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

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

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

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   

Strategic/Consultative Selling Model FIGURE 10.1

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

Strategic Planning Leads to Actions

Strategic Planning FIGURE 10.2

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

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

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

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

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

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Three Basic Presentation Objective Types Informative Persuasive Reminder

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Combination Approaches Allow for smooth transition to need discovery FIGURE 10.4

Applying These Approaches TABLE 10.4

Applying These Approaches TABLE 10.4 Continued

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

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

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

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?