Chapter 5 openings

What’s on tap today?

Opening TechniquesBy telephoneSurvey OpeningsFace-to-face (prospective and existing)Other opening techniques

SPIN Openings

Openings

Good openings are important to the sales process and should accomplish ______ goals:

1. Gain the __________________ of the prospect 2. Break into the prospect’s stream of ____________3. Arouse the prospect’s _________ in your proposal4. Allow you to secure __________ of the interaction

You never get a second chance to make a first impression!

Opening Techniques The following opening techniques should

accomplish these ______ things in this order: 1. Break into the buyer’s ___________ ____ ____________and neutralize

what’s in the buyer’s mind 2. Establish what you wish to sell in the buyer’s ______________ 3. Arouse his/her _________________ in your proposition

Best attention getters are ones that appeal to the specific needs and/or wants of the buyer: Hopes Wishes Desires Circumstances Matters of common concern (ecology, competition, current

happenings/news/areas of concern)

Tailor your opening to your prospect!

Openings by Telephone

Guidelines for incoming calls: 1. Answer promptly (how many rings should this be?)2. Keep info sheets organized and ___________ at hand so you

don’t waste the caller’s time looking for the info they want3. Identify yourself and your department (Ex. “Good morning.

Thank you for calling the Hilton Univ. of Houston Sales Department. This is Alexis. How may I assist you?”)

4. Don’t chew gum, __________, drink, or smoke while on the phone

5. Obtain the caller’s name and contact information at the beginning of the call (why is this important?)

6. Use the caller’s name often (why do we think this is good?)7. Ask probing questions that will help you collect essential

information on the caller’s needs

Openings by Telephone

Guidelines for incoming calls:8. Use your active listening skills! _________________, restating,

summarizing.9. Take notes! Your ____________ will fail you after the call – trust

me!10. Only put the caller on hold if absolutely necessary (and check

back often to let them know they have not been forgotten).11. Return calls/voicemails _____________! (What is a reasonable

amount of time between a missed call and calling back?)12. Be sure to thank the caller for calling and that you look

forward to being of assistance to them.

OI“Smiling and Dialing (out)”

Your sales call out should include: 1. Greeting2. ________________3. Gratitude4. Purpose5. ________________6. Thank you

It’s ok to write down a script or outline of what you plan to say ahead of time! It will help you present a concise and organized message!

Openings by TelephoneWhat does it sound like?

Salesperson: Good morning, Mr. Cunningham. My name is Alexis Hoey and I am calling from the Hilton University of Houston. We provide companies like yours with a broad selection of meeting facilities. I appreciate you giving me a moment of your valuable time and I promise to be brief. If I can show you how to get more out of your company meetings, would you be interested?

Mr. Cunningham: Yes, of course. Cunningham & Associates holds several meetings every month.

Salesperson: Thank you, Mr. Cunningham. Just so we can best meet your needs, may I ask you a few questions?

What kinds of questions should the salesperson ask next?

Salesperson: I will be in your area on Wednesday at 2:30pm and Thursday at 10:30am. Which will work better for you?

Salesperson: Thank you for allowing me to visit with you today, Mr. Cunningham. I look forward to meeting with you on Wednesday at 2:30pm.

Survey Opening

Surveying or asking ________________ is an alternative way of building rapport and collecting the information needed from a prospective customer.

Salesperson: Good afternoon, Dr. Clark. I’m Alexis Hoey with Polar Hotels and Resorts. My firm has asked me to conduct a quick survey involving customer needs. Could you take a few moments to help me?

Tip: If the caller suggests that the timing of your call is bad, apologize and ______________ a ____________ for another appointment.

If the caller agrees to answer your questions, thank him/her and get right to the questions. You should not take more than a _____________ minutes of his/her time and should only be about ______ questions. ○ These questions should give you more information for qualification and

arouse ________________ about your product or service

Face-to-Face Openings(with prospective accounts)

If you’re able to get face-to-face with a prospect on the initial call… which of these is not like the other? Pick one.

1. Salesperson: Hello, Mr. Walker. My name is _______. Our company records indicate we have not successfully earned the opportunity to serve your account. My manager suggested that I personally stop by to introduce myself and share with you the changes we’ve made at our hotel to see if we might earn the right to serve the needs of your organization in the future. Could you spare a few moments?

2. Salesperson: Good morning, Mr. Currington. My name is ___________ and I’m from Heavenly Resorts. I made a special trip today to pop in and introduce myself and my company, and see if I may be of any assistance to your organization. May I have a few moments of your time? I promise to be brief.

3. Salesperson: Ms. Brown, I’m _________ with Heavenly Resorts. I was just passing by and thought I’d drop in to meet you.

4. Salesperson: Hello. My name is __________. I’m with Heavenly Resorts. The most challenging part of my job is to be at the right place at the right time. Unfortunately, I was not able to present my services when you planned your last convention. In order to possible position my property as a potential convention site, I need your assistance. I assure you that my approach is professional, personal, and concise. Would you be kind enough to assist me by answering a few questions?

Face-to-Face Openings(with existing accounts)

Do’s and Don’ts when making a first-time call on a prospect that has used your company in the past.

Which of these statements would you NOT choose?

Salesperson: Ms. Hill, I’m _________ with Lonestar Hotel. There are two reasons I came by today. First, I wanted to let you know that I have replaced James Coney, who worked with you in the past, and second, in looking at your account, I’ve got a couple of ideas I’d like to run by you that may benefit your firm.

Salesperson: Mr. Anthony, I’m ________ with Lonestar Hotel. I took over for Eric Williams who used to service your account.

Salesperson: Ms. Patel, I’m _________ with Lonestar Hotel. A few months ago we provided your firm with meeting facilities. If this is a good time, I’d like to let you know about a promotion we have developed for firms just like yours as well as a few other items that may be of interest.

Other Opening Methods Air of Mystery Service Idea Name or Referral Benefit or End Result Startling Statement Recognition or Compliment Product Question

Other Opening Methods

Air of Mystery – gets buyer’s attention without ___________ the product or service being sold“I have an opportunity for you today that on

average has increased the sales of our customers by 20%.”

Service – a promise to help the prospect save _____ or improve efficiency by doing a job they would normally do“I will see that the travel itinerary and tickets are

distributed to you and your employees each time a booking is made with us.”

Other Opening Methods Idea – gets prospect’s attention with a thought or plan

that improve his/her ________________ (benefit to him/her) “You will improve employee morale and productivity by awarding

weekend stays at our resort for your top three salespeople and families. Let me show you some letters I have from other satisfied corporate customers.”

Name or Referral – this opening gives ________________ to the salesperson, product, service, or plan “I was speaking with Harold Williams at HP the other day and he

mentioned that you might be interested in our all-day meeting packages.”

Benefit or End Result – identifying a specific benefit that could result from your _______________ “You will be able to devote more time to your business and customers

by letting our staff handle the details of your annual shareholder meeting. We will provide you with a hassle-free, stellar event.”

Other Opening Methods Startling Statement – positioning something factual in a

_____________ way to arouse attention (lost opportunity) “You have lost at least $15 on every room reservation you’ve made this

year by not taking advantage of our corporate membership program!” Recognition or Compliment – acknowledgement of prospect’s

professional approach and __________________ of his/her business (they like me!) “You are a highly respected member of the community, so we would

like to extend you the first invitation to become a member of Cedar Creek Country Club!”

Product – demonstrates product’s benefits and features “Greater conference attendance and a more profitable, successful

event. Let me show you how our meeting room facilities and other amenities can increase participation in you conference.”

Question – question designed to motivate buyer to respond _________________ “Mr. Sumlin, are you interested in saving money on your business

travel?”

SPIN Opening

Series of questions to quickly develop rapport, collect information, and illustrate that you are interested in meeting customers’ needs.

S – Situation questions P – Problem questions I – Implication questions N – Need-payoff questions

SPIN Opening(S – Situation Questions)

Situation Questions Generic Broad questions concerning

prospect’s general business ___________ as it pertains to your product

Provide general _______________ of prospect’s needs or problems to smoothly transition to questions about certain areas

“Warm – Up” Questions

SPIN Opening(P – Problem Questions)

Problem Questions Digging for ________________ Questions about specific

needs, difficulties, or ___________________ that the prospect may be experiencing (that you are able to solve)

Goal: get prospect to admit there is a ______________

SPIN Opening(I – Implication Questions)

Implication Questions Questioning how the

specific problem __________ the prospect’s home, life, and/or business.

Goal: get prospect to __________ the problem may be a bigger deal than he/she thought

Have stats at this time if possible

So you say that… Do you think… I’m assuming that… ?

SPIN Opening(N – Need-Payoff Questions)

Need-Payoff Questions Similar to “__________/End

Result” openings “If I can show you how to

take care of this problem (name problem here), would you be interested?”

If yes, move into your sales presentation

If no, start with S,P, and I again to establish that the problem is important