, closing
is a natural progression in the sale. In
essence you are acting as a ‘consultant’
rather than a salesperson.

12. Seven Steps of
Successful Selling
Prospecting and Getting Customers
Build Rapport and Trust
Identifying Customer Needs
Presenting Solutions
Answering Objections
Get A Commitment
Follow Through/Follow Up

13. Seven Steps of
Successful Selling
Prospecting and Getting Customers
» Identify your target market and structure
your offering to the consumer accordingly.

14. Seven Steps of
Successful Selling
Build Rapport and Trust
» Listen to the customer.
» Build a bridge to the customer and
personalize your relationship.
» Establish your credentials and integrity.

15. “Old” Model of Selling
10%
Establishing
Rapport
20%
Qualifying
30%
“Selling” (Presenting)
40%
Closing

16. “New” Model of Selling
40%
Developing Trust and Rapport
30%
Defining Needs &
Problems
20%
Describing Features &
Benefits
10%
Closing

17. Seven Steps of
Successful Selling
Identifying Customer Needs
» Get to know your customer by asking
questions. Remember the person asking
the questions is the one in charge of the
conversation.
» Establish an “investment” figure.
» Establish a customer timetable.

18. Fact Finding Questions
Are you planning to build or remodel?
What are you looking for ? (What is it you
want/need?)
When are you planning to start the
project?
Where is the project located?
What overall “investment figure” did you
have in mind?

19. Types of Questions
 Closed End Question
» “May I help you?”
 Open End Question
» “What are you looking for today?”
 High Value Question
» “What are the three things you like least about your kitchen
today?”
 Need Payoff Question
» “Would it be useful to you to cut the amount of time you
spend cleaning your bathroom?”

20. Seven Steps of
Successful Selling
Presenting Solutions
» Present the complete package listing the
features and benefits of Corian®.

21. Seven Steps of
Successful Selling
“What is Corian®”
“Why Should I Buy
Corian®?”
“How Can I Afford Corian®”

22. Seven Steps of
Successful Selling
“What is Corian®?”
Blend of natural minerals with pure acrylic
– Acrylic provides strength, durability, UV resistance.
– Natural minerals add visual texture and color
100% solid
– Consistent color throughout
Non-porous surface
– Stains sit on surface
– Doesn’t support growth of mold & mildew

23. Seven Steps of
Successful Selling
“Why Should I Buy Corian®?”
 Easy to Clean
 Liquids can’t penetrate
 Resists stains
 It’s beautiful
 Warm to the touch
 Lasts a long time
 Handles impact
 Repairable
 10-year transferable installed warranty

24. Seven Steps of
Successful Selling
“How Can I Afford Corian®?”
The classic value fits most budgets
Increases the value of your home
Costs less over the long run
One-time investment—virtually lasts
forever.

25. Seven Steps of
Successful Selling
Addressing Price Objections
» Determine what is really stopping the
customer from making the purchase.

26. Seven Steps of
Successful Selling
Address the cost of CORIAN® before
it becomes an objection
» Discuss the customer’s preconceived perceptions
about the cost for CORIAN® in the beginning of
your sales presentation.
» Eliminate the objection and alter their thinking to
concentrate on the long-term benefits.
» For example - ‘CORIAN® is the most user friendly
work surface ever made. Let me show you why it’s
worth a little extra investment.”

27. Seven Steps of
Successful Selling
 Disarm the objection, ask questions,
clarify, showcase benefits and confirm.
» Agree that CORIAN® is an additional investment.
» Ask a direct question to determine needs/wants. “What are
the three most important features to you for using and living
with your countertop?”
» Clarify their response and summarize their needs.
» Describe key features/benefits to address needs
» “Based on everything you mentioned, do you feel that the
extra benefits of CORIAN® are worth the extra investment.”

28. Seven Steps of
Successful Selling
 Disarm the objection, discuss
alternatives, compare benefits, offer a
personal recommendation.
» Agree that CORIAN® is a little more expensive
than some alternatives
» Discuss the alternatives (laminate, granite,
tile,etc.)and review the benefits/value of each
» Summarize the benefits of CORIAN® and offer
your personal recommendation (based on your
experience or those of other satisfied customers)

29. Seven Steps of
Successful Selling
 Disarm the objection, show empathy and
describe how others have justified the
investment for CORIAN®.
» Agree with the customer, “That’s a reasonable concern.”
» Describe how other customers have felt. “You know, Mrs.. XYZ
was thinking the same way when we discussed using
CORIAN® in her kitchen.
» Describe the experience of the other customer and why they
chose CORIAN®. “It’s interesting Mrs.. XYZ decided to use
CORIAN® because …….In the end, she believed the long-term
benefits, and the beauty of CORIAN® was worth the added
investment”.

30. Seven Steps of
Successful Selling
 Additional Responses to Help Overcome
Price Objections
» CORIAN® doesn’t cost more. It lasts longer.
» CORIAN® delivers more value for every dollar spent.
» CORIAN® is the only choice that provides a 10-year
installed warranty. “It’s the last countertop you’ll ever need to
buy”.
» Your countertop is the most used and abused surface in
your home. The durability and easy maintenance of
CORIAN® is easily worth the added investment.

31. Financing
»Offer financing.
»Most consumers have a preconceived notion that CORIAN® is
expensive and they are unable to afford it.
»Most consumers have a good idea what their monthly budgets
allow…so offer CORIAN® as part of their monthly spending package:
»“Did you know that you can own this CORIAN® countertop for as
little as $xx.xx per month?”
»“Did you know that for only $xx.xx a month more, you can upgrade to
CORIAN® from Laminate?”

32. Seven Steps of
Successful Selling
Get A Commitment
» After you have answered the customer’s
objections, ask for the order.

33. Seven Steps of
Successful Selling
Closing the Sale
» Direct Close
» Hot Button Close
» Power of Suggestion Close
» Testimonials

34. Seven Steps of
Successful Selling
Closing the Sale
» Direct Close
» “Well, Mrs.. XYZ, I think we’ve determined
that CORIAN® is the ideal material for you in
your kitchen/bath. When is it convenient for
us to get the measurements?

35. Seven Steps of
Successful Selling
Closing the Sale
» Hot Button Close
» “If a CORIAN® and Laminate countertop were
free, which would choose?”
» “Why” (Assuming answer is Corian®)
» “Let’s find a way to get you the Corian®
countertop you really want.”

36. Seven Steps of
Successful Selling
Closing the Sale
» Power of Suggestion Close
» “You are going to love taking care of this
CORIAN® countertop, you are going to love
cleaning this CORIAN® sink.”

37. Seven Steps of
Successful Selling
Closing the Sale
» Testimonials
» Tell a story!

38. Seven Steps of
Successful Selling
Follow Through/Follow Up
» Once Sold . . .
» If Not Sold . . .

39. Process Model to Address
Questions/Concerns
 Question
(Receive objection, ask a question)
 Listen to Answer
 Restate
(Repeat what you think you heard for clarification)
 Answer
 Confirm Satisfaction
(Does that answer your question/objection?)
If the answer is no, start process again.

40. New Ideas and Tools
Practice one at a time
» Get it right!
Try New Behavior at least three times.
» Comfort = Effectiveness
» Don’t be Impatient.
Learning Experience: Review Results
» Ask Yourself Questions: “What Worked, What
Didn’t?”
(Top Salespeople dissect what they’ve learned
and think about improvement.)

41. CORIAN®
SURFACES
Created For Life.™