10-1. 10-2 Chapter 9 - The Structure of Sales Presentations.
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Transcript of 10-1. 10-2 Chapter 9 - The Structure of Sales Presentations.
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Chapter 9 - The Structure of Sales Presentations
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Selling Process Buyer’s Mental Steps Prospecting
Preapproach
Follow-up & Service
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Desire
Conviction
Present Marketing PlanAvailability, Delivery,Guarantee, Merchandising,Installation, Maintenance,Promotion, Training, Warranty
Explain Business PropList Price, Shipping Cost,Discounts, Financing, ROI,Value Analysis
Suggest PurchaseProduct, Quantity, Features,Delivery, Installation, Price
MoneyAuthorityDesire
Action (Purchase)
Attention
Discussion Sequence
PresentationDiscuss ProductPresent Marketing PlanExplain Business PropositionSuggest Purchase
Discuss ProductShow FeatureExplain AdvantageLead into BenefitLet Customer Talk
Interest
Trial Close
Close
Chapter 9 - The Parallel Dimensions of Selling*
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
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
1010-5
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
1010-6
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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.
AKA – introductions, chit chit and building interest and desire
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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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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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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 Approach Leads Quickly Into the Sales Presentation
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Exhibit 10-6: Approach Techniques for Opening the Presentation
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Opening With Statements Introductory approach
The most common and least powerful “Hello my name is Bob Smith and I’m with ABC Corp”
Complimentary approach “Mr. Jones, I am so impressed with your staff and the
welcome they gave me at the front desk” Referral approach
The use of another person’s name “Mr. Jones, my name is Bob Smith with ABC and Peter
Cottontail suggested that I contact you concerning our product line.”
Premium approach Works because everybody like to receive something for
free; use of free samples and novelty items
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Demonstration Openings
Product approachSalesperson places product on counter and waits
for a reactionEx – New product shape, color or size (pepsi)
Showmanship approachDoing something to catch the prospect’s attention
or interestSuper glue example
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Most common openersCustomer benefit approach
...reduce your costs by 50%
Curiosity approach…do you know why students can save
tuition?
Opinion approachWhat is you honest opinion about our
product…
Shock approachDid you know that 20% of all business’
are victims of shoplifting?
Opening With Questions
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Four Question Categories
Asking questions is an excellent technique forA. Obtaining information from the prospect
B. Developing two-way communication
C. Increasing prospect participation
D. Catagories:1. Direct – close-ended
2. Nondirective – open-ended (Who, What, When, Where, How or Why
3. Rephrasing – repeating the clients statement in a question format
4. Redirect questions – used to redirect the prospect to selling points
that both parties agree on
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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
