Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

9-2 Begin Your Presentation Strategically Chapter 9

The Golden Rule : The Beginning  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 9-3

What Is the Approach? A golf shot from the bunker toward the green Steps a bowler takes before delivering the bowling ball 9-4

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. 9-5

The Approach Could last seconds or minutes and involves:  Meeting  Greeting  Rapport Building  One of the approach communication techniques discussed in this chapter 9-6

The Approach Is: The 1 st step in the sales presentation The 3 rd step in the selling process 9-7

Exhibit 9.1: The Approach Begins the Sales Presentation  The sales presentation method determines how you open your presentation 10. Follow-up & Service 10. Follow-up & Service 9. Close 9. Close 8. Trial close 8. Trial close 7. Meet objections 7. Meet objections 6. Determine objections 6. Determine objections 5. Trial close 5. Trial close 2. Preapproach/Planning 2. Preapproach/Planning 3. Approach 3. Approach 1. Prospect/Customer 1. Prospect/Customer 4. Presentation 4. Presentation Product SELLs Product SELLs Marketing Plan SELLs Marketing Plan SELLs Business Proposition SELLS Business Proposition SELLS 9-8

Select Your Presentation Method and Then Your Approach Approach Presentation 9-9

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 Caution Salespeople 9-10

The Approach Step of the Sales Presentation Is over when you begin discussing the product itself 9-11

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 9-12

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 9-13

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 9-14

Approach Categories Opening with a statement Opening with a demonstration Opening with a question or questions 9-15

Exhibit 9.5: The Approach Techniques for Each of the Four Sales Presentation Methods 9-16

Objectives of Both Statement and Demonstration Approach Techniques Attention Interest Transition 9-17

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 9-18

The Approach Leads Quickly Into the Sales Presentation 9-19

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 9-20

Exhibit 9.6: Approach Techniques for Opening the Presentation Statements  Introductory  Complimentary  Referral  Premium Demonstrations  Product  Showmanship Questions  Customer Benefit  Curiosity  Opinion  Shock  Multiple Questions (SPIN) 9-21

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 9-22

Opening With Statements Introductory approach Complimentary approach Referral approach Premium approach 9-23

Demonstration Openings Product approach Showmanship approach 9-24

 Most common openers  Customer benefit approach  Curiosity approach  Opinion approach  Shock approach Opening With Questions 9-25

Exhibit 9.10: A Popular Multiple-Question Approach Is the Spin Remember, the product is not mentioned in SPIN 9-26

Technology in the Approach Powerful attention-grabbers  Sounds  Visuals  Touch 9-27

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 9-28

Remember to Select Your Presentation Method and Then Your Approach Approach Presentation 9-29

Four Question Categories 1. Direct 2. Nondirective 3. Rephrasing 4. Redirect questions 9-30

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?” 9-31

The Direct Question Limitations Does not really tell you much There is little feedback information 9-32

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 9-33

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?” 9-34

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?” 9-35

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 9-36

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 9-37