2. Begin Your Presentation Strategy
Chapter 10
Begin Your Presentation Strategy
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

3. Chapter 10

4. Main Topics Chapter 10 What is the Approach? The Right to Approach
The Approach—Opening the Sales Presentation
Technology in the Approach
Is the Approach Important?
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

5. Main Topics Chapter 10 Using Question’s Results in Sales Success
Is the Prospect Still Not Listening?
Be Flexible in Your Approach
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

6. What Is the Approach? A golf shot from the fairway toward the green
Steps a bowler takes before delivering the bowling ball

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.

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

9. The Approach Is The 1st step in the sales presentation
The 3rd step in the selling process

10. Exhibit 10-1: The Third Step in the Sales Process is the First Step in the Sales Presentation
The sales presentation method determines how you open your presentation.

11. Select Your Presentation Method and Then How To Open Your Presentation - Your Approach

12. 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 presentation
If you can not tell your story how will you make the sell?
The approach is extremely important

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

14. 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 - ask for the order

15. 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.

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 a 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

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
Common for salesperson to experience tension in various forms when contacting a prospect
Creative imagery

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

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.”

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

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

22. Approach Categories Opening with a statement
Opening with a demonstration
Opening with a question or questions

23. Exhibit 10-5: Approach Techniques for Sales Presentation Methods

24. Objectives of Both Statement and Demonstration Approach Techniques
Attention
Interest
Transition

25. The Situation Faced Determines Approach
Influences on the approach to use include
Product being sold
If repeat call
Customer’s needs
Amount of time
Aware of a problem

26. Exhibit 10-6: The Approach Leads Quickly Into the Sales Presentation

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

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

29. Opening With Statements
Introductory approach
Complimentary approach
Referral approach
Premium approach

30. Demonstration Openings
Product approach
Showmanship approach

31. Opening With Questions
Most common openers
Customer benefit approach
Curiosity approach
Opinion approach
Shock approach

32. Multiple Question Approach
Situation
Problem
Implication
Need-payoff questions
Remember product not mentioned in SPIN

33. Technology in the Approach
Powerful attention-grabber
Sounds
Visuals
Touch

34. Is the Approach Important?
Yes it is!
Salespeople need several approach techniques that have worked in the past to select the approach for the situation

35. Remember to Select Your Presentation Method and Then How To Open Your Presentation - Your Approach

36. Four Question Categories
1. Direct
2. Nondirective
3. Rephrasing
4. Redirect questions

37. The Direct Question Can be answered with a few words 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?”

38. The Direct Question Limitations
Does not really tell you much
There is little feedback information

39. 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

40. The Rephrasing Question
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?”

41. 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.”
“Wouldn’t you agree that you continually need to find new ways to increase your company’s sales?”

42. 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

43. 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

44. 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

45. Summary of Major Selling Issues cont…
Questions should display a sincere interest in prospects and their situation
Four basic types of questions are direct, nondirective, rephrasing, and redirect
Allow prospects time to completely answer the question