The Power of Selling
9-1
Chapter 9
The Approach: The Power of Connecting
9-2
Video Ride-Along
•
The video The First 15 Seconds features Tonya Murphy, General Sales
Manager at Radio Station WBEN-FM
•
Tonya Murphy discusses the importance of the first few seconds of a client
meeting, which are crucial in terms of building your first impression and
helping the client make a quick decision
•
To view the video, click here
9-3
Chapter Objectives
•
Understand the role of first impressions and the importance of a strong
approach.
•
Understand how to make contact with your prospect.
•
Describe the different types of sales approaches.
•
Identify how to overcome barriers to success in getting an appointment.
•
Learn how to prepare an elevator pitch for your brand.
9-4
First Things First
•
Sales approach: The point at which you make contact with the customer
•
During your first meeting with the customer, your sales approach won’t be
successful unless you make a good first impression
9-5
The Six Cs of the Sales Approach
•
Confidence
•
Credibility
•
Contact
•
Communication
•
Customization
•
Collaboration
9-6
Dress the Part
•
Appearance is an important part of the first impression – Dress
appropriately and professionally
•
Rule of thumb – Dress better than you think your customer will dress
•
Keep in mind your customer and his company culture
Item number: 77006628
9-7
During Every Sales Approach
•
Standards that apply to every selling decision
– Get the customer’s name right
– Listen to the customer
– Be ready with your elevator pitch
• http://www.youtube.com/watch?v=KMFFZ0lj41I&feature=related
• http://www.youtube.com/watch?v=yR-Z1Krro_4&feature=related
• http://www.youtube.com/watch?v=vAvErchnM_w&feature=related
9-8
Listening Power
•
The video Listening Power features Brian Tracy
•
Brian Tracy explains why the person who asks questions has more control
•
To view the video, click here
9-9
The 70/30 Rule of Listening
•
The podcast features Shane Gibson
•
He explains how he practices the 70/30 rule of listening
•
To listen to the podcast, click here
Source: SalesVideoPodcast.com
9-10
Listening 2.0 Podcast
•
The podcast features Shane Gibson
•
Shane Gibson discusses effective ways to listen before you speak online
•
To listen to the podcast, click here
Source: ClosingBigger.net
9-11
Approaching by Telephone
•
Mention your name and the purpose of your call in the first twenty
seconds
•
Prepare a script for your opening statement
•
Do ask “is this a good time?”
•
Don’t start off by asking, “how are you today?”
•
Don’t launch into prolonged explanations
•
Leave a voice mail message
9-12
The Perfect Telephone Approach
•
The video Sales Call -What to Do #1 demonstrates how to make a sales
call that results in an appointment
•
To view the video, click here
Source: YouTube
9-13
Effective Voice Mail Messages
•
The video How to Leave a Voice Mail That Works discusses the elements of
an effective voice mail message
•
To view the video, click here
Source: YouTube
9-14
Approaching by E-mail
•
Write a number of e-mails in different styles and tones
•
Send a well-written e-mail
•
Follow up persistently
•
Don’t send e-mails that look like templates
9-15
Approaching through Online Social Networks
•
Make a comment when you add a prospect as a new friend
•
Aim for quality over quantity
•
Contribute to the community
•
Don’t use sloppy language
•
Don’t make a sales pitch
9-16
How to Make Your Approach on a Social
Network
•
The video, Business TV: Use LinkedIn to sell at internet speed
demonstrates how to make an effective sales approach
•
To view the video, click here
9-17
Approaching Your B2B Contact in Person
•
Use a strong, attention-grabbing opener
•
To balance small talk with business, take your lead from the prospect or
customer
•
Don’t use opening lines that send the wrong message
•
Use a sincere and personal approach
9-18
Approaching a B2C Contact in Person
•
Talk to your customer
•
Treat your customer like a guest
•
Don’t ask “can i help you?”
•
Don’t put any pressure on your customer
•
Don’t prejudge a customer
9-19
Turning a Contact into a Sales Call
•
Transition from the approach into the sales presentation depends on the
selling situation – B2B or B2C
•
Understanding your working environment is very important
9-20
Types of Sales Approach
•
Question approach: Opening a sales call with questions that will engage
your prospect in a dialogue
•
Product approach: Opening a sales presentation with a product
demonstration
•
Referral approach: Mentioning an existing customer relationship to build
credibility and trust at the beginning of your sales call
9-21
Types of Sales Approach
•
Customer benefit approach: Opening the sales call by directing your
prospect’s attention to a specific benefit of your product or service
•
Survey approach: Opening a sales call with a survey or questionnaire to
better determine customer needs and preferences
•
Agenda approach: Sales approach in which you open your sales call by
giving the customer an overview of your call agenda
9-22
Types of Sales Approach
•
Premium approach: Offering free products or samples to attract a
customer and build goodwill at the opening of a sales call
•
Combination approach: Smart salespeople use a combination of
approaches and shift from one approach to another very smoothly
9-23
Getting Past the Gatekeepers
•
Gatekeeper: The secretary or assistant whose job it is to screen calls or
“guard” the entrance to an executive’s office
•
Salespeople consider gatekeepers as an obstacle to meeting the prospects
9-24
Getting Past the Gatekeepers
•
Gatekeepers are an integral part of the selling relationship:
– They have valuable knowledge about the internal workings of an organization
– They are familiar with their boss’s schedule
– They have a significant say in allowing outsiders to see their boss
– They can determine how outsiders are represented to their boss
– They often influence the first impression
9-25
Getting Past the Gatekeepers
•
How to deal with the gatekeepers?
– Think from the gatekeeper’s perspective
– Give them the information they ask for when they want it
– Show that your call would be worth his boss’s time
– Learn the gatekeeper’s name, and be friendly
– If you treat gatekeepers well, they might give you all the information you want
– For extra helpful gatekeepers, you can send a note or small thank-you gift
9-26