1. CHAPTER 10
Approaching the Customer with Adaptive Selling

2. 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

3. 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

4. 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

5. Strategic/Consultative Selling Model
FIGURE
10.1

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

7. Strategic Planning
FIGURE
10.2

8. 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

9. 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

10. 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

11. 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
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12. Adaptive Selling: Builds on Four Strategic Areas
Review the relationship strategy
Review the product strategy
Review the customer strategy

13. 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.”

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

15. 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

16. 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

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

18. 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

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

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

21. 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
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

22. Straightforward Product Demonstration: Cook’s
Cook’s uses a straightforward product demonstration for getting the grocery store meat manager’s attention.
See the Website
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23. 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
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

24. 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
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25. 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
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26. Combination Approaches
Allow for smooth transition to need discovery
FIGURE
10.4

27. 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.”

28. 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

29. 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

30. 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

31. 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

32. 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

33. 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
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