10-1
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
10-2
Chapter
10
Begin Your Presentation
Strategy
McGraw-Hill/Irwin
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
10-3
Chapter
10
The Right to Approach
The Approach—Opening the Sales Presentation
Technology in the Approach
Using Questions Results in Sales Success
Is the Prospect Still Not Listening?
Be Flexible in Your Approach
McGraw-Hill/Irwin
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
10-4
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 a 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
McGraw-Hill/Irwin
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
The Approach—Opening the Sales
Presentation
10-5
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
Common for salesperson to experience tension in
various forms when contacting a prospect
Creative imagery
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
The Approach—Opening the Sales
Presentation cont…
10-6
The first impression you make is critical to success
Projected by
appearance
attitude
You only have one chance to make
a favorable first impression
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
The Approach—Opening the Sales
Presentation cont…
10-7
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
McGraw-Hill/Irwin
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
The Approach—Opening the Sales
Presentation cont…
10-8
be enthusiastic and positive toward 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
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
The Approach—Opening the Sales
Presentation cont…
10-9
Assign factors a degree of importance before
seeing prospect
objective
type of approach
customer benefit plan
Approach categories
Opening with a statement
Opening with a demonstration
Opening with a question or questions
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
The Approach—Opening the Sales
Presentation cont…
10-10
Objectives of both statement and demonstration
approach techniques
attention
interest
transition
Small talk warms ‘em up
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
The Approach—Opening the Sales
Presentation cont…
10-11
The situation faced determines approach
Influences on approach to use include
Product being sold
If repeat call
Customer’s needs
Amount of time
Aware of a problem
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
The Approach—Opening the
Sales Presentation cont…
10-12
Objectives of using question approach techniques
Uncover needs and problems
fulfill needs
solve problems
Have prospect tell you about
needs
problems
intention to do something about them
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
The Approach—Opening the Sales
Presentation cont…
10-13
Opening with statements
Introductory approach
Complimentary approach
Referral approach
Premium approach
Demonstration openings
Product approach
Showmanship approach
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
The Approach—Opening the Sales
Presentation cont…
10-14
Opening with questions
Most common openers
Customer benefit approach
Curiosity approach
Opinion approach
Shock approach
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
The Approach—Opening the Sales
Presentation cont…
10-15
Multiple question approach (SPIN)
Situation
Problem
Implication
Need-payoff questions
Product not mentioned in SPIN
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
10-16
Technology in the Approach
Powerful attention-grabber
Sounds
Visuals
Touch
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Using Questions Result in Sales
Success
10-17
Probes
Obtaining information from the prospect
Developing two-way communication
The direct question
Closed-ended
The nondirective question
Who
When
What
How often
Where
Why
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Using Questions Results in Sales
Success cont…
10-18
The rephrasing question
Clarify meaning
Determine prospect’s needs
The redirect question
Excellent alternative or backup opener
McGraw-Hill/Irwin
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Using Questions Results in Sales
Success cont…
10-19
Three rules for using questions
Use only questions that you can anticipate the
answer to or that will not lead you into a situation
from which you cannot escape
Pause or wait after submitting a question
Listen
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
10-20
Be Flexible in Your Approach
Be willing and ready to change your planned
statement approach
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
10-21
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
McGraw-Hill/Irwin
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Summary of Major Selling Issues
cont…
10-22
Questions should display a sincere interest in
prospects and their situation
Four basic types of questions are direct,
nondirective, rephrasing, and redirect
Allow prospects time to completely answer the
question
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
