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.
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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
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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
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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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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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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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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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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
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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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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.
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?”
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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.