Chp 10 Strategic Presenting
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10-1 10-1 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Transcript of Chp 10 Strategic Presenting
10-110-1McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Begin Your Presentation Strategically
Chapter10
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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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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 Building
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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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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 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
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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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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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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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Opening With Statements Introductory approach
Meeting prospect for the first time
Complimentary approachCompliments the business/company/service
Referral approachState who referred you to the buyer
Premium approachFree samples, promo products, chotchkies
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Demonstration Openings Product approach
Show the new packaging/brand/logoWait for the buyer to comment
Showmanship approachDemo the productShow it off
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Customer Benefit approach Implies the product/service will benefit the
prospectAnticipate buyer’s responsePose a questionMake a statementKnow the customer/prospect
Opening With Questions
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Curiosity ApproachAsk a question that peaks their interestRefer to a positive comment in a magazinearticle Surprise the prospect—send them something
Opening With Questions
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Opinion ApproachAsk the buyer/prospect for their opinion on the
product/service, the industry, a competitor product
Value the buyer’s opinion
Opening With Questions
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Shock ApproachCould be considered a scare tacticSecurity systemsHealthcare
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
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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
