Begin Your Presentation Strategically Begin Your Presentation Strategically Chapter 9 McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies,

Begin Your Presentation Begin Your Presentation Strategically Strategically

Begin Your Presentation Begin Your Presentation Strategically Strategically

Chapter

Chapter

9

McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.

9-3

Main TopicsMain TopicsMain TopicsMain 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

9C

hapterC

hapter

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Main TopicsMain TopicsMain TopicsMain Topics

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

9C

hapterC

hapter

9-5

The BeginningBegin 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.

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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

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The Approach

Could last seconds or minutes and involves:MeetingGreetingRapport BuildingOne 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

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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

Approach

Presentation

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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 cannot 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

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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.

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To Make a Favorable Impression, cont…

Be enthusiastic and positive toward the interviewer.

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.

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 phase

Weather, stock market, sports, etc,

Planned, formal, selling technique used as a lead-in to the upcoming discussion of the productStatement, demonstration, or question(s)

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Approach Techniques and Objectives

1. Opening with a Statement

2. Opening with a Demonstration

3. Opening with a Question or Questions

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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 soldWhether the call is a repeat call on same personDegree of knowledge about customer’s needsAmount of time for sales presentationWhether customer is aware of a problem

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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 needsDoes prospect want to solve her problems

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

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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 SaleDestroying 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

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Opening With Statements

Introductory ApproachNeeded when meeting prospect for first timeLeast powerfulUsed in conjunction with another approach

Complimentary ApproachStimulates interest and goodwillMust be sincere

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Opening With Statements

Referral approachUse of someone’s name whom your prospect

respects

Premium approachGiving prospect a sample of your product for free

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Demonstration Openings

Product approachSalesperson silently hands the prospect his

product and waits for the prospect to start the conversation

Showmanship approachSalesperson does something unusual to capture

prospect’s attention

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Most common openers:Customer benefit approachCuriosity approachOpinion approachShock approach

Opening With Questions

The Approach—Opening the Sales Presentation cont…

Opening with QuestionsMost common of openers, prospect participation

Customer benefit approachAsking a prospect a question that implies that the product will benefit her

Curiosity approachMake the prospect curious about your product

Opinion approachAsk prospect for his opinion on your products

Shock approachUse 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 productProblem – Specific , dissatisfactions, or difficulties perceived by the prospect relative to your situation questionImplication – 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.

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Technology in the Approach

Powerful attention-grabbers - creativity:SoundsVisualsTouch

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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.

9-41

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?”

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The Direct Question Limitations

Does not really tell you much There is little feedback information

The Nondirective Question

The Nondirective Question – open-ended

Who, What, When, Where, Why, or How

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The Nondirective (Open-Ended) Question

Begins with who, what, where, when, why, or how: “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

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 QuestionExcellent alternative or backup opener

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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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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 approachDemonstration 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

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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

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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.

End of Chapter 9 End of Chapter 9 End of Chapter 9 End of Chapter 9

Chapter

Chapter

9

McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.