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9-1
The Power of Selling
9-2
Chapter 9 The Approach: The Power of Connecting
9-3
Video Ride-Along
• The video The First 15 Seconds features Tonya Murphy, General Sales Manager at Radio Station WBEN-FM
• Tonya Murphy discusses the importance of the first few seconds of a client meeting, which are crucial in terms of building your first impression and helping the client make a quick decision
• To view the video, click here
9-4
Chapter Objectives
• Understand the role of first impressions and the importance of a strong approach.
• Understand how to make contact with your prospect.
• Describe the different types of sales approaches.
• Identify how to overcome barriers to success in getting an appointment.
• Learn how to prepare an elevator pitch for your brand.
9-5
First Things First
• Sales approach: The point at which you make contact with the customer
• During your first meeting with the customer, your sales approach won’t be successful unless you make a good first impression
9-6
First Things First
• First impressions are formed quickly, difficult to change, and can have a lasting effect
• The buying decision starts with the sales approach and is, therefore, the most intimidating point of the sales process
9-7
The Six Cs of the Sales Approach
• Confidence
• Credibility
• Contact
• Communication
• Customization
• Collaboration
9-8
Dress the Part
• Appearance is an important part of the first impression – Dress appropriately and professionally
• Rule of thumb – Dress better than you think your customer will dress
• Keep in mind your customer and his company culture
Item number: 77006628
9-9
During Every Sales Approach
• Standards that apply to every selling decision
– Get the customer’s name right
– Listen to the customer
– Be ready with your elevator pitch• http://www.youtube.com/watch?v=KMFFZ0lj41I&feature=related
• http://www.youtube.com/watch?v=yR-Z1Krro_4&feature=related
• http://www.youtube.com/watch?v=vAvErchnM_w&feature=related
• http://www.youtube.com/watch?v=fG7-wHfPUUI&feature=related
9-10
Listening Power
• The video Listening Power features Brian Tracy
• Brian Tracy explains why the person who asks questions has more control
• To view the video, click here
9-11
The 70/30 Rule of Listening
• The podcast features Shane Gibson
• He explains how he practices the 70/30 rule of listening
• To listen to the podcast, click here
Source: SalesVideoPodcast.com
9-12
Listening 2.0 Podcast
• The podcast features Shane Gibson
• Shane Gibson discusses effective ways to listen before you speak online
• To listen to the podcast, click here
Source: ClosingBigger.net
9-13
Approaching by Telephone
• Mention your name and the purpose of your call in the first twenty seconds
• Prepare a script for your opening statement
• Do ask “is this a good time?”
• Don’t start off by asking, “how are you today?”
• Don’t launch into prolonged explanations
• Leave a voice mail message
9-14
The Perfect Telephone Approach
• The video Sales Call -What to Do #1 demonstrates how to make a sales call that results in an appointment
• To view the video, click here
Source: YouTube
9-15
Effective Voice Mail Messages
• The video How to Leave a Voice Mail That Works discusses the elements of an effective voice mail message
• To view the video, click here
Source: YouTube
9-16
Approaching by E-mail
• Write a number of e-mails in different styles and tones
• Send a well-written e-mail
• Follow up persistently
• Don’t send e-mails that look like templates
9-17
Approaching through Online Social Networks
• Make a comment when you add a prospect as a new friend
• Aim for quality over quantity
• Contribute to the community
• Don’t use sloppy language
• Don’t make a sales pitch
9-18
How to Make Your Approach on a Social Network
• The video, Business TV: Use LinkedIn to sell at internet speed demonstrates how to make an effective sales approach
• To view the video, click here
9-19
Approaching Your B2B Contact in Person
• Use a strong, attention-grabbing opener
• To balance small talk with business, take your lead from the prospect or customer
• Don’t use opening lines that send the wrong message
• Use a sincere and personal approach
9-20
Approaching a B2C Contact in Person
• Talk to your customer
• Treat your customer like a guest
• Don’t ask “can i help you?”
• Don’t put any pressure on your customer
• Don’t prejudge a customer
9-21
Turning a Contact into a Sales Call
• Transition from the approach into the sales presentation depends on the selling situation – B2B or B2C
• Understanding your working environment is very important
9-22
Types of Sales Approach
• Question approach: Opening a sales call with questions that will engage your prospect in a dialogue
• Product approach: Opening a sales presentation with a product demonstration
• Referral approach: Mentioning an existing customer relationship to build credibility and trust at the beginning of your sales call
9-23
Types of Sales Approach
• Customer benefit approach: Opening the sales call by directing your prospect’s attention to a specific benefit of your product or service
• Survey approach: Opening a sales call with a survey or questionnaire to better determine customer needs and preferences
• Agenda approach: Sales approach in which you open your sales call by giving the customer an overview of your call agenda
9-24
Types of Sales Approach
• Premium approach: Offering free products or samples to attract a customer and build goodwill at the opening of a sales call
• Combination approach: Smart salespeople use a combination of approaches and shift from one approach to another very smoothly
9-25
Getting Past the Gatekeepers
• Gatekeeper: The secretary or assistant whose job it is to screen calls or “guard” the entrance to an executive’s office
• Salespeople consider gatekeepers as an obstacle to meeting the prospects
9-26
Getting Past the Gatekeepers
• Gatekeepers are an integral part of the selling relationship:
– They have valuable knowledge about the internal workings of an organization
– They are familiar with their boss’s schedule
– They have a significant say in allowing outsiders to see their boss
– They can determine how outsiders are represented to their boss
– They often influence the first impression
9-27
Getting Past the Gatekeepers
• How to deal with the gatekeepers?
– Think from the gatekeeper’s perspective
– Give them the information they ask for when they want it
– Show that your call would be worth his boss’s time
– Learn the gatekeeper’s name, and be friendly
– If you treat gatekeepers well, they might give you all the information you want
– For extra helpful gatekeepers, you can send a note or small thank-you gift
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