10-1 for the salesperson what is the approach? the time from when the salesperson first sees the...
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10-1
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.
10-2
The Approach
Could last seconds or minutes involving:
Meeting
Greeting
Rapport Building
One of the approach communication techniques discussed in this chapter
10-3
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 presentation
If you can not tell your story how will you make the sale?
The approach is extremely important
10-4
The Approach Step of the Sales Presentation
Is over when you begin discussing the product itself
10-5
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
10-6
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 approachCommon for salesperson to experience tension
in various forms when contacting a prospect
Be confident – you have prepared well!
10-7
The First Impression You Make Is Critical to Success
Your first impression is projected byAppearance
Attitude
You only have one chance to make
a favorable first impression
10-8
Exhibit 10-4: 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.”
10-9
To Make a Favorable Impression
Wear business clothes that are suitable and fairly conservative
Be neat in dress and groomingRefrain from smoking, chewing gum, or
drinking in your prospect’s officeKeep an erect postureLeave all unnecessary materials outside the
officeIf possible, sit down
10-10
To Make a Favorable Impression cont…
Be enthusiastic and positive toward the interviewSmile!Do not apologize for taking the prospect’s timeDo not imply that you were just passing byMaintain eye contactIf the prospect offers to shake hands, do so with
a firm, positive grip while maintaining eye contactLearn how to pronounce the prospect’s name
correctly
10-11
Approach Categories
Opening with a statementOpening with a demonstrationOpening with a question or questions
10-13
Objectives of Both Statement and Demonstration Approach Techniques
AttentionInterestTransition
10-14
Objectives Of Using Question Approach Techniques
Uncover needs and problemsFulfill needsSolve problems
Have prospect tell you aboutNeedsProblemsIntention to do something about them
10-16
Opening With Statements
Introductory approachComplimentary approachReferral approachPremium approach
10-18
Opening With Questions
Most common openersCustomer benefit approachCuriosity approachOpinion approachShock approach
10-19
Multiple Question Approach
Situation
Problem
Implication
Need-payoff questions
Remember product not mentioned in SPIN!
10-20
Electric Motors, Inc.Electric Motors, Inc.
Producer of heavy-duty electric motors.Producer of heavy-duty electric motors.
10-21
SWOT AnalysisSWOT Analysis
5% greater efficiency.5% greater efficiency.Requires less Requires less
maintenance.maintenance.Will last 20 vs. 15 yearsWill last 20 vs. 15 years
StrengthsStrengths
Costs 25% more.Costs 25% more.Costs 10% more to install.Costs 10% more to install.
WeaknessesWeaknesses
10-22
Electric Motors, Inc.Electric Motors, Inc.
Situation:Situation:How many motors do you currently have operating?How many motors do you currently have operating?
200200How often do your maintenance people service the How often do your maintenance people service the
motors?motors?Every month.Every month.
How many people are on your maintenance crew?How many people are on your maintenance crew?5050
What is the lifespan of your current motor?What is the lifespan of your current motor?15 years15 years
10-23
Electric Motors, Inc.Electric Motors, Inc.Problem:Problem:Have maintenance costs gone up as wages have Have maintenance costs gone up as wages have
risen?risen?Yes!Yes!
Have operating costs gone up as electricity prices Have operating costs gone up as electricity prices have risen?have risen?
Wow! Have they ever!Wow! Have they ever!I’ll bet it’s expensive to replace these every 15 years – I’ll bet it’s expensive to replace these every 15 years –
in installation expenses - right?in installation expenses - right?YesYes
10-24
Electric Motors, Inc.Electric Motors, Inc.
Implication:Implication:You’re spending a lot on electricity – have you considered You’re spending a lot on electricity – have you considered
trying to find a more efficient motor?trying to find a more efficient motor?Yes, but they’re expensive compared to our current motor.Yes, but they’re expensive compared to our current motor.
Yes, but what if these motors have lower maintenance?Yes, but what if these motors have lower maintenance?Hmm, could be. But most are more expensive to install.Hmm, could be. But most are more expensive to install.
But what about the increase in lifespan of the motors?But what about the increase in lifespan of the motors?Oh, I guess I was always concerned with up-front cost – I Oh, I guess I was always concerned with up-front cost – I
didn’t think about longer-term savings.didn’t think about longer-term savings.
10-25
Electric Motors, Inc.Electric Motors, Inc.
Need-payoff:Need-payoff: If I’m understanding you correctly, what you need is a solution that If I’m understanding you correctly, what you need is a solution that
will save you money – either from a lower purchase price, will save you money – either from a lower purchase price, oror one one that will save you money over the life of the motor – is that right?that will save you money over the life of the motor – is that right?
Yes, I guess that’s true.Yes, I guess that’s true. And that’s easier and cheaper to maintain?And that’s easier and cheaper to maintain?
Yes.Yes. Maybe one that requires so little maintenance that you could send Maybe one that requires so little maintenance that you could send
some of your maintenance people to other departments?some of your maintenance people to other departments? Yes, I’d be a real hero around here!Yes, I’d be a real hero around here!
10-26
Electric Motors, Inc.Electric Motors, Inc.
Lead in to Presentation:Lead in to Presentation:I’d like to show you the specs on the Elmo 5000. I think I’d like to show you the specs on the Elmo 5000. I think
you’re going to be pleased with the money you’ll save over you’re going to be pleased with the money you’ll save over the life of this motor!the life of this motor!
Would that be of interest to you?Would that be of interest to you?
10-27
Super Service Contract, Inc.Super Service Contract, Inc.
Provider of maintenance services.Provider of maintenance services.
10-28
SWOT AnalysisSWOT Analysis
On call 24/7/365.On call 24/7/365. Reps trained by us.Reps trained by us. Factory parts – meeting all Factory parts – meeting all
specs, and 100% in stock.specs, and 100% in stock. Equip only 10 years of 20 year Equip only 10 years of 20 year
lifespan, but maintenance is lifespan, but maintenance is more expensive with time.more expensive with time.
StrengthsStrengths Contract costs $10,000 per Contract costs $10,000 per
year.year. Factory parts 10% more than Factory parts 10% more than
generics.generics. Equipment usually reliable.Equipment usually reliable. New equipment coming down New equipment coming down
in price.in price.
WeaknessesWeaknesses
10-29
Super Service Contract, Inc.Super Service Contract, Inc.
Situation:Situation:How many of your staff currently maintain equipment?How many of your staff currently maintain equipment?
10 full time staff10 full time staffDo they receive training on this type of equipment?Do they receive training on this type of equipment?
When they start – sort of spotty after that; mostly in-When they start – sort of spotty after that; mostly in-house.house.
How often does the equipment get serviced?How often does the equipment get serviced?About twice a year unless there are problems.About twice a year unless there are problems.
10-30
Super Service Contract, Inc.Super Service Contract, Inc.
Problem:Problem:Has the frequency of down-time been pretty Has the frequency of down-time been pretty
consistent?consistent?It’s broken down twice this year – before it was about It’s broken down twice this year – before it was about
once a year.once a year.Has your staff been able to handle repairs?Has your staff been able to handle repairs?
Yes, except when the frammeter blew a modulator, Yes, except when the frammeter blew a modulator, then we had to special order parts.then we had to special order parts.
When do breakdowns generally happen?When do breakdowns generally happen?Ha! Sunday night at about 9:00PM when the system Ha! Sunday night at about 9:00PM when the system
kicks back in to get the building heated up for kicks back in to get the building heated up for Monday morning.Monday morning.
10-31
Super Service Contract, Inc.Super Service Contract, Inc.
Implication:Implication:Whew! Does that cost a lot of overtime?Whew! Does that cost a lot of overtime?
I’ll say!I’ll say!Do you have the spare parts you need in those cases?Do you have the spare parts you need in those cases?
Sometimes – usually just the small parts.Sometimes – usually just the small parts.What happens if the building doesn’t get warmed up by What happens if the building doesn’t get warmed up by
Monday morning?Monday morning?The tenants, and my boss, are pretty annoyed.The tenants, and my boss, are pretty annoyed.
10-32
Super Service Contract, Inc.Super Service Contract, Inc.
Need-payoff:Need-payoff: If I’m understanding you correctly, the equipment has begun to If I’m understanding you correctly, the equipment has begun to
require more maintenance, which has increased operating costs. Is require more maintenance, which has increased operating costs. Is that correct?that correct?
Yes.Yes. So if I can show you how to So if I can show you how to savesave money on maintenance – and money on maintenance – and
how to keep the tenants, and your boss, warm on Mondays – that how to keep the tenants, and your boss, warm on Mondays – that would be of interest?would be of interest?
Yeah, I guess it would!Yeah, I guess it would! And would it also be nice to increase effective useful life of the And would it also be nice to increase effective useful life of the
equipment 3 to 5 years?equipment 3 to 5 years? Yes, that would definitely make my boss happy!Yes, that would definitely make my boss happy!