CHAPTER 10 Approaching the Customer with Adaptive Selling

Learning Objectives Describe the three prescriptions that are included in the presentation strategy Discuss the two-part step of the pre-approach process Describe team presentation strategies Explain how adaptive selling builds on four broad strategic areas of personal selling

Learning Objectives Describe the six main parts of the presentation plan Explain how to effectively approach the customer Describe seven ways to convert the prospect’s attention and arouse interest

Presentation Strategy Defined The presentation strategy is a plan that includes three prescriptions: Establishing objectives Developing presale presentation plan to meet objectives Renewing one’s commitment to outstanding customer service

Strategic/Consultative Selling Model FIGURE 10.1

Pre-approach and Approach Planning Pre-approach involves preparing presale objectives and presentation plan Approach involves making good impression, securing attention, developing interest

Strategic Planning FIGURE 10.2

First Call Presentation Objectives Establish rapport and begin building a relationship with the customer Obtain permission to ask need identification questions Obtain personal and business information to establish the customer’s file

Presentation Objectives for Stage Two Involve the customer in a product demonstration Provide value justification in terms of cost reduction and increased revenues Compare and contrast the features of, for example, a truck fleet lease plan with a fleet purchase plan

Team Selling Objectives Team selling is suited to organizations that sell complex or customized products Sales teams often uncover problems and solutions that individuals may not Team sales presentations require a more detailed pre-call plan Each team member must know his/her role

Selling to a Buying Team Must satisfy both the individual and collective concerns of each participant Determine the role of each decision maker and their amount of influence Make sure all are involved—do not ignore anyone Discover any silent team members Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Adaptive Selling: Builds on Four Strategic Areas Review the relationship strategy Review the product strategy Review the customer strategy

Six-Step Presentation Plan FIGURE 10.3 Each of the six chapters in Part 5 of this text concentrates on a specific step of the presentation plan. This chapter discusses “The Approach.”

Approach Objectives Initial contact with customer Three objectives Build rapport Capture full attention Transition to need discovery stage Often a phone call

Establish Credibility Early Credibility is an impression that people form about you Do not erode your credibility by: Arriving late, staying too long, not following up Credibility grows when the customer realizes you are competent and can add value

Telephone Contact To set first appointment Practices to employ Plan in advance Identify self and firm State purpose of call State estimated length Confirm via note

Using Voice Mail Be prepared Be brief Give likely benefits Give best time to call back Repeat your phone number, slowly State any referrals

Using E-mail Meaningful subject line Tell reader what you want, then encourage a response Put important information up front Always use grammar and spell-check tools Use “signature” file

Social Contact First few minutes are key in first impressions Develop conversation by: Here and now observations Sincere compliments Search for mutual interests, acquaintances

Business Contact Convert prospect focus from social to business part Seven effective methods to capture attention and focus follow

Business Contact Approaches Agenda approach Review meeting goals Shows that you value the customer’s time Agendas should be flexible Product demonstration approach Give actual product demonstration Use computer or other audio/visual aids to provide “virtual” demonstration Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Straightforward Product Demonstration: Cook’s Cook’s uses a straightforward product demonstration for getting the grocery store meat manager’s attention. See the Website Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Business Contact Approaches Referral approach Third party opinion or statement adds credibility Include name/direct reference to third party Customer benefit approach Immediately point out at least one benefit of your product Present key benefits in order of importance Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Business Contact Approaches Question approach Ask direct question Get prospect thinking about problem your product will solve Listen to response Survey approach Prospect completes questionnaire before contact Analyze results to assess needs and benefits Avoid early price discussion Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 10-24 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Business Contact Approaches Premium approach Provide free sample of product Provide prospect with gift, such as monthly appointment calendar Combination approach Use multiple approaches Provide flexibility Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 10-25 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Combination Approaches Allow for smooth transition to need discovery FIGURE 10.4

Keeping the Funnel Full In Keeping the Funnel Full, author and award winning Hewlett Packard salesperson Don Thomson notes that “every prospect has a preferred method of communication.”

Sales Call Reluctance Thoughts, feelings, and behavioral patterns that limit accomplishments Can be caused by: Fear of taking risks Fear of group presentations Lack of self-confidence Fear of rejection

Coping with Reluctance Be optimistic about the outcome Practice approach before making contact Know that being anxious is normal Develop a deeper commitment to your goals

Selling to the Gatekeeper Assistants or secretaries who manage the decision maker’s schedule Treat the gatekeeper with respect Can be an important source of information May help make a preliminary qualification before reaching the decision maker Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Key Concept Discussion Questions Describe the three prescriptions that are included in the presentation strategy Discuss the two-part pre-approach process Describe team presentation strategies Explain how adaptive selling builds on four broad strategic areas of personal selling

Key Concept Discussion Questions Describe the six main parts of the presentation plan Explain how to effectively approach the customer Describe seven ways to convert the prospect’s attention and arouse interest

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc.   Publishing as Prentice Hall 10-33