Approaching the Customer C H A P T E R 10

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Learning Objectives Describe the three prescriptions that are included in the presentation strategy Describe the role of objectives in developing the presale presentation plan Discuss the basic steps of the pre- approach Explain the merits of a planned presentation strategy

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Learning Objectives (Continued) Discuss team versus one-person presentation strategies Explain the purpose of informative, persuasive, and reminder presentations Describe the six main paths of the presentation plan Explain how to effectively approach the customer Describe five ways to covert the prospect’s attention and arouse interest

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Develop a Presentation Strategy Develop Presentation Plan Provide Outstanding Service Prepare Objectives Strategic/Consultative Selling Model

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Preapproach and Approach Strategies The preapproach includes activities that precede the actual sales call and set the stage for a personalized sales approach, tailored to the specific needs of the prospect. This involves setting objectives and developing a presale presentation plan.

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Preapproach and Approach Strategies The approach is the first contact with the prospect, either face-to-face or by telephone. The approach has three objectives: to build rapport with prospect, to capture the person’s full attention, and to generate interest in the product you are selling.

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Preparing for the Presentation Strategic planning for the approach 1.Review presentation objectives 2.Review the Strategic/Consultative Selling Model 3.Review the Six-Step Presentation Plan 4.Prepare an approach worksheet Actions during the approach

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Preparing for the Presentation Strategic planning for the approach 1.Review presentation objectives 2.Review the Strategic/Consultative Selling Model 3.Review the Six-Step Presentation Plan 4.Prepare an approach worksheet Actions during the approach 1.Telephone contact (when appropriate) 2.Social contact (building rapport during the first few minutes) 3.Business contact (converting buyer’s attention) Product demonstration Referral Customer benefit Question Survey Combination

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Presentation Objectives - Examples Obtain information to update customer file Conduct a needs assessment Involve Prospect in a demonstration Make an appointment with another decision maker Secure a list of referrals Provide Postsale service

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Factors Influencing Presentation Objectives Multi-call Sales Presentations Team versus One-Person Presentation objectives Selling to a Buying Team Are you Informing, Persuading, or Reminding?

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Multi-Call Presentations Multi-Call Presentations are standard in some industries where products and services are complex and buying decisions are made by more than one person. The first meeting may be to collect and analyze basic information.

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Selling to a Buying Team Determine the role of the decision makers Carefully observe Make all parties feel involved Find out if there are “silent” members

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Persuasion Persuasion is the act of presenting product appeals so as to influence the prospect’s beliefs, attitudes, or behaviour.

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc The Six-Step Presentation Plan Review Strategic/Consultative Selling Model Initiate customer contact Step One: APPROACH

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Determine prospect needs Select product or service Initiate sales presentation Step Two: PRESENTATION The Six-Step Presentation Plan Review Strategic/Consultative Selling Model Initiate customer contact Step One: APPROACH

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Decide what to demonstrate Select selling tools Initiate demonstration Step Three: DEMONSTRATION Determine prospect needs Select product or service Initiate sales presentation Step Two: PRESENTATION The Six-Step Presentation Plan Review Strategic/Consultative Selling Model Initiate customer contact Step One: APPROACH

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Anticipate buyer concerns Plan negotiating methods Initiate win-win negotiations Step Four: NEGOTIATION Decide what to demonstrate Select selling tools Initiate demonstration Step Three: DEMONSTRATION Determine prospect needs Select product or service Initiate sales presentation Step Two: PRESENTATION The Six-Step Presentation Plan Review Strategic/Consultative Selling Model Initiate customer contact Step One: APPROACH

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Plan appropriate closing methods Recognize closing clues Initiate closing methods Step Five: CLOSE Anticipate buyer concerns Plan negotiating methods Initiate win-win negotiations Step Four: NEGOTIATION Decide what to demonstrate Select selling tools Initiate demonstration Step Three: DEMONSTRATION Determine prospect needs Select product or service Initiate sales presentation Step Two: PRESENTATION The Six-Step Presentation Plan Review Strategic/Consultative Selling Model Initiate customer contact Step One: APPROACH

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Suggestion selling Follow-through Follow-up calls Step Six: SERVICING THE SALE Plan appropriate closing methods Recognize closing clues Initiate closing methods Step Five: CLOSE Anticipate buyer concerns Plan negotiating methods Initiate win-win negotiations Step Four: NEGOTIATION Decide what to demonstrate Select selling tools Initiate demonstration Step Three: DEMONSTRATION Determine prospect needs Select product or service Initiate sales presentation Step Two: PRESENTATION The Six-Step Presentation Plan Review Strategic/Consultative Selling Model Initiate customer contact Step One: APPROACH

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Gaining An Appointment By Telephone Plan in advance what you want to say Identify yourself and the company you represent State the purpose of your call and how the prospect can benefit Show respect for the prospect’s time Confirm the appointment details

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Social Contact – Developing Conversation Comment on “here and now” observations Use sincere compliments Search for mutual acquaintances and interests

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Common Approach Strategies to Gain Attention Product demonstration approach Referral approach Customer benefit approach Question approach Survey approach

C H A P T E R 10 Copyright  2004 Pearson Education Canada Inc Dealing with Sales Call Reluctance Be optimistic about the outcome Practise your approach Being anxious about an initial contact is normal Be committed to your goals