Download - Bmgt 204 chapter_9
![Page 1: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/1.jpg)
BMGT 204: Sales Strategies and Techniques
Chapter 9: Begin Your Presentation Strategically
![Page 2: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/2.jpg)
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
![Page 3: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/3.jpg)
What Is the Approach?
• A golf shot from the bunker toward the green
• Steps a bowler takes before delivering the bowling ball
• The time from when the salesperson first sees the buyer to the beginning of the discussion of the product.
![Page 4: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/4.jpg)
The Approach
• Could last seconds or minutes and involves:
• Meeting
• Greeting
• Rapport Building
• One of the approach communication techniques discussed in this chapter
![Page 5: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/5.jpg)
The Approach Is:
• The 1st step in the sales presentation
• The 3rd step in the selling process
![Page 6: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/6.jpg)
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
![Page 7: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/7.jpg)
The Approach Step of the Sales Presentation
• Is over when you begin discussing the product itself
![Page 8: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/8.jpg)
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
![Page 9: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/9.jpg)
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
![Page 10: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/10.jpg)
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
• Very similar to a job interview
![Page 11: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/11.jpg)
Select Your Presentation Method and Then Your Approach
![Page 12: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/12.jpg)
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
![Page 13: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/13.jpg)
Objectives of Both Statement and Demonstration Approach Techniques
• Attention
• Interest
• Transition
![Page 14: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/14.jpg)
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
![Page 15: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/15.jpg)
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)
![Page 16: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/16.jpg)
Opening With Statements
• Introductory approach
• Complimentary approach
• Referral approach
• Premium approach
![Page 17: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/17.jpg)
Demonstration Openings
Product approachShowmanship approach
![Page 18: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/18.jpg)
Opening With Questions
• Customer benefit approach• Curiosity approach• Opinion approach• Shock approach
![Page 19: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/19.jpg)
Exhibit 9.10: A Popular Multiple-Question Approach Is the Spin
Remember, the product is not mentioned in SPIN
![Page 20: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/20.jpg)
Technology in the Approach
• Sounds• Visuals• Touch
http://www.ted.com/talks/hans_rosling_shows_the_best_stats_you_ve_ever_seen.html
![Page 21: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/21.jpg)
Four Question Categories
1. Direct
2. Nondirective
3. Rephrasing
4. Redirect questions
![Page 22: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/22.jpg)
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?”
![Page 23: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/23.jpg)
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
![Page 24: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/24.jpg)
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?”
![Page 25: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/25.jpg)
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?”
![Page 26: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/26.jpg)
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
![Page 27: Bmgt 204 chapter_9](https://reader031.vdocuments.net/reader031/viewer/2022013118/545c0df9b0af9fae2c8b4647/html5/thumbnails/27.jpg)
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