Chapter Summaries of Diffusion of Innovation (Everett Rogers)
CHAPTER 7 CHAPTER 7 Attention. “You never get a second chance to make a first impression” Will...
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Transcript of CHAPTER 7 CHAPTER 7 Attention. “You never get a second chance to make a first impression” Will...
CHAPTER 7CHAPTER 7
AttentionAttention
“You never get a second chance to make a first impression”
“You never get a second chance to make a first impression”
Will RogersWill Rogers
2
7AttentionAttention
How can you get a prospect to heed what you are saying?
Just because you meet, is your prospect necessarily ready and anxious to talk about what you want to talk about?
How can you be sure you are on the same wavelength with your prospect?
“Your first impression is an invaluable stepping stone to the
island of prospective clients”
“Your first impression is an invaluable stepping stone to the
island of prospective clients”
Sandra FergusonPrecision Realty & Management
Sandra FergusonPrecision Realty & Management
2
7Purpose of the Attention StepPurpose of the Attention Step
Personally contact the prospect
Get the prospect to listen
Secure a favorable interview
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7Establish CommunicationEstablish Communication
Open and honest communication, even early in the relationship building process, is critical to the continuance of that process
The salesperson must be sincerely interested in the prospect’s situation
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7Span of AttentionSpan of Attention
You must earn your prospect’s attention in the first five seconds of an interview
You must continue to earn it in 60-second increments
You must constantly be doing or saying something to hold your prospect’s attention
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7Try This TestTry This Test
Draw a small circle approximately one inch in diameter on a plain sheet of paper
Concentrate on only the circle!
Time yourself using a watch with a sweep second hand
How long can you concentrate on the circle without having other things enter your mind?
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7Getting the AppointmentGetting the Appointment
Experienced sales representatives try to schedule appointments in advance
Appointments are efficient
Appointments allow customers to see salespeople at their convenience, and to prepare for such meetings if necessary
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7InfluencersInfluencers
In order to talk to the right person, you must often cooperate with that individual’s influencers (gatekeepers)
Household-buying situations
• Spouses
Oganizational buying situations
• Administrative assistants
2
7Setting the AppointmentSetting the Appointment
Most commonly used methods:
Telephone
In-person calls
Letters
Third party introductions
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7TelephoneTelephone
The best telephone approach is simple, direct, and businesslike
The objective is to secure an appointment, not to make the sales presentation on the telephone
Lead with a benefit
Use a natural tone of voice
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7In-person CallsIn-person Calls
Cold calls are not for the purpose of making sales presentations, but to set up appointments for a later time
The goal in making a cold call is to meet with the prospect face-to-face
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7MailMail
Writing letters is useful in initiating contact with a prospect Send a letter, including a return postcard
Briefly outline the sales proposition
Ask for an interview to explain it fully
A card or letter indicating when you will be in town is also common practice
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7Email EtiquetteEmail Etiquette
A company needs to implement etiquette rules for the following reasons:
Professionalism
Efficiency
Protection from liability
Refer to Table 7.2--E-mail Etiquette Tips
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7Third Party ReferralThird Party Referral
Third party referral is an extension of the referral technique of prospecting
The satisfied customer may be asked not only to supply names of prospects but also to write a note introducing you to that prospect
This technique is particularly effective in industrial (B2B) situations
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7First ImpressionFirst Impression
Salespeople must be conscious of the communication signals they are sending
Visual
Vocal
Verbal/Non-verbal
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7AppearanceAppearance
Salespeople must be visually appealing
Many prospects will judge salespeople by their appearance
Take the “full-length mirror test” several times a day
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7Dress for SuccessDress for Success
For tips on:
Formal Business/Interview attire see Table 7.3
Business Casual/Non-office attire see Table 7.4
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7Lombardi TimeLombardi Time
"Show up for every important business meeting 15 minutes ahead of the scheduled meeting time"
Catch your breath
Collect your thoughts
Preplan what you want to accomplish in the meeting and how you'll go about it
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7Approaching The CustomerApproaching The Customer
Sales Call Anxiety Sales call anxiety (SCA) is an irrepressible fear
of being negatively evaluated and rejected by a customer
SCA consists of four components: • Negative self-evaluations
• Negative evaluations from customers
• Awareness of physiological symptoms
• Protective actions
Refer to Table 7.5 - Addressing Sales Call Anxiety
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7Practice the Golden RulePractice the Golden Rule
What does your prospect want from you?
What would you want from a sales representative if you were suddenly to change places with your prospect?
If you talk with your prospect about the things that concern him/her, you’ll always have an attentive listener
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7Courtesy and Common SenseCourtesy and Common Sense
Ask for permission to sit
Never clutter the prospect’s desk or floor without asking for permission
Watch the tone of your voice
Always be courteous but not overly friendly or pushy
Never be presumptuous
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7Look for CluesLook for Clues
Your prospect’s desk can provide clues about their:
Personality
Communication style
Work style
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7What could these clues indicate?What could these clues indicate?
A clean desktop
Organized piles on the desktop
Multiple drawers and filing cabinets
Papers and clutter
Boxes and piles on the floor
Look Your Prospect In The EyeLook Your Prospect In The Eye
“Never trust a person who can’t look you in the eye”
This is firm in the minds of a good percentage of your
prospects
“Never trust a person who can’t look you in the eye”
This is firm in the minds of a good percentage of your
prospects
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7Opening the PresentationOpening the Presentation
What makes some salespeople standout?
The best sales professionals know:
How to emphasize benefits in their presentations
The most effective presentations must start and finish with the prospect’s needs and wants as the focus
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7Presentation OpenersPresentation Openers
Openers are effective and brief introductions to the remaining parts of the sales presentation
The opener should fit the situation of the particular prospect
Salespeople must practice to help reduce the risks of trial-and-error
2
7Choice of WordsChoice of Words
Keep the conversation focused
Avoid long, rambling sentences
Avoid buzzwords and jargon
Avoid words or phrases that might suggest that the salesperson is operating from a weak position
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7Gaining AttentionGaining Attention
Ask Something
Say Something
Show Something
Give Something
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7Referral OpenerReferral Opener
Referrals from existing customers can open doors to previously “off-limits” prospects
Casual acquaintance of prospect
Personal friend of prospect
Referral card of introduction
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7The Exhibit OpenerThe Exhibit Opener
The exhibit opener immediately captures the prospect’s attention
The exhibit can be any tangible object
Calendar
Newspaper clipping
Magazine article
Brochure
Gift
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7The Compliment OpenerThe Compliment Opener
The compliment opener is effective because it appeals to basic human instinct
Appreciation
Recognition
A sincere compliment is always true, specific, and in good taste
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7Prospect BenefitsProspect Benefits
Salespeople can use a benefit statement as an effective opener
Must be brief and general
Preferably demonstrates the salesperson’s advantage over competitors
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7More Attention GettersMore Attention Getters
Wire the prospect
Write to the prospect
Send an empty envelope
Share an idea
Share a new success story
Use a mystery opener
Offer a challenge
Share a gift
Use a big name
Use a curiosity arouser
Make a startling statement
Roughly 75 percent of all salespeople fail in the attention step. If you can become
professionally proficient in this area, it will automatically put you in the top quadrant of
successful salespeople.
Roughly 75 percent of all salespeople fail in the attention step. If you can become
professionally proficient in this area, it will automatically put you in the top quadrant of
successful salespeople.
“If you don’t have the prospect’s attention,
you don’t have anything!”
“If you don’t have the prospect’s attention,
you don’t have anything!”