Opening Methods (for gaining
interest/attention)
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Standard
Direct (benefit)
Gift
Compliment
Question
Referral
Show/illustration/demonstration
Survey
Mystery
Prescription
Opening Methods Observations
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All assume you make positive impression and
introduce yourself.
Are several methods, each of which can be
effective with right person at right time.
Trying and using new opening methods can help
to keep your job fun and add variety/challenge.
All need to be worked smoothly into the
conversation, never sounding contrived, canned,
memorized, or gimmicky.
All may seem strange until you try them and get
used to them.
Standard Opening
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Chit chat some at first, especially if –
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You know prospect
Prospect not super busy
Chit chat topics
Weather
 Sports
 Customer interests/hobbies
 Local, state, national news stories
 Common acquaintances/relatives
e.g. “So, John, how’s your golf game these days? Have
you played that new course, The Harvestor, yet?”
e.g. “How are your crops looking?”
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Direct Opening
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Tell customer right away why you’re there
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Honest
Doesn’t waste time, yet hard to probe
Builds credibility, yet little rapport building
State purpose of call:
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So as to get their interest/attention
In terms of a benefit to them
e.g. “Gene, do you have a few minutes for me to
show you how I think you might be able to
reduce your fertilizer costs and increase your
corn yield at the same time.”
e.g. “Linda, do you have the time for me to explain
our new program that could result in you or
someone else from your company winning a FREE
trip to Hawaii?”
Bring a Gift Opening
May build goodwill.
 May ‘buy’ a few minutes of customer’s
time
 Examples:
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Caps
Pens
Clocks
Hats
Jackets
Golf balls
Note pads
Calendars
Pocket knifes
Calculators
Mugs
Magazine articles
Shirts
Beverages
Donuts
Sandwiches
Compliment Opening
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Give customer a compliment that is –
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Genuine and sincere
On something important to customer (or they
are proud of)
e.g. “That sure is a beautiful field of beans
you have out by the road. I don’t see a
single weed in them. Have you had the
kids out there with a hoe or what?”
e.g. “Your pickup looks nice. Is that new?”
Ask a Question Opening
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E.g. “We will be offering a new variety of corn
next year that has been outperforming all others
in test results this year. Would you be interested
in hearing about it?”
E.g. “We are now offering our most preferred
customers two new services at no extra charge.
Do you have a few minutes for me to explain
these to you?”
E.g. “Did you have a chance to see our new
feeding system display at the county fair last
week?”
E.g. “That sure is a good looking field of beans
next to the road. What did you plant there?”
E.g. “What’s the most important thing to you in
selecting a corn fertilization program?”
Referral Opening
Indicate a mutual acquaintance (who has had
success working with you) suggested you call.
 The referral should be one your customer
respects.
 Ask permission to use name of referral (and/or
have prospects contact them directly).
e.g. “I just come from Glenn Stout’s place. We
analyzed his latest farrowing results, which he
was extremely pleased with. He suggested that
you might be someone who could also benefit
from what we did for him.”
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Other Opening Methods
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Show/Illustration
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Survey
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3.
Bring something for customer to look at (sample,
model, replica)
Ask customer to complete survey to provide you with
information useful in helping you determine their needs
(problems, values) and if you might be able to help
them.
Ask customer to react to survey results.
Prescription
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Outline a general proposal/solution and ask permission
to go into details.
Getting the Customer’s
Attention/Interest (Upjohn, Implus)
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Targeted: feed yards with at least 4,000
hd (600 in US)
4-Part Approach:
1.
2.
3.
4.
Teaser mailing: box with Implus name on it,
letter from sales rep., trick rope.
Sales call: 100 free samples, implant gun,
brochure, worksheet.
Follow-up survey, western films.
Color-print ad in major beef publications.
Opening Method Quotes
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You cannot bore people into buying.
(David Ogilvy)
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About half of all sales call problems can be
attributed to the salesperson’s failure to
initially get the interest of the prospect.
(Lois Heuchert, Upjohn Co.)
Opening Method Quotes
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You can get by on charm for about 15
minutes. After that, you had better know
something.
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Most salespeople try to take a horse to
water and make it drink. They should be
trying to make the horse thirsty. (Gabriel
Siegel)