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10-1
Begin Your Presentation Begin Your Presentation StrategyStrategy
Begin Your Presentation Begin Your Presentation StrategyStrategy
Chapter
Chapter
10
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
Chapter
Chapter
1010-3
Main TopicsMain TopicsMain TopicsMain Topics
The Tree of Business Life: The BeginningWhat is the Approach?The Right to Approach
The Approach—Opening the Sales PresentationTechnology in the Approach
Chapter
Chapter
1010-4
Main TopicsMain TopicsMain TopicsMain Topics
Is the Approach Important? Using Questions Results in Sales Success
Is the Prospect Still Not Listening?Be Flexible in Your Approach
Chapter
Chapter
1010-5
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The Tree of Business Life: The Beginning
Guided by The Golden RuleThe 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 runI
T C
Ethi
cal Service
Builds
T r
u e
Relationships
TT T
T T T TT T T T
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What Is the Approach?
A golf shot from the fairway toward the green Steps a bowler takes
before delivering the bowling ball
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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.
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The Approach
Could last seconds or minutes and involves:MeetingGreetingRapport BuildingOne of the approach communication techniques
discussed in this chapter
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The Approach Is:
The 1st step in the sales presentation The 3rd step in the selling process
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Exhibit 10-1: The Approach Begins the Sales Presentation
The sales presentation method determines how you open your presentation
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Select Your Presentation Method and Then Your Approach
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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
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The Approach Step of the Sales Presentation
Is over when you begin discussing the product itself
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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
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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
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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
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The First Impression You Make Is Critical to Success
Your first impression is projected by:AppearanceAttitude
You only have one chance to make a favorable first impression
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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.”
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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
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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
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Approach Categories
Opening with a statement Opening with a demonstration Opening with a question or questions
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Exhibit 10-5: The Approach Techniques for Each of the Four Sales Presentation Methods
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Objectives of Both Statement and Demonstration Approach Techniques
Attention Interest Transition
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The Situation Faced Determines the Approach
Influences on the approach to use include:Product being soldWhether the call is a repeat callCustomer’s needsAmount of timeAwareness of a problem
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The Approach Leads Quickly Into the Sales Presentation
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Objectives Of Using Question Approach Techniques
Uncover needs and problemsFulfill needsSolve problems
Have prospect tell you about:NeedsProblems Intention to do something about them
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Exhibit 10-6: Approach Techniques for Opening the Presentation
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The Golden Rule
Follow the Golden Rule by placing the other person’s interest before your self-interest
This will avoid:Losing the SaleDestroying your business relationship
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Opening With Statements
Introductory approach Complimentary approach Referral approach Premium approach
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Demonstration Openings
Product approach Showmanship approach
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Most common openersCustomer benefit approachCuriosity approachOpinion approachShock approach
Opening With Questions
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Exhibit 10-10: A Popular Multiple-Question Approach Is the Spin
Remember, the product is not mentioned in SPIN
Skip video Video Help
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10-35
Technology in the Approach
Powerful attention-grabbersSoundsVisualsTouch
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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
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Remember to Select Your Presentation Method and Then Your Approach
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Four Question Categories
1. Direct
2. Nondirective
3. Rephrasing
4. Redirect questions
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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?”
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The Direct Question Limitations
Does not really tell you much There is little feedback information
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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
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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?”
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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?”
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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
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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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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
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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
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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
