Chapter 10 Approaching the Customer with Adaptive Selling

Presentation Strategy Prepare objectives Develop presentation plan Provide outstanding service

Preapproach Review presentation objectives Review the strategic/consultative selling model Review the six-step presentation plan Prepare an approach worksheet

Presentation Objectives First Call 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 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 two plans

Action Objective Something that you want the customer to do during the sales presentation such as providing specific financial information, scheduling a visit to your manufacturing plant, agreeing to a trial use of your product, agreeing to a follow-up meeting or placing an order

Six-Step Presentation Plan Approach Presentation (Ch. 11) Demonstration (Ch. 12) Negotiation (Ch. 13) Close (Ch. 14) Servicing the sale (Ch. 15)

Step One Approach Review strategic/consultative selling model Initiate customer contact

Approach Establish your credibility early The telephone contact (including voice mail and ) The social contact The business contact

The Telephone Contact Telesales (not telemarketing) Plan in advance what you will say Politely identify yourself and the company you represent State the purpose of your call and explain how the prospect can benefit from a meeting Show respect for the prospect’s time by telling the person how much time the appointment may take Confirm the appointment with a brief note, message, or letter with the date, time and place of your appointment

The Social Contact Developing Conversation Comments on here-and-now observations Compliments Search for mutual acquaintances or interests

The Business Contact Types of Approaches Agenda--review goals for the meeting Product demonstration--show how the product works or use appropriate audiovisual items Referral--a third party referred you to the new customer Customer benefit--pointing out one benefit of purchasing your product

The Business Contact Types of Approaches (con’t) Question--ask an easy question Survey--detailed questionnaire Premium--free sample or an inexpensive item Combination--one or more of the other approaches combined

Coping With Sales Call Reluctance Be optimistic about the outcome of the initial contact Practice your approach before making the initial contact Recognize that it is normal to feel anxious about the initial contact Develop a deeper commitment to your goals