9TH EDITION
Manning and Reece
APPROACHING THE
CUSTOMER
9-1
PRESENTATION STRATEGY
DEFINED
“The presentation strategy includes
three prescriptions…
1. Establishing objectives
2. Developing presale presentation
plan to meet objectives
3. Renewing one’s commitment to
outstanding customer service.”
9-2
STRATEGIC/CONSULTATIVE
SELLING MODEL
9-3
PRE-APPROACH AND APPROACH
PLANNING
PRE-APPROACH INVOLVES
PREPARING PRESALE
OBJECTIVES AND
PRESENTATION PLAN
APPROACH INVOLVES
MAKING GOOD IMPRESSION,
SECURING ATTENTION,
DEVELOPING INTEREST
9-4
PRE-APPROACH OBJECTIVES
1. Obtain customer information and
update file
2. Conduct needs assessment
3. Involve prospect in product
demonstration
4. Make appointment with decisionmaker
5. Secure list of referrals
6. Provide post-sale service
9-5
FACTORS INFLUENCING OBJECTIVES
MULTI-CALL
TEAM VS. ONE
PERSON
SELLING TO
BUYING TEAM
9-6
THE JACKSON GROUP
9-7
PREPARING FOR PRESENTATION
PLANNING
APPROACH
DURING
APPROACH
--Review objectives
--Review selling
model
--Review 6-step plan
--Prepare worksheet
--Telephone contact
--Social contact
--Business contact
(converting buyer
attention)
See Figure 9.2 in text.
9-8
THREE BASIC PRESENTATION
OBJECTIVE TYPES
INFORMATIVE
PERSUASIVE
REMINDER
9-9
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
9-10
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”
9-11
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
9-12
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
9-13
SIX-STEP PRESENTATION PLAN
1. APPROACH
2. PRESENTATION
3. DEMONSTRATION
4. NEGOTIATION
5. CLOSE
6. SERVICE
See details Figure 9.3.
9-14
APPROACH OBJECTIVES
First prospect contact
Three objectives
--Build rapport
--Capture full attention
--Generate product
interest
Often a phone call
9-15
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
9-16
USING VOICE-MAIL
Be prepared
Be brief
Give likely benefits
Give best time to call
back
Repeat your phone
number, slowly
9-17
USING E-MAIL
Meaningful subject line
Tell reader what you
want, then encourage
a reply
Always use grammar
and spell-check tools
Use “signature” file
9-18
SOCIAL CONTACT
First few minutes key in
first impressions
Develop conversation
--Here and now items
--Compliment client
--Search for mutual
interests, acquaintances
9-19
BUSINESS CONTACT
Convert prospect
focus from social to
business part
Six effective methods
to capture attention
and focus follow
9-20
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
9-21
BUSINESS CONTACT APPROACHES
3. CUSTOMER
BENEFIT
4. QUESTION
--Immediately point out
at least one benefit of
your product
--Present key benefits in
order of importance
--Ask direct question
--Gets prospect thinking
about problem your
product will solve
--Listen to response
9-22
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
9-23
COMBINATION APPROACHES
ALLOWS SMOOTH TRANSITION TO NEED DISCOVERY
9-24
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.
9-25