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

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Presentation on theme: "10-1 Approaching the Customer Selling Today 10 th Edition CHAPTER Manning and Reece 10."— Presentation transcript:

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

2 10-2 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

3 10-3 Strategic/Consultative Selling Model FIGURE 10.1

4 10-4 Preapproach and Approach Planning Preapproach involves preparing presale objectives and presentation plan Approach involves making good impression, securing attention, developing interest

5 10-5 Strategic Planning Leads to Actions

6 10-6 Strategic Planning FIGURE 10.2

7 10-7 Establish Presentation Objectives Wisely Carefully selecting presentation objectives can: Shorten _____________________ Provide value to the customer Clarify the topics to be ________ if sent to the customer prior to the sales call

8 10-8 First Call Presentation Objectives Establish rapport and begin building a relationship with the customer Obtain _________ to ask need identification questions Obtain personal and business information to establish the customer’s file For tips on remembering names, see

9 10-9 Presentation Objectives for Stage Two Involve the customer in a product demonstration Provide ______________ in terms of cost reduction and increased revenues Compare and contrast the _______ of, for example, a truck fleet lease plan with a fleet purchase plan

10 10-10 Team Selling Objectives Team selling is suited to organizations that sell complex or customized products Sales teams often __________ problems and solutions that individuals may not Team sales ___________ require a more detailed pre-call plan Each team member must know his/her role

11 10-11 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

12 10-12 The Jackson Group See their case studies at:

13 10-13 Three Basic Presentation Objective Types Informative Persuasive Reminder

14 10-14 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

15 10-15 Persuasive Presentation Presenting product appeals to influence prospect’s beliefs, attitudes, and behaviors Strategy _______ to encourage the buyer to make a buying decision Forms of __________ include positioning yourself to ask questions, gaining agreement at each stage of the buying process, and asking for the sale

16 10-16 Reminder Presentation Reminds prospects of _________ and services offered by firm Reminders can _________ competition from capturing business Also remind ________ of special services that add value

17 10-17 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

18 10-18 Six-Step Presentation Plan 1.Approach 2.Presentation 3.Demonstration 4.Negotiation 5.Close 6.Servicing the Sale

19 10-19 Approach Objectives Initial contact with customer Three objectives Build rapport Capture full attention Transition to need discovery stage Often a phone call

20 10-20 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

21 10-21 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

22 10-22 Using Voice Mail Be prepared Be brief Give likely __________ Give best time to call back Repeat your phone number, slowly State any __________

23 10-23 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

24 10-24 Social Contact First few minutes are key in first impressions Develop conversation by: Here and now observations Sincere compliments Search for mutual interests, acquaintances

25 10-25 Business Contact Convert prospect focus from social to business part Six effective methods to capture attention and focus follow

26 10-26 Business Contact Approaches Agenda approach Review meeting goals Shows that you value the customer’s ____ Agendas should be __________ Product demonstration approach Give actual product demonstration Use computer or other audio/visual aids to provide “virtual” demonstration

27 10-27 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

28 10-28 Business Contact Approaches Survey approach Prospect completes questionnaire before contact Analyze results to assess needs and benefits Avoid early price discussion Question approach Ask direct question Get prospect thinking about problem your product will solve Listen to response

29 10-29 Business Contact Approaches Combination approach Use multiple approaches Provide flexibility Premium approach Provide free sample of product Provide prospect with gift, such as monthly appointment calendar

30 10-30 Combination Approaches Allow for smooth transition to need discovery FIGURE 10.4

31 10-31 Applying These Approaches TABLE 10.4

32 10-32 Applying These Approaches TABLE 10.4 Continued

33 10-33 Sales Call Reluctance Fear of taking risks Fear of group presentations Lack of self-confidence Fear of rejection Thoughts, feelings, and _________patterns that limit accomplishments Can be caused by:

34 10-34 Coping with Reluctance Be __________ about the outcome Practice approach before making contact Know that being anxious is normal Develop a deeper commitment to your goals

35 10-35 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

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