McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

9
9-2

The Golden Rule : The Beginning

Begin the presentation with an end in mind

Seek first to understand, then to be understood

Knowing you can help solve problems provides:
 Great caring, confidence, and excitement in your mind, body and speech

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

 A golf shot from the bunker toward the green
 Steps a bowler takes before delivering the bowling ball
9-4

 The time from when the salesperson first sees the buyer to the beginning of the discussion of the product.
9-5

 Could last seconds or minutes and involves:
 Meeting
 Greeting
 Rapport Building
 One of the approach communication techniques discussed in this chapter
9-6

 The 1 st step in the sales presentation
 The 3 rd step in the selling process
9-7

Exhibit 9.1: The
Approach Begins the
Sales Presentation
 The sales presentation method determines how you open your presentation
1. Prospect/Customer
2. Preapproach/Planning
3. Approach
4. Presentation
•
Product SELLs
•
Marketing Plan SELLs
•
Business Proposition SELLS
5. Trial close
6. Determine objections
7. Meet objections
8. Trial close
9. Close
10. Follow-up & Service
9-8

Select Your Presentation Method and Then Your Approach
Approach
Presentation
9-9

 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

 Is over when you begin discussing the product itself
9-11

Let ’ s Summarize! The Salesperson:
 Meets
 Greets
 Rapport Builds
 Goes through the approach
 Discusses the product
 Discusses the marketing plan
 Discusses the business proposition
 Closes
– asks for the order
9-12

 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
9-13

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
9-14

 Opening with a statement
 Opening with a demonstration
 Opening with a question or questions
9-15

Exhibit 9.5: The Approach Techniques for
Each of the Four Sales Presentation Methods
9-16

Objectives of Both Statement and
Demonstration Approach
Techniques
 Attention
 Interest
 Transition
9-17

The Situation Faced Determines the
Approach
 Influences on the approach to use include:
 Product being sold
 Whether the call is a repeat call
 Customer ’ s needs
 Amount of time
 Awareness of a problem
9-18

The Approach Leads Quickly Into the
Sales Presentation
9-19

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
9-20

Exhibit 9.6: Approach Techniques for
Opening the Presentation
Statements
 Introductory

Complimentary

Referral

Premium
Demonstrations
 Product

Showmanship
Questions
 Customer Benefit

Curiosity

Opinion

Shock

Multiple Questions (SPIN)
9-21

 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
9-22

 Introductory approach
 Complimentary approach
 Referral approach
 Premium approach
9-23

 Product approach
 Showmanship approach
9-24

 Most common openers

Customer benefit approach



Curiosity approach
Opinion approach
Shock approach
9-25

Exhibit 9.10: A Popular Multiple-Question
Approach Is the Spin
Remember, the product is not mentioned in
SPIN
9-26

 Powerful attention-grabbers
 Sounds
 Visuals
 Touch
9-27

 Yes it is!
 Salespeople need several approach techniques that have worked in the past to select the approach for a current situation
9-28

Remember to Select Your Presentation
Method and Then Your Approach
Approach
Presentation
9-29

1. Direct
2. Nondirective
3. Rephrasing
4. Redirect questions
9-30

 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?
”
9-31

 Does not really tell you much
 There is little feedback information
9-32

The Nondirective (Or Open-Ended)
Question
 Begins with who, what, where, when, how, or why
 “ 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
9-33

 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?
”
9-34

 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?
”
9-35

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
9-36

 Be willing and ready to change your planned approach
 That is why you need several methods to open your sales presentation
9-37