9TH EDITION Selling Today Manning and Reece APPROACHING THE CUSTOMER

PRESENTATION STRATEGY DEFINED “The presentation strategy includes three prescriptions… Establishing objectives Developing presale presentation plan to meet objectives Renewing one’s commitment to outstanding customer service.”

STRATEGIC/CONSULTATIVE SELLING MODEL

PRE-APPROACH AND APPROACH PLANNING PRE-APPROACH INVOLVES PREPARING PRESALE OBJECTIVES AND PRESENTATION PLAN APPROACH INVOLVES MAKING GOOD IMPRESSION, SECURING ATTENTION, DEVELOPING INTEREST

PRE-APPROACH OBJECTIVES Obtain customer information and update file Conduct needs assessment Involve prospect in product demonstration Make appointment with decision- maker Secure list of referrals Provide post-sale service

FACTORS INFLUENCING OBJECTIVES TEAM VS. ONE PERSON MULTI-CALL SELLING TO BUYING TEAM

THE JACKSON GROUP

PREPARING FOR PRESENTATION PLANNING APPROACH --Review objectives --Review selling model --Review 6-step plan --Prepare worksheet DURING APPROACH --Telephone contact --Social contact --Business contact (converting buyer attention) See Figure 9.2. See Figure 9.2 in text.

THREE BASIC PRESENTATION OBJECTIVE TYPES INFORMATIVE PERSUASIVE REMINDER

INFORMATIVE PRESENTATION Usually involves new or unique product More prevalent when new product introduced to market Typically prospects don’t purchase until familiar with product details

PERSUASIVE PRESENTATION Presenting product appeals to influence prospect’s beliefs, attitudes, and behaviors Strategy designed to urge buyer to make decision and/or positive response Don’t be too “pushy”

REMINDER PRESENTATION Reminds prospects of products offered by firm Reminders can prevent competition from capturing business Also remind customers of special services such as training classes

THIS CHAPTER FOCUSES ON NOTE ON SIX-STEP PLAN EACH OF THE SIX CHAPTERS IN PART V OF THIS TEXT CONCENTRATES ON A SPECIFIC STEP NOTED IN FIGURE 9.3 THIS CHAPTER FOCUSES ON THE APPROACH

SIX-STEP PRESENTATION PLAN 1. APPROACH 2. PRESENTATION 3. DEMONSTRATION 4. NEGOTIATION 5. CLOSE 6. SERVICE See details Figure 9.3.

APPROACH OBJECTIVES First prospect contact Three objectives --Build rapport --Capture full attention --Generate product interest Often a phone call

TELEPHONE CONTACT 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

USING E-MAIL Tell reader what you want, then encourage a reply Meaningful subject line Tell reader what you want, then encourage a reply Always use grammar and spell-check tools Use “signature” file

SOCIAL CONTACT First few minutes key in first impressions Develop conversation --Here and now items --Compliment client --Search for mutual interests, acquaintances

BUSINESS CONTACT Convert prospect focus from social to business part Six effective methods to capture attention and focus follow

BUSINESS CONTACT APPROACHES 1. PRODUCT DEMONSTRATION --Give actual product demonstration --Use computer or other audio/visual aids to provide “virtual” demonstration 2. REFERRAL --Third party opinion or statement adds credibility --Include name/direct reference to third party

BUSINESS CONTACT APPROACHES 3. CUSTOMER BENEFIT --Immediately point out at least one benefit of your product --Present key benefits in order of importance 4. QUESTION --Ask direct question --Gets prospect thinking about problem your product will solve --Listen to response

BUSINESS CONTACT APPROACHES 5. SURVEY --Prospect completes questionnaire before contact --Analyze results to assess needs and benefits --Avoids early price issue 6. PREMIUM --Provide free sample of product --Provide prospect with gift, such as monthly appointment calendar

COMBINATION APPROACHES ALLOWS SMOOTH TRANSITION TO NEED DISCOVERY

TO OVERCOME FEAR OF CONTACT OR REJECTION … PREPARE! APPLICATION: FEAR TO OVERCOME FEAR OF CONTACT OR REJECTION … PREPARE! --Be optimistic --Practice approach before making contact --Know that being anxious is normal --Develop deeper commitment to your goals Last slide Chapter 9.