chp 10 strategic presenting

10-110-1McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Begin Your Presentation Strategically

Chapter10

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The Golden Rule Follow the Golden Rule by placing the

other person’s interest before your self-interest

This will avoid:Losing the SaleDestroying your business relationship

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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.

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The Approach Could last seconds or minutes and

involves:MeetingGreetingRapport Building

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The Approach Is: The 1st step in the sales presentation The 3rd step in the selling process

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Select Your Presentation Method and Then Your Approach

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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 can not tell your story how will you make the sale?

The approach is extremely important

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The Approach Step of the Sales Presentation

Is over when you begin discussing the product itself

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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

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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

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The First Impression You Make Is Critical to Success

Your first impression is projected by:AppearanceAttitude

You only have one chance to make a favorable first impression

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Approach Categories Opening with a statement Opening with a demonstration Opening with a question or questions

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Exhibit 10.5: The Approach Techniques for

Each of the Four Sales Presentation Methods

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Objectives of Both Statement and Demonstration Approach

Techniques Attention Interest Transition

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The Situation Faced Determines the Approach

Influences on the approach to use include:Product being soldWhether the call is a repeat callCustomer’s needsAmount of timeAwareness of a problem

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Objectives Of Using Question Approach Techniques

Uncover needs and problemsFulfill needsSolve problems

Have prospect tell you about:NeedsProblems Intention to do something about them

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Exhibit 10.6: Approach Techniques for Opening the Presentation

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Opening With Statements Introductory approach

Meeting prospect for the first time

Complimentary approachCompliments the business/company/service

Referral approachState who referred you to the buyer

Premium approachFree samples, promo products, chotchkies

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Demonstration Openings Product approach

Show the new packaging/brand/logoWait for the buyer to comment

Showmanship approachDemo the productShow it off

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Customer Benefit approach Implies the product/service will benefit the

prospectAnticipate buyer’s responsePose a questionMake a statementKnow the customer/prospect

Opening With Questions

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Curiosity ApproachAsk a question that peaks their interestRefer to a positive comment in a magazinearticle Surprise the prospect—send them something

Opening With Questions

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Opinion ApproachAsk the buyer/prospect for their opinion on the

product/service, the industry, a competitor product

Value the buyer’s opinion

Opening With Questions

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Shock ApproachCould be considered a scare tacticSecurity systemsHealthcare

Opening With Questions

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Exhibit 10.10: A Popular Multiple-Question Approach Is the Spin

Remember, the product is not mentioned in SPIN

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Four Question Categories

1. Direct

2. Nondirective

3. Rephrasing

4. Redirect questions

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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?”

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The Direct Question Limitations

Does not really tell you much There is little feedback information

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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

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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?”

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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?”

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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

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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