Begin your Presentation Strategically Chapter 8 The Approach Begin your Presentation Strategically

Learning Objectives After studying this chapter, you should be able to: Explain the importance of using an approach Provide examples of different approaches Illustrate why approach should have an integrated theme Present four types of questioning techniques

8 Agenda Chapter The Right to Approach The Approach—Opening the Sales Presentation Approach Techniques Technology in the Approach Using Questions Results in Sales Success Is the Prospect Still Not Listening? Be Flexible in Your Approach Summary of Major Selling Issues

Exhibit 8-1: The Third Step in the Sales Process is the First Step in the Sales Presentation 1. Prospecting 2. Preapproach 3. Approach 4. Presentation 5. Trial close 6. Determine objections 7. Meet objections 8. Trial close 10. Follow-up The sales presentation method determines how you open your presentation. 9. Close

The Right to Approach You have to prove you are worthy of the prospect’s time and serious attention by exhibiting specific product or business knowledge expressing a sincere desire to solve a buyer’s problem and satisfy a need stating or implying that your product will save money or increase the firm’s profit margin displaying a service attitude

Opening the Sales Presentation A buyer’s reactions to the salesperson in the early minutes of the presentation are critical to a successful sale Your attitude during the approach Common for salesperson to experience tension in various forms when contacting a prospect Creative imagery

Opening the Sales Presentation cont… The first impression you make is critical to success Projected by appearance attitude You only have one chance to make a favorable first impression

Five Ways to Remember Prospect’s Name ~ Exhibit 8-2:

Opening the Sales Presentation cont… To make a favorable impression wear business clothes that are suitable and fairly conservative be neat in dress and grooming refrain from smoking, chewing gum, or drinking in your prospect’s office keep an erect posture leave all unnecessary materials outside the office if possible, sit down

Opening the Sales Presentation cont… be enthusiastic and positive toward the interview smile! do not apologize for taking the prospect’s time do not imply that you were just passing by maintain eye contact if the prospect offers to shake hands, do so with a firm, positive grip while maintaining eye contact learn how to pronounce the prospect’s name correctly

Opening the Sales Presentation cont… Objectives of both statement and demonstration approach techniques attention Interest Transition Small talk warms ‘em up

Five Ways to Remember Prospect’s Name ~ Exhibit 8-4.

Opening the Sales Presentation cont… Assign factors a degree of importance before seeing prospect objective type of approach customer benefit plan Approach techniques Opening with a statement Opening with a demonstration Opening with a question or questions

The Approach—Opening the Sales Presentation cont… The situation faced determines the approach Influences on approach to use include Product being sold If repeat call Customer’s needs Amount of time Aware of a problem

: The Approach Leads Quickly into the Sales Presentation ~ Exhibit 8-5

The Approach—Opening the Sales Presentation cont… Objectives of using question approach techniques Uncover needs and problems fulfill needs solve problems Have prospect tell you about needs problems intention to do something about them

Exhibit 8-6: Approach Techniques for Opening the Presentation

The Approach—Opening the Sales Presentation cont… Opening with statements Introductory approach Complimentary approach Referral approach Premium approach Demonstration openings Product approach Showmanship approach

The Approach—Opening the Sales Presentation cont… Opening with questions Most common openers Customer benefit approach Curiosity approach Opinion approach Shock approach

The Approach—Opening the Sales Presentation cont… Multiple question approach (SPIN) Situation Problem Implication Need-payoff questions Product not mentioned in SPIN

Other Approaches Curiosity Approach Opinion Approach Shock Approach Ask a question or does something designed to make the prospect curious Opinion Approach Validate them by asking their opinion Shock Approach Designed to make think seriously about something

Technology in the Approach Powerful attention-grabber Sounds Visuals Touch

Using Questions Result in Sales Success Probes Obtaining information from the prospect Developing two-way communication The direct question Closed-ended The nondirective question Who When What How often Where Why

Using Questions Results in Sales Success cont… The rephrasing question Clarify meaning Determine prospect’s needs The redirect question Excellent alternative or backup opener

Using Questions Results in Sales Success cont… Three rules for using questions Use only questions that you can anticipate the answer to or that will not lead you into a situation from which you cannot escape Pause or wait after submitting a question Listen

Be Flexible in Your Approach Be willing and ready to change your planned statement approach

Summary of Major Selling Issues The approach is the critical factor Use a statement or demonstration approach to ensure your prospect’s attention and interest The first impression you make can negate your otherwise positive and sincere opening Open with a statement, question, or demonstration

Summary of Major Selling Issues cont… Questions should display a sincere interest in prospects and their situation Four basic types of questions are direct, nondirective, rephrasing, and redirect Allow prospects time to completely answer the question

Notes