Begin Your Presentation Strategically 9 Chapter Begin Your Presentation Strategically McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.

9 Chapter

9 Main Topics Chapter The Tree of Business Life: The Beginning What is the Approach? The Right to Approach The Approach—Opening the Sales Presentation Technology in the Approach

9 Main Topics Chapter Is the Approach Important? Using Questions Results in Sales Success Is the Prospect Still Not Listening? Be Flexible in Your Approach

The Tree of Business Life: The Beginning Guided by The Golden Rule: Begin the presentation with an end in mind. Seek first to understand, then to be understood. Show great caring, confidence, and excitement in your mind, body, and speech by knowing you can help solve problems. Do not give in to the temptation to exaggerate. You will see that trust, integrity, and character win out in the long run. T T Ethical Service T T T T T T T T Builds T r u e Relationships T C I

What Is the Approach? A golf shot from the fairway toward the green Steps a bowler takes before delivering the bowling ball

For the Salesperson What Is the Approach? The time from when the salesperson first sees the buyer to the beginning of the discussion of the product

The Approach Could last seconds or minutes and involves: Meeting Greeting Rapport Building One of the approach communication techniques discussed in this chapter

The Approach Is: The 1st step in the sales presentation The 3rd step in the selling process

Exhibit 9-1: The Approach Begins the Sales Presentation The sales presentation method determines how you open your presentation.

Select Your Presentation Method and Then Your Approach

Caution Salespeople Take the approach seriously. Some feel this is the most important step in helping someone If unsuccessful, you may never have opportunity to move into the presentation. If you can not tell your story how will you make the sale? The approach is extremely important.

The Approach Step of the Sales Presentation Is over when you begin discussing the product itself

Let’s Summarize! The Salesperson: Meets Greets Builds rapport Goes through the approach Discusses the product Discusses the marketing plan Discusses the business proposition Closes – asks for the order

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 the 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

The Approach–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: It is common for a salesperson to experience tension in various forms when contacting a prospect. Successful salespeople have learned to use creative imagery to relax and concentrate.

The First Impression You Make Is Critical to Success Your first impression is projected by: Appearance Attitude You only have one chance to make a favorable first impression.

Exhibit 9-4: Five Ways to Remember Prospect’s Name 1. Be sure to hear the person’s name and use it: “It’s good to meet you, Mr. Firestone.” 2. Spell it out in your mind, or if it is an unusual name, ask the person to spell the name. 3. Relate the name to something you are familiar with, such as relating the name Firestone to Firestone automobile tires or a hot rock. 4. Use the name in conversation. 5. Repeat the name at the end of the conversation, such as “Goodbye, Mr. Firestone.”

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.

To Make a Favorable Impression, cont… Be enthusiastic and positive toward the interviewer. 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.

Approach Techniques and Objectives Opening with a statement Opening with a demonstration Opening with a question or questions

Exhibit 9-5: The Approach Techniques for Each of the Four Sales Presentation Methods        

Objectives of Both Statement and Demonstration Approach Techniques Attention Interest Transition

The Situational Approach The situation you face determines which approach technique you use. Influences on the approach to use include: Product being sold Whether the call is a repeat call Customer’s needs Amount of time Awareness of a problem

The Approach Leads Quickly Into the Sales Presentation

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 9-6: Approach Techniques for Opening the Presentation

The Golden Rule Follow the Golden Rule by placing the other person’s interest before your self-interest. This will avoid: Losing the Sale Destroying your business relationship

Opening With Statements Introductory approach Complimentary approach Referral approach Premium approach

Demonstration Openings Product approach Showmanship approach

Opening With Questions Most common openers: Customer benefit approach Curiosity approach Opinion approach Shock approach

Exhibit 9-10: A Popular Multiple-Question Approach Is the Spin Remember, the product is not mentioned in SPIN. Skip video

To pause the video, click on the video screen To pause the video, click on the video screen. To resume play, click on the video screen again. Click outside the video screen twice to advance to the next slide.

Technology in the Approach Powerful attention-grabbers: Sounds Visuals Touch

Is the Approach Important? Yes it is! Salespeople need several approach techniques that have worked in the past to select the approach for a current situation.

Remember to Select Your Presentation Method and Then Your Approach

Using Questions Results in Sales Success 1. The direct question 2. The nondirective question 3. The rephrasing question 4. The redirect question

The Direct Question Can be answered with a few words such as: “Mr. Jones, is reducing manufacturing costs important to you?” “What kind?” “How many?” Never phrase as a direct negative or a question that can cut you off Example: “May I help you?”

The Direct Question Limitations Does not really tell you much There is little feedback information

The Nondirective (Open-Ended) Question Begins with who, what, where, when, how, or why: “Who will use this product?” “What features are you looking for in a product like this?” Its purpose is to obtain unknown or additional information

The Rephrasing Question Is useful if you are unclear and need to clarify the meaning of something said: “Are you saying that price is the most important thing you are interested in?” “Then what you are saying is, if I can improve the delivery time, you would be interested in buying?”

The Redirect Question Used to change the direction of the conversation – often from a negative to a positive Imagine you walk into a prospect’s office, introduce yourself, and get this response: “I’m sorry, but there is no use in talking. We are satisfied with our present suppliers. Thanks for coming by.” A redirect question would be: “Wouldn’t you agree that you continually need to find new ways to increase your company’s sales?”

Three Rules for Using Questions 1. Use only questions that you can anticipate the answer to or that will not lead you into a situation from which you cannot escape 2. Pause or wait after submitting a question 3. Listen

Is the Prospect Still Not Listening? This is the time to use an alternative opener that forces the prospect to participate by using the: Question approach Demonstration approach The salesperson who can deftly capture another person’s imagination earns the right to a prospect’s full attention and interest.

Be Flexible in Your Approach Be willing and ready to change your planned approach. That is why you need several methods to open your sales presentation Skip video

To pause the video, click on the video screen To pause the video, click on the video screen. To resume play, click on the video screen again. Click outside the video screen twice to advance to the next slide.

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 situations. The four basic types of questions are direct, nondirective, rephrasing, and redirect. Allow prospects time to completely answer the question.

9 End of Chapter 9 Chapter McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.