1. 9TH EDITION
Selling Today
Manning and Reece
APPROACHING THE CUSTOMER

2. 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.”

3. STRATEGIC/CONSULTATIVE SELLING MODEL

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

5. 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

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

7. THE JACKSON GROUP

8. 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.

9. THREE BASIC PRESENTATION OBJECTIVE TYPES
INFORMATIVE
PERSUASIVE
REMINDER

10. 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

11. 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”

12. 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

13. 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

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

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

16. 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

17. USING VOICE-MAIL Be prepared Be brief Give likely benefits
Give best time to call back
Repeat your phone number, slowly

18. 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

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

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

21. 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

22. 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

23. 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

24. COMBINATION APPROACHES
ALLOWS SMOOTH TRANSITION TO NEED DISCOVERY

25. 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.