Begin Your Presentation

Strategically

Chapter 9

McGraw-Hill/IrwinABC’s of Selling, 10/e

Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Main Topics

The Tree of Business Life: The Beginning What is the Approach? The Right to Approach The Approach—Opening the Sales Presentation Technology in the Approach Is the Approach Important? Using Questions

Results in Sales Success Is the Prospect Still Not Listening? Be Flexible in Your Approach

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The Beginning

Begin the presentation with an end in mind.

Seek first to understand, then to be understood.

Show great caring, confidence, and excitement in your mind, body, and speech by knowing you can help solve problems.

Do not give in to the temptation to exaggerate.

You will see that trust, integrity, and character win out in the long run.

What Is the Approach?

A golf shot from the fairway toward the green Steps a bowler takes before delivering the

bowling ball

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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

The Approach

Could last seconds or minutes and involves: Meeting Greeting Rapport Building One of the approach communication techniques

discussed in this chapter

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The Approach Is:

The 3rd step in the selling process…

but it’s the…

the 1st step in the sales presentation

Exhibit 9-1: The Approach Begins the Sales Presentation

The sales presentation method determines how you open your presentation

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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:

1. Meets

2. Greets

3. Builds rapport

4. Goes through the approach

5. Discusses the product

6. Discusses the marketing plan

7. Discusses the business proposition

8. Closes – asks for the order

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 the 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

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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 Successful salespeople have learned to use creative

imagery to relax and concentrate

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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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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 Be enthusiastic and positive throughout the

interview Smile!

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To Make a Favorable Impression, cont…

Be enthusiastic and positive throughout 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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Exhibit 9-4: 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/stone.

4. Use the name in conversation.

5. Repeat the name at the end of the conversation,

such as “Goodbye, Mr. Firestone.”

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Small Talk Warms ‘Em Up

In most sales calls the approach consists of two parts:

The “small talk” or rapport-building phaseWeather, stock market, sports, etc,

Planned, formal, selling technique used as a lead-in to the upcoming discussion of the product

Statement, demonstration, or question(s)

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Approach Categories

1. Opening with a Statement

2. Opening with a Demonstration

3. Opening with a Question or Questions

Exhibit 9-5: The Approach Techniques for Each of the Four Sales Presentation Methods

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Objectives of Both Statement and Demonstration Approach Techniques

Capture the attention of prospect Stimulate prospect’s interest To provide a transition into the sales

presentation

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The Situational Approach

The situation you face determines which approach technique you use.

Influences on the approach-to-use include: Type of product being sold Whether the call is a repeat call on same person Degree of knowledge about customer’s needs Amount of time for sales presentation Whether customer is aware of a problem

The Approach Leads Quickly Into the Sales Presentation

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Objectives Of Using Questions Approach Technique

Uncover needs and problems: Does prospect want to fulfill his needs Does prospect want to solve her problems

Have prospect tell you about: Needs Problems Intention to do something about them

Exhibit 9-6: Approach Techniques for Opening the Presentation

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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 Sale Destroying your business relationship

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The Golden Rule

Avoid temptation to over-hype your product This will only create problems down the road

Opening With Statements

1. Introductory approach

2. Complimentary approach

3. Referral approach

4. Premium approach

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Opening With Statements

Introductory Approach Needed when meeting prospect for first time Least powerful Used in conjunction with another approach

Complimentary Approach Stimulates interest and goodwill Must be sincere

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Opening With Statements

Referral approach Use of someone’s name whom your prospect respects

Premium approach Giving prospect a sample of your product for free

Demonstration Openings

1. Product approach

2. Showmanship approach

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Demonstration Openings

Product approach Salesperson silently hands the prospect his product

and waits for the prospect to start the conversation Showmanship approach

Salesperson does something unusual to capture prospect’s attention

Most common openers: Customer Benefit Approach Curiosity Approach Opinion Approach Shock Approach

Opening With Questions

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The Approach—Opening the Sales Presentation cont…

Opening with QuestionsMost common of openers, prospect participation

Customer Benefit Approach Asking a prospect a question that implies that the product will

benefit her

Curiosity Approach Make the prospect curious about your product

Opinion Approach Ask prospect for his opinion on your products

Shock Approach Use of a question phrased to make the prospect think seriously

about a subject related to your product

The Approach—Opening the Sales Presentation cont…

Multiple question approach (SPIN) in proper sequence

Situation – The prospect’s general as it relates to your product

Problem – Specific , dissatisfactions, or difficulties perceived by the prospect relative to your situation question

Implication – The of the prospect’s problems or how a problem affects various related operational aspects of a home, life, or business

Need-payoff questions – If the prospect has an important, explicit

situation

problems

implications

need

The Approach—Opening the Sales Presentation cont…

What do you notice about SPIN?

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Exhibit 9-10: A Popular Multiple-Question Approach Is the Spin

The product is not mentioned in SPIN.

Technology in the Approach

Powerful attention-grabbers Sounds Visuals Touch

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Is the Approach Important?

Yes it is! Salespeople need several approach techniques

that have worked in the past to select the approach for a current situation

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Remember to Select Your Presentation Method and Then Your Approach

Approach

Presentation

Using Questions Result in Sales Success

Asking questions is an excellent technique for:

Obtaining information from the prospect

Developing two-way communication

Increasing prospect participation

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Using Questions Results in Sales Success

Four Types of Questions

1. The direct question

2. The nondirective

question

3. The rephrasing question

4. The redirect question

The Direct Question

The Direct Question – closed-ended

Requires a short answer – usually “yes” or “no”

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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?”

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

The Rephrasing Question

Allows salesperson to better clarify what the prospect means, thereby better

Determine prospect’s needs

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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?”

The Redirect Question

The Redirect Question Excellent alternative or backup opener

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?” “Do we agree that having a suppler who can reduce

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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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Is the Prospect Still Not Listening?

This is the time to use an alternative opener that forces the prospect to participate by using the:

Question approach Demonstration approach

The salesperson who can deftly capture another person’s imagination earns the right to a prospect’s full attention and interest.

Is the Prospect Still Not Listening?, cont.

Quickly hand or simply show prospect the product

Ask prospect a question

Attention can be briefly recaptured

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

Video HelpSkip video9-55

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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.

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Summary of Major Selling Issues, cont…

Questions should display a sincere interest in prospects and their situations.

The four basic types of questions are direct, nondirective, rephrasing, and redirect.

Allow prospects time to completely answer the question.