Chapter
9
Begin Your Presentation
Strategically
McGraw-Hill/Irwin
ABC’s of Selling, 10/e
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Main Topics
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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
9-2
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.

9-3
What Is the Approach?
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A golf shot from the fairway toward the green
Steps a bowler takes before delivering the
bowling ball
9-4
For the Salesperson What Is the
Approach?
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The time from when the salesperson first sees the
buyer to the beginning of the discussion of the
product
9-5
The Approach
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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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9-6
The Approach Is:
The 3rd step in the selling process…
but it’s the…
the 1st step in the sales presentation
9-7
Exhibit 9-1: The Approach Begins the
Sales Presentation
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The sales presentation method
determines how you open your
presentation
9-8
Select Your Presentation Method and
Then Your Approach
9-9
Caution Salespeople
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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
9-10
The Approach Step of the Sales
Presentation
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Is over…
…when you begin discussing the product
itself
9-11
Let’s Summarize! The Salesperson:
1.
2.
3.
4.
5.
6.
7.
8.
Meets
Greets
Builds rapport
Goes through the approach
Discusses the product
Discusses the marketing plan
Discusses the business proposition
Closes – asks for the order
9-12
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

9-13
The Approach–Opening the Sales
Presentation
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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

9-14
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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9-15
To Make a Favorable Impression
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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!
9-16
To Make a Favorable Impression,
cont…
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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
9-17
Exhibit 9-4: Five Ways to Remember
Prospect’s Name
1. Be sure to hear the person’s name and use it: “It’s
good to meet you, Mr. Firestone.”
2. Spell it out in your mind, or if it is an unusual name,
ask the person to spell the name.
3. Relate the name to something you are familiar with,
such as relating the name Firestone to Firestone
automobile tires or a hot rock/stone.
4. Use the name in conversation.
5. Repeat the name at the end of the conversation, such
as “Goodbye, Mr. Firestone.”
9-18
Small Talk Warms ‘Em Up
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In most sales calls the approach
consists of two parts:
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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)
9-19
Approach Categories
1. Opening with a Statement
2. Opening with a Demonstration
3. Opening with a Question or Questions
9-20
Exhibit 9-5: The Approach Techniques for
Each of the Four Sales Presentation Methods
9-21
Objectives of Both Statement and
Demonstration Approach Techniques
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Capture the attention of prospect
Stimulate prospect’s interest
To provide a transition into the sales
presentation
9-22
The Situational Approach
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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

9-23
The Approach Leads Quickly Into the
Sales Presentation
9-24
Objectives Of Using Questions
Approach Technique
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Uncover needs and problems:
Does prospect want to fulfill his needs
 Does prospect want to solve her problems
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Have prospect tell you about:
Needs
 Problems
 Intention to do something about them
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9-25
Exhibit 9-6: Approach Techniques for
Opening the Presentation
9-26
The Golden Rule
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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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9-27
The Golden Rule
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Avoid temptation to over-hype your product
This will only create problems down the road
9-28
Opening With Statements
1.
2.
3.
4.
Introductory approach
Complimentary approach
Referral approach
Premium approach
9-29
Opening With Statements
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Introductory Approach
Needed when meeting prospect for first time
 Least powerful
 Used in conjunction with another approach
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Complimentary Approach
Stimulates interest and goodwill
 Must be sincere
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9-30
Opening With Statements
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Referral approach
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Use of someone’s name whom your prospect respects
Premium approach
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Giving prospect a sample of your product for free
9-31
Demonstration Openings
1. Product approach
2. Showmanship approach
9-32
Demonstration Openings
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Product approach
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Salesperson silently hands the prospect his product
and waits for the prospect to start the conversation
Showmanship approach
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Salesperson does something unusual to capture
prospect’s attention
9-33
Opening With Questions
Most
common openers:
Customer Benefit Approach
Curiosity Approach
Opinion Approach
Shock Approach
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9-34
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
The Approach—Opening the
Sales Presentation cont…
Multiple question approach (SPIN) in proper sequence
Situation – The prospect’s general situation as
it relates to your product
Problem – Specific problems , dissatisfactions,
or difficulties perceived by the prospect relative
to your situation question
Implication – The implications of the prospect’s
problems or how a problem affects various related
operational aspects of a home, life, or business
Need-payoff questions – If the prospect has an
important, explicit need
The Approach—Opening the
Sales Presentation cont…
What do you notice about SPIN?
Exhibit 9-10: A Popular MultipleQuestion Approach Is the Spin
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The product
is not
mentioned in
SPIN.
9-38
Technology in the Approach
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Powerful attention-grabbers
Sounds
 Visuals
 Touch
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9-39
Is the Approach Important?
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Yes it is!
Salespeople need several approach techniques
that have worked in the past to select the
approach for a current situation
9-40
Remember to Select Your Presentation
Method and Then Your Approach
Approach
Presentation
9-41
Using Questions Result in
Sales Success
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Asking questions is an excellent technique
for:
Obtaining information from the prospect
Developing two-way communication
 Increasing prospect participation
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
9-43
The Direct Question
 The Direct Question – closed-ended
 Requires a short answer – usually “yes” or “no”
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?”
9-45
The Direct Question Limitations
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Does not really tell you much
There is little feedback information
9-46
The Nondirective (Or Open-Ended)
Question
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Begins with who, what, where, when, how, or why
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“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
9-47
The Rephrasing Question
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The Rephrasing Question
Allows salesperson to better clarify what the prospect means,
thereby better
Determine prospect’s needs
The Rephrasing Question
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Is useful if you are unclear and need to clarify
the meaning of something said:
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“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?”
9-49
The Redirect Question
 The Redirect Question
Excellent alternative or backup opener
The Redirect Question
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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:
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“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:
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“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?”
9-51
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
9-52
Is the Prospect Still Not Listening?
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This is the time to use an alternative opener
that forces the prospect to participate by using
the:
Question approach
 Demonstration approach
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The salesperson who can deftly capture
another person’s imagination earns the right
to a prospect’s full attention and interest.
9-53
Is the Prospect Still Not Listening?, cont.
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Quickly hand or simply show prospect the
product
 Ask prospect a question
Attention can be briefly recaptured
Be Flexible in Your Approach
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Be willing and ready to change your planned
approach
That is why you need several methods to open
your sales presentation
Skip video
Video Help
9-55
Summary of Major Selling Issues
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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.
9-56
Summary of Major Selling Issues,
cont…
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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.
9-57