Chapter 9 Approaching the Customer

LEARNING OBJECTIVES Describe prescriptions in presentation strategy Describe role of objectives in presale presentation Discuss steps of preapproach Explain canned versus planned presentations Describe team versus one-person presentations Explain purpose of three presentation objectives Explain how to approach customers Name ways to boost attention and interest

FIGURE 9.1: PRESENTATION STRATEGY Strategic step DEVELOP A PERSONAL SELLING STRATEGY DEVELOP A RELATIONSHIP STRATEGY DEVELOP A PRODUCT STRATEGY DEVELOP A CUSTOMER STRATEGY DEVELOP A PRESENTATION STRATEGY  ADOPT MARKETING CONCEPT  VALUE PERSONAL SELLING  BECOME A PROBLEM SOLVER/PARTNER  ADOPT DOUBLE WIN PHILOSOPHY  PROJECT PROFESSIONAL IMAGE  MAINTAIN HIGH ETHICAL STANDARDS  BECOME A PRODUCT EXPERT  ADOPT FEATURE/BENEFIT PROCESS  POSITION PRODUCT  UNDERSTAND BUYER BEHAVIOR  DISCOVER CUSTOMER NEEDS  DEVELOP PROSPECT BASE  PREPARE OBJECTIVES  DEVELOP PRESENTATION PLAN  PROVIDE OUTSTANDING SERVICE Strategic/Consultative Selling Model Prescription

PRESENTATION STRATEGY ADDS VALUE Preapproach preparation adds value Presentation plan adds value Outstanding service adds value with; friendly approach customer centered presentation effective demonstrations win win negotiations timely close after sale service

FIGURE 9.2: THE APPROACH 1. Telephone contact (when appropriate) 2. Social contact (building rapport during the first few minutes) 3. Business contact (converting buyer’s attention) *Product *Referral *Customer benefit *Question *Survey *Combination 1. Telephone contact (when appropriate) 2. Social contact (building rapport during the first few minutes) 3. Business contact (converting buyer’s attention) *Product *Referral *Customer benefit *Question *Survey *Combination Strategic planning for the approach Actions during the approach 1. Review presentation objectives 2. Review the strategic selling checklist 3. Review the presentation plan checklist 4. Prepare an approach worksheet

PRESENTATION OBJECTIVES Informative Persuasive Reminder

FIGURE 9.3: SIX-STEP PLAN The Six-Step Presentation Plan Step One APPROACH Step Two PRESENTATION Step Three DEMONSTRATION Step Six SERVICING THE SALE Step Five CLOSE Step Four NEGOTIATION  Review Strategic/Consultative Selling Model  Initiate customer contact  Determine prospect needs  Select product or service  Initiate sales presentation  Decide what to demonstrate  Select selling tools  Initiate demonstration  Anticipate sales resistance  Plan negotiating methods  Initiate double-win negotiations  Plan appropriate closing methods  Recognize closing clues  Initiate closing methods  Suggestion selling  Follow through  Follow up calls

FIRST CONTACT FACTORS Competence Propriety Trustworthiness

DEVELOPING CONVERSATION Comments on here and now observations Compliments Search for mutual acquaintances or interests

CARNEGIE: BUILDING RELATIONSHIPS Become genuinely interested in others Smile Remember names Be a good listener encourage other to talk about themselves Talk in terms of other ’ s interest Make others feel important

TABLE 9.1: CONTACT WORKSHEET METHOD OF APPROACHWHAT WILL YOU SAY? 1. Product1a. (Retail clothing) “ We have just received a shipment of new fall sweaters from Braemar International. ” 1b. (Business forms manufacturer) “ Our plant has just purchased a $300,00 Harris Graphics composer, Mr. Reichart; I would like to show you a copy of your sales invoice with your logo printed on it. ” 2. Customer benefit 2. Real estate) “ Mr. and Mrs. Stuart, my company lists and sells more homes than any other company in the area where your home is located. Our past performance would lead me to believe we can sell your home within two weeks. ” 3. Referral3. (Food wholesaler) “ Paula Doeman, Procurement Manager for Mercy Medical Center, suggested that I provide you with information about our computerized “ Order It ’ system. ”

TABLE 9.1: CONTACT WORKSHEET METHOD OF APPROACHWHAT WILL YOU SAY? 1. Product 2. Customer benefit 3. Referral 4. Question4. (Hotel convention services) “ Mrs. McClaughin, will your 1995 Annual Franchisee Meeting be held in April? ” 5. Survey 5. (Custom-designed computer software) “ Mr. Vasquez, I would like the opportunity to learn about your accounts receivable and accounts payable procedures. We may be able to develop a customized program that will significantly improve your cash flow. ” (Retail menswear) “ May I ask you a few questions about your wardrobe? The information will help me better understand your clothing needs. ”

FIGURE 9.4: COMBINATION APPROACHES Need discoveryQuestionReferral