1. 10-1

2. 10-2 Chapter 9 - The Structure of Sales Presentations

3. 10-3 Selling Process Buyer’s Mental Steps Prospecting Preapproach Follow-up & Service Approach Presentation Trial Close Determine Objections Meet Objections Desire Conviction Present Marketing Plan Availability, Delivery, Guarantee, Merchandising, Installation, Maintenance, Promotion, Training, Warranty Explain Business Prop List Price, Shipping Cost, Discounts, Financing, ROI, Value Analysis Suggest Purchase Product, Quantity, Features, Delivery, Installation, Price Money Authority Desire Action (Purchase) Attention Discussion Sequence Presentation Discuss Product Present Marketing Plan Explain Business Proposition Suggest Purchase Discuss Product Show Feature Explain Advantage Lead into Benefit Let Customer Talk Interest Trial Close Close Chapter 9 - The Parallel Dimensions of Selling*

4. Begin Your Presentation Strategy Begin Your Presentation Strategy Chapter 10 Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

5. Main 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 Chapter 10 10-5

6. Main Topics Is the Approach Important? Using Questions Results in Sales Success Is the Prospect Still Not Listening? Be Flexible in Your Approach Chapter 10 10-6

7. 10-7 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.  AKA – introductions, chit chit and building interest and desire

8. 10-8 The Approach  Could last seconds or minutes and involves:  Meeting  Greeting  Rapport Building  One of the approach communication techniques discussed in this chapter

9. 10-9 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 can not tell your story how will you make the sale?  The approach is extremely important

10. 10-10 The Approach Step of the Sales Presentation  Is over when you begin discussing the product itself

11. 10-11 Let’s Summarize! The Salesperson:  Meets  Greets  Rapport Builds  Goes through the approach  Discusses the product  Discusses the marketing plan  Discusses the business proposition  Closes – asks for the order

12. 10-12 Approach Categories  Opening with a statement  Opening with a demonstration  Opening with a question or questions

13. 10-13 Exhibit 10-5: The Approach Techniques for Each of the Four Sales Presentation Methods

14. 10-14 Objectives of Both Statement and Demonstration Approach Techniques  Attention  Interest  Transition

15. 10-15 The Approach Leads Quickly Into the Sales Presentation

16. 10-16 Exhibit 10-6: Approach Techniques for Opening the Presentation

17. 10-17 Opening With Statements  Introductory approach  The most common and least powerful  “Hello my name is Bob Smith and I’m with ABC Corp”  Complimentary approach  “Mr. Jones, I am so impressed with your staff and the welcome they gave me at the front desk”  Referral approach  The use of another person’s name  “Mr. Jones, my name is Bob Smith with ABC and Peter Cottontail suggested that I contact you concerning our product line.”  Premium approach  Works because everybody like to receive something for free; use of free samples and novelty items

18. 10-18 Demonstration Openings  Product approach  Salesperson places product on counter and waits for a reaction  Ex – New product shape, color or size (pepsi)  Showmanship approach  Doing something to catch the prospect’s attention or interest  Super glue example

19. 10-19  Most common openers  Customer benefit approach ...reduce your costs by 50%  Curiosity approach  …do you know why students can save tuition?  Opinion approach  What is you honest opinion about our product…  Shock approach  Did you know that 20% of all business’ are victims of shoplifting? Opening With Questions

20. 10-20 Four Question Categories Asking questions is an excellent technique for A.Obtaining information from the prospect B.Developing two-way communication C.Increasing prospect participation D.Catagories: 1.Direct – close-ended 2.Nondirective – open-ended (Who, What, When, Where, How or Why 3.Rephrasing – repeating the clients statement in a question format 4.Redirect questions – used to redirect the prospect to selling points that both parties agree on

21. 10-21 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?”

22. 10-22 The Direct Question Limitations  Does not really tell you much  There is little feedback information

23. 10-23 The Nondirective (Or Open-Ended) Question  Begins with who, what, where, when, how, or why  “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

24. 10-24 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?”

25. 10-25 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?”

26. 10-26 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