1. Begin Your Presentation
Strategically 9
Chapter
McGraw-Hill/Irwin
ABC’s of Selling, 10/e
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Main Topics 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
Is the Approach Important? Using Questions Results in Sales Success
Is the Prospect Still Not Listening?
Be Flexible in Your Approach
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3. The Beginning 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.

4. What Is the Approach? A golf shot from the fairway toward the green
Steps a bowler takes before delivering the bowling ball
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5. 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

6. The Approach Could last seconds or minutes and involves: Meeting
Greeting
Rapport Building
One of the approach communication techniques discussed in this chapter
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7. The Approach Is: The 3rd step in the selling process… but it’s the…
the 1st step in the sales presentation

8. Exhibit 9-1: The Approach Begins the Sales Presentation
The sales presentation method determines how you open your presentation
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9. Select Your Presentation Method and Then Your Approach
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10. 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
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11. The Approach Step of the Sales Presentation
Is over…
…when you begin discussing the product itself

12. 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

13. 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
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14. 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
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15. 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
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16. 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
Be enthusiastic and positive throughout the interview
Smile!
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17. To Make a Favorable Impression, cont…
Be enthusiastic and positive throughout the interview
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
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18. Exhibit 9-4: Five Ways to Remember Prospect’s Name
Be sure to hear the person’s name and use it: “It’s good to meet you, Mr. Firestone.”
Spell it out in your mind, or if it is an unusual name, ask the person to spell the name.
Relate the name to something you are familiar with, such as relating the name Firestone to Firestone automobile tires or a hot rock/stone.
Use the name in conversation.
Repeat the name at the end of the conversation, such as “Goodbye, Mr. Firestone.”
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19. Small Talk Warms ‘Em Up
In most sales calls the approach consists of two parts:
The “small talk” or rapport-building phase
Weather, stock market, sports, etc,
Planned, formal, selling technique used as a lead-in to the upcoming discussion of the product
Statement, demonstration, or question(s)

20. Approach Categories Opening with a Statement
Opening with a Demonstration
Opening with a Question or Questions

21. Exhibit 9-5: The Approach Techniques for Each of the Four Sales Presentation Methods
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22. Objectives of Both Statement and Demonstration Approach Techniques
Capture the attention of prospect
Stimulate prospect’s interest
To provide a transition into the sales presentation

23. The Situational Approach
The situation you face determines which approach technique you use.
Influences on the approach-to-use include:
Type of product being sold
Whether the call is a repeat call on same person
Degree of knowledge about customer’s needs
Amount of time for sales presentation
Whether customer is aware of a problem

24. The Approach Leads Quickly Into the Sales Presentation
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25. Objectives Of Using Questions Approach Technique
Uncover needs and problems:
Does prospect want to fulfill his needs
Does prospect want to solve her problems
Have prospect tell you about:
Needs
Problems
Intention to do something about them

26. Exhibit 9-6: Approach Techniques for Opening the Presentation
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27. 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
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28. The Golden Rule Avoid temptation to over-hype your product
This will only create problems down the road

29. Opening With Statements
Introductory approach
Complimentary approach
Referral approach
Premium approach
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30. Opening With Statements
Introductory Approach
Needed when meeting prospect for first time
Least powerful
Used in conjunction with another approach
Complimentary Approach
Stimulates interest and goodwill
Must be sincere

31. Opening With Statements
Referral approach
Use of someone’s name whom your prospect respects
Premium approach
Giving prospect a sample of your product for free

32. Demonstration Openings
Product approach
Showmanship approach
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33. Demonstration Openings
Product approach
Salesperson silently hands the prospect his product and waits for the prospect to start the conversation
Showmanship approach
Salesperson does something unusual to capture prospect’s attention

34. Opening With Questions
Most common openers:
Customer Benefit Approach
Curiosity Approach
Opinion Approach
Shock Approach
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35. The Approach—Opening the Sales Presentation cont…
Opening with Questions
Most common of openers, prospect participation
Customer Benefit Approach
Asking a prospect a question that implies that the product will benefit her
Curiosity Approach
Make the prospect curious about your product
Opinion Approach
Ask prospect for his opinion on your products
Shock Approach
Use of a question phrased to make the prospect think seriously about a subject related to your product

36. The Approach—Opening the Sales Presentation cont…
Multiple question approach (SPIN) in proper sequence
Situation – The prospect’s general as it relates to your product
situation
Problem – Specific , dissatisfactions, or difficulties perceived by the prospect relative to your situation question
problems
Implication – The of the prospect’s problems or how a problem affects various related operational aspects of a home, life, or business
implications
Need-payoff questions – If the prospect has an important, explicit
need

37. The Approach—Opening the Sales Presentation cont…
What do you notice about SPIN?

38. Exhibit 9-10: A Popular Multiple-Question Approach Is the Spin
The product is not mentioned in SPIN.

39. Technology in the Approach
Powerful attention-grabbers
Sounds
Visuals
Touch
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40. 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
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41. Remember to Select Your Presentation Method and Then Your Approach

42. Using Questions Result in Sales Success
Asking questions is an excellent technique for:
Obtaining information from the prospect
Developing two-way communication
Increasing prospect participation

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

44. The Direct Question The Direct Question – closed-ended
Requires a short answer – usually “yes” or “no”

45. 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?”

46. The Direct Question Limitations
Does not really tell you much
There is little feedback information
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47. The Nondirective (Or 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
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48. The Rephrasing Question
Allows salesperson to better clarify what the prospect means, thereby better
Determine prospect’s needs

49. 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?”

50. The Redirect Question The Redirect Question
Excellent alternative or backup opener

51. 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?”
“Do we agree that having a suppler who can reduce your costs is important?”
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52. 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
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53. 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.

54. Is the Prospect Still Not Listening?, cont.
Quickly hand or simply show prospect the product
Ask prospect a question
Attention can be briefly recaptured

55. 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
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56. 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.

57. 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.