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

Chapter

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

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

10-6 The Tree of Business Life: The Beginning The Golden Rule Guided by The Golden Rule:  Begin the presentation with an end in mind  Seek first to understand, then to be understood  Knowing you can help solve problems provides:  Great caring, confidence, and excitement in your mind, body and speech  Do not give in to the temptation to exaggerate  You will see that trust, integrity, and character win out in the long run I T C Ethical Service Builds T r u e Relationships T TT TTTT TTTT

10-7 What Is the Approach?  A golf shot from the fairway toward the green  Steps a bowler takes before delivering the bowling ball

10-8 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.

10-9 The Approach  Could last seconds or minutes and involves:  Meeting  Greeting  Rapport Building  One of the approach communication techniques discussed in this chapter

10-10 The Approach Is:  The 1 st step in the sales presentation  The 3 rd step in the selling process

10-11 Exhibit 10-1: The Approach Begins the Sales Presentation  The sales presentation method determines how you open your presentation

10-12 Select Your Presentation Method and Then Your Approach

10-13 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

10-14 The Approach Step of the Sales Presentation  Is over when you begin discussing the product itself

10-15 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

10-16 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

10-17 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

10-18 The First Impression You Make Is Critical to Success  Your first impression is projected by:  Appearance  Attitude  You only have one chance to make a favorable first impression

10-19 Exhibit 10-4: 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.”

10-20 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

10-21 To Make a Favorable Impression, cont…  Be enthusiastic and positive toward the interview  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

10-22 Approach Categories  Opening with a statement  Opening with a demonstration  Opening with a question or questions

10-23 Exhibit 10-5: The Approach Techniques for Each of the Four Sales Presentation Methods

10-24 Objectives of Both Statement and Demonstration Approach Techniques  Attention  Interest  Transition

10-25 The Situation Faced Determines the Approach  Influences on the approach to use include:  Product being sold  Whether the call is a repeat call  Customer’s needs  Amount of time  Awareness of a problem

10-26 The Approach Leads Quickly Into the Sales Presentation

10-27 Objectives Of Using Question Approach Techniques  Uncover needs and problems  Fulfill needs  Solve problems  Have prospect tell you about:  Needs  Problems  Intention to do something about them

10-28 Exhibit 10-6: Approach Techniques for Opening the Presentation

10-29 The Golden Rule  Follow the Golden Rule by placing the other person’s interest before your self-interest  This will avoid:  Losing the Sale  Destroying your business relationship

10-30 Opening With Statements  Introductory approach  Complimentary approach  Referral approach  Premium approach

10-31 Demonstration Openings  Product approach  Showmanship approach

10-32  Most common openers  Customer benefit approach  Curiosity approach  Opinion approach  Shock approach Opening With Questions

10-33 Exhibit 10-10: A Popular Multiple-Question Approach Is the Spin Remember, the product is not mentioned in SPIN Skip videoVideo Help

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10-35 Technology in the Approach  Powerful attention-grabbers  Sounds  Visuals  Touch

10-36 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

10-37 Remember to Select Your Presentation Method and Then Your Approach

10-38 Four Question Categories 1. Direct 2. Nondirective 3. Rephrasing 4. Redirect questions

10-39 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?”

10-40 The Direct Question Limitations  Does not really tell you much  There is little feedback information

10-41 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

10-42 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?”

10-43 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?”

10-44 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

10-45 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 Video HelpSkip video

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10-47 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

10-48 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

10-49 Video Help: Video One  The video should start automatically.  If it does not, you must move the mouse to the middle of the screen. When a hand icon appears the video is ready.  Click once anywhere on the screen to start video.  Click once during playback to pause/unpause video.  Press the space bar twice to stop video and continue presentation.  When video is over, click to continue presentation. Video Two