1. 10 Selling Today Approaching the Customer CHAPTER 10th Edition
Manning and Reece 10
Approaching the Customer

2. Learning Objectives
Describe the three prescriptions that are included in the presentation strategy
Describe the role of objectives in developing the presale presentation plan
Discuss the basic steps of the preapproach
Explain the merits of a planned presentation strategy

3. Learning Objectives
Describe the nature of team versus one-person presentation strategies
Describe the six main parts of the presentation plan
Explain how to effectively approach the customer
Describe seven ways to convert the prospect’s attention and arouse interest

4. Presentation Strategy Defined
The presentation strategy is a plan that includes three prescriptions:
Establishing objectives
Developing presale presentation plan to meet objectives
Renewing one’s commitment to outstanding customer service   

5. Strategic/Consultative Selling Model
FIGURE
10.1

6. Preapproach and Approach Planning
Preapproach involves preparing presale objectives and presentation plan
Approach involves making good impression, securing attention, developing interest

7. Strategic Planning Leads to Actions

8. Strategic Planning
FIGURE
10.2

9. Establish Presentation Objectives Wisely
Carefully selecting presentation objectives can:
Shorten sales cycle
Provide value to the customer
Clarify the topics to be discussed if sent to the customer prior to the sales call

10. First Call Presentation Objectives
Establish rapport and begin building a relationship with the customer
Obtain permission to ask need identification questions
Obtain personal and business information to establish the customer’s file
For tips on remembering names, see eHow.com

11. Presentation Objectives for Stage Two
Involve the customer in a product demonstration
Provide value justification in terms of cost reduction and increased revenues
Compare and contrast the features of, for example, a truck fleet lease plan with a fleet purchase plan

12. Team Selling Objectives
Team selling is suited to organizations that sell complex or customized products
Sales teams often uncover problems and solutions that individuals may not
Team sales presentations require a more detailed pre-call plan
Each team member must know his/her role

13. Selling to a Buying Team
Must satisfy both the individual and collective concerns of each participant
Determine the role of each decision maker and their amount of influence
Make sure all are involved —do not ignore
Discover any silent team members

14. See their case studies at: thejacksongroup.com

15. Three Basic Presentation Objective Types
Informative
Persuasive
Reminder

16. Informative Presentation
Usually involves new or unique product
More prevalent when new product introduced to market
Typically prospects don’t purchase until familiar with product details

17. Persuasive Presentation
Presenting product appeals to influence prospect’s beliefs, attitudes, and behaviors
Strategy designed to encourage the buyer to make a buying decision
Forms of persuasion include positioning yourself to ask questions, gaining agreement at each stage of the buying process, and asking for the sale

18. Reminder Presentation
Reminds prospects of products and services offered by firm
Reminders can prevent competition from capturing business
Also remind customers of special services that add value

19. Note on Six-Step Plan
Each of the six chapters in Part 5 of this text concentrates on a specific step of the presentation plan
This chapter focuses on
Approach

20. Six-Step Presentation Plan
Approach
Presentation
Demonstration
Negotiation
Close
Servicing the Sale

21. Approach Objectives Initial contact with customer Three objectives
Build rapport
Capture full attention
Transition to need discovery stage
Often a phone call

22. Establish Credibility Early
Credibility is an impression that people form about you
Do not erode your credibility by:
Arriving late, staying too long, not following up
Credibility grows when the customer realizes you are competent and can add value

23. Telephone Contact To set first appointment Practices to employ
Plan in advance
Identify self and firm
State purpose of call
State estimated length
Confirm via note

24. Using Voice Mail Be prepared Be brief Give likely benefits
Give best time to call back
Repeat your phone number, slowly
State any referrals

25. Using E-mail Meaningful subject line
Tell reader what you want, then encourage a response
Put important information up front
Always use grammar and spell-check tools
Use “signature” file

26. Social Contact First few minutes are key in first impressions
Develop conversation by:
Here and now observations
Sincere compliments
Search for mutual interests, acquaintances

27. Business Contact Convert prospect focus from social to business part
Six effective methods to capture attention and focus follow

28. Business Contact Approaches
Agenda approach
Review meeting goals
Shows that you value the customer’s time
Agendas should be flexible
Product demonstration approach
Give actual product demonstration
Use computer or other audio/visual aids to provide “virtual” demonstration

29. Business Contact Approaches
Referral approach
Third party opinion or statement adds credibility
Include name/direct reference to third party
Customer benefit approach
Immediately point out at least one benefit of your product
Present key benefits in order of importance

30. Business Contact Approaches
Question approach
Ask direct question
Get prospect thinking about problem your product will solve
Listen to response
Survey approach
Prospect completes questionnaire before contact
Analyze results to assess needs and benefits
Avoid early price discussion

31. Business Contact Approaches
Premium approach
Provide free sample of product
Provide prospect with gift, such as monthly appointment calendar
Combination approach
Use multiple approaches
Provide flexibility

32. Combination Approaches
Allow for smooth transition to need discovery
FIGURE
10.4

33. Applying These Approaches
TABLE
10.4

34. Applying These Approaches
TABLE
10.4
Continued

35. Sales Call Reluctance
Thoughts, feelings, and behavioral patterns that limit accomplishments
Can be caused by:
Fear of taking risks
Fear of group presentations
Lack of self-confidence
Fear of rejection

36. Coping with Reluctance
Be optimistic about the outcome
Practice approach before making contact
Know that being anxious is normal
Develop a deeper commitment to your goals

37. Selling to the Gatekeeper
Assistants or secretaries who manage the decision maker’s schedule
Treat the gatekeeper with respect
Can be an important source of information
May help make a preliminary qualification before reaching the decision maker

38. Discussion Questions
What are some ways you can build relationships with gatekeepers?
In addition to accessing the decision maker, what other benefits can a relationship with the gatekeeper provide?