1. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-1

2. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-2 Chapter 10 Begin Your Presentation Strategy

3. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-3 Chapter 10 The Right to Approach The Approach—Opening the Sales Presentation Technology in the Approach Using Questions Results in Sales Success Is the Prospect Still Not Listening? Be Flexible in Your Approach

4. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-4 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 a 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

5. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-5 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 Common for salesperson to experience tension in various forms when contacting a prospect Creative imagery

6. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-6 The Approach—Opening the Sales Presentation cont… The first impression you make is critical to success Projected by appearance attitude You only have one chance to make a favorable first impression

7. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-7 The Approach—Opening the Sales Presentation cont… 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

8. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-8 The Approach—Opening the Sales Presentation cont… be enthusiastic and positive toward 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

9. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-9 The Approach—Opening the Sales Presentation cont… objective type of approach customer benefit plan Assign factors a degree of importance before seeing prospect Approach categories Opening with a statement Opening with a demonstration Opening with a question or questions

10. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-10 The Approach—Opening the Sales Presentation cont… Objectives of both statement and demonstration approach techniques attention interest transition Small talk warms ‘em up

11. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-11 The Approach—Opening the Sales Presentation cont… The situation faced determines approach Influences on approach to use include Product being sold If repeat call Customer’s needs Amount of time Aware of a problem

12. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-12 The Approach—Opening the Sales Presentation cont… Objectives of using question approach techniques Uncover needs and problems fulfill needs solve problems Have prospect tell you about needs problems intention to do something about them

13. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-13 The Approach—Opening the Sales Presentation cont… Opening with statements Introductory approach Complimentary approach Referral approach Premium approach Demonstration openings Product approach Showmanship approach

14. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-14 The Approach—Opening the Sales Presentation cont… Opening with questions Most common openers Customer benefit approach Curiosity approach Opinion approach Shock approach

15. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-15 The Approach—Opening the Sales Presentation cont… Multiple question approach (SPIN) Situation Problem Implication Need-payoff questions Product not mentioned in SPIN

16. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-16 Technology in the Approach Powerful attention-grabber Sounds Visuals Touch

17. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-17 Using Questions Result in Sales Success Probes When Obtaining information from the prospect Developing two-way communication The direct question Closed-ended The nondirective question Who What Where How often Why

18. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-18 Using Questions Results in Sales Success cont… The rephrasing question Clarify meaning Determine prospect’s needs The redirect question Excellent alternative or backup opener

19. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-19 Using Questions Results in Sales Success cont… Three rules for using questions Use only questions that you can anticipate the answer to or that will not lead you into a situation from which you cannot escape Pause or wait after submitting a question Listen

20. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-20 Be Flexible in Your Approach Be willing and ready to change your planned statement approach

21. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-21 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

22. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10-22 Summary of Major Selling Issues cont… Questions should display a sincere interest in prospects and their situation Four basic types of questions are direct, nondirective, rephrasing, and redirect Allow prospects time to completely answer the question