Begin Your Presentation
Strategically
McGraw-Hill/Irwin
Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter
9
Main Topics
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9-3
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
Chapter
9
Main Topics
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9-4
Is the Approach Important?
Using Questions Results in Sales Success
Is the Prospect Still Not Listening?
Be Flexible in Your Approach
Chapter
9
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.
9-5
What Is the Approach?
 A golf shot from the fairway toward the green
 Steps a bowler takes
before delivering the
bowling ball
9-6
For the Salesperson What Is the
Approach?
 The time from when the salesperson first sees
the buyer to the beginning of the discussion of
the product
9-7
The Approach
 Could last seconds or minutes and involves:
 Meeting
 Greeting
 Rapport Building
 One of the approach communication
techniques discussed in this chapter
9-8
The Approach Is:
The 3rd step in the selling process…
but it’s the…
the 1st step in the sales presentation
9-9
Exhibit 9-1: The Approach Begins the Sales
Presentation
 The sales presentation method
determines how you open your
presentation.
9-10
Select Your Presentation Method and Then
Your Approach
Approach
Presentation
9-11
Caution Salespeople
 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 cannot tell your story how will you make
the sale?
 The approach is extremely important.
9-12
The Approach Step of the Sales
Presentation
 Is over…
…when you begin discussing the product
itself
9-13
Let’s Summarize! The Salesperson:
1. Meets
2. Greets
3. Builds rapport
4. Goes through the approach
5. Discusses the product
6. Discusses the marketing plan
7. Discusses the business proposition
8. Closes – asks for the order
9-14
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
9-15
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:
 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.
9-16
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.
9-17
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.
9-18
To Make a Favorable Impression, cont…
 Be enthusiastic and positive toward the

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


interviewer.
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.
9-19
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.
4. Use the name in conversation.
5. Repeat the name at the end of the conversation, such as
“Goodbye, Mr. Firestone.”
9-20
Small Talk Warms ‘Em Up
 In most sales calls the approach
consists of two parts:
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)
9-21
Approach Techniques and Objectives
1. Opening with a Statement
2. Opening with a Demonstration
3. Opening with a Question or Questions
9-22
Exhibit 9-5: The Approach Techniques for
Each of the Four Sales Presentation Methods
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9-23
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Objectives of Both Statement and
Demonstration Approach Techniques
 Capture the attention of prospect
 Stimulate prospect’s interest
 To provide a transition into the sales
presentation
9-24
The Situational Approach
 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
9-25
The Approach Leads Quickly Into the Sales
Presentation
9-26
Objectives Of Using Questions Approach
Technique
 Uncover needs and problems:
 Does prospect want to fulfill his needs
 Does prospect want to solve her problems
 Have prospect tell you about:
 Needs
 Problems
 Intention to do something about them
9-27
Exhibit 9-6: Approach Techniques for
Opening the Presentation
9-28
The Golden Rule
 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
9-29
The Golden Rule
 Avoid temptation to over-hype your product
 This will only create problems down the road
9-30
Opening With Statements
 Introductory Approach
 Needed when meeting prospect for first time
 Least powerful
 Used in conjunction with another approach
 Complimentary Approach
 Stimulates interest and goodwill
 Must be sincere
9-31
Opening With Statements
 Referral approach
 Use of someone’s name whom your prospect
respects
 Premium approach
 Giving prospect a sample of your product for free
9-32
Demonstration Openings
 Product approach
 Salesperson silently hands the prospect his
product and waits for the prospect to start the
conversation
 Showmanship approach
 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
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 Multiple-Question
Approach Is the Spin
 The product
is not
mentioned
in SPIN.
9-38
Technology in the Approach
 Powerful attention-grabbers - creativity:
 Sounds
 Visuals
 Touch
9-39
Is the Approach Important?
 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
 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
 Does not really tell you much
 There is little feedback information
9-46
The Nondirective Question
 The Nondirective Question – open-ended
Who, What, When, Where, Why, or How
The Nondirective (Open-Ended) Question
 Begins with who, what, where, when,
why, or how:
 “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
9-48
The Rephrasing Question
 The Rephrasing Question
Allows salesperson to better clarify what
the prospect means, thereby better
Determine prospect’s needs
The Rephrasing Question
 Is useful if you are unclear and need to
clarify the meaning of something said:
 “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?”
9-50
The Redirect Question
 The Redirect Question
Excellent alternative or backup opener
The Redirect Question
 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:
 “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:
 “Wouldn’t you agree that you continually need to find new
ways to increase your company’s sales?”
9-52
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
9-53
Is the Prospect Still Not Listening?
 This is the time to use an alternative
opener that forces the prospect to
participate by using the:
 Question approach
 Demonstration approach
 The salesperson who can deftly capture
another person’s imagination earns the
right to a prospect’s full attention and
interest.
9-54
Is the Prospect Still Not Listening?, cont.
 Quickly hand or simply show prospect
the product
 Ask prospect a question
Attention can be briefly recaptured
Be Flexible in Your Approach
 Be willing and ready to change your
planned approach.
 That is why you need several methods to
open your sales presentation
9-56
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.
9-57
Summary of Major Selling Issues, cont…
 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.
9-58
End of Chapter 9
McGraw-Hill/Irwin
Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter
9